成人大片

3rd Trimester:

Lecturer: Nigel Barker
Location: Office 13.30, Level 10 Nexus Buidling, 10 Pultney Street
Telephone: 8313-0424 ( preferred contact by email)
Email: nigel.barker@adelaide.edu.au
Course Website:

Consultation times: Directly after class or by appointment.

By the end of this course students will:

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

Due to the complexity of the subject, many texts can aid understanding. The main text is:

• Walker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. Marketing Strategy: A Decision-Focused Approach. McGraw-Hill, 2015 (or an earlier version). The key references (as recommended resources) are listed in 3.2, below.

• Students also need to purchase a license for the Markstrat computer simulation.   The Markstrat Simulation MUST BE PURCHASED BEFORE THE FIRST SESSION.  
  
  • To purchase a NEW MarkStrat Online Handbook with its own serial number (an old one will not work), go to:

Details on registering will be posted on MyUni one (1) week before the first session. 

• 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.

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

Students in this course 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.

Students will be using Markstrat, a marketing simulation program and must be prepared to fully participate in a agroup in order to make ongoing strategic decisions.

The University expects full-time students to devote a total of 48 hours per week to thier 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.

SCHEDULE

                      Topics                                                 Readings

Week 1	Course introduction Markstrat introduction; Form Groups – group dynamics;	Walker 1, Markstrat3
Week 2	Introduction to strategy Markstrat Practice decision (1)	Walker 2             (Best 2,  Aaker and Mills 1, 2)
Week 3	Corporate and business strategy Markstrat Decision (1) Student presentation	Walker 4 (Best 3, 4, 5)
Week 4	Understanding opportunities Markstrat Decision (2) Student presentation	Walker 5 (Best 3, 4, 5)
Week 5	Measuring market opportunities Markstrat Decision (3,4,5) Student presentation Marketing Plan Due	Walker 6, 7    (Best 6, 7)
Week 6	Targeting attractive segments Differentiation and positioning Markstrat Decision (6,7) Student presentation	Walker 8 (Best 6, 7)
Week 7	Strategies for new market entry Markstrat Decision (8,9) Student presentation	Walker 9 (Best 11, Aaker and Mills 10)
Week 8	Strategies for growth markets Markstrat Decision (10,11,12) Student presentation	Walker 10, 11 (Best 12, 13, 14, 15)
Week 9	Strategies for mature and declining markets Strategies for new economies Markstrat Decision (13,14,15) Student presentation	Walker 12, 13
Week 10	Implementation and control (ppt-11) Student presentation
Week 11	Presentations
Week 12	Presentations

Students will work in groups of up to five, to position the products of a firm in a simulated market place. This requires students to analyse large amounts of provided market and product data, to make decisions in their group on the basis of the information they create, and so compete against otehr student teams in the MarkStrat world.

Assessment Task	Task Type	Due	Weighting	Learning Outcome
Marketing Plan	Summative Individual	Week 5	10%	1, 2, 3, 5, 6
Simulation Review and Long -term Recommendation Report	Summative Group	Week 12	Total 20% includes: Written report 15%, Group presentation 5%	All
Markstrat (weighted ratio of Game Score)	Summative Group	Week 12	10%	1, 2, 3
Group Case Study Presentation and Participation	Summative Individual	Weeks 3-10	Total 10% includes:  Presentation 5%, audience participation 5%	All
Final Exam	Summative Individual	TBA	50%	1, 2, 3, 6

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 where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.

1.  MARKETING PLAN 10%

Group assignment
Due Week 5 hard copy handed in during class, soft copy put through Turnitin no later than 8:30pm on the day of class
Written report 1500-2000 words

Each Markstrat company will produce a strategic marketing plan that will form the basis of the decisions to be made for periods 1 to 10. It is emphasised that the plan should have a longer-term perspective, which will guide the decision making to period 10 and beyond.

 The plan will contain:

• An internal and external analysis of past performance, competition, the markets, the environment and so on, resulting in a SWOT
• Objectives and strategic direction for individual brands
• Targets for ensuing periods
• Strategies for individual brands
• A brief rationale for making these decisions

2.  MARKSTRAT SIMULATION  10%

Group Assignment
Due for completion by Week 12

Students will participate in the computer-based marketing management and strategy simulation Markstrat Online.  It is a sophisticated marketing simulation that provides a challenging decision-making exercise in which complex strategic marketing decisions must be made within a competitive and realistic context.  Students will participate in their allocated group, and as a group, will manage their hypothetical firm in competition with other teams over the course of the program. 

The objective of this exercise is to place students into a realistic operating environment that requires the integration of complex strategy, makreting research, planning and decision-making.   Groups will be evaluated on the basis of their overall strategies and competitive results.  Groups are expected to be democratic and self-managing.  The decision rules of the game are detailed and extensive.  Thus, it is essential that each studen thas access to a copy of the student manual and makes continula reference to it.  The game requires decisions to be made simulating a specified number of years of operations.  Decisions will be made according to the program in this guide.  Decisions must be received by due dates/times.

Marks will be awarded based on the financial performance of each group in the simulation.  A weighted score based on your group's shareholder index compaared to other groups.  This score is a reflection of your understanding of the Markstrat world and also your Marketing Strategy over the assigned period.  the grade reflects your commitment to understanding the intricacies of Markstrat. 



3.  SIMULATION REVIEW AND LONG-TERM RECOMMENDATION REPORT  20%

Group Assignment
Due Week 12
20 minute Group verbal presentation 5%
Written report approximately 2500 words handed in immediately on completion of the presentation 15%
Soft copy of the report to be put through Turnitin no later than midnight on the evening before presentation date
over the management of their firm, and should include the following elements:

• Analysis of past performance
• Main strategies pursued
• Main adjustments made to changes in the environment
• Key points learned through past successes and failures
• Recommendations for the future

4.  CASE STUDY PRESENTATIONS AND PARTICIPATION  10%

Group Assignment
Due between Week 3-10 (Groups assigned a week)
Maximum 15 minutes
Provision of articles and presentation and the degree of discussion generated  5%
Quality of contribution by each audience member is graded for participation   5%

Students are expected to interact and engage in active discussion during class sessions.  At the end of every class a mark will be awarded based on the level of activity and contribution to class discussions.

It is also a requirement that student groups take it in turn to provide an up-to-date series of articles relating to marketing strategy for class discussion.  The nominated Markstrat group will present the related strategy issues and lead a class discussion.

5.  FINAL EXAM  50%

The format and exam apporach will be discussed in class. 

 

Market Plan - Week 5
Group oral presentations - weeks 4 - 10
Final report submission - week 12
Final oral presentation - week 12