School of Business

MKTG3016 Strategic Marketing Management

Autumn 2023
 Western Sydney University acknowledges the peoples of the Darug, Dharawal, Eora and Wiradjuri nations. We also
acknowledge that the teaching and learning currently delivered across our campuses is a continuance of the teaching
and learning that has occurred on these lands for tens of thousands of years.

Subject Details

Subject Code: MKTG3016

Subject Name: Strategic Marketing Management
Credit Points: 10
Subject Level: 3
Assumed Knowledge: It is assumed that students have knowledge of basic marketing concepts, theories and
frameworks in customer experience, marketing communications and consumer insights.

Note: Students with any problems, concerns or doubts should discuss those with the Subject Coordinator as early as they can.

Subject Coordinator
Name: Farid Ahmed
Phone: 9685 9686
Location: Level 8, Parramatta City Campus
Email: f.ahmed@westernsydney.edu.au
Consultation Arrangement:
By appointment

Teaching Team
Name: Brian Low
Email: b.low@westernsydney.edu.au
Consultation Arrangement:
By appointment

Director of Academic Program

Name: Dr Tendai Chikweche
Phone: 9685 9638
Email: T.Chikweche@westernsydney.edu.au

Edition: Autumn 2023

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Liaison Librarian
Name: Paul Jewell
Phone: 9685 9358
Email: p.jewell@westernsydney.edu.au
Contents
1 About Strategic Marketing Management 2
1.1 An Introduction to this Subject . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.2 What is Expected of You . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.3 Changes to Subject as a Result of Past Student Feedback . . . . . . . . . . . . . . . . . . . . . . . . 4

2 Assessment Information 5
2.1 Subject Learning Outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.2 Approach to Learning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.3 Assessment Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.4 Assessment Details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.4.1 Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.4.2 Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.4.3 Simulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.5 General Submission Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

3 Teaching and Learning Activities 17

4 Learning Resources 20
4.1 Recommended Readings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Note: The relevant Learning Guide Companion supplements this document

1
1 About Strategic Marketing Management

1.1 An Introduction to this Subject

Customer-centric marketing strategies are vital to capturing competitive advantage and sustaining business success.
This subject explores the core concepts and tools of contemporary strategic marketing management. The subject
focuses on the skills and framework to develop and manage an integrated marketing strategy that creates value for
customers and generates growth for the firm in both online and offline environments. Using a marketing simulation,
the subject provides the students the opportunity to make a series of complex, real-world marketing decisions in a
competitive environment.

1.2 What is Expected of You

Study Load

A student is expected to study an hour per credit point a week. For example a 10 credit point Subject would require
10 hours of study per week. This time includes the time spent within classes during lectures, tutorials or practicals.

Note for Summer Terms: As Summer subjects deliver the same content and classes over a shorter period of time,
the subjects are run in a more intensive mode. Regardless of the delivery mode, the study hours for each subject in
Summer will be around 30 hours.

Attendance

It is strongly recommended that students attend all scheduled learning activities to support their learning.

Online Learning Requirements

Subject materials will be made available on the Subject’s vUWS (E-Learning) site (https://vuws.westernsydney.
edu.au/). You are expected to consult vUWS at least twice a week, as all Subject announcements will be made via
vUWS. Teaching and learning materials will be regularly updated and posted online by the teaching team.

Special Requirements

Essential Equipment:
Not Applicable
Legislative Pre-Requisites:
Not Applicable

Policies Related to Teaching and Learning

The University has a number of policies that relate to teaching and learning. Important policies affecting students
include:

– Assessment Policy
– Bullying Prevention Policy and
– Guidelines
– Enrolment Policy

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 – Examinations Policy
– Review of Grade Policy
– Sexual Harassment Prevention Policy
– Disruption to Studies Policy
– Student Misconduct Rule
– Teaching and Learning - Fundamental Code
– Student Code of Conduct

Academic Integrity and Student Misconduct Rule

Western cares about your success as a student and in your future career. Studying with academic integrity safeguards
your professional reputation and your degree. All Western students must:

– be familiar with the policies listed above;

– apply principles of academic integrity;
– act honestly and ethically in producing all academic work and assessment tasks; and
– submit work that is their own and acknowledge any sources used in their work.

Each time you submit an assessment, you will declare that you have completed it individually, unless it is a group
assignment. In the case of a group assignment, each group member should be ready to document their individual
contribution if needed. You will also declare that no part of your submission has been:

– copied from any other student’s work or from any other source except where appropriate acknowledgement is
made in the assignment;
– submitted by you in another (previous or current) assessment, except where appropriately acknowledged, and
with prior permission from the Subject Coordinator;
– made available to others in any form, where individual work is required;
– written/produced for you by any other person.

