MRKTG200-20A (HAM)

Strategic Marketing Planning

15 Points

Edit Header Content
Division of Management
School of Management and Marketing


Edit Staff Content





Placement/WIL Coordinator(s)



Student Representative(s)

Lab Technician(s)



You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
Edit Staff Content

Paper Description

Edit Paper Description Content

Gaining a competitive advantage in today's fast-changing global business environment is a demanding challenge. Based on the key concepts of differentiation, competitive positioning and the 'superior customer value proposition' it requires marketing professionals who are capable of analysing a company's competitive situation, formulating a strategy, and planning for its effective implementation in the marketplace. This paper is concerned with developing abilities in these areas. In the context of marketing strategy formulation, the paper is also concerned with the need to develop socially- and environmentally-responsible products and services, and, in the context of strategy implementation, the need to employ legal, decent, honest and truthful marketing tactics.

The paper also addresses some of the practical aspects of formatting and writing an effective strategic marketing plan, as well as the on-going process of strategic marketing planning, performance measurement and control. Extensive use is made of case studies.

Edit Paper Description Content

Paper Structure

Edit Paper Structure Content
This paper is taught via a combination of lectures and tutorials.
Edit Paper Structure Content

Learning Outcomes

Edit Learning Outcomes Content

Students who successfully complete the course should be able to:

  • Articulate strategic marketing as a process, including all the key marketing principles, concepts, tools and techniques it incorporates.
    Linked to the following assessments:
  • Assess a company's marketing opportunities, including the analysis of markets, customers and competitors.
    Linked to the following assessments:
  • Demonstrate the thinking skills necessary for formulating an effective and socially- responsible marketing strategy.
    Linked to the following assessments:
  • Demonstrate the decision-making capabilities necessary for assembling an integrated ‘marketing mix’ that translates the chosen strategy into action.
    Linked to the following assessments:
  • Develop strategic marketing plans in written form.
    Linked to the following assessments:
Edit Learning Outcomes Content
Edit Learning Outcomes Content


Edit Assessments Content

It will be required that a student attain at least a 'D' grade in internal assessment work, and at least a 'D' grade on the final examination. A pass in the course occurs when the weighted average is at least a 'C' grade.

Edit Additional Assessment Information Content

Assessment Components

Edit Assessments Content

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Individual Test
24 Mar 2020
1:00 PM
  • In Class: In Lecture
2. Individual Assignment - Essay
29 Apr 2020
12:30 PM
  • Online: Submit through Moodle
3. Group Case Analysis Final Report
5 Jun 2020
3:00 PM
  • Online: Submit through Moodle
4. Group Case Analysis Progress Reports
  • In Class: In Tutorial
5. Individual Tutorial & Case Study Participation
  • In Class: In Tutorial
6. Individual Reflection Paper
12 Jun 2020
12:30 PM
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
Edit Assessments Content

Required and Recommended Readings

Edit Required Readings Content

Required Readings

Edit Required Readings Content
Hooley, G., Piercy, N.F., Nicouland, B., and Rudd, J.M. (2017). Marketing Strategy and Competitive Positioning, 6th edition, Pearson.
Edit Required Readings Content

Recommended Readings

Edit Recommended Readings Content

Students can access the recommended readings for MRKTG200 via Waikato Reading Lists -

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

B.Varadarajan, R. (2017). Advances in strategic marketing and the advancement of the marketing discipline: the promise of theory. Journal of Marketing Management, 34 (1-2), 71-85.

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

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

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

F.Dalton, M. (2018) Time runs out for Swiss watch industry The Wall Street Journal. Tuesday 13 March 2018, pA8.

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

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

I.Aaker, D.A. (2014). Alternative Value Propositions. Strategic Market Management. Chapter 8.

J.Brooksbank, R., Garland, R., Subhan, Z. and Rader, S. (2015). Strategic Marketing in Times of Recession versus Growth, 27 (4), 600-627.

K.Brooksbank, R. Subhan, Z. & Miller, S. (2017) What differentiates successful strategic marketing among manufacturers in an emerging vs developed market? Asia Pacific Journal of Marketing and Logistics, 30 (2) 309-332.

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

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


Marketing Magazine NZ.

Also available on High Demand at the Library, as extra readings:

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

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

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

Edit Recommended Readings Content

Other Resources

Edit Other Resources Content

In the majority of cases, lecture recordings will usually be available.

Edit Other Resources Content

Online Support

Edit Online Support Content
Some materials will be available via Moodle.
Edit Online Support Content


Edit Workload Content
Students might expect to spend about 150 hours in total during a semester on this 15-point paper.
Edit Workload Content

Linkages to Other Papers

Edit Linkages Content


Prerequisite papers: MRKTG101 or MKTG151




Restricted papers: MKTG251

Edit Linkages Content