Part C - 30%
DUE WEEK 12
Download the Strategic Marketing Plan template from Moodle.
Part B and C will involve completing all sections of this Marketing Plan template.
Students are to incorporate feedback from Part A and B when completing the Marketing Plan.
This part of the assignment requires students to complete the following sections of the Strategic Marketing Plan template:
• Executive Summary
• Problems and Opportunities statement
• Strategic positioning
• Marketing objectives
• Implementation plan
• Evaluation and control processes
The time frame for the growth market, goals and objectives is three years.
The Marketing Plan should be submitted in its entirety - including sections completed for Part B.
The recommended word count is 2000 -3000 words. Refer to Marking Guide at the rear of this Course De-scription. Attach marking guide to your assignment when submitting.
Course Description (Higher Education) Course Description (Higher Education) BUMKT3702 Marketing Strategy and Analysis School: Federation Business School Course Title:Marketing Strategy and Analysis Course Code:BUMKT3702 Teaching Location:Mt Helen Credit Points:15 Semester, Year:Semester 2, 2017 Prerequisite(s):BUMKT1501 Introduction to Marketing Co-requisite(s):Nil Exclusion(s):Nil ASCED Code: 080505 Program Level: Level of course in Program AQF Level(s) of Program 5 6 7 8 9 10 Introductory Intermediate Advanced X 1Organisation: Staff Lecturer Details Tutor Details (if relevant) Name Jenni Lascheit Email Contact
[email protected] Office Location & Campus B015 Phone Contact 0419951035 Consultation Hours By Appointment Prescribed Text This course will be conducted on the presumption that students have a copy of: Reed, P (2015) Strategic Marketing: Decision Making and Planning 4th Edition (isbn#9780170241236), Cengage Learning Australia The Hard Copy is $122.95 OR The eBook has two choices: a)eBook alone - $59.95 b)eBook + Extra Student Resources - $69.95 http://www.cengagebrain.com.au/shop/search/9780170241236 When students get to the Shopping Cart they can put in this Discount Code: GETSMART (This will give them a further 10% discount) Student Responsibility It is the responsibility of every student to be aware of the requirements for this course, and understand the specific details included in this document. For full details of programs and school procedures, please refer to the Federation Business School Programs Handbook available at http://federation.edu.au/faculties-and-schools/federation-business-school/student-resources/continuing-students/timetables Students should be aware of the content of the handbook, particularly: Special Consideration process and forms Assignment Coversheet Submission of tasks and assignments Grading codes Appeal process Unsatisfactory progress - Early Intervention It is emphasised that this course requires a significant commitment outside of formal class contact. The learning tasks in this course may include classes (lectures, tutorials or seminars), required reading, the preparation of answers to set questions, exercises and problems, and self-study. In addition, students may be required to complete an assignment, test or examination. The table below is an example of the suggested time allocations for this course. Classes 3 hours per topic 36 hours Reading 2 hours per topic 24 hours Preparation of set questions, exercises and problems 4 hours per topic 48 hours Preparation of assignment 20 hours Study and revision for test and end of semester examination 22 hours TOTAL 150 hours Attendance and Participation It is in students’ interest to make every effort to attend all the classes for this course and to complete all preparatory and assessment tasks. It is our experience that those students who do not attend class or carry out the associated activities are more likely to do poorly or to fail the course completely. Late Submission Assessment tasks submitted after the due date, without prior approval/arrangement, will be penalised at 10% of the available marks per day. Requests for extension of time must be made with the lecturer concerned and based on Special Consideration guidelines http://policy.federation.edu.au/student_services_and_administration/enrolment/special_consideration/ch01.php Moderation of Results Moderation refers to the practice of quality assurance of assessable tasks and marking carried out at any of the School’s Partner Providers’ locations. Moderation addresses the interests of students, staff, the School’s partners and external stakeholders. Moderation seeks to ensure that: Good practice in assessment is being applied consistently across the institution and its programs; Student performance is being properly, fairly and consistently judged for all students undertaking the same course of study; and Standards expected of, and achieved by, students are appropriate, reliable and comparable to good practice at the University and nationally. Standardisation of assessment may result in a student’s mark being amended. This is your guarantee that your results are comparable to Federation University results in all locations. Course Evaluation We welcome feedback as one way to keep improving this course. Students are encouraged to provide course feedback through eVALUate, the University’s online student feedback system. eVALUate will be available to students during Weeks 10 and 11 by the Student Survey dashboard system using FedUni student user names and passwords. Moodle Moodle is used to host course resources for all courses. Students can download lecture and tutorial notes to support class participation. Students login to Moodle at https://moodle.federation.edu.au/login/index.php Generally, assessments are submitted online through Moodle. Should you need assistance, please use the available resources and support through the drop-down menus in Moodle. Plagiarism: Plagiarism is the presentation of the expressed thought or work of another person as though it is one's own without properly acknowledging that person. Students must not allow other students to copy their work and must take care to safeguard against this happening. In cases of copying, normally all students involved will be penalised equally; an exception will be if the student can demonstrate the work is their own and they took reasonable care to safeguard against copying. Plagiarism is a serious offence. Please refer to the following documents: Statute 6.1: Student Discipline Regulation 6.1: Student Discipline Regulation 6.1.1: Plagiarism Adopted Reference Style: APA The link to the library website for more information is: FedUni Library - Referencing 