Entrepreneurial Marketing Study Outline

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					Sarawak Campus
School of Business and Design
Higher Education Division

Unit of Study Outline
Strategic and Entrepreneurial Marketing
(Term 2, 2012)
Version date (24 April, 2012)
Unit of Study Outline
Unit of study code
                                                     Strategic and Entrepreneurial Marketing
Unit of study name
                                                     Term 2, 2012
Teaching Term/Semester & Year
                                                     Six hours per week
Contact Hours (hrs/wk) or total contact
Credit Points

This unit will adopt a general management perspective and explore how marketing contributes to
corporate strategy and how marketing influences and is influenced by other functions within the
Students will learn to be effective members of entrepreneurial teams who can comprehend a world
characterised by uncertainty and change and identify and evaluate opportunities.

Learning Objectives
After successfully completing this unit, you should be able to:

   1. Discuss marketing issues with marketing specialists
   2. Prepare a brief for the marketing department to request information relevant to their own
       functional speciality
   3. Provide feedback to marketing specialists on the impact of their plans and operations
   4. Integrate marketing insights into the development of plans within their own functional
   5. Apply marketing insights in their daily operational activities within their functional speciality
   6. Understand what market segments are being targeted by their organisation and the value
       proposition offered to each segment
   7. Include marketing insights in their contribution to the development of business and
       corporate strategy
   8. Know how marketing contributes to the management of innovation
   9. Understand the marketing strategies of competitors
   10. Understand how their organisation is positioned relative to competitors
   11. Understand the marketing dimensions of their industry.

The following areas of marketing theory will be utilised in discussions of case studies and reviews
of corporate behaviour:
    • Strategic Marketing
    • Marketing Planning
    • Markets and buyer behaviour
    • Marketing Research
    • Market Segmentation, targeting and positioning
    • Product Strategy

                                                                                              Page 2 of 18
   •   Pricing Strategy
   •   e-Marketing
   •   Distribution Strategy
   •   Marketing Communications
   •   Ethics and Legal compliance
   •   Sustainable Competitive Advantage.

Swinburne Graduate Attributes:
Swinburne graduate attributes signify that the university intends that its teaching programs assist
all its graduates to be:
    • capable in their chosen professional, vocational or study areas;
    • entrepreneurial in contributing to innovation and development within their business,
         workplace or community;
    • effective and ethical in work and community situations;
    • adaptable and able to manage change; and
    • aware of local and international environments in which they will be contributing (eg socio-
         cultural, economic, natural).

Key Generic Outcomes
   •   Teamwork skills
   •   Analysis skills
   •   Problem solving skills
   •   Communication skills
   •   Ability to tackle unfamiliar problem
   •   Ability to work independently

Other Generic Skills Outcomes
This unit will help students to develop the following capabilities:
   • Leadership: Interdependence, engaging with Action and Influence, Effective Action and
   • Global Focus: Globalised business perspectives
   • Entrepreneurship and Innovation: Corporate Enterprise Creation
   • Strategy: Strategic and Sustainable Marketing
   • Financial Competence: Allocation of Financial Resources
   • Ethical and Social Responsibility: Sustainability and Triple bottom line focus
   • Lifelong Learning: Learning from novel experience, source and evaluate conceptual
       frameworks; team-based learning.

Learning and Teaching Structure
Six hours of classroom sessions involving experiential learning each week. Each session will be of
three hours duration.
In a term, you should normally expect to spend, on average, twenty five hours of total time (formal
contact time plus independent study time) a week on a 12.5 credit point unit of study.

                                                                                           Page 3 of 18
Provisional Schedule

  Week/                   Topic                      Pre-Reading                Classroom Activity(ies)
    1/1       Introduction – welcome,         Article: Mintzberg, T.         Discussion:
              forming group.                  (1994) The fall and rise of
 (April 30)                                                                  If strategies are emergent, as
                                              strategic planning, Harvard
              The Changing world of                                          Mintzberg contends, are these
                                              Business Review, Jan-Feb,
              Marketing                                                      strategies more appropriately
                                              p. 108.
                                                                             called tactics?
                                                                             What role should line managers,
                                                                             who are not marketing
                                                                             managers, play in the marketing
                                                                             strategy and planning
                                                                             In many fast-growing industries,
                                                                             small start-up companies often
                                                                             succeed despite being more
                                                                             production-oriented than market-
                                                                             driven. Does this mean the
                                                                             marketing concept is more
                                                                             applicable to large firms than
                                                                             small businesses?
    1/2       Marketing Planning              Articles:                      Case Study 1 - Go Footwear
                                                                             and the GoGo shoe
  (May 3)     Strategic Analysis, Strategic   Porter, M.E. (1998)
              Thinking and Strategic          Competitive advantage:
              Decision- Making                Creating and sustaining
                                              superior performance
              Sustainable Competitive
                                              Kumar, et al. (2011) Is
                                              market orientation a source
                                              of sustainable competitive
                                              advantage or simply the
                                              cost of competing? Journal
                                              of Marketing, 75(Jan), 16-

