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MKF5251
Case studies in marketing strategy
Unit Guide
Semester 2, 2014
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Last updated: 17 Jul 2014
Table of Contents
MKF5251 Case studies in marketing strategy - Semester 2, 2014........................................................1
Mode of Delivery..............................................................................................................................1
Workload requirements....................................................................................................................1
Additional workload requirements........................................................................................1
Unit Relationships........................................................................................................................................1
Prerequisites....................................................................................................................................1
Co-requisites....................................................................................................................................1
Prohibitions......................................................................................................................................2
Chief Examiner(s)........................................................................................................................................2
Campus Lecturer(s).....................................................................................................................................2
Caulfield...........................................................................................................................................2
Your feedback to Us....................................................................................................................................2
Previous Student Evaluations of this Unit....................................................................................................2
Academic Overview...................................................................................................................................3
Learning Outcomes.........................................................................................................................3
Unit Schedule.............................................................................................................................................4
Teaching Approach..........................................................................................................................4
Assessment Summary.....................................................................................................................4
Hurdle Requirements...........................................................................................................4
Second marking...................................................................................................................4
Return of final marks............................................................................................................4
Assessment criteria..............................................................................................................5
Assessment Requirements......................................................................................................................6
Assessment Tasks...........................................................................................................................6
Assessment task 1...............................................................................................................6
Assessment task 2...............................................................................................................7
Assessment task 3...............................................................................................................8
Examination(s).............................................................................................................................................9
Examination 1..................................................................................................................................9
Learning resources......................................................................................................................................9
Feedback to you........................................................................................................................................10
Assignment submission.............................................................................................................................10
Online submission.........................................................................................................................10
Prescribed text(s) and readings.....................................................................................................10
Recommended text(s) and readings..............................................................................................10
Other Information....................................................................................................................................11
Policies..........................................................................................................................................11
Graduate Attributes Policy.................................................................................................11
Student Charter.........................................................................................................................................11
Student services........................................................................................................................................11
Monash University Library.........................................................................................................................11
Moodle 2....................................................................................................................................................11
Disability Liaison Unit................................................................................................................................12
MKF5251 Case studies in marketing strategy - Semester 2, 2014
Using the case study method this unit provides an analytical framework from which students can explore
how marketing strategy is applied to a variety of organisations within the context of contemporary and
emerging issues. Students will be taught how to analyse, evaluate and implement marketing strategy. As
this is the capstone unit in the Master of Marketing degree course, a theoretical grounding in the earlier
core marketing units is essential for students undertaking this unit.
Mode of Delivery
Caulfield (Evening)
Workload requirements
Minimum total expected workload equals 144 hours per semester
Additional workload requirements
Course instruction focuses on the case study method. Both individual and group case analyses will be
required. This method has been adapted from the Harvard Business School.
The unit involves one 3-hour class session per week for one semester. The total time commitment
required for this unit is around 160 hours. In addition to the 36 hours of class contact students are
expected to devote an additional 120 hours during the semester to studying for this unit. It must be
stressed that the best preparation for the major assignment and the exam is the diligent completion each
week of the set cases and other exercises. Therefore the suggested allocation of the expected time
commitment is:
Time spent in preparing for and completing the 11 weekly case studies and assessment tasks at an
average of 5 hours / week = 55 hours
Major assignment = 40 hours
Financial analysis exercises, revision and exam preparation = 25 hours
Note: The 160 hours overall is normally essential to achieve a reasonable grade.
Unit Relationships
Prerequisites
Students must have passed 48 credit points at graduate level.
Co-requisites
Students must have enrolled in 66 credit points and must be enrolled in one of the following courses:
2276, 3802, 3810 or 4431.
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MKF5251 Case studies in marketing strategy - Semester 2, 2014
Prohibitions
MKF5270 and MKX5251
Chief Examiner(s)
Dr Margaret Matanda
Campus Lecturer(s)
Caulfield
Mr Bill Pickett
Contact hours: At any time by appointment
Phone: +61 3 9903 2653
Email: [email protected]
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Mobile; SMS: 0408 390 558 (preferred contact method)
Your feedback to Us
Monash is committed to excellence in education and regularly seeks feedback from students, employers
and staff. One of the key formal ways students have to provide feedback is through the Student
Evaluation of Teaching and Units (SETU) survey. The University’s student evaluation policy requires that
every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The
feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied
and areas for improvement.