The Student Misconduct Rule applies to all students of Western Sydney University including Western Sydney Univer-
sity programs taught by other education providers. You must not engage in academic, research or general misconduct
as defined in the Rule or you may be subject to sanctions. The University considers submitting falsified documentation
in support of requests to redo, resit or extend submissions, including sitting of deferred examinations, as instances of
general misconduct.

More information on studying with integrity is available on the Study with Integrity webpage. It is your responsibility
to apply these principles to all work you submit to the University.

Avoid using external ’support’ sites or other external help

To avoid the risk of your assignment being shared without your knowledge, do not upload your assignment to any
external sites for spelling, grammar or plagiarism checks. Your safest option is to use the free services provided by
Library Study Smart or Studiosity.

Avoid using any websites that:

– allow sharing of assignments or other material

– reward sharing of material with credits, tokens; or access to additional materials/features/services;
– provide answers to textbook or assignment/exam questions;
– provide free sample assignments; and/or include order buttons and prices; and/or
– invite you to submit your assignment for plagiarism or grammar or other checks.

Engagement with academic cheating sites will be regarded as misconduct. Academic cheating services often market
themselves as ’support’. Engagement with these sites includes:

– Sharing assignments or course material;

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 – Using online tools provided by these sites to check for plagiarism, grammar or spelling; and/or
– Purchasing writing services, or obtaining a copy of an assignment.

Uploading your work to these sites may lead to your work being shared with others with or without your knowledge
and consent.

The Australian Government monitors current and past students’ use of academic cheating services, and may report
student material found on these sites or other forms of engagement to universities.

Current students with items found on academic cheating sites face sanctions under the Student Misconduct Rule.
Outcomes for graduates may include revocation of award. For more information see https://www.westernsydney.
edu.au/currentstudents/current_students/student_misconduct_rule.

More advice can be found on the Study with Integrity webpage.

Need help?

If you are having difficulties with understanding or completing an assessment task, contact your Subject Coordinator
as soon as possible. Western also has a range of academic support services, including:

– Library Study Smart: book a one-to-one Zoom consultation with a literacy expert. You can discuss how
to develop your assignment writing and study skills or seek assistance to understand referencing and citation
requirements. Check the Library Study Smart website for how-to study guides and tools.
– Studiosity: Upload your assignment draft to Studiosity within vUWS to receive writing feedback within 24
hours.
– Online workshops, programs and resources: From maths and stats help to academic literacy and peer support
programs, the University has a range of resources to assist.

Please also remember that there is a range of wellbeing support available - from counselling and disability services to
welfare.

1.3 Changes to Subject as a Result of Past Student Feedback

The University values student feedback in order to improve the quality of its educational programs. The feedback
provided helps us improve teaching methods and Subjects of study. The survey results inform Subject content and
design, learning guides, teaching methods, assessment processes and teaching materials.

You are welcome to provide feedback that is related to the teaching of this Subject. At the end of the semester you
will be given the opportunity to complete a Student Feedback on Subject (SFU) questionnaire to assess the Subject.
You may also have the opportunity to complete a Student Feedback on Teaching (SFT) questionnaire to provide
feedback for individual teaching staff.

As a result of student feedback, the following changes and improvements to this subject have recently been made:

– Subject content has been revised and updated.

– Individual marketing plan has been replaced with group marketing plan.

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2 Assessment Information

2.1 Subject Learning Outcomes

The table below outlines the subject learning outcomes (SLOs) for this subject. Upon completion of this subject,
students will be able to:

Outcome
1 Demonstrate a strategic orientation for marketing decision-making.
2 Apply key marketing theories and models to analyse Australian and global corporate business strategies.
3 Integrate financial and forecasting considerations in the development of marketing strategies.
4 Formulate marketing strategies which reflect business context and utilise best practice theory and tools.
5 Work in teams to develop a customer-centric marketing plan for a product.
6 Communicate in a range of formats to diverse audiences.

2.2 Approach to Learning

The approach to teaching in this subject is based on the premise that you, the student, will endeavour to engage
in active learning and be responsible for your own learning. Active learning means that you will access the online
activities and read the assigned readings and case studies beforehand, think analytically rather than by rote, question
what you read, attend and take notes during the classes, actively participate in class discussions and undertake, at
a high standard, the required tasks described in this learning guide. The role of the teaching team is to provide you
with the necessary support, guidance and feedback.