                                              Christian, H. & Ketels
                                              (2006) Michael Porter’s
                                              framework: Recent learning
                                              and new research priorities,
                                              Journal of Industrial
                                              Competitive Trade, 6, 115-

    2/1       *Strategic Customer             Articles:                      Case Study 2 – China and
              Relationship Management                                        India: Opportunities and
  (May 7)                                     Payne, A. & Frow, P.
                                                                             Challenges by Craven & Piercy
                                              (2005). A strategic
                                                                             (2009), p.168
                                              framework for customer
                                              relationship management,
                                              Journal of Marketing,
                                              69(Oct), 167-176.

                                              Winer, R.S. (2001). A
                                              framework for customer
                                              relationship management,
                                              California Management

                                                                                                Page 4 of 18
                                         Review, 43(4), 89-105.

  2/2      High Level Strategies –       Article:                       Case Study 3 – Pfizer, INC by
           Segmentation, Targeting and                                  Craven & Piercy (2009), p. 156
(May 10)                                 Bianco, A. (2004). The
           Brand Positioning
                                         vanishing mass market,
                                         Business Week, 12 (July),

  3/1      *Entrepreneurship and         Article:                       Case Study 4 –
           Strategic Marketing
(May 14)                                 Besic, C.,Sedlak, O.,
           e-Marketing                   Grubor, A., & Ciric, Z.
                                         (2011) Measurement model
                                         for assessing the diffusion
                                         of e-business and e-
                                         marketing. Technics
                                         Technologies Education
                                         Management Journal, 6(3),

  3/2      *Strategic Marketing          Article:                       Discussion:
(May 17)                                 Day, G.S (1994). The           Discuss how an organization’s
                                         capabilities of market-        marketing information skills and
                                         driven organization, Journal   resources contribute to its
                                         of Marketing, Oct, p.43        distinctive capabilities

  4/1      Product Strategies            Discussion:                    Case Study 5 – Nike Inc by
                                         From the time that Mars        Craven & Piercy, (2009) p. 425
(May 21)
                                         Confectionery first entered
                                         the Australian market in
                                         1954, the company has
                                         concentrated on the
                                         chocolate bar segment. In
                                         the 1990s Mars Bar
                                         dominated this segment,
                                         and two other Mars
                                         Confectionery ‘power
                                         brands’, Snickers and
                                         M&Ms, also rank in the top
                                         ten brands for this
                                         category. In the early 1990s
                                         the company leveraged
                                         Mars Bar, Snickers and
                                         Bounty into ice cream, but
                                         they withdrew from this
                                         product category in 1994 in
                                         order to focus on their core
                                         category: confectionery.
                                         However, in 1996 Mars
                                         executed a guerrilla-type
                                         strategy by launching
                                         Galaxy, a British Mars
                                         Confectionery brand, into
                                         the Australian block
                                         chocolate market. This
                                         brand was withdrawn four
                                         months later, and some
                                         industry observers believe
                                         this was part of a strategy
                                         designed to unsettle
                                         Cadbury Schweppes and

                                                                                            Page 5 of 18
                                          Nestlé, the two major
                                          competitors in this product
                                          category. In August 1997
                                          Mars launched Dove, a
                                          global block chocolate
                                          brand, onto the Australian
                                          Should Mars Confectionery
                                          stay focused on the
                                          chocolate bar segment, or
                                          should it broaden its
                                          product mix by entering the
                                          block chocolate category?
                                          What are the pros and cons
                                          of each strategy?
  4/2      Price Strategies               Article:                      Case Study 6 –
(May 24)                                  Ramirez, E. & Goldsmith,      TWO DOGS bites into Japan by
                                          R.E. (2009). Some             Kotabe et al.
                                          antecedents of price
                                          sensitivity, Journal of
                                          Marketing theory and
                                          Practice, 17(3), p. 199
  5/1      Distribution and Value Chain   Articles:                     Case Study 7 –
(May 28)                                  Porter’s value chain          TBA