For more information on Monash’s educational strategy, see:
www.monash.edu.au/about/monash-directions/ and on student evaluations, see:
www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html
Previous Student Evaluations of this Unit
In response to the last evaluation of this Unit a variety of cases has been selected which cover
both large and small organisations, and a range of situations.
Previous student feedback has highlighted the opportunity to learn how to apply their marketing
theory to real marketing issues as a key benefit of this Unit.
If you wish to view how previous students rated this unit, please go to
https://emuapps.monash.edu.au/unitevaluations/index.jsp
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Academic Overview
Learning Outcomes
The learning goals associated with this unit are to:
1. integrate the theoretical and functional aspects of marketing (and other business disciplines) into
a practical problem-solving framework
2. analyse information supplied from a case and identify the core marketing problem
3. design, evaluate and recommend marketing strategies that solve the identified core marketing
problem
4. develop personal communication and discussion skills.
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Unit Schedule
Teaching Approach
Assessment Summary
Within semester assessment: 60%
Examination: 40%
Assessment Task
Value
Due Date
Major Assignment
30%
To be handed in at the start of class for week 8
Minor Assessment Tasks -Critical
Issues Analysis
20% (5% per
case)
Weeks 2, 4, 6, and 10 (to be handed in at the
start of each class)
Class contribution
10%
Weeks 2 - 11 demonstrated case preparation
Examination 1
40%
To be advised
Hurdle Requirements
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative
assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated
by the requirement that the student must attain a mark of at least 50% in the final summative
assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items
in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a
mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
Second marking
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again
by a second examiner who will independently evaluate the work, and consult with the first marker. No
student will be awarded a fail grade for an assessment task or unit without a second examiner confirming
the result.
Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark,
unless the total of such pieces exceeds 30% of the final mark.
Return of final marks
Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board
of Examiners on the recommendation of the Chief Examiner taking into account all aspects of
assessment'.
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Unit Schedule
The final mark for this unit will be released by the Board of Examiners on the date nominated in the
Faculty Calendar. Student results will be accessible through the my.monash portal.
Assessment criteria
Assessment Criteria Grading Descriptors available at:
http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html.
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Assessment Requirements
Assessment Tasks
•
Assessment task 1
Title:
Major Assignment
Due date:
To be handed in at the start of class for week 8
Details of task:
This is an Individual assignment.
Refer to the unit program for the case for this semester.
This is an individual assignment and each paper submitted must be a unique individual
effort. However, students are encouraged to discuss their ideas in groups when preparing
the case. You are required to solve the assigned case and provide a detailed
writtenanalysis of the case solution. The perspective is that of the strategist, such as the
marketing manager or consultant aiming to convince senior decision makers in an
organisation. The issues confronted concern the building blocks of strategy and their
integration, as well as a perspective on the evolving nature of practice. The prime
objective is to help you develop appropriate analytical and decision making abilities. As
such you will analyse the case materials in a logical way (suggested decision making
approach is attached), identify the problem(s) to be solved, propose alternative strategies,
and then evaluate them, culminating in recommending a particular course of action.
Your analysis should be a maximum of 4,000 well chosen words, including all
Appendices. This means 3,600 words plus 10%. Papers in excess of this are
unacceptable and will be penalised. The maximum penalty will be 10%. Each paper
MUST include a word count on the front title page. Keeping the paper under the word limit
is difficult and will require skill in deciding which is the most relevant material required to
effectively support the recommendations.
Marks available: This assignment carries 30% of the final marks in the unit.
Students should note that the marking for the Assignment will be out of 100% and split
among the following three Sections:
External and Organisational Analysis / SWOT & TOWS: 33%
Development of Objectives and Alternative Strategic Sets: 17%
Evaluation of Alternative Strategic Sets: 50%
Each Section is marked independently and must be a clearly headed, stand alone
Chapter of your assignment, and start on a new page. Around half of the assignment
should be devoted to evaluation and justification of the chosen strategies.