The students are required to undertake some online activities before coming to the class, these activities consist
of quizzes, articles, and videos. These are designed to help students develop a strong understanding of strategic
marketing concepts. The knowledge will then be reinforced in the classroom through the application of what you
have learned online. The students learn by doing. The online activities are reinforced in the classroom through project-
based learning. In the first task (quiz), the students will take two online quizzes to demonstrate their understanding
of marketing strategy concepts. In the second project (marketing plan), the students will prepare a strategic business
review report for an assigned company to apply their strategic marketing skills. In the final project (simulation)
the students will participate in a simulation game to develop integrated marketing strategies and write a reflection
report. Consultation and feedback for the tasks will be provided in the class throughout the semester (See schedule
of activities). These tasks are imperative for the successful completion of the project.

5
2.3 Assessment Summary

The assessment items in this Subject are designed to enable you to demonstrate that you have achieved the Subject
learning outcomes. Completion and submission of all assessment items which have been designated as mandatory or
compulsory is essential to receive a passing grade.

To pass this Subject you must:

Complete all assessment items. Achieve an overall mark of at least 50 per cent. It is recommended that students
complete all available assessment elements in order to maximise marks.

Item Weight Due Date SLOs Assessed Threshold

Quiz 30% Quiz 1 in week 5 [Friday 7 1, 2 No
April, 9:00 am to 9:00 pm] and
Quiz 2 in week 11 [Friday 19
May, 9:00 am to 9:00 pm]
Marketing Plan 30% Week 14 [Friday, 9 June, 9:00 1, 2, 3, 4, 6 No
am]
Simulation 40% Week 12 [Individual reflection 1, 2, 3, 4, 5, 6 No
report is due on Friday 26 May,
9:00 am]

Feedback on Assessment

Feedback is an important part of the learning process that can improve your progress towards achieving the learning
outcomes. Feedback is any written or spoken response made in relation to academic work such as an assessment
task, a performance or product. It can be given to you by a teacher, an external assessor or student peer, and may
be given individually or to a group of students. As a Western Sydney University student, it is your responsibility to
seek out and act on feedback that is provided to you as a resource to further your learning.

Before you receive your results for each piece of assessment they may be moderated. Moderation is a process
whereby the subject coordinator regulates the marking of individual markers to achieve consistency in the application
of subject objectives, performance standards and marking criteria. You should note that consistent with the Criteria
and Standards-Based Assessment policy, the final marks for the cohort may be also adjusted if marks are very high or
low or there are inconsistencies between teams. Marks for an individual piece of assessment will not be changed after
you have your moderated results. The Assessment Policy provides that assessment feedback is available to students
in a timely way. Your lecturer/tutor will normally provide you with your mark and written feedback within two to
three weeks of the submission date, given that your assessment is submitted on the due date.

6
2.4 Assessment Details

2.4.1 Quiz

Weight: 30%
Type of Collabora- Individual
tion:
Due: Quiz 1 in week 5 [Friday 7 April, 9:00 am to 9:00 pm] and Quiz 2 in week 11 [Friday 19
May, 9:00 am to 9:00 pm]
Submission: vUWS
Format: Quiz 1 (15%): One-hour online quiz includes 20 multiple-choice questions and 4 short
answer questions.
Quiz 2 (15%): One-hour online quiz includes 20 multiple-choice questions and 4 short
answer questions.
Length: 2 hours
Curriculum Mode: Quiz

Resources:

The questions for quiz 1 will be drawn from the material covered from week 1 to week 5 (including online video
lessons, tutorials & assigned readings).
The questions for quiz 2 will be drawn from the material covered from week 6 to week 11 (including online video
lessons, tutorials & assigned readings).

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2.4.2 Marketing Plan

Weight: 30%
Type of Collabora- Group
tion:
Due: Week 14 [Friday, 9 June, 9:00 am]
Submission: Through Turnitin in vUWS
Format: Length: Maximum 3,500 words excluding cover sheet, reference list and ap-
pendices. Referencing style: Harvard Western Sydney University [https://li-
brary.uws.edu.au/main/sites/default/files/pdf/cite_Harvard.pdf ]
Length: 3500 words
Curriculum Mode: Report

Overview

Students will form groups of 4 to 5 members and prepare a marketing plan for SmartPhones in Australia. Students
are free to select any smartphone manufacturers that sell smartphones in Australia.

The purpose of this assessment is to develop the comprehensive perspective required to make marketing strategy
decisions and to develop the skills necessary to prepare marketing plans.