                                          Stuart, F.I.& McCutcheon,
                                          D.M. (2000). The
                                          manager’s guide to supply
                                          chain management,
                                          Business Horizons, March-
                                          Apr, p.35
  5/2      Integrated Marketing           Article:                      Activities: . Read Berthon, P.
           Communication Strategies                                     Pitt, L. & Campbell, C. (2008),
(May 31)                                  Berthon, P. Pitt, L. &
                                                                        Ad Lib: W hen Customers Create
                                          Campbell, C. (2008), Ad
                                                                        the Ad, California Management
                                          Lib: W hen Customers
                                                                        Review, Vol. 50, No. 4, pp. 6-30,
                                          Create the Ad, California
                                                                        and discuss what guidance and
                                          Management Review, 50
                                                                        examples you would give today
                                          (4), 6-30.
                                                                        to the marketing communication
                                                                        manager contemplating this

  6/1      Ethics and Legal Compliance    TBA                           Case Study 8 –“Instant Job” by
                                                                        Volery & Schaper (2007) pp.
(June 4)

  6/2      Student Presentation           N/A                           Project Presentation
(June 7)

                                                                                            Page 6 of 18

       Name              Room          Phone No.            Email Address          Consultation
Dr Zazli Lily Wisker      B308         082-260899/     By appointment

Resources and Reference Material
The textbooks you are required to use this semester are available from the bookshop.

Reed, P. (2010) Strategic marketing: Decision making & planning, 3rd edition. Australia: Cengage
Learning Press.

Also buy this excellent reference, which you will use throughout your academic studies and
business career:
Summers, J & Smith, B. (2010) Communication Skills Handbook, 3rd edition. Australia: John Wiley
and Sons. It is also available in the Bookshop for around $22.96 with a discount. ISBN

Other References (but is not limited to):
   •   Journal of Marketing
   •   Journal of Business Strategy
   •   Business Review Weekly
   •   Harvard Business Review
   •   The Economist
   •   Journal of Services Marketing
   •   Journal of Marketing Management
   •   Journal of Marketing Research
   •   Marketing Intelligence and Planning
   •   Advertising News

Additional References and Databases
All students are encouraged to read as widely as possible. The easiest and most comprehensive
way to access serious thought and data is through the Electronic References and Databases such
as Electronic databases including: ProQuest, EBSCO host, Infotrac, Business ASAP, Factiva.
These resources are invaluable to add value to your assignments particularly to update texts which
are rarely up to date and are often not industry specific.
For company and industry backgrounds why not try the library infogates on.
For industry, company and brand information see GMID/Euromonitor and IBIS (which can be
accessed through the “subject guide” infogate). Retail World is especially useful for brand-level
information reported in their Category Reviews. See the librarians for help – the Category Reviews
are held in the short-loan area behind the service desk in the library.
Other Optional Reading

                                                                                        Page 7 of 18
There are many excellent references in the Swinburne library on the subject of marketing,
particularly strategic marketing and competitive advantage. The list below is not exhaustive; simply
a list of the better-known publications that cover various aspects of the subject. Use this list as a
guide for further reading as you need, and remember that other books in the area may well equally
be useful. It is also strongly recommended that students read Malaysian and International
magazines and newspapers. Articles may also be handed out in class.

Please take the help of library staff members in case you find it difficult to access the
resources suggested above.

Blackboard Site for this Unit of Study
Important information concerning this unit of study is placed on a website on the Swinburne course
management system (Blackboard), accessible via
It is your responsibility to access on a regular basis
• the Blackboard site for your unit of study,
• the Announcements section on Blackboard, and
• any emails sent by the teaching staff to your email address via Blackboard.
• It is your responsibility to ensure that your email address on Blackboard is set to your preferred
     email address. To set your email address on Blackboard, go to My Institution, click on TOOLS


Assessment Task Grid

Assessment Task         Individual/      Learning Objectives    Weighting         Due Date
Literature Review       Individual       1,4, 5, 7, 9, 10 and   20%               17 May
Case Study Analysis     Group            6,7,8,9, and 10        15%               Selected Class
Marketing Project       Group            All                    25%               4 June
Exam                    Individual       All                    40%               TBA

Participation Requirements [if appropriate]
Because all sessions will have class activities to facilitate experiential learning, an active
participation is encouraged. An adequate preparation for each session will add value and create
more learning in the sessions.
Minimum Requirements to Pass this Unit of Study:
In order to achieve a pass in this unit of study, you must:
Submit all assignments/assessment tasks and achieve a minimum of 50% marks in aggregate
Assessment Details:
Please refer the annexures

                                                                                           Page 8 of 18
Assessment Grading Criteria
The grading criteria for assignments are shown in the table below.