2Learning Outcomes: This course will provide students specialising in marketing with a capstone course. Building on previous marketing courses, it integrates components of the program via the study of strategic processes within contemporary organisations. Marketing Strategy and Analysis provides the knowledge and skills necessary to conceive and develop strategic marketing plans for products and services. Marketing Strategy and Analysis will foster the development of business acumen and skills through its emphasis on authentic ‘real world’ tasks, thus preparing students for a career in business. This course is designed to enable students to: Knowledge K1Distinguish between managerial and strategic perspectives in marketing, including corporate, SBU, and product level strategies K2Identify and analyse dynamic marketing environments via environmental scanning K3Analyse trends and identify growth opportunities K4Evaluate a range of alternative strategies in meeting the firm’s objectives K5Assess the strategic marketing planning process Skills S1Research and critically review an authentic marketing scenario S2Generate strategies and recommendations to enable future business growth and prosperity S3Evaluate and propose control marketing activities using appropriate business metrics S4Present the results of a strategic marketing plan in a professional manner via a written and/or oral communication skills Application of knowledge and skills A1Employ a coherent and rational approach to the development of marketing strategies in a new environment A2Apply marketing concepts and theories to ‘real world’ business scenarios with initiative and judgement in planning, solving, and decision making 3Course Content: This course consists of five broad topics: The strategic process Strategic analysis and evaluation Strategy development Marketing mix strategies Control of marketing activities Students should note that this is an advanced course and therefore, assumes you have sufficient grounding in marketing, (that is, far more than what is acquired in Introduction to Marketing). Concepts from Marketing Communications, Consumer Behaviour, Services Marketing, eMarketing, Product Management and Marketing Research are relevant to in-depth analysis of case studies and the development of a set of recommendations. 4Values: Understand the role and importance of strategic planning within contemporary organisations Develop a marketing mindset in response to business challenges Develop pragmatism and commercial astuteness Employ professionalism in business communications 5Learning Tasks and Assessment: At the University a PASS is usually achieved at 50%. For courses listed below, a mark of at least 40% in the examination must additionally be achieved. BUACC1506, BUACC1507, BUACC1521, BUEBU1501, BUECO1507, BUECO1508, BUENT1531, BUHRM1501, BULAW1502, BULAW1503, BUMGT1501, BUMKT1501, BUMKT1503, BUTSM1501, BUTSM1502, BUACC5901, BUACC5930, BUACC5937, BUECO5903, BUHRM5912, BULAW5911, BULAW5914, BULAW5915, BUMGT5921, BUMKT5901, BUMKT5922. Students are strongly advised to attempt ALL assessment tasks. Students who do not submit a task(s) or fail a task(s) in the semester will be identified as a ‘student at risk’ of unsatisfactory academic progress (outlined in the School Handbooks) and will be directed to the School’s Intervention Program. Students who encounter difficulties or who are otherwise concerned regarding their progress should consult their lecturer. Assessment criteria set out the details by which performance in each task will be judged. This information will give a clear and explicit understanding of the expected standards to be achieved relative to the marks awarded. Learning outcomes assessed Assessment Task Assessment Type Weighting Week Due 1. K1,K5 Demonstrate an understanding of the strategic concepts from the first half of the course Mid-semester Test (individual close-book test) 10% Week 6 2. K2,K3,K4 S1,S2,S3,S4 A1,A2 Prepare a professional strategic marketing report and presentation for an authentic business scenario Strategic Marketing Plan (Group Project) Part A Part B Part C 10% 20% 30% Week 5 Week 9 Week 12 3. K1,K3,K4 S2,S3 A2 Demonstrate both knowledge and application of strategic concepts and processes Examination 30% TBA Assessment details and criteria You will be provided with criteria against which your performance in the major assignment will be judged. This information will give you a clear and explicit understanding of the standards you are expected to achieve relative to the marks awarded. Assessment Criteria Sheets (ACS) must be attached to the group assignment—the ACSs are at the end of this document. Group Assignment (60%)—Three-Year Marketing Plan for a Growth Opportunity In groups of no more than three students you are to select a firm that is listed on the Australian Stock Exchange (ASX). For students at international partners you are to select a firm listed on the main stock exchange in your country. Listed firms give students far greater access to data—for example, they are required to publish Annual Reports. This assignment will be submitted in 3 parts. Part A - 10% DUE WEEK 5 Groups are required to provide background information on the organisation, an analysis of the major industry it competes in, an analysis of its environment and competitors, an assessment of its marketing, identification of ONE growth opportunity and a set of recommendations for establishing a competitive advantage for that growth opportunity. The time frame for the growth market, goals and objectives is three years. The recommended word count is 1500 words. Refer to Marking Guide at the rear of this Course Description. Attach marking guide to your assignment when submitting. Feedback from this report should be incorporated in Parts B & C. Part B - 20% DUE WEEK 9 Download the Strategic Marketing Plan template from Moodle. Part B and C will involve completing all sections of this Marketing Plan template. Students are to incorporate feedback from Part A when completing the Marketing Plan. This part of the assignment requires students to complete the following sections of the Strategic Marketing Plan template: Introduction Situation Analysis - Business definition and scope External Environment - Economic forces - Sociocultural forces - Political-legal forces - Technological forces - Natural environment forces - Market review - Competitive review - Distribution channels and buyers - End-user customers - Supply CSFs and Summary of Opportunities and Threats The recommended word count is 2500-3500 words. Refer to Marking Guide at the rear of