International School of Business

MAR501 STRATEGIC MARKETING

MANAGEMENT
Quarter 1 2023
PSO MBA 7

Learning Guide
Dr. Phat Tang

January – 2023
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About Strategic Marketing

Contacts
Below is a list of contacts for this unit. Please liaise directly with your lecturer/unit coordinator regarding
appropriate consultation times. It is usually best to make contact with these staff via email.

Dr. Thuong Phat Tang

Lecturer Email: phat.tang@isb.edu.vn

Depending on the course, Co-lecturer/Tutor could be assigned if
necessary.

Ms. Le Hong Nhung

Student Advisor 41-43 Vo Van Tan street, District 3, Ho Chi Minh City
Phone: 0909.962.863 Email: nhung.lehong@isb.edu.vn

Unit overview
This Strategic Marketing Management course is focused on helping you to develop and execute competitive
marketing strategies. The subject explores important strategic marketing theories, concepts, frameworks and
tools from across the marketing discipline. It also provides a computer-based marketing management and
strategy simulation game for practicing decision-making exercise within a competitive and realistic context.
The key aim is to understand how strategy and its management can create superior and sustainable value
for both customers and shareholders, by introducing a long-term perspective. The course also acts as a
bridge between the academic study of marketing and the world of the marketing professional by providing
MBA talk sessions. The subject therefore takes an ‘action learning’ approach that provides students with
opportunities to put theory into practice.

Pre-requisites
None

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Assessment information

Learning outcomes
Within this broad framework, on successful completion of this subject, participants should be able to:

1. Demonstrate a strategic orientation for marketing decision-making.

2. Apply key marketing theories and models to analyse corporate business strategies

Formulate marketing strategies which reflect business context and utilize best practice
3.
theory and tools.

Integrate marketing theories and realistic context to develop competitive marketing

4.
plan.
Use resources (e.g., marketing research, research studies, expert advice, etc.) in an
5. informed and skilful way as part of the process of developing creative ideas, plans
and solutions;
Effectively communicate strategic marketing and branding knowledge in oral and
6.
written contexts;

7. Work individually and as an effective member of a team.

Assessment summary

ASSESSMENT VALUE
ASSESSMENT ITEM AND DUE DATE
NUMBER (/100)

Group Assessment: Marketing strategy and decision-making

Simulation 20%
Due: session 8

Individual Reflection Report (2000 words max)

Individual 30%
Due: one week after session 10

Group Project Presentation (20 minutes max)

20%
Due: session 10
Group project
Group Project Written Report (20 pages max)
20%
Due: session 10

Class
On-going 10%
participation

Final marks and grades are subject to confirmation by the School Assessment Committees which may scale,
modify or otherwise amend the marks and grades for the unit, as may be required by University policies.

Note: To successfully complete this unit, students must:

▪ Achieve a minimum of 50 marks;
▪ Complete all assessment items; and

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▪ Attend 80 per cent of class time. See attendance requirements in the section of class
policies and rules below.

Assessment 1: Simulation Group Performance (20%)

The online simulation will be used to assess your ability to analyse a commercial situation and will require
you to develop and implement a marketing strategy and decision-making within an existing industry business
model. This will require a thorough understanding of the knowledge discussed in the previous lectures, as
the simulation will assess your understanding of the core concepts. It will also assess your ability to work
effectively in teams. Learning how to communicate, co-operate and ultimately collaborate with people from
different functional, cultural and organizational backgrounds is a vital skill for a marketing executive.

This is a strategic simulation game that requires teams to make a series of complex, real world strategic
marketing decisions over a simulated period of time. It places teams in a dynamic competitive environment
in which they must devise and pursue their own strategy and react to the moves of competitors. Specifically,
you will have opportunity for practice different rounds.

Similar to the real-world market place, teams will compete against each other in industries. Students should
form their own groups. Marks will be allocated according to the relative standing of each team by the end of
the game based on market capitalization and performance, produced by the simulation.

The maximum mark is 20%.

For example, if there are 30 students in the class, then there will be one industry, with fix teams/firms of five
members, and the following marks will be awarded.

• Winning team: 20%

• Runner-up team: 17.5%
• Third team: 15%
• Fourth team: 12.5%
• Fifth & Sixth team: 11%
A peer evaluation form has to be handed in with the assignment.

Due Dates: Session 8

Assessment 2: Individual Reflection (30%)

Each student is also expected to submit a brief report outlining their group’s initial strategies, where they
went right (and wrong), their results and key lessons.