    Grading                                             Meaning
                Outstanding, insightful work. Goes beyond requirements of the task to develop a
                response, which is thoughtful, reflective, and considers alternative views and makes
                connections among ideas and information from different sources or from different
                aspects of the course. Well researched and documented. Displays creativity and
                Very good work. Purposefully and logically developed. Thoroughly addresses all
                aspects of the task. Synthesis of details and concepts from various sources or topics
                shows evidence of sound understanding and thoughtful examination. Research
                information appropriately cited.
      C         Good work. Generally clear, accurate and relevant. Adequately addresses all
                requirements of the task. Demonstrates understanding of course concepts, with
                evidence of some thoughtful examination and reflection. Development is generally
                logical, facts generally correct. Tends to focus on one interpretation.
      P         Satisfactory work. Shows basic understanding of concepts with minimal evidence of
                reflection or thoughtful analysis. Complies with the basic requirements, relies on limited
                sources of information, little integration of concepts.
      N         Unsatisfactory work. Fails to address the topic in a meaningful way. May be extremely
                brief, inaccurate, illogical or undeveloped.

Submission of Assignments:
• Please follow the instructions provided in Blackboard system and in Class room sessions for
   each assignment
• Use of an Assignment Cover Sheet is compulsory for all writing assignments
• A hard copy and a soft copy by Blackboard system submission is required for all assignments
   asking for submissions
• Please keep a back-up copy (in soft copy) of all submissions
Extensions and Late Submissions:
•  All submissions to be done at the start of the mentioned sessions.
•  In case of late submissions, a penalty of 10% of total marks will be deducted for each 24 hours
   slot late submission. E.g. if the submission is 25 hours late, 20% of the total marks will be
Availability of Assessment Results, Retention of Assessed Materials:
Assessed material will be returned to you, but you must retain all assessed material that
contributes to the final grade up until such time as the final grades are published. The assessed
material must, after a reasonable time, be produced on demand for review by the Convenor. Non-
compliance with this requirement may result in loss of all credit for the assessed material not so

Group-work Guidelines:
A group project is the collective responsibility of the entire group, and if one member is temporarily
unable to contribute, the group should be able to reallocate responsibilities to keep to schedule. In
the event of longer-term illness or other serious problems involving a member of a project group, it
is the responsibility of the other members to make the project supervisor aware of the situation
straight away.
Group project reports must be submitted with the project cover sheet, signed by all members of the

                                                                                                   Page 9 of 18
All group members must be satisfied that the work has been correctly submitted. Any penalties for
late submission will apply to all group members, not just the person who submitted.
Swinburne University of Technology’s definition of Plagiarism:
Plagiarism is the action or practice of taking and submitting or presenting the thoughts, writings or
other work of someone else as though it is your own work. Plagiarism includes any of the following,
without full and appropriate acknowledgment to the original source(s):
   (i) The use of the whole or part of a computer program written by another person;
   (ii) the use, in essays or other assessable work, of the whole or part of a written work from any
   source including but not limited to a book, journal, newspaper article, set of lecture notes,
   current or past student’s work, any other person’s work, a website or database;
   (iii) the paraphrasing of another’s work;
   (iv) the use of musical composition, audio, visual, graphic and photographic models, and
   (v) the use of realia that is objects, artefacts, costumes, models and the like.
Plagiarism also includes the preparation or production and submission or presentation of
assignments or other work in conjunction with another person or other people when that work
should be your own independent work. This remains plagiarism whether or not it is with the
knowledge or consent of the other person or people. It should be noted that Swinburne
encourages its students to talk to staff, fellow students and other people who may be able to
contribute to a student’s academic work but that where independent assignment is required,
submitted or presented work must be the student’s own.
Enabling plagiarism contributes to plagiarism and therefore will be treated as a form of plagiarism
by the University. Enabling plagiarism means allowing or otherwise assisting another student to
copy or otherwise plagiarise work by, for example, allowing access to a draft or completed
assignment or other work.
The information outlined in this section above is covered in more detail in Swinburne Sarawak’s
Plagiarism Policy and Procedure. Students must be familiar with the Policy and Procedure, found

