Download Subject Description Form Subject Code MM4751 Subject Title

Subject Description Form
Subject Code
MM4751
Subject Title
Marketing Strategy
Credit Value
3
Level
4
Pre-requisite/
Co-requisite/
Exclusion
Pre-requisite: Introduction to Marketing (MM271/MM2711)
Role and Purposes
It provides students the opportunity to integrate and synthesize marketing theories,
principles, and techniques to explain the strategic marketing actions undertaken by firms.
It is important for students to understand the differences between developing versus
managing marketing strategies.
This course aims to enhance the all-round development of students in the ability to
integrate skills and knowledge learned from marketing and various functional areas to
formulate marketing strategy and its planning, from a strategic perspective, and to
creatively review the effectiveness of the marketing strategies.
Subject Learning
Outcomes
Subject Synopsis/
Indicative Syllabus
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Upon completion of the subject, students will be able to:
a. Identify underlying factors that must be considered in developing marketing
strategy, and assess the strategic trade-offs of marketing decisions. Including
different aspects of the domestic and global business environment that set the
parameters of choice within which business organizations set objective and take
actions (modified from BBA learning outcomes 3.2.4 (xii))
b. Analyze business situations and problems, and the underlying marketing logic, by
applying conceptual frameworks drawn from Marketing and general business
practices leading to the development of marketing strategy (modified from BBA
learning outcomes 3.2.4 (vii))
c. Understand industry structure and competitive position that determine a company’s
strategic leverage.
d. To develop a clear and objective process (framework) whereby the formulation of
the marketing strategy can be effectively executed and communicated.
e. Determine what marketing strategy can realistically accomplish for a business and
evaluate, from a strategic perspective, the appropriateness of a marketing strategy.
f. To develop precise English Communication in presenting their strategic
recommendation with clear and strong rationale and argument (modified from BBA
learning outcomes 3.2.4 (i))
Perspectives/paradigms for marketing planning:
 To establish the importance of Market oriented perspectives versus that of production
and sales driven perspectives.
 Differences among the resources-based perspective and other theoretical perspectives
for strategic marketing planning.
 Value-based marketing approach to strategic marketing planning
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Competitive advantage
 Relationships between competitive advantage and marketing strategy.
 Creation and maintaining sustainable competitive advantages.
 Key success factors and sources of competitive advantage.
 Benchmarking techniques.
 Competitive advantage and creation of extra values to customers.
 The strategic role of internet marketing, i.e. the use of internet marketing to enhance
competitive strength.
Analytical and Strategic models
 Basic marketing concepts such as PLC, product definition, segmentation, positioning,
etc.,
 Analytical theories such as BCG portfolio model, directional matrix technology
portfolio, 5-forces, positioning map, etc.
 Strategic Marketing models such as Ansoff, Porter’s Generic Strategic framework
and McKinsey 7S, etc
Implementation and control
 Organizing for successful implementation.
 Marketing audit and control.
 Behavioral issues in formulation and implementation of marketing plans.
Teaching/Learning
Methodology
The experiential learning approach has been proved as the most effective approach that
allows students to apply the marketing knowledge and skills they have learned. This
approach requires engaging students, i.e. to move from passive learning to participative
learning that is interactive and experiential.
As such, the teaching approach for this subject includes the following elements:




Assessment
Methods in
Alignment with
Intended Learning
Outcomes
Project development and presentation,
Strategic marketing case analysis and discussions,
Individual assignment (a report on a detailed studies of a specific strategic topic), &
Final examination
Specific assessment
methods/tasks
Continuous Assessment*
1. Group Project
2. Individual Report
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%
weighting
Intended subject learning outcomes to
be assessed (Please tick as appropriate)
a.
b.
c.
d.
√
√
√
√
e.
f.
50%
17.5 %
10 %
4. Individual attendance and
participation
5%
Examination
50%
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√
√
17.5 %
3. In class presentation/group
works
√
√
√
√
√
√
√
√
√
√
√
√
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Total
100 %
*Weighting of assessment methods/tasks in continuous assessment may be different,
subject to each subject lecturer.
To pass this subject, students are required to obtain Grade D or above in BOTH the
Continuous Assessment and Exam components.
Explanation of the appropriateness of the assessment methods in assessing the
intended learning outcomes: the various methods are designed to ensure that all
students taking this subject –
 Immediate feedbacks are given to students after class discussions and students
presentations.
 Students are encouraged to develop their own strategic thinking instead of following
what’s been given to them, and they will be evaluated accordingly.
 Students are encouraged to establish clear rationale for all arguments and
recommendations.
 Evaluations will focus mainly on:
o the strategic development process instead of the outcome.
o Applications of marketing concepts/frameworks in developing sound and
effective marketing strategy instead of the knowledge of these concepts, i.e. they
are assumed to have a good knowledge of these marketing concepts to begin
with.
Student Study
Effort Expected
Class contact:

Lectures
28 Hrs.

Seminars
14 Hrs.
Other student study effort:

Reading and Preparation for lectures/Seminars
42 Hrs.

Preparation for Project & Individual Assignment
42 Hrs.
Total student study effort
Reading List and
References
126 Hrs.
Recommended Textbook
Schnaars, Steven P., Marketing Strategy: Customers and Competition, Free Press, 1998.
Walker, Orville C., Harper W.Boyd and Jean-Claude Larreche, Marketing Strategy:
Planning and Implementation, 4th ed., McGraw-Hill, 2003.
References
Sudharshan, D., Marketing Strategy: Relationships, Offerings, Timing and Resource
Allocation, Prentice-Hall, 1995.
Lele, Milind M., Creating Strategic Leverage: matching Company Strengths with Market
Opportunities, John Wiley & Son, 1992.
Czepiel, John A., Competitive Marketing Strategy, Prentice-Hall, 1992.
Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Contemporary Perspectives
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on Strategic Market Planning, Allyn and Bacon Publishing Inc., 1990.
Jain, Subash C., Marketing Planning and Strategy, 3rd ed., South-Western Publishing,
1990.
Schnaars, Steven P., Marketing Strategy: Customers and Competition, The Free Press,
1998.
Seybold, Patricia B., Customers Com, Times Business Press, 1998.
Zeff, Robbin and Brad Aronson, Advertising on the Internet, John Wiley, 1999.
Mittal and Sheth, Value Space: Winning the Battle for Market Leadership, McGraw-Hill,
2001.
Cravens, D.W. and Piercy, N., Strategic Marketing, McGraw-Hill, 2003.
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