For the guide for each section, refer to the Professional Approach to Decision
Making which will be available as a .pdf on Moodle. This is essential reading and
contains sufficient detail to enable students to make an immediate start on working on the
major assignment, which is highly recommended.
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Assessment Requirements
Word limit:
A maximum of 4,000 well chosen words, including all Appendices. This is 3,600 plus 10%.
Weighting/Value:
30%
Estimated return date:
Marked assignments will be returned to students in class in week 10. Students who want
their assignments returned by mail must supply and attach an appropriately sized
stamped self-addressed envelope to their assignment. Assignments will be returned in the
envelope provided as soon as they have been marked and the mark has been recorded.
Submission details:
Submission mode
It is strongly preferred that assignments are submitted in hard copy.
Electronic submissions before the cut off time will be accepted, however, the assignments
will be marked “as received and printed” and unintended transmission corruption will be
the responsibility of the student.
Assignments which are lodged electronically must be sent from your
[email protected] email address and must include an electronic copy
of the coversheet. Electronic lodgement from any other Email addresses will not be
accepted. Emailed assignments will be marked in “as received” condition as noted above.
Students are required to retain, and provide if required, a copy of their assignment until
results are finalised.
Penalties for late lodgement:
Unapproved late assignments will be penalised. The penalty will depend on whether and
when an extension was sought and approved and the reason for the extension request.
•
The maximum penalty will be 10% of the assignment marks per day or part day after the
submission deadline.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the
Faculty Cover Sheet which has been signed by the student. NO assignment will be
accepted or marked if it is not accompanied by a signed Assignment Cover Sheet.
Assessment task 2
Title:
Minor Assessment Tasks -Critical Issues Analysis
Due date:
Weeks 2, 4, 6, and 10 (to be handed in at the start of each class)
Details of task:
You will be required to hand a critical issues case analysis at the beginning of classes 2,
4, 6, and 10 (refer earlier for specific dates). This must be no more than 400 wordsAll
submissions (usually less than one A4 page), and in a minimum 12 point font. All
submissions should include a word count.
If you cannot make it to class then your analysis can be submitted prior to class by email.
âCritical Issuesâ analyses must be submitted before class if they are to count as part of
the Minor Assessments mark and will not be accepted in hard copy or by email after the
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Assessment Requirements
start of the class discussion. Marks will deducted for submission which are not in the
required format.
While you are strongly encouraged to discuss your ideas in groups, all submissions must
be from an individual student and clearly identified in terms of name and student
I.D.number. If in any doubt, refer to the notes on the inside front cover on Plagiarism,
Cheating and Collusion.
The template for the âCritical Issuesâ summary for Weeks 2, 4 and 6 is shown below:
Student Number:
Name:
Case Number:
Case:
Observation (External & Organisational)
1.
2.
3. etc.
Core Problem Statement
Recommended Objectives
Preferred Name:
Strategic Implication
1.
2.
3. etc.
Recommended Objectives
Evaluation and Justification of Strategies
This section should involve half the effort in âsolving the caseâ
The Critical Issues summary for weeks 10 and 12 shall consist of a 400 word maximum
(typically less than one page) response to specific questions about the case to be studied
in class. These questions will be provided in the prior week. These submissions should
also be in 12 point font.
•
Each assignment will be marked between 0 and 5.
Word limit:
400 words
Weighting/Value:
20% (5% per case)
Estimated return date:
"Critical Issues" summaries will be marked and returned in class the following week and
returned in class the following week and will comply with the relevant Privacy Legislation
and University and Faculty Guidelines. Responses will not be mailed or emailed.
Assessment task 3
Title:
Class contribution
Due date:
Weeks 2 - 11 demonstrated case preparation
Details of task:
The 10% of assessment given for participation is in recognition of the time you
will need to prepare each seminar and the importance attributed to your
involvement in class discussion. Marks will be awarded on the basis of the value
and quality of your contribution to, and participation in, the analysis and debate of
the cases in class over the semester.
Obviously, a student must not only attend class but also demonstrate
their preparation of the case, to be eligible for this mark.
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Assessment Requirements
The mean average of the grade given for each class gives the final semester participation
mark.