Assessment and Appeals Policy and Procedure:
The information outlined in the Assessment sections above is covered in more detail in Swinburne
Sarawak’s Assessment and Appeals Policy and Procedure. Students must be familiar with the
Policy and Procedure, found at
The Policy and Procedure provides details about:
   •   Assessment issues such as the conduct of examinations, plagiarism policies and details
       explaining how to apply for a review of results and other appeals, and
   •   Student progress issues such as unsatisfactory academic progress and early intervention
       procedures, and
   •   Information for students with disabilities and special needs and procedures for applying for
       special consideration.
Students should make themselves familiar with all aspects of the Policy and Procedure, as failure
to do so is not grounds for appeal.

Student Feedback:
Swinburne seeks student feedback in a number of ways, including through periodic “Student
Feedback on Units” and “Student Feedback on Teaching” surveys, as part of the university’s
approach to quality assurance and improvement. Possible improvement based on both student
and staff feedback is considered by Unit Convenors, Unit Panels made up of relevant teaching
staff, Program Panels, Faculty Academic Committees, and the Academic Programs Quality
Committee, as appropriate.

                                                                                          Page 10 of 18
Safety Standards and Conduct Requirements:
The University executes safety drills without warning. Be prepared to follow instructions from staff
and/or wardens to evacuate the building in a safe and orderly manner.
All students are expected to respect the rights and sensibilities of their fellow students and
teaching staff. This also applies in respect of the content of video and audio work submitted for
assessment. The University had implemented anti-discrimination and harassment policies and
procedures to promote a discrimination and harassment free work and study environment for all
staff and students. The University had implemented anti-discrimination and harassment policies
and procedures to promote a discrimination and harassment free work and study environment for
all staff and students:
Safety procedures in laboratories must be followed. For your own safety, bare feet, thongs and
other open sandals are forbidden. Eating, drinking or smoking in laboratories is not allowed. A
mature, sensible attitude and a healthy respect for the equipment is always required. Juvenile, ill-
mannered or reckless behaviour will not be tolerated, and the laboratory supervisor has the right to
exclude students from the laboratory should their behaviour constitute a danger to themselves or
others. Such behaviour would result in forfeiture of all marks for that experiment. The playing of
computer games is not allowed in the computer labs.

Special Needs:
If you have special needs you should advise your Faculty and the Unit of Study Convenor by the
end of the second week of the teaching period. In addition, you are recommended to notify the
Equity Office if you have not already done so.
See also the Sarawak “Students with Disabilities and Special Needs” Section of the Assessment
and Appeals Policy & Procedure, at

Referencing: Why it is important?
All facts, theories and data must be referenced in your written work and presentation slides
1. Referencing enables you to easily find your original source of for the facts, theories and data
included in your work.
2. Referencing makes your work appears more authoritative.
3. Your facts, theories and data may be challenged in a meeting or presentation. If this happens
you can confidently refer to your source. This will then make you appear very authoritative. Once
you have established the accuracy of your presentation the meeting’s participants will feel
confident that they can now focus on the logic and merits of your case. On the other hand if you
can’t refer to your sources you will appear to lack authority in your topic area. You will then find it
extremely difficult to persuade the meeting’s participants of the merits of your case.
4. The same argument applies to written work – referencing makes you and your work very
5. Academic work requires that you acknowledge all sources of information. Having done this you
are now free to present your interpretations, analysis, opinions and recommendations as your own
original work.
6. Failure to quote your references in your academic work means that you are claiming that the
work done by others is your own original work. This constitutes “plagiarism” and is a serious
7. Therefore Referencing is critical to both your academic success and career success.
Consequently it is compulsory to provide references in your work.
You are recommended to use End Note software.

