Course Coordinator

Name: Dr Dean Wilkie

Email: dean.wilkie@adelaide.edu.au

Phone:+61 (0)8 8313 7112

Location: Level 10, Nexus Building

 

Teaching Assistant

Name: Maria (Masha) Neledva

Email: maria.neledva@adelaide.edu.au

Location: Level 10, Nexus Building

On successful completion of this course, students will be able to:

1	Compare and contrast the key principles of marketing strategy
2	Explain marketing and strategy concepts and ideas in their own words
3	Think strategically about marketing issues and provide recommendations
4	Successfully work as a team
5	Deliver an oral presentation in a professional, engaging manner
6	Prepare a professional, logical and coherent report in the form of a marketing plan

Required Resources

Recommended Resources

Moser, M. 2003. United We Brand. Harvard Business School Press, Boston.

Sharp, B.  2012. How Brands Grow: What Marketers Don’t Know. Oxford University Press, Melbourne.

Uncles, M.D., 2011. Perspectives on Brand Management. Tilde University Press, Prahan.

• Aaker, D.A., and Mills, M.K, Strategic Market Management, (Pacific Rim Edition): Brisbane, Wiley, 2005;
• Best, R., Market-Based Management – fourth edition, Pearson, 2005;
• Brown L., Competitive Marketing Strategy - second edition, Nelson ITP, 1997;
• Jain, S. Marketing Planning & Strategy – sixth edition, Thomson. 2004;
• Wee Chow Hou et al, Sun Tzu War & Management, Addison-Wesley, 1991
• A range of additional articles is also provided to add depth of understanding on the subject area and to provide information on the latest thinking within the discipline.

Periodicals:

• Asian Wall Street Journal;
• European Journal of Marketing;
• Fortune;
• Harvard Business Review;
• The Economist.
• Read also the Business Section of The Australian and The Age.

Additional case studies and articles will be distributed in class or via MyUni.

To enhance online learning, sessions will be recorded. 

Seminars are 3 hours each week.  The classes will be a mix between discussion, class exercises and/or student presentations along with the presentation of a new topic by the lecturer. 

Students are expected to attend all classes throughout the trimester.  Students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar.  There is a strong assumption that students will engage in seminar discussions in an informed way as class participation is a major aspect of the learning experience.

The University expects full-time students to devote a total of 48 hours per week to their studies.  This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular clasess.  Students in this course are expected to attend all classes througout the semester.

The course has a range of activities and discussion points. Learning activities include discussion in class, case studies, lecture content, videos, among other activities. 

Please note you must have passed Marketng 7104. 

To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.
All assignments will be checked for plagiarism via TurnItIn through the MyUni website.

Assessment Task	Task Type	Weighting	Learning Outcome
Early Semester quizzes (Weeks 1-4)	Individual	15%	CLOs 2, 3, 4
Brand Development Project(Assessment in four parts)	Part 1: Survey design	7.5%	CLOs 4 and 5
	Part 2: Data collection	0%
	Snapshot week 10, in tutorial	0%	All CLOs
	Brand development report	22.5%	All CLOs
Participation	Individual	10%	All CLOs
Final Exam	Individual	45%	All CLOs

1. Criteria that will be used to assess student's work are available in course Assessment Detail.
2. To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.  Students not achieving the minimum exam mark will be awarded no more than 49.
3. All assignments are to be lodged by the due date and time.  A late assignment will be penalised 5% per day or part day (24 hours) and a weekend is two days. A late submission after an extension date will incur the same penalties. 

The assessment components are as follows.

Early semester online quizzes   - (weight = 15%)

The early semester quizzes are provided to give an early indication of how you are going in the course. They will be based on concepts from the readings, lectures and issues raised in class discussions. True-false and multiple choice questions can be expected.


Brand Development Project (Weight = 30% in total)

The brand management concepts discussed in the course contain various concepts, theories, topics and examples from
various industries. To demonstrate your understanding of these, you are required to conduct a brand development report on a chosen brand. The first two parts will require you to work in a group consisting of approximately 5-6 members, and you are free to choose the composition of your group (as long as they are members of your tutorial class). The third and fourth parts can be in the same group or a smaller group of two members, again they must be from your tutorial class. The third part is optional for those students who wish to seek early feedback on their report.

Part 1: Survey design (group project).  (Weight = 7.5%)

An important part of building and managing brands is gathering information about the consumer, the competitors, as well as
identifying any problems/opportunities facing a brand. To assist in this, we have a survey framework for students to use (See MyUni for supporting documents and files), which will provide the information needed to complete the Brand development report. In groups of between 5 and 6 students, your task is as follows;

·        After Week 3, you will be given a list of 10 product/service categories. As a group, decide which category you will base the survey on. ·       You will need to modify the survey template (on MyUni called “Brand Survey Template”) to suit the product/service category. This will involve several things such as adding the relevant brand names. Of particular importance when making these modifications is the choice of attributes and benefits used to assess what is important to consumers when making a purchase decision (Question 9 in the template). The reason this is important is that it will guide the recommended positioning of the brand, which is the most important strategic part of building and managing a brand.