As of the key characteristics of a marketing strategist is their ability to question assumptions and to see
things differently. This is the primary assessment for assessing the individual Intellectual autonomy. It
requires you to reflect and write a reflective journal related to the concepts/assumptions of marketing
strategy. The requirements for this assessment are as follows. You will be required to choose 02
topics/concepts that are discussed in class and MBA talk, and write a 2000-word reflective journal report
consisting of 02 topics (1000 words each topic, 01 from MBA talks and 01 from class or based on your own
readings). More details will be provided in class.

Details

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This is individual assignment due on one week after session 10. The essay is approximately 2000 words
(single-sided, 12-point font, 1.5-spaced, APA style). Please make a copy of the report for your records. You
are required to submit a soft copy of the report onto E-learning site by the due date.

Marking criteria and standards

Work will be assessed based on the insightfulness of your review report.

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Assessment 3: Group Project (40%)

Overview
You are required to prepare a strategic brand plan for a chosen brand to deal with specific opportunities and
challenges facing by the brand owner. The task is for you to conduct a strategic plan that incorporates
theoretical concepts to a practical situation. Be creative but ensure your strategies can be implemented to
your identified target market. You will be fully briefed in class about the content and format of the assignment
in session 1. You will be required to work in a group consisting of maximum 6 members. Group will be formed
in session 1 and submit the name of a chosen product/service in session 2.

Format, structure, style, guidelines for Presentation and Final Group Project
Report
There are two assessment items of the Group Project: Group Project Final Report (20%), Group presentation
(20%). Details of marking criteria for both Presentation and Group Project Final Report will be available in
Session 1.

▪ The Group Project Report should contain no more than 20 pages (12-point font, 1.5-spaced, standard
margins, APA style). Please keep a copy of the report for your records. General guidance on writing
assignments and marking criteria will be available in Session 1.
▪ Before submitting the Group Project Report, as a group, you are required to prepare a presentation of
the Group Project. The presentation including the class activity should go for 20 minutes (max). The
presentation will be assessed based on both content and presentation skills.

Due Dates
▪ A soft copy of the Group Project Final report and presentation slides is due on session 10 submitted
via E-learning site.

Group Work, Roles and Responsibilities and Conduct of Meetings

▪ You are expected to work in groups throughout the semester, and to divide work among group members
equally. Group members are required to exchange contact details and formulate and agree on a Group
Process Plan and a Pre-Project Action Plan. The Group Process Plan details member roles, identifies group
rules, allocates tasks and responsibilities and shows agreed project milestones. The Pre-Project Action Plan
details problems and issues that may arise and how the group will manage them.
▪ Students are to actively manage the conduct of meetings and record each member’s contribution and the
decisions/actions agreed to at each meeting through the use of brief minutes.
▪ At the end of the project, group members will be asked to complete a final peer evaluation of each group
member for the Group Project Final Report.
▪ Ideally, all members of each group will receive the same mark. However, in some cases individuals may be
assigned different marks if there are consistently poor evaluations of group member(s). It is therefore in your
interest to make your group work effectively to ensure the delivery of high-quality output.
▪ To assist in assessing the contribution of each student, brief minutes should be made of each group meeting
noting who was assigned what task and if completed. Further, individual group members should keep a
journal detailing all the activities undertaken in relation to their project. It is important that each member of
the group records their activities and contribution to the project on a regular basis. If there are any complaints
about the performance of a group member, the lecturer-in-charge can request that an individual submit their
journal.

Marking Criteria for Final Group Project Report (Total 40%)

Details of marking criteria for both Individual Presentation and Group Project Final Report will be available in
Session 1.

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Assessment 4: Class Participation (10%)

Overview
You are expected to attend at least 80% throughout the course and coaching sessions (including lectures
and MBA talk sessions) and to make thoughtful, constructive contributions to class discussion. You need to
come to lectures prepared to discuss readings, cases and exercises. The purpose of participation is to give
you an opportunity to engage in discussion and share your thoughts; help you articulate and communicate a
point of view; also, in discussing your findings in class, you will be assisting your fellow classmates to gain a
better understanding of the topic area.

General assessment requirements

Assignment cover sheet
All assignments, apart from the presentation, are to be submitted in hardcopy and online with an Assignment
Cover sheet required. Students should be aware that in submitting their work via E- learning, they are
confirming that their submission is their own work. Any incidents of academic misconduct will be based on
the acceptance of this condition.
□Note: Assignment cover sheets can be located on your Canvas course (Files → Assignment Forms).
Students are to keep a copy of all assignments submitted for marking.
Group work requirements
Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a Student
Evaluation of Group Member Participation Form. Non-contributing team members can sometimes
be an issue with group-work structured assessment. Individual student group work scores may be
adjusted as a result of peer dissatisfaction with a particular student’s contribution to group work
assignments, as reflected in submissions of the evaluation form.
Note: Group assignment cover sheets and the evaluation form can be located on E-learning site
(http://elearning.isb.edu.vn). Students are to keep a copy of all assignments submitted for marking.