Details

1. Analyze the strategic marketing environment and issues of the industry, market segment, and company.
2. Identify the potential marketing problems/issues facing the company in that segment and industry.
3. Formulate strategies to solve these problems/issues.
4. Evaluate alternative strategies/recommendations and make a recommendation.
5. Formulate an implementation & control plan for the chosen strategy.
6. Write up the report.

The precise identification of the strategic problem(s) will flow logically from the analysis process. Ideally, the prob-
lem(s) identified should be one(s) that is(are) both strategic in scope and marketing-focused. For example, suitable
topics might involve significant product-market expansion; proposed changes in marketing operations; responses to
new technological opportunities/threats; new market entry; competitive marketing strategy, etc.

In terms of presentation, the report must be equivalent in quality to that which a consultant would submit to a client.
The report must be perfect in terms of spelling, punctuation, grammar, page numbering, referencing, and appropriate
use of appendices. Correct use of referencing is especially important. Imperfections will be taken into account in the
awarding of marks for the report.

In general, the approach required for the report involves:

– Research and collect environmental (micro and macro), industry and company background data and history.
– Conduct a SWOT analysis of the organization and the major ”players” in the industry/market segment.
– Formulate a well-supported prognosis for the industry, market, and firm.
– Identify the strategic problem(s)/issue(s) confronting the firm and/or the market/industry collectively.
– Identify and analyze alternative strategic solutions.
– Recommend the ”best” strategic solution(s).
– Formulate action & control plans, where appropriate.

Outline of the report

The expected content of the strategic business review report is:

8
1. Executive summary (present a short overview of the issues, objectives, strategy, and actions incorporated in the
plan and their expected outcomes for quick management review)
2. Current situation and trends (summarise relevant background information on the company, market, industry
and microenvironment, and trends therein, including size and growth rates for the overall market and key
segments)
3. SWOT
4. Key issues (identify the main opportunities and threats to the company that the plan must deal with)
5. Objectives (specify the goals to be accomplished)
6. Strategies (summarise the multiple strategies that could be used to meet the plan’s objectives)
7. Recommendation (evaluate alternative strategies and make a recommendation)
8. Controls (discuss how the plan’s progress will be monitored; may present contingency plans to be used if
performance falls below or rises above expectations or the situation changes)
9. Conclusion

9
Marking Criteria:
Criteria High Distinction Distinction Credit Pass Unsatisfactory
Company overview Outstanding Very good overview Good overview Basic overview Inadequate
overview presenting an incorporating a providing a limited overview
constituting a effective discussion reasonable analysis of the demonstrating little
comprehensive of most aspects of description of the organisation. understanding of
analysis of the the organisation. main aspects of the the organisation.
organisation. organisation.
9-10 7-8 4-6 1-3 0
Current situation Comprehensive Very good analysis Good analysis of Basic analysis of Little or no analysis
analysis analysis of the of company’s client’s situation client’s situation of the client and its
market, competitors situation incorporating incorporating situation.
and macro incorporating standard SWOT rudimentary SWOT
environment. effective SWOT and/or other and/or other
and/or other analytical analytical
analytical frameworks. frameworks.
frameworks.
26-30 23-25 20-22 15-19 0-14
Identification of key Outstanding Very good Good discussion of Basic discussion of Key issues facing
issues discussion of all key discussion of all key some issues some issues the organisation are
issues arising from issues identified as identified in the identified in analysis not identified.
comprehensive facing the analysis of the of organisation
analysis of organisation. organisation’s situation.
organisation’s situation.
current situation.
9-10 7-8 4-6 1-3 0
Strategies and Report incorporates Report incorporates Report incorporates Report incorporates Inadequate or
recommendations extremely effective effective and useful and effective basic rudimentary
and comprehensive extensive recommendations recommendations recommendations
recommendations recommendations for marketing and strategies for marketing
for marketing for marketing strategies that are which address some strategies that are
strategies that are strategies that are generally related to of the issues marginally related
both clear and both clear and the issues identified identified in the to the issues
logical outcomes of logical outcomes of in the research and research and identified in the
the issues identified the issues identified analysis; strategies analysis; strategies analysis.
in the analysis and in are generally likely may achieve some Recommendations
research and are the analysis and to achieve most of of the objectives set and strategies of
also highly likely to research and are the objectives set out in the plan. limited pertinence
achieve all of the likely to achieve the out in the plan for to the objectives
objectives set out in objectives set out in the organisation. set out in the plan.
the plan for the the plan for the
organisation. organisation.
26-30 23-25 20-22 15-19 0-14
Implementation and Extensive discussion Very good Good discussion on Basic discussion No discussion of, or
control on timetable for discussion on timetable for and timetable for timetable for,
implementation timetable for implementation implementation implementation of
including a project implementation including a graphic including some recommendations
management including a project or table of key tasks identification of key
application management and milestones, plus tasks and
displaying graphics application key implementation milestones.
or tables of key displaying graphics issues.
tasks and or tables of key
milestones, plus key tasks and
implementation milestones, plus key
issues, risks, and implementation
possible alternative issues and possible
actions. alternative actions.
9-10 7-8 5-6 1-4 0

