MKT761 – Strategic Marketing Management

COURSE GUIDELINE

This document is prepared for quick guide.

ITEM : DESCRIPTION

Program : AA701 (EMBA)

Semester : 20214

Course : This course provides students with a methodology for analyzing marketing
Description situations and developing strategic decisions and plans. Marketing concepts
and strategic tools are emphasized to allow students to appreciate its
application in the development of effective marketing strategies.

Learning : At the end of the course, students should be able to:

Objectives 1. Demonstrate a high proficiency of final pitching in marketing plan. (PLO5,
A5)
2. Analyze the range of decisions implicit in strategic marketing. (PLO6, C4)
3. Display managerial skills in using relevant strategic tools. (PLO8, A5)

Assessment : Individual Assessments

Method 1. Business Article Review (PLO6): 10%
2. Marketing Plan – Final Pitching (PLO5): 30%

Group Work (a group of 4)

1. Marketing Plan Report (PLO8): 40%
2. Case Study Analysis (PLO6): 20%

TOPICS : 1. Market-led Strategic Management

The marketing concept and market orientation
The role of marketing in leading strategic management
2. Strategic Marketing Planning
Defining the business mission
The marketing strategy process
Marketing Plan
3. Competitive Market Analysis
A framework for macro-environmental analysis
The five forces model of industry competition
The product life-cycle
Industry evolution and forecasting

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 MKT761 – Strategic Marketing Management
COURSE GUIDELINE

ITEM : DESCRIPTION

4. Customer Analysis
What we need to know about customers
The marketing research process
Organising customer information

5. Competitor Analysis
The dimensions of competitor analysis
Choosing good competitors

6. Market Segmentation and Positioning

Principles of competitive positioning
Principles of market segmentation
Segmenting consumer markets
Segmenting business market
Implementing market segmentation

7. Creating Sustainable Competitive Advantage

Using organisational resources to create sustainable competitive
advantage
Generic route to competitive advantage
Marketing mix and competitive advantage

8. Competing through Innovation

Innovation strategy and competitive advantage

9. Competing through Superior Service and Customer Relationships

Service and competitive advantage
Relationship marketing

10. Strategic Alliances and Networks

Strategic collaboration

11. Strategy Implementation

The strategy implementation challenge in marketing

12. Corporate Social Responsibility and Ethics

Marketing strategy and Corporate Social Responsibility (CSR)
CSR and customer value

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 MKT761 - ODL COURSE ASSESSMENTS DETAILS

ACTIVITY DETAILS ASSESSMENTS %

Business The purpose of the Business Article Review assignment is to measure the student’s ability to critically analyse Individual 10%
Article Review problems and provide creative solutions (PLO6.2a).
(PLO6)
Suggested source:
Harvard Business Review, The Edge, Forbes, The Economist, Business News

Requirement & Guideline:

- Year of publication: current year
- Length of article: 2-5 pages
- Article must be relevant to the course contents and the targeted PLO.
- The proposed max. length of the review is 4 pages (1.5 spacing, font 11 Arial), including references.
- The Turnitin Similarity Index should be < 30%
- The students should answer the following questions:
 Q1 (Critical analyses, 50%): Analyse the article, address the main problem(s) and connect them to
the related concept / model and practices.
 Q2 (Creative solution, 50%): What are your practical suggestions to solve the identified
problem(s)?

Evaluation: see RUBRICS enclosed (LO6.2a)

Case Study The purpose of the case study analysis is to assess the student’s ability to propose and evaluate solutions Group 20%
Analysis with explanations (PLO6.2b)
(PLO6) - Marketing Case (relevant to the course contents and the targeted PLO)
- The Turnitin Similarity Index should be < 30%
Evaluation: see RUBRICS enclosed (LO6.2b)

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 MKT761 - ODL COURSE ASSESSMENTS DETAILS

ACTIVITY DETAILS ASSESSMENTS %

Marketing Plan - The purpose of this assignment is to measure the student’s ability to develop and explore opportunity for Group 40%
Report future development (PLO8.2a)
- The Turnitin Similarity Index should be < 30%
(PLO 8) - Students must utilise and incorporate any relevant strategic marketing tool(s) in their project

Suggested marketing plan format:

- Executive summary
- Current situation and trends (company, market and competitor’s analysis)
- Performance review
- Key issues
- Objectives
- Marketing strategy
- Action plans
- Projected profit-and-loss statement (a focus on the marketing budget and expenses)
- Controls
- Contingency plans
- Reference
- Appendices (if any)