As a guide, marks will be allocated as follows:
Case always well prepared / frequent, active, constructive contributor to class discussion:
100%
Case normally well prepared / constructive contributor: 80%
Case generally well prepared / regular contributor to discussion: 60%
Contributes to discussion rarely or when prompted / contributions demonstrate adequate
preparation: 40%
Usually silent / usually only contributes when prompted / demonstrates limited
preparation: 20%
Generally silent / only contributes when prompted / does not demonstrate adequate
preparation: 0%
Weighting/Value:
10%
Estimated return date:
In the last class for the semester (week 12)
Examination(s)
• Examination 1
Weighting:
40%
Length:
3 hours
Type (open/closed book):
Closed book
Electronic devices allowed in the exam:
None
Remarks:
The end of semester examination will be in the form of a case study and will be of 3 hours,
10 minutes duration. The exam will consist of a series of specific questions on the case.
The case to be used for the exam is listed in the detailed unit program which will be
posted on Moodle.
Learning resources
Monash Library Unit Reading List (if applicable to the unit)
http://readinglists.lib.monash.edu/index.html
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Assessment Requirements
Feedback to you
Types of feedback you can expect to receive in this unit are:
• Graded assignments with comments
• Solutions to tutes, labs and assignments
Assignment submission
Online submission
If Electronic Submission has been approved for your unit, please submit your work via the learning
system for this unit, which you can access via links in the my.monash portal.
Prescribed text(s) and readings
The weekly cases and discussions for this unit will be drawn from the following texts, which each student
must have available during each class:
Cravens, David W, Piercy, Nigel F (2013) Strategic Marketing, 10th Edition, McGraw-Hill. This is an
essential text which contains class cases and reading material.
Cameron, Andrew E, and Pickett, Bill (2009); Ultimate Marketing Tools, 50 stand-out marketing analysis,
2nd Edition(Unpublished "course notes" available from the Monash bookshop, Caulfield).
Recommended text(s) and readings
These are supplementary readings that students should review, as a knowledge of this material is
assumed.
Doyle, P., (2008) Value-Based Marketing, Second Edition, John Wiley and Sons (the first edition is
alsoMarketing Management, a strategic, value-based approach,sufficient as a reference).
OR
Whitwell, G., Lukas, B., Doyle, P., (2003) Marketing Management, a strategic, value-based approach,
John Wiley & Sons (the Australian equivalent of the first edition)
Kotler, P., Keller, K., (2009) Marketing Management, 13th Edition, Prentice-Hall
(or an equivalent edition, which covers all of the fundamentals of marketing).
Porter, M.E., (1985) Competitive Advantage - Creating and Sustaining Superior Performance, Free
Press
Porter, M.E., (1996) “What is Strategy:, Harvard Business Review, Nov - Dec, 61 - 78.
***Plus all text books and notes from all prior units in your degree***.
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Other Information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and
students are aware of the University’s academic standards, and to provide advice on how they might
uphold them. You can find Monash’s Education Policies at:
www.policy.monash.edu.au/policy-bank/academic/education/index.html
Key educational policies include:
• Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and
Collusion Procedures ;
• Assessment in Coursework Programs;
• Special Consideration;
• Grading Scale;
• Discipline: Student Policy;
• Academic Calendar and Semesters;
• Orientation and Transition; and
• Academic and Administrative Complaints and Grievances Policy.
Graduate Attributes Policy
http://www.policy.monash.edu/policy-bank/academic/
education/management/monash-graduate-attributes-policy.html
Student Charter
www.opq.monash.edu.au/ep/student-charter/monash-university-student-charter.html
Student services
The University provides many different kinds of support services for you. Contact your tutor if you need
advice and see the range of services available at http://www.monash.edu.au/students
Monash University Library
The Monash University Library provides a range of services, resources and programs that enable you to
save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the
library tab in my.monash portal for more information.
Moodle 2
All unit and lecture materials, plus other information of importance to students, are available through the
virtual learning environment Moodle site. You can access Moodle via the my.monash portal.
Where to go for help
If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle
resources that you can tap into.
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Other Information
Disability Liaison Unit
Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to
discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a
regular basis.
• Website: http://www.monash.edu/equity-diversity/disability/index.html
• Telephone: 03 9905 5704 to book an appointment with a DLO;
• Email: [email protected]
• Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus.
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