Late submission
A student who submits a late assessment will be penalised by 10 per cent per day up to 10 days
i.e. marks equal to 10 per cent of the assignment’s worth will be deducted as a “flat rate” from the
mark awarded. For example, for an assignment with a possible highest mark of 50, the student’s
awarded mark will have five marks deducted per late day. Saturday and Sunday count as one day
each. Assessments will not be accepted after the marked assessment task has been returned to
students who submitted the task on time except where compulsory items of assessment must be
submitted.
An assessment submitted at any time after the due time on the due date will be deemed to be a late
submission and late submission penalties will accrue immediately from the due time and date.
Extension of due date for submission
Requests for extensions, with evidence of extenuating circumstances, may be submitted before, on
or up to two days after (by 5.00pm) the due date of an assessment. 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. Applications should be submitted with supporting documentation, to the Unit
Coordinator or other designated staff member (with a copy to the lecturer). If a late application is
not approved the late penalty will apply from the due date.
Special Consideration
Special Consideration may be given to students whose performance during the teaching session, in an
assignment or in an exam has been affected by serious misadventure, accident or extenuating
circumstances beyond their control. Applying for and receiving special consideration means that those
circumstances are taken into account when we calculate your grade. Students can apply for all types of
Special Consideration online using the Special Consideration & Deferred

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Exam Form. All applications for Special Consideration must contain appropriate supporting documentation
to substantiate the circumstances that are impacting on your studies. Applications without supporting
documentation will not be considered.

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Teaching activities

SESSION Program Schedule Required Readings and Activities

Discussion:
• Introduction to strategy and strategic market planning model
• Market-oriented perspectives underlie successful corporate,
business and marketing strategies
• Roles of consumer behaviour in marketing strategy
1. • Steps to understand customer insights

Sat, 07 Jan. • Strategic Marketing Practice:

Planning
• Marketing Simulation: introduction
(14:30 – 17:30) • Gaining customer
• Forming groups for written case study
insights
D103* • Feature-Benefit-Motive Mapping Worksheet

Preparation for next session:

• Reading article: Competing on customer journeys.
• Reading: Chapter 1 & 4.
• Simulation: complete the 1st and 2nd round.

Discussion:
• Competitive analysis process
• Understand competitive attractiveness criteria assessment.
• Discuss sustainable competitive advantage.

Case study:
2.
• Competing on customer journeys
Sun, 15 Jan. • Competitor insights Practice:
(13:30 – 16:30) • Assessing market • Five forces model
opportunities
• Competitor landscape analysis
D103
• Group assignment: Each group chooses a product/service for
written group report.

Preparation for next session:

• Reading: Chapter 6 & 7.
• Simulation: complete the 3rd round.

Discussion:
3.
• Targeting, segmentation and positioning principles
Sun, 05 Feb. • Market • Discuss and practice segmentation process

(13:30 – 16:30)
segmentation and • Competitive positioning in marketing strategy
targeting analysis
D103 • Value proposition Preparation for next session:
and positioning • Reading: Chapter 8
• Simulation: complete the 4th round.

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4.
• MBA Talk Topic (TBA)

Sun, 12 Feb. Preparation for next session:

• MBA talk 1 • Simulation: complete the 5th round.
(13:30 – 16:30)
• Reading: Chapter 9
D103 • Simulation: complete the 5th round.

Discussion:
• Market and competitive implication of product life cycle stages.

5.
• Compare different types of marketing strategies
• Strategies for new market entries
Sun, 19 Feb. • Formulating • Strategies for growth markets.
marketing
(13:30 – 16:30) strategies
Preparation for next session:
D103
• Reading: Chapter 10
• Simulation: complete the 6th round.

Discussion:
6. • Formulating • Strategies for mature and declining markets.
marketing • Discuss elements of building sustainable competitive advantage
Sun, 26 Feb. strategies (Cont.)

(13:30 – 16:30) Preparation for next session:

• Marketing
objectives and
• Reading: Customer-Based Brand Equity and Brand Positioning
D103 (Chapter 2, Kevin); Brand Resonance and the Brand Value Chain
strategic focus
(Chapter 3, Kevin);
• Simulation: complete the 7th round.
Discussion:
7. • Brand
• Discuss brand management strategy.
management
Sun, 05 Mar. • Designing • Understand different marketing approaches of build brand equity
marketing
(09:00 – 12:00) Preparation for next session:
programs to build
D103 brand equity
• Simulation: complete the 8th round.