                                                                                            Page 11 of 18
What is End Note? It is software which runs alongside Word on your computer and assists you to
correctly cite your references. At the same time End Note automatically creates your List of
References. Details are available at:
Why use End Note rather than enter my references manually? Because:-
1. End Note makes referencing simple, accurate and automatic.
2. Every time you enter a reference into End Note that reference goes into your own permanent
library. This library can then be used forever into the future for your academic work in this unit of
study, in later studies, and in any other work you do.
3. You can change the format of the referencing in your work to suit your audience. For example,
all Academic work must use In-text referencing. Business reports usually use Footnotes. You can
easily change the format of the output. But you only need to put your references into your End
Note library once.
Where can I get End Note Software?
• Go to the Library and borrow the CD
(Important): Reference and EndNote Training:
Please go through the training to be arranged and announced by the convenor with the
library staff member,

                                                                                          Page 12 of 18
                                 Annexure - Assessment Details

Assignment One
Literature Review (Individual)                                               Due Date: 17 May 2012
Weighting: 20%

Using an essay format, review a literature on the relationship between marketing strategies and a
firm’s performance. You should only review studies from the reliable sources and journal articles.

Structure and Content:
The length of the review should be between 1500 to 2000 words. This is a Master Degree level
assessment and I would expect your review to be logical, meaningful, and correctly referenced.
Marks will be deducted should you not adhere to this requirement. There should be a clear, a well-
planned argument, without waffling or padding. Paragraphs must be arranged inductively (arguing).
Support your argument with reasoning, research, examples and references.
Paragraphs are constructed and ordered in a logical manner.
Sentences are constructed correctly. Spelling is good. Apostrophes, punctuation, capitals etc. are
used appropriately.

Marking Scheme:
     Marks                                                Criteria

               A first class literature review will display most, if not all, of the following

HD                 •    special signs of excellence such as unusual clarity, excellence of
                        presentation, originality of argument

                   •    comprehensive knowledge of the subject

                   •    excellent understanding of issues and debates

                   •    confidence in the selection and interpretation of materials/authority

                   •    logical and convincing development of an argument

                   •    written style appropriate to the level of the work

                   •    fluent and articulate expression

                   •    correct use of academic referencing

                   •    evidence of independent thought and judgment in answering the question

               A literature review in this grade will display most, if not all, of the following

D                  •    a richer and more developed argument than a B, with a clearly stated and
                        well-argued conclusion, showing the ability to range over appropriate areas
                        of the subject matter with acuteness of analysis, intelligent challenges to the
                        question set, and an abundance of appropriate authority or evidence

                                                                                                   Page 13 of 18
                intelligently applied

            •   thorough knowledge of the subject; few if any minor factual errors

            •   good understanding of issues and debates

            •   ability to select and interpret appropriate material/authority

            •   solid development of an argument

            •   a written style appropriate to the level of the work

            •   clear expression

            •   correct use of academic referencing

            •   a balanced and well considered answer to the question

        A literature review in this grade band will display most, if not all, of the following

C           •   a considered argument marshalling some of the advantages and
                disadvantages, where appropriate, with well selected authority or evidence

            •   adequate, although incomplete, knowledge of the subject; some factual

            •   satisfactory understanding of issues and debates

            •   reasonable, although flawed, ability to select and interpret appropriate

            •   some flaws or gaps in the construction of an argument

            •   a written style not entirely appropriate for study at the level of work

            •   poor or unclear expression

            •   incorrect use of academic referencing

            •   a partial or incomplete answer to the question

        A literature review in this grade band will display most, if not all, of the following

P           •   some signs of use of relevant evidence to tackle the question, even though
                treatment may be one sided or scant

            •   incomplete knowledge of the subject; some factual errors

            •   some understanding of issues or debates

            •   some difficulty with the selection and interpretation of appropriate

            •   some flaws or gaps in the construction of an argument

            •   a written style inappropriate for study at this level

                                                                                                 Page 14 of 18
                   •   expression that is not always clear or consistent

                   •   incorrect use of academic referencing

                   •   a partial or incomplete answer to the question

0-49           A literature review in this grade band will display most, if not all, of the following
F (Not Pass)
                   •   irrelevant content, vagueness, error, general lack of understanding

                   •   limited knowledge of the subject

                   •   significant factual errors

                   •   little understanding or actual misunderstanding of the issues and debates

                   •   severe difficulty in selecting and interpreting material

                   •   illogical or incomplete development of argument

                   •   a written style entirely inappropriate for study at this level

                   •   confused, muddled or misleading, or incoherent expression

                   •   incorrect use or absence of academic referencing

                   •   too short

                                                                                                        Page 15 of 18
Assignment Two – Case Study Analysis (Group)                     Due Date: Selected Sessions
Weightings: 15%

Form a group of three and present your group case study analysis in the selected class sessions.
The presentation should be done using power-point slides. It should form the basis of a class
discussion and should last about an hour.

