3900 (v.5) Strategic Marketing 310

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Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
Tutorial:	1 x 1.5 Hours Weekly
Seminar:	1 x 1.5 Hours Weekly
Prerequisite(s):	9764 (v.7) Consumer Behaviour 102 or any previous version AND 9807 (v.6) Marketing Research 200 or any previous version
Syllabus:	Primarily aimed at developing strategic decision making skills with particular reference to marketing. The course presents the conceptual idea of integration of marketing planning into the strategic planning process. The focus of this course is on strategic marketing planning. Issues in this area will be explored in depth and at a relatively advanced level. The student is expected to fully understand the conceptual and theoretical basis of strategy and demonstrate competence in actually utilising that understanding in the applied context. For marketing concentrators who wish to deepen their understanding of a general course, as contrasted with the more specialised focus of advertising, sales management, etc.and non-concentrators who are looking for a broad strategy course in marketing with a planning orientation. For these students, the main focus may be seen as one of relating marketing to business strategy.
Unit Outcomes:	On successful completion of this unit students will have- Become familiar with certain elementary analytical concepts useful to analyse companies, customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics. Developed an understanding of the formal strategic planning methods including portfolio analysis, market attractiveness - business position assessment, experience curves and the PIMS (Profit Impact of Market Strategy) Project. Developed skills in planning and organising for effective strategic marketing and in implementing the market planning process.
Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.
Unit References:	Abell, D.F. and Hammond, S.J. (1979). Strategic Market Planning. Engelwood Cliffs, Prentice-Hall. Cravens, D.W. (1997). Strategic Marketing, 5th ed., Sydney, McGraw Hill. Day, G.S. (1996). Analysis for Strategic Marketing Decisions. West Publishing Company. Lehmann, D.R. and Winer, R.S. (1994). Analysis for Marketing Planning, 3rd ed., Sydney, McGraw Hill. Porter, M.E. (1980). Competitive Strategy. NY, Free Press. Porter, M.E. (1990). Competitive Advantage of Nations. Sydney, Macmillan. Vause, R. and Woodward, N. Finance for Non-finance Managers. Sydney, Macmillan Press.
Unit Texts:	Jain, S.C. (2000). Marketing Planning and Strategy. (sixth edition). South-Western Company.
Unit Assessment Breakdown:	Students scoring below 45% in the final exam will be awarded a failing grade for this unit. To pass this unit, students should receive a passing grade in each of the following types of assessment - Mid Semester Examination 25%. Strategic Marketing Plan Project 25%. Tutorial Participation and Attendance 10%. Final Examination 40%. This is by grade/mark assessment.
Year Location Period Internal Area External Central External 2004 Bentley Campus Semester 1 Y     2004 Bentley Campus Semester 2 Y     2004 Joondalup Campus Semester 1 Y     2004 Joondalup Campus Semester 2 Y     2004 HK Mgmt Assoc Trimester 1A Y     2004 HK Mgmt Assoc Trimester 2A Y     2004 Metro College Malaysia Semester 1 Y     2004 Metro College Malaysia Semester 2 Y     2004 Miri Sarawak Campus Semester 1 Y     2004 Mktg Inst of S'pore Trimester 1A Y     2004 Mktg Inst of S'pore Trimester 2A Y     2004 UHK SPACE Admiralty Ctr Trimester 1A Y     2004 UHK SPACE Admiralty Ctr Trimester 2A Y     2004 UHK SPACE Admiralty Ctr Trimester 3A Y