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Criteria High Distinction Distinction Credit Pass Unsatisfactory
Executive summary Executive summary Executive summary Executive summary Executive summary Executive summary
presents key issues provides an provides a brief is essentially an omitted or provided
and recommended overview of most overview of some introduction which but consists of an
strategies in key issues and key issues and also alludes to some introduction and
exemplary form recommended recommended key issues in the not an overview of
such that a strategies. strategies. report. report.
time-scarce reader
may glean all main
elements without
reference to body
of report.
5 4 3 2 1
Prose style, Writing style is Writing style is Writing style is Writing style Writing style is
grammar, syntax outstanding and is coherent with minor coherent with major requires poor and difficult to
and spelling clear and error free grammatical and/or grammatical and/or improvement but is follow, and/or
demonstrating spelling errors, spelling errors, largely coherent. marred by many
superior written which do not which do impede There are a few grammatical and
communication impede communication. grammatical and/or spelling errors.
skills. communication. Generally concise spelling errors.
Generally very writing.
concise writing.
5 4 3 2 1
Report layout and Structure and Structure and Structure and Material is Material is poorly
structure layout is exemplary layout is very good layout is good using satisfactorily structured with
using a range of using a range of a range of structured by limited/poor use of
structuring devices structuring devices. structuring devices. mainly using structuring devices.
headings.
5 4 3 2 1
Referencing and Excellent in-text Satisfactory in-text Acceptable in-text Poor in-text Material is
paraphrasing citations, citations, citations, citations and/or paraphrased poorly,
paraphrasing and paraphrasing and paraphrasing and incomplete inadequate in-text
reference list in all reference list, with reference list, with reference list citations and no or
respects. a few minor errors. a few major errors. provided and/or incomplete
content may be reference list.
poorly paraphrased.
5 4 3 2 1

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2.4.3 Simulation

Weight: 40%
Type of Collabora- Individual
tion:
Due: Week 12 [Individual reflection report is due on Friday 26 May, 9:00 am]
Submission:
Format: The simulation assessment has 2 components, i) group simulation decisions and ii)
individual simulation reflection report.
Length of the reflection report: Maximum 1,500 words.
Referencing style: Harvard Western Sydney University [https://li-
brary.uws.edu.au/main/sites/default/files/pdf/cite_Harvard.pdf ]
In addition to 6 group simulation decisions (in weeks 4, 5, 6, 7, 9 and 10), each student
will submit a reflection report outlining their group’s initial strategies, where they went
right (and wrong), their results and key conclusions.
Length: 1500 words
Curriculum Mode: Simulation

PRACTICE Marketing Simulation (Group performance 10% + individual reflection report 30%)

Students will participate in the computer-based marketing strategy simulation game PRACTICE Marketing. The
game is a marketing simulation that provides a challenging decision-making exercise in which complex strategic
marketing decisions must be made within a competitive and realistic context.

Practice Marketing puts players in the role of marketing decision-makers for a small backpack company. Players
research the market for backpacks and choose a promising market segment to target. Then they design a backpack
with the goal of matching its style, attributes and special features to the preferences of that market segment.
After setting an initial price for their backpacks, players select distribution channels and coordinate an integrated
communications strategy to build awareness for their products. The game includes a realistic marketplace in which
teams acting as companies compete against other teams and computer-controlled backpack companies. Players
analyze sales results, collect information on competitors, and refine their product, price, place, and promotions
strategies in order to maximize profits and become market leaders.

Students will participate in the simulation game in their allocated groups (of 5 students) and will manage their firm
in competition with other firms. The objective of this assessment is to place the student into a realistic operating
environment that requires the integration of complex strategy, marketing research, planning and decision-making.
Groups will be evaluated on the basis of their overall strategies and competitive results over six group decisions.
Groups are expected to be democratic and self-managing.

