MKTG251-17A (HAM)

Strategic Marketing Planning

20 Points

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Waikato Management School
Te Raupapa
Department of Marketing

Staff

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Convenor(s)

Roger Brooksbank

Roger Brooksbank
9294
MSB.4.21
Mon 2-3 and Wed 2-3
roger.brooksbank@waikato.ac.nz

Lecturer(s)

Administrator(s)

: bobbie.wisneski@waikato.ac.nz
: quentin.somerville@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: kathryn.mercer@waikato.ac.nz
: clive.wilkinson@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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Gaining a competitive advantage in today's fast-changing business environment is a demanding challenge. Based on the key concepts of differentiation, competitive positioning and the 'superior customer value proposition' it requires marketing professionals who are capable of analysing a company's competitive situation, formulating a strategy, and planning for its effective implementation in the marketplace. This paper is concerned with developing abilities in these areas. It also addresses some of the practical aspects of formatting and writing an effective strategic marketing plan, and the on-going process of strategic marketing planning, performance measurement and control. Extensive use is made of case studies.
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Paper Structure

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This paper is taught via a combination of lectures and tutorials.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Understand and articulate strategic marketing as a process, including all the key marketing principles, concepts, tools and techniques it incorporates.
    Linked to the following assessments:
  • Assess a company's marketing opportunities, including the analysis of markets, customers and competitors.
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  • Demonstrate the thinking skills necessary for formulating effective marketing strategies.
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  • Demonstrate the decision-making capabilities necessary for integrating the various policy areas of marketing, including product, price, promotion and distribution that translate the strategy into action.
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  • Collaborate and work effectively as part of a team.
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  • Communicate strategic marketing plans in written form.
    Linked to the following assessments:
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Assessment

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GRADES
It will be required that a student attain at least a 'D' grade in internal assessment work, and at least a 'D' grade on the final examination. A pass in the course will be awarded where these final grades are attained in each segment and the weighted average is at least a 'C' grade.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:1. There is no final exam. The final exam makes up 50% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:1 or 0:0, whichever is more favourable for the student. The final exam makes up either 50% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Indivdual Test
22 Mar 2017
4:00 PM
10
  • In Class: In Lecture
2. Individual Assignment - Essay
27 Apr 2017
11:30 PM
17
  • Online: MyWeb
  • Online: MSC
✔
3. Group Case Analysis Report
2 Jun 2017
12:00 PM
20
  • Online: MyWeb
  • Online: MSC
✔
4. Individual Tutorial Participation
3
  • In Class: In Tutorial
5. Exam
50
✔
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Hooley, G., Piercy, N.F. and Nicouland, B. (2012). Marketing Strategy and Competitive Positioning, 5th edition, Prentice Hall.
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Recommended Readings

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MKTG251/351 Case Studies. These can be printed off MyWeb. Selected readings to be made available in the Management Student Centre during the semester or on MyWeb.

A. Walker, O.C., Mullins, J.W., Gountas, J.I., MAvondo, F.T., Kriz, A. and Osborne, C. (2015). Marketing Strategy: A Decision-focussed Approach. Chapter 1, pp2-28. Available on MyWeb.

B.Brooksbank, R.(1996). The BASIC marketing planning process: A practical framework for the smaller business. Marketing Intelligence and Planning 14(4) 16-24.

C.Brooksbank, R., Davey, J. and McIntosh, J.(2009). Marketing's Great Identity Crisis: A Revised Definition and Urgent Research Agenda. Proceedings of the 11th International Business Research Conference, Sydney: December 2-4.

D.Brooksbank, R. (2007). Ways that high-performing UK manufacturers build a marketing-led company culture. Innovative Marketing 3 (3), 93-101.

E. Porter, Michael (1980). Industry Structure and Competitive Strategy: Keys to Profitability. Financial Analysts Journal 36(4), 30-41.

F. Brooksbank, R.(1990). UK Newsagents Survey 1990. University of Bradford Management Centre, UK:Author. Available in hardcopy

G. Ries, A. (1992) The discipline of the narrow focus. The Journal of Business Strategy 13(6) 3-10.

H.Wood, M.B. (2005). Planning segmentation, targeting and positioning. The Marketing Plan Handbook, 2nd Edition. UK:Prentice Hall, 52-68.

I. Brooksbank, R. (1994). The anatomy of marketing positioning strategy. Marketing Intelligence and Planning 12(4) 10-15.

J. Brooksbank, R. & Taylor, D. (2007). Strategic marketing in action: A comparison of higher and lower performing manufacturing firms in the UK. Marketing Intelligence & Planning, 25 (1), 31-44.

K. Aaker, D.A.(2014). Alternative Value Propositions. Strategic Market Management. Chapter 8. Available on MyWeb files.

L.Ettenson, R., Conrado, J & Knowles, J. (2013). Rethinking the 4 P's. Harvard Business Review, January-February.

M.Brooksbank, R., Garland, R., Subhan, Z. and Rader, S. (2015). Strategic Marketing in Times of Recession versus Growth. Available on MyWeb.

N.Brooksbank, R., Garland, R. and Taylor, D. (2010). Strategic Marketing in New Zealand Companies. Journal of Global Marketing, 23(1) 33-44.

O.Dawar, N. (2013). When Marketing is Strategy. Harvard Business Review, November-December.

P. Brooksbank, R. (1991). The essential characteristics for an effective marketing plan. Marketing Intelligence and Planning 9(4) 17-21.

SUGGESTED READING - Marketing Magazine.

Also available on desk copy at the Library, as extra readings:

How to Prepare Your Strategic Marketing Plan. The Marketing Improvement Group, Hamilton, NZ.

Brooksbank, Roger (2002). Hot Marketing, Cool Profits. McGraw Hill.

Some additional readings will also be made available during the semester. Further details will be given in class.

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Online Support

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Material will be available via L Drive
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Workload

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The expected workload in terms of both contact hours (or time online) and hours for study and assessment per week. Points bear a direct relationship to workload; one point equates to approximately 10 hours’ total work; so a student might expect to spend about 200 hours in total during a semester on a 20-point paper.
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Linkages to Other Papers

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Prerequisite(s)

MKTG151 or MKTG209

Corequisite(s)

Equivalent(s)

Restriction(s)

MKTG351

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