·        To assist in selecting attributes and benefits, please consider the following. ·        Finally, you can add questions to the survey if you like, but please do not delete any.  

What is due?

·        A copy of your proposed survey in Microsoft Word or as a PDF and submitted to Turnitin with a 1 to 2-page justification for the attributes and benefits used in the survey.


Part 2: Data collection (group project). (Weight = 0.0%)

An important part of the survey is getting a sample of reliable respondents. The task in this part is to simply recruit respondents.
Ideally, groups will gather around 50 valid respondents, at a minimum a group needs 25. The validity of a response can be checked by a number of factors such as the speed of response, the pattern of answers, and a number of manipulation checks inserted into the survey.

Part 3: Snap shot presentation. (Weight = 0.0%). This assessment is optional.

To assist you with the brand development process, in Week 10 you can present a very ‘short, sharp and shiny’ overview of the
brand and your progress. This progress report will then enable us to provide you with valuable feedback.

The third (and fourth) part can be in the same group or a smaller group of two members, again they must be from your
tutorial class. Please note, if you choose to do the assignment in a smaller group, the expectations will be the same as groups with more members even though the individual workload will be more.

You are restricted to 3 slides and 5 minutes. We are also limited in time, so only 7 presentations are allowed within the tutorial. If you want to present, please inform the tutor, and it will be a first-in, first-served policy. Remember, you can also talk to your tutor during the weekly consultation times.

Part 4: Brand Development report.  (Weight = 22.5%)

The brand development report is an important assessment as it will help demonstrate your understanding of the brand-related concepts discussed throughout the semester. It will be a video recording of a 15-minute PowerPoint presentation. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work.

With such an assignment, you will find that there is so much that you can say, however a common problem is that many assignments fail to communicate a strong, focused, and logical brand review. Part of the reason for this is that during the semester we will discuss a number of concepts and tools. You need to remember that these tools and concepts can help you, but they can also distract from your story. What is important is understanding how and when to apply these. Which of these concepts and tools assist your review and which do not? Below is a basic structure and a number of things to consider.

2.   Market and Consumer review - the objective of this section is to become familiar with the consumer and the competitive dynamics between brands. When considering the competitive dynamics, most categories have a high number of competitors, therefore you need to identify those competitors that are most relevant to your chosen brand. A great way to find this out is through the quadrant analysis as it will help you understand which brands are targeting the same position. Also, a duplication of purchase table (discussed in Week 11) will highlight which brands share the same consumers. In completing this section, consider the following;
3. Brand review - the objective of this part of this assignment is to provide an in-depth assessment of the chosen brand. There is a huge overlap with the market and consumer review. My advice is to make sure that there is a logical flow between the sections and that you are not repeating information
4. Brand Plan – Stretching the Brand

This part is forward-looking. Using the understanding gained from the first two parts, key issues or opportunities will emerge. Your task is to develop a recommended action plan for your chosen brand. This not only involves a recommendation of the desired brand image but also managing the brand's growth - owning the positioning, product development, improving engagement etc. Things to consider;
The final report should cover the three areas outlined.

As discussed, the final report will be a video recording of a 15-minute PowerPoint presentation. You may think that 15 minutes is a challenging time limit, so you need to tell a focused story. To do this I recommend the following steps;

1.    Of the key issues and opportunities, identify just one or two that really need to be addressed. These are the issues or opportunities that will have the biggest impact on the brand's performance.

2.    Review the overview, market, consumer and brand review sections and remove whatever information that does not relate
to these one or two issues/opportunities. Leaving this irrelevant information
in will only distract the reader.

3.   Once all this has been completed, watch the presentation and see if it tells a strong, focused, and consistent story.


Supplementary material 
• A copy of your PowerPoint presentation.
• Do not fill the 15 minutes up with images, graphs and tables, be selective with what you use, but also put any relevant info you wish to show in the appendices and refer the viewer to them.
• Provide a reference list of where you got all your information.
• Ensure your (and each group member's name) is on the cover as well as the date, the course name and the assignment topic
are clearly identified on the front cover using the University’s Assignment Cover Sheet.
• If you did the assignment in a group, after the appendices you need to put together a summary of the contribution each
student made to the project. This may include the sections that each student wrote or outline the responsibilities of each member.


Submission

The assignment is to be submitted electronically through the Turnitin application on MyUni

Tutorial Participation   10%

A mark is awarded for active tutorial participation and attendance. Students are required to not only attend tutorials but to read and be prepared for case study discussions, and to take an active part. The activities have been set up to not only help understand the topics each week, but also to help collect information for the group project. The work from these activities may be collected for the purpose of reviewing the level of participation.



Final Examination  45%

The final exam will be based on concepts from the readings, lectures and issues raised in class discussions. Short essay questions can be expected.

Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf

Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to: http://www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf
Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

Presentation of Assignments
Please retain a copy of all assignments submitted.
Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism: www.adelaide.edu.au/policies/230/.
For this course, students are required to submit their assignment via MyUni
It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.
Assignment Guidelines including Referencing Details

A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/about/publications/colour_communication_skills.pdf

This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.


Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.