Your analysis should include:

   1) A synopsis of the case study.
   2) The key concepts in the case; main issue(s) and other additional issues.
   3) Your approach and rationale in overcoming the issues.
   4) The main lessons and conclusions drawn from the case study.
   5) Prepare 3-5 questions, based on the case, for class discussion. Your group will lead the
       class discussion.
 You should use secondary sources; strategic marketing models and theories to support the
 analysis of the case.

Marking Scheme:

Marks will be assigned according to the following criteria:

   •   Evidence of proper analysis
   •   Linkage between conceptual and practical aspects
   •   Quality and relevance of reference materials
   •   Appropriate presentation aids
   •   Oral presentation skills
   •   Audience connection and engagement

                                                                                       Page 16 of 18
Assignment Three – Marketing Project (Group)                        Due Date: 4 June 2012
Weightings: 25% (including an oral presentation)

This project is aimed to enable you to analyse and think strategically and integrate marketing
insights into the development of plans within the company’s functional speciality. It requires you to
develop a marketing plan for a suggested product/service/idea/concept. In this project, you may
want to use a combination of the following secondary data sources (but is not limited to):

   •   Company website
   •   Company promotional material
   •   Magazine, newspaper articles
   •   Industry reports
   •   Scholarly articles/ business databases
   •   Internet
   •   Personal observation

Please note that your answers should be based on your understanding of the theory applied to
your choses brand and company. This project should not exceed 5000 words.


Select a company that you would like to focus on, in the assignment. The company can be
selected on the basis of personal association with a particular local or an international business;
preference is given to previous job experience, or the convenience of accessing important
information such as a public listed company.

Once you have selected the company, develop an opportunity that you could market for this
company. The opportunity can be a tangible product, service, idea, place or an innovative product
concept. Your opportunity needs to be creative and innovative.

Use the guidelines given below to complete the project. You may also want to refer to the
marketing plan template.

Marketing Audit – Internal Environment
   1. Provide introduction to the company including general background information and
       description of its operations, short history, mission and business philosophy. Specify
       whether it is Small, Medium or Large.

   2. Evaluate the company’s current offerings. This task involves characterising the company’s
      current product mix, product lines, age and life-cycle position.

   3. Assess and critically analyse the potential of the given factors in the internal environment of
      the firm in contributing to the success of the product such as company’s mission statement,
      capabilities, resources, business relationship and previous performance.

   4. Present and discuss at least one of the following indicators:

            a. The company’s sales for the last 5 years
            b. The company’s market share for the last 5 years
            c. The company’s profit data for the last 5 years

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Marketing Audit: External Environment

   1. Do in-depth analyses of legal factor, social, technological factors and ecological factors that
      might affect the new product/concept. You do not have to discuss all elements. Focus on
      those that are relevant to the company understudy.

   2. Competitor Profiles - Identify at least two main direct competitors and analyse their
      comparable product/services:

          a. Critically evaluate the extent and sources of their form relative competitive
             advantage and disadvantage over your firm. In your evaluation, you may want to
             focus on the cost advantage or disadvantage, differentiation advantage or
             disadvantage, and marketing advantage or disadvantage. Support your analyses
             using existing marketing models and theories.

          b. Develop your sustainable competitive advantage.

   3. Customer Segment Profiles -Discuss your customer segment and develop a brief profile.
      Discuss your positioning strategies. Support your analyses with existing positioning
      marketing models. Using the Market Mapper, estimate geographic concentration of your
      target segment.

   4. Develop your customer relationship management.

Marketing Strategies

   1. Describe clear introduction of the product. Focus on the product’s key distinctive features.
      Discuss how product features translate into customer value. Also identify the sources of
      negative customer value.

   2. Develop viable marketing strategies and tactics for the product. You may want to apply
      Kano’s model and Porter’s value chain concept or any other recognised theories and
      models to develop a mix of basic, performance and excitement attributes of the product.
      Your strategies and tactics should include product features, branding, pricing, positioning,
      distribution and placement, logistics- supply and chain, storage, and integrated marketing

   3. Evaluate the potential risks of your tactics and provide provisions for contingencies.

   4. Discuss your critical success factors for the project.

Marketing Management – Implementation and Evaluation

   1. Build up a detailed action (implementation) plan for the concept. Your action plan must
      indicate the timing and milestones, task, dependencies, responsibilities, resources, and
      provisions for contingencies.

   2. Develop the control methods for the plan.

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