SPARK: Self and Peer Assessment Resource Kit

Self and peer evaluations will be conducted and applied to the group simulation decisions and to the overall group
contribution. For overall group contribution, each member will be evaluated according to the SPARK criteria below:

- Sourced and appraised quality research material

- Suggested reasonable ideas for the simulation decisions

- Efficiently fulfilled assigned role

- Organisation and ensuring things get done by deadlines

- Submitted work to an agreed standard
- Level of enthusiasm and participation

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- Cooperated and helped the group to function well as a team - Attended all group meetings

Note: The individual mark allocated to group members will be a reflection of SPARK ratings. This means that some
students may get more or less than the value awarded to a group. However, if students are unhappy with their result
they may appeal to the subject coordinator in writing (up to 500 words), documenting their contribution and the
quality of their contribution.

13
Marking Criteria:
Criteria High Distinction Distinction Credit Pass Unsatisfactory
Can describe the Proficiently Properly describes Adequately Describes the Endeavours to
marketing problem describes the the problem and describes the problem and the describe the
and the solution problem and the the solution path, problem and the solution path using problem and the
path using correct solution path, using using mathematical solution path, using mathematical solution path using
mathematical mathematical terminology and mathematical terminology and mathematical
terminology and terminology and conventions terminology and conventions, but terminology and
conventions (CLO conventions successfully. conventions with limited conventions, but
4.1) successfully. successfully. success. with limited
success.
5 4 3 2 1
Development of Distinguished Considered Good strategies. Strategies are Strategies are
appropriate strategies. strategies. Competently sufficient. However, insufficient and or
Strategies Advanced ability to Competently develops and student fails to are not included.
develop and develops and communicates communicate an Student fails to
communicate the communicates strategies for the overarching communicate an
strategies strategies for the company. Clear strategy for the overarching
developed. company. Clear critical thinking company’s strategy for the
Sophisticated level critical thinking behind the plans performance. company’s
of critical thinking behind the plans development. performance.
behind the plans development.
development.
5 4 3 2 1
Lessons Sophisticated Competent overall Adequate overall Good overall Poor overall
learned/challenges integration of integration of integration of integration of integration of
addressed. managerial managerial managerial managerial managerial
decisions and decisions and decisions and decisions and decisions and
strategy. Considers strategy. Clear strategy. Clear strategy. Students strategy. Students
both decisions and evidence of evidence of make contradictory make contradictory
strategy critically insightful insightful decisions. Limited decisions. Limited
and holistically. integration. integration. coherence and poor coherence and poor
insight. insight.
5 4 3 2 1
Communication of A sustained, Clear structure with Good structure Good structure, Poorly structured,
ideas through the coherent and logical coherence of ideas with coherence of ideas are coherent ideas are
organisation, report. Able to producing a ideas producing a but disconnected fragmented with
structure and logic integrate ideas. professional report. professional report. paragraphs. Pass disconnected
of report. Distinguished Some minor errors. Some major errors. standard. paragraphs. Not yet
attention to detail. at a pass standard.
5 4 3 2 1
Sentence structure, Writing style is Writing style is Writing style is Writing style is Writing style is
grammar and clear, thoughtful coherent with few good with few good. However, poor and difficult to
spelling. and error free. grammatical and or grammatical and or there are a number follow.
Demonstrates spelling errors. spelling errors. of grammatical Unacceptable
superior written errors. number of
communication grammatical errors.
skills.
5 4 3 2 1

14
2.5 General Submission Requirements

Submission

– All assignments must be submitted by the specified due date and time.
– Complete your assignment and follow the individual assessment item instructions on how to submit. You must
keep a copy of all assignments submitted for marking.

Turnitin

– The Turnitin plagiarism prevention system may be used within this Subject. Turnitin is accessed via logging
into vUWS for the Subject. If Turnitin is being used with this Subject, this means that your assignments have
to be submitted through the Turnitin system. Turnitin is a web-based text-matching software that identifies
and reports on similarities between documents. It is also widely utilised as a tool to improve academic writing
skills. Turnitin compares electronically submitted papers against the following:
– Current and archived web: Turnitin currently contains over 24 billion web pages including archived pages
– Student papers: including Western Sydney University student submissions since 2007
– Scholarly literature: Turnitin has partnered with leading content publishers, including library databases,
text-book publishers, digital reference collections and subscription-based publications (e.g. Gale, Proquest,
Emerald and Sage)
– Turnitin is used by over 30 universities in Australia and is increasingly seen as an industry standard. It is
an important tool to assist students with their academic writing by promoting awareness of plagiarism. By
submitting your work using this link you are certifying that:
– You hold a copy of this submission if the original is lost or damaged.
– No part of this submission has been copied from any other student’s work or from any other source
except where due acknowledgement is made in the submission.
– No part of this submission has been submitted by you in another (previous or current) assessment, except
where appropriately referenced, and with prior permission from the teacher/tutor/supervisor/ Subject
Coordinator for this subject.
– No part of this submission has been written/produced for you by any other person except where collabo-
ration has been authorised by the teacher/tutor/ supervisor/Subject Coordinator concerned.
– You are aware that this submission will be reproduced and submitted to plagiarism detection software
programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for
future plagiarism checking).
– You are aware that this submission may be de-identified and reproduced in part or in full as an example
for future students.
– You will not make this submission available to any other person unless required by the University.