Requirement & Guideline:

- Company based project
- Product: existing or new
- Timeframe: 1-year plan
- Group: 3-5 members/team
- Length of report: 10-15 pages (1.5 spacing, excluding references & appendices)
- References must use The American Psychological Association (APA) format

-Evaluation: See RUBRICS enclosed (LO8.2a)

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 MKT761 - ODL COURSE ASSESSMENTS DETAILS

ACTIVITY DETAILS ASSESSMENTS %

Marketing Plan The purpose of the Marketing Plan Final Pitching is to measure the student’s ability to deliver a professional Individual 30%
Final Pitching
quality formal presentation by exhibiting: clarity and appropriate pace; logical structure; credibility; effective
(PLO 5)
use of visual aids/technology; appropriate body language (PLO5.2a)

Guidelines & suggestions

- Marketing Plan Final Pitching: Maximum 10 minutes (EACH STUDENT)
- Content of the pitching is referring to the Group Marketing Plan Report.
- Students can discuss and decide ‘who will present what’ for individual pitching.

Evaluation: See RUBRICS enclosed (PLO5.2a)

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 MKT761 - RUBRICS BASED ON PROGRAM LEARNING OUTCOME

BUSINESS ARTICLE REVIEW @ 10% (INDIVIDUAL)

ASSESSMENT FOR COURSE LO 2 - ANALYSE THE RANGE OF DECISIONS IMPLICIT IN STRATEGIC MARKETING

PLO6 : Provide appropriate solutions in decision-making

LO6.2 : Demonstrate the ability to develop creative solutions to business problems through evaluation and
reflection
LO6.2a : Able to critically analyse problem and provide creative solutions.

Not Satisfactory Satisfactory Exemplary

Evaluation Criteria Weightage
(1) (2) (3)

Analysis is incomplete,
Analysis is thorough,
poorly organized and Analysis connects back
complete and well-
Critical Analyses does not establish a to the theory/practice
50% connected to the
clear connection to but may not establish a
related theories and
related theories and clear connection
practices
practices

Minimal ability to Able to generate new Able to generate many

generate any creative ideas/product for new ideas/product for
Creative Solutions 50%
ideas/ product for improvement that are improvement that are
improvement practical very practical

Total 100%

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 MKT761 - RUBRICS BASED ON PROGRAM LEARNING OUTCOME

CASE STUDY ANALYSIS @ 20% (GROUP)

ASSESSMENT FOR COURSE LO 2 - ANALYZE THE RANGE OF DECISIONS IMPLICIT IN STRATEGIC MARKETING

PLO6 : Provide appropriate solutions in decision-making

LO6.2 : Demonstrate the ability to develop creative solutions to business problems through evaluation and
reflection
LO6.2b : Able to propose and evaluate solutions with explanations

Not Satisfactory Satisfactory Exemplary

Evaluation Criteria Weightage
(1) (2) (3)

Able to solve problems Able to solve problems

Not able to solve
Generation of or provide alternative and provide alternative
40% problems or offer
Solutions solutions well without solutions with accuracy,
alternative solutions
assistance clarity and detailed

Able to evaluate
Able to evaluate several
several solutions and
Not able to select solutions and able to
Evaluation / clearly and accurately
30% appropriate clearly and accurately
Selection select alternative
alternative solution. select alternative
solutions without
solutions in detail
assistance

Able to integrate Able to integrate

Not able to integrate existing ideas and existing ideas and
Integration 30%
existing ideas. provide new solutions provide new solutions
clearly very clearly.

Total 100%

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 MKT761 - RUBRICS BASED ON PROGRAM LEARNING OUTCOME

MARKETING PLAN REPORT @ 40% (GROUP)

ASSESSMENT FOR COURSE LO 3 - DISPLAY MANAGERIAL SKILLS IN USING RELEVANT STRATEGIC TOOLS

PLO8 : Demonstrate managerial and/or entrepreneurial skills

LO8.2 : Demonstrate entrepreneurial skills require in diverse situations
LO8.2a : Able to develop and explore opportunity for future development

Not Satisfactory Satisfactory Exemplary

Evaluation Criteria Weightage
(1) (2) (3)

Vision 20% Minimal vision to Good vision to solve Excellent vision to solve
solve problem problem problem

Networking 20% Minimal awareness Good awareness for Excellent awareness for
for entrepreneurial entrepreneurial entrepreneurial
networking networking networking.