8.

Sun, 05 Mar. • MBA talk 2 • MBA Talk Topic (TBA)

(13:30 – 16:30) Preparation for next session:

D103 Reading: Chapter 11

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Discussion:
• Marketing • Advantages & disadvantages of the digitally networked world for
9.
strategies for a marketers
digitally networked
Sun, 12 Mar. • Discuss integrated marketing communication
world.
(09:00 – 12:00) • Integrated
• Examine digital marketing strategy planning process
marketing
D103 communication

10.
• Group presentation
Group presentation
Sun, 12 Mar. • Complete and submit the group written report.
(13:30 – 16:30)

D103

Due date:
Individual Reflection
Report Submission (via e-learning)
Sun, 19 Mar. Report

23:59pm

*Room D103 is located on the 1st floor, No. 196 Tran Quang Khai Street, Tan Dinh Ward, District
1.

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Tutorials
Tutorials following the lecture in each session provide students the opportunity to apply and share
knowledge by doing a variety of in-class activities individually or in group such as exercises, discussion,
and presentation. These activities focus on demonstrating your skills and help you build your ability to
achieve the learning outcomes for this unit.
Tutorial questions/exercises will be provided in class. You will be expected to have completed specific
reading and exercises from the textbook and other required materials prior to attending each lecture and
tutorial class. If you have not prepared adequately, you will not get the full benefit from this learning
opportunity.

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Learning resources
Essential reading
Prescribed Walker, Orville C. and John W. Mullins (2014), "Marketing strategy: a
Textbook decision-focused approach”, 8th Edition, Published by McGraw-Hill/Irwin.

Kevin Lane Keller and Vanitha Swaminathan (2019), “Strategic brand

Recommended
management – building, measuring, and managing brand equity”, 5th Edition,
readings
Pearson.

Online resources
https://smartlib.ueh.edu.vn/
E-library Username and Password will be the same with your PSO email account. Brief
instructions HERE

E-learning https://learn.pso.edu.vn/

Referencing requirements
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments
rejected for this reason. Written assignments WILL BE RANDOMLY checked by the lecturer with
Turnitin.com, an online plagiarism-checking tool.
Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.
The Publication Manual of the American Psychological Association (APA) 6th ed., will serve as the
primary reference materials for all students. Therefore, all papers must be submitted in APA format. The
mechanics of student papers and work will be evaluated, as well as the content. It is imperative that
guidelines be reviewed before an assignment is begun. It is also important that the required submission
format be followed in compiling the final paper or assignment.

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You and this unit

What is expected of you
Workload
In order to optimise the value of your learning, it is strongly advised that you prepare before each
session, enthusiastically participate in each session, and then reflect on each session. The
amount of time spent out of class will vary for each individual, depending on competencies and
proficiency in any area. An average of 10 hours per week is recommended to gain value in the
completion of your studies. Effective learning requires interaction between you, your instructor,
and your peers.

The better prepared you are before each session the greater the learning value due to more focused
questions and discussions. In addition, reflecting on what you have learned is an important process for you
to confidently apply your newly learned skills.
Therefore, in order to gain the most learning value from the synergistic relationship between your
support materials and your specific unit material it is highly recommended you follow these steps
for each session:

Read the support materials, notes and answer any given questions or problems.
Pre-read your instructor’s lecture notes for more detailed comprehension. Follow
Before each
any other learning leads from your Instructor including the Elearning
session
site.

Enthusiastically participate in the “activities” guided by your instructor.

Contribute to each session with focused questions and discussions.
During each
Attempt any questions and problems shown in your session.
session
Identify clearly what you know and what you don’t know.
Ask your instructor about any questions or problems from this or any session.
Attempt any questions and problems advised by your instructor.
Reflect in action (while doing these questions and problems).
After each
Review the worked solutions to questions and problems.
session
Reflect on action (after you have done these questions and problems).
Identify clearly what you know and what you don’t know.

Attendance
It is recommended that students attend all scheduled classes in order to succeed in this unit.
UEH-ISB policy requires students to enter electronic finger print before entering the classes.
Class attendance is compulsory and students should provide reasons for the failure to attend
the class on a particular lecture/workshop session. Students are required to attend a minimum
of 80% of all classes in order to secure class participation marks. Please let your lecturer and/or
UEH-ISB know if you are unable to attend any session.

Arriving to class late by 15 minutes at the beginning, arriving late by 5 minutes after the break, or
leaving prior to the scheduled end time without the permission of the lecturer will equate to an
absence. Grade reductions for the unit will be assessed when final grades are assigned if the
above absence rule is violated during the unit.