Self-Plagiarising

– You are to ensure that no part of any submitted assignment for this Subject or product has been submitted by
yourself in another (previous or current) assessment from any Subject, except where appropriately referenced,
and with prior permission from the Lecturer/Tutor/Subject Coordinator of this Subject.

Late Submission

– If you submit a late assessment, without receiving approval for an extension of time, (see next item), you will
be penalised by 10% per day for up to 10 days. In other words, marks equal to 10% of the assignment’s weight
will be deducted from the mark awarded.
– For example, if the highest mark possible is 50, 5 marks will be deducted from your awarded mark for each late
day.
– Saturday and Sunday are counted as one calendar day each.
– Assessments will not be accepted after the marked assessment task has been returned to students.
– This is consistent with Western Sydney University’s Assessment Policy

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Extension of Due Date for Submission

A student may apply for an extension of the due date for an assessment task if extenuating circumstances outside their
control, and sufficiently grave in nature or duration, cause significant disruption to their capacity to study effectively.

To apply for an extension of assessment, please go to https://www.westernsydney.edu.au/currentstudents/current_

students/forms for guidance on how to lodge a request for consideration by the Subject Coordinator/Convenor.
Extension requests can be lodged before, on or no later than 5.00pm two working days after the due date of the
assessment task.

Application forms must be submitted to the Subject Coordinator/Convenor. Requests for extension should be made
as early as possible and submitted within policy deadlines. Appropriate, supporting documentation must be submitted
with the application. An application for an extension does not automatically mean that an extension will be granted.
Assessments will not be accepted after the marked assessment task has been returned to students.

Resubmission

Resubmission of assessment items will not normally be granted if requested.

Disruption to Studies

It is strongly recommended that you attend all scheduled learning activities to support your learning. The University
will provide students who have experienced a serious and unavoidable disruption to their studies a Disruption to
Studies provision, which is an opportunity to demonstrate that you have met the learning outcomes for the subject.
To be eligible for a Disruption to Studies Provision, the disruption must impact your studies for at least three
consecutive days. More information, including how to apply for a Disruption to Studies, can be found on the
University website https://www.westernsydney.edu.au/currentstudents/current_students/services_and_facilities/
special_consideration

Supplementary Assessments

A student may be eligible to apply for a supplementary assessment after the official notification of final Subject
results. Please see the Procedures Section of the WSU Assessment Policyfor details of eligibility and the application
process.

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 3 Teaching and Learning Activities

Weeks Topic Preparation Tutorial Assessments Due

Week 1 Subject overview. - Access vUWS and confirm this subject - Practice Marketing Simulation:
06-03-2023 Marketing as a value creation process is added to your login. Introduction
- Read Chapter 1. - Form simulation groups
- Read Henderson, B (1989) ”The - Chapter 1 discussion questions 1 and 3
Origin of Strategy,” Harvard Business
Review, 67, November/December,
139-143
- Read PRACTICE Marketing
Simulation student manual.

Week 2 Corporate strategy decisions and their - Access online video lessons.
13-03-2023 marketing implications. - Read chapter 2.
- Read Eppen, G, Hanson, W and R
Martin (1991) ”Bundling - New
Products, New Markets, Low Risk,”
Sloan Management Review, 32,
Summer, 7-14
17
- Simulation: Sample run 1
- Case discussion: AirAsia’s Strategic
Decisions
- Chapter 2 discussion questions: 2 and
3

- Refer to the PRACTICE Marketing

Simulation student manual.

Week 3 Business strategies and their marketing - Access online video lessons. - Simulation: Sample run 2
20-03-2023 implications. - Read chapter 3. - Chapter 3 discussion questions 1 and 4
- Refer to PRACTICE - Complete Practice Quiz at vUWS
MarketingSimulation student manual.