Passionate 20% Minimal liking to Likes and enjoys to Passionate to organize

organize an organize an an entrepreneurial
entrepreneurial entrepreneurial activity activity. Simulation.
activity

Risk Tolerance 20% Poor attitude and Positive attitude and Highly positive attitude
readiness in readiness in and readiness in
identification and identification and identification and
confrontation with confrontation with risk confrontation with risk
risk

Perseverance 20% No target and has no Set reasonable target Set high target and has
endurance when and has endurance higher endurance and
confronted with when confronted with perseverance when
challenges challenges confronted with
challenges

Total 100%

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 MKT761 - RUBRICS BASED ON PROGRAM LEARNING OUTCOME

FINAL PITCHING OF MARKETING PLAN @ 30% (INDIVIDUAL)

ASSESSMENT FOR COURSE LO 1 - DEMONSTRATE A HIGH PROFICIENCY OF FINAL PITCHING IN MARKETING PLAN

PLO5 : Perform effective communication and leadership skills within diverse team members
LO5.2 : Demonstrate a high proficiency of oral communication in an organisational context catering for diverse audiences
LO5.2a : Deliver a professional quality formal presentation by exhibiting: clarity and appropriate pace; logical structure;
credibility; effective use of visual aids/technology; appropriate body language

Not Satisfactory Satisfactory Exemplary

Evaluation Criteria Weightage
(1) (2) (3)

Introduction 10% Introduction is not Interesting Very interesting

interesting and not introduction, and introduction, and
relevant to topic relevant completely relevant
proposed
Content 35% Minimal scope More than sufficiently Comprehensively
coverage- addressed covered in terms of covered in terms of
issues and scope – addressed scope - addressed issues
assumptions issues and assumptions and assumptions
minimally adequately exhaustively

Defense ability 20% Not able to respond to Able to respond to Able to respond to
questions at all questions confidently questions confidently
and convincingly

Fluency and Clarity 15% Not clear and not Very Clear and fluent Exceptionally clear and
fluent fluent

Effective
10% Visuals are poorly Visuals are well utilized Exceptionally creative,
Audio Visual utilized and presented and presented innovative and effective
presentation

Capturing and 10% Dull and boring Interesting Very interesting and
sustaining captivating
audiences’ interests

Total 100%

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 20214
AA701 (EMBA)
Week 1 Week 2 Week 3 Week 4 Week 5

13-Nov

14-Nov
16-Oct

17-Oct

23-Oct

24-Oct

30-Oct

31-Oct

6-Nov

7-Nov
MKT761 - STUDY PLAN

Wk Activity / Week Sat Sun Sat Sun Sat Sun Sat Sun Sat Sun

INTRODUCTION / OVERVIEW C
1
TOPIC 2 - STRATEGIC MARKETING PLAN C

TOPIC 4 & 5 - CUSTOMER & COMPETITOR ANALYSIS C

2
TOPIC 6 - MARKET SEGMENTATION & POSITIONING C

TOPIC 7 - ARTICLE REVIEW & PRESENTATION

C
3 TOPIC 8 - ARTICLE REVIEW & PRESENTATION
PRE-PITCHING C

TOPIC 9 - ARTICLE REVIEW & PRESENTATION C

4
TOPIC 10 & 12 - ARTICLE REVIEW & PRESENTATION C

MARKETING PLAN FINAL PITCHING C

5
MARKETING PLAN FINAL PITCHING C

Note: C = class hours as per timetable

Assessements:
1. Marketing Plan Report (GRP) : 40%
2. Marketing Plan - Final Pitching (IND) : 30%
3. Case Study Analysis (GRP) : 20%
4. Business Article Review (IND) : 10%

Recommended Text:
Graham Hooley,Nigel F. Piercy,Brigitte Nicoulaud,John Rudd, Marketing Strategy and Competitive Positioning.
ISBN: 9781292017310

Course Learning Outcomes:

At the end of the course, students should be able to:
1. Demonstrate a high proficiency of final pitching in marketing plan. (PLO5, A5) ( A5 )
2. Analyse the range of decisions implicit in strategic marketing. (PLO6, C4) ( C4 )
3. Display managerial skills in using relevant strategic tools. (PLO8, A5) ( A5 )

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