Student responsibilities and conduct

Familiarise yourself with University policies on assessment and
examinations. Ensure that you understand the requirements, including
Student timetables, for examinations and other assessments tasks.
responsibilities Ensure you read and understand the assessment requirements and note the
submission dates, and seek assistance from the lecturer and/or unit
coordinator when needed.

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Notify relevant staff (e.g. lecturer, unit coordinator, disability adviser) as soon as
possible prior to, or at the beginning of, the semester to accommodate special
requirements.
Submit individual and unassisted assessment work, except as otherwise permitted.
Cheating, plagiarism, fabrication or falsification of data will be severely dealt with.
Behave ethically and appropriately, avoiding any action or behaviour which would
unfairly disadvantage or advantage another student. Where group work is
assigned, ensure that every group member has the opportunity to
contribute in a meaningful way.

Attend all lectures and tutorials – failure to attend is often the main cause for low
final grades.
Respect the needs of other students who are participating in any class activities.
Pay attention in lectures and tutorials – these provide key information for all
examinable material.
Do not use mobile phones during the lecture and tutorials and do not have
ongoing conversations with fellow students during the lecture or if another
student is presenting work in the tutorials.
Student
Please use electronic devices for taking notes only, not surfing the net or checking
conduct and
email.
behaviour
Use Elearning discussion boards constructively – they are there for
interaction between the students and between teaching staff and the
students. Unfounded criticisms will be removed from the relevant discussion
board.
If issues arise with other students, or teaching staff, please see the unit coordinator
in the first instance rather than broadcasting your concerns in
a public forum.

Email etiquette
Your teachers receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of
professional communication. Firstly, all emails should have a concise and descriptive title,
including the class and name of the unit you are enquiring about as your teacher may be teaching
more than one unit/class. Students need to be clear about the intention of their emails, use
appropriate tone and language, proof-read what is written in the email before sending it. Students
should also allow 3-4 working days for a response before following up. If the matter is legitimately
urgent, you may indicate this in the email subject header but be sure that the email does require
an immediate response before using this strategy. If your email request is complex and requires a
lengthy response it may be probably best to make an appointment with your teacher to meet in
person.
Disability support services
Students with disabilities are advised that accommodations and services are available at UEH- ISB. It is
the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior to
receiving such services.
Additional information
This unit guide may be revised at the discretion of the Unit Coordinator with approval from Program
Academic Director and School Academic Committee where appropriate.

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What you can expect from the teaching team

Academic staff carry out their teaching responsibilities under the authority of the Dean of the School of
Business.
Assess students’ work fairly, objectively and consistently and when in doubt consult with
the unit coordinator or Director of Academic Program.
Provide students with appropriate, helpful and explanatory feedback on all work
submitted for assessment.
Make reasonable accommodation (e.g. length of time to complete) in assessment
Staff tasks and examinations for students with special requirements and to seek
responsibilities assistance from the Disability Advisor and Counsellor where appropriate and
needed.
Ensure deadlines for the submission of examination papers to the Academic Registrar
are met.
Immediately report to the unit coordinator any instances of student cheating,
collusion and/or plagiarism.
Act in good faith and with honesty, integrity, transparency and impartiality.
Act with diligence and responsiveness and treat other University members with
fairness, respect and courtesy and without discrimination or harassment.
Foster and protect the reputation of the University.
Carry out duties as best you can within your delegated authority, constantly enhancing
your professional knowledge.
Be accountable for all actions and decisions, providing documentation and
Staff code of sound reasons for them.
conduct Not act in a manner that inhibits another person from fulfilling the requirements
of their position.
Respect the confidentiality of entrusted information.
Be alert to issues of conflict of interest and take action to declare and avoid them.
Use University resources properly and in accordance with work health and
safety obligations.
Report all fraud and corrupt conduct.

Policy and how it affects you

The University has a number of policies that relate to teaching and learning. It is important that you
understand how these may affect you and your studies.

In particular, it is essential that you are familiar with the student misconduct rule and how to avoid
misconduct of any type. Breaches of this policy can have very serious consequences. Your
lecturers can help you with referencing and academic writing and plagiarism. If you are unsure
about any of your work, you should also ask your tutor or lecturer for advice and feedback.
Raising concerns
If you have a concern about this unit please contact your lecturer or tutor in the first instance. If the matter
is not resolved, then you may contact the Student Advisor (see inside front cover). If you would prefer to
speak to someone else, you are advised to contact the Academic Program Director to investigate and to
respond to you.

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