Week 4 Understanding market opportunities. - Access online video lessons.
27-03-2023 - Read chapter 4.
- Read Hambrick, D (1982)
”Environmental Scanning and
Organisational Strategy,” Strategic
Management Journal, 3, 159-174
- Simulation: Group run - Turn 1
- Case discussion: H&M opens the first
Australian store in Melbourne
- Chapter 4 discussion questions 3 and 4

Week 5 Measuring market opportunities. - Access online video lessons. - Simulation: Group run - Turn 2 - Quiz
03-04-2023 - Read chapter 5. - Chapter 5 discussion questions 2 & 3
- Complete Practice Quiz
 Weeks Topic Preparation Tutorial Assessments Due
Week 6 Analysing consumer behaviour: - Access online video lessons. - Simulation: Group run - Turn 3
10-04-2023 targeting attractive market segments, - Read chapter 6 & 7. - Chapter 6 discussion questions 1 to 4.
differentiating and brand positioning. - Chapter 7 discussion questions 1 to 4.

Week 7 Formulating marketing strategies: - Access online video lessons. - Simulation: Group run - Turn 4
17-04-2023 strategies for new market entries. - Read chapter 8.
- Read Lieberman, M. and D.
Montgomery (1988) ”First-Mover
advantages,” Strategic Management
Journal, 9, 41-58

- Chapter 8 discussion questions: 1 to 4

Week 8 Mid-term break.
24-04-2023
Week 9 Formulating marketing strategies: - Access online video lessons. - Simulation: Group run - Turn 5
01-05-2023 strategies for Growth Markets. - Read chapter 9. - Chapter 9 discussion questions: 1 to 4.

Week 10 Formulating marketing strategies: - Access online video lessons. - Simulation: Group run - Turn 6 - Simulation
18

08-05-2023 strategies for mature and declining - Read chapter 10. - Chapter 10 discussion questions: 1 to
markets. 4.

Week 11 Formulating marketing strategies: - Read chapter 11. - Chapter 11 discussion questions: 1 to 4 - Quiz
15-05-2023 strategies for the digital economy. - Read Kannan, P. K. (2017). Digital
marketing: A framework, review and
research agenda. International Journal
of Research in Marketing, 34(1), 22-45.
- Read Tiago, M. T. P. M. B., &
Veríssimo, J. M. C. (2014). Digital
marketing and social media: Why
bother?. Business Horizons, 57(6),
703-708.
- Watch assigned videos
 Weeks Topic Preparation Tutorial Assessments Due
Week 12 Mastering marketing management: - Read Chapter 12 - Briefing on the simulation reflection - Simulation
22-05-2023 organising and planning for effective - Read Hay and Williams (1991), report
implementation. ”Strategic Staircases: Planning the - Chapter 12 discussion questions: 1 & 2
Capabilities Required for Success” Long
Range Planning, 24, pp.36-43

Week 13 Mastering marketing management: - Read chapter 13 - Briefing on the strategic business
29-05-2023 measuring and delivering marketing review report.
performance.

Week 14 Subject wrap-up Review materials from weeks one - Briefing on the strategic business - Marketing Plan
05-06-2023 through thirteen. review report.

Week 15
12-06-2023
Week 16
19-06-2023
19

Week 17
26-06-2023

The above timetable should be used as a guide only, as it is subject to change. Students will be advised of any changes as they become known on the Subject’s vUWS site.
4 Learning Resources

4.1 Recommended Readings

Essential Reading

Walker, OC, Gountas, JI, Mavondo FT & Mullins, JA (latest edition), Marketing strategy - a decision-focused
approach, McGraw-Hill, Sydney.

Additional Reading

Aaker, DA 2008, Strategic market management, 8th edn, John Wiley and Sons, Hoboken, NJ.

Doyle, P, Stern, P & Mylibrary 2006, Marketing management and strategy, 4th edn, Financial Times Prentice Hall,
E-book, Harlow, UK.

Gilligan, C & Wilson, RMS 2009, Strategic marketing planning, 2nd edn, Elsevier/Butterworth-Heinemann, Amster-
dam. Available Online

Lambin, J-J, Chumpitaz, R & Schuiling, I 2007, Market-driven management: strategic and operational marketing,
Palgrave Macmillan, Basingstoke.

Reed, PW 2007, Strategic marketing planning, 2nd edn, Thomson/Nelson, South Melbourne.

Stevens, RE 2006, Marketing planning guide, 3rd edn, Best Business Books, Binghampton, NY.

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