MRKTG200-21A (HAM)

Strategic Marketing Planning

15 Points

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Division of Management
School of Management and Marketing


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Paper Description

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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.

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Paper Structure

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This FLEXI paper is taught via a combination of lectures and a case study-based tutorial programme. Further information will be provided in Moodle, closer to the start of the course.

Regarding the lectures: Most lectures will be delivered by the lecturer, in person, in the lecture theatre on a weekly basis. These lectures will be recorded and available via Panopto.

Note, however, that as the lecture in week 4 (22 March) coincides/overlaps with the Online Individual Test, that week's lecture will be provided as a pre-recorded Panopto video. Similarly, on Easter Monday (5 April) that week's lecture will also be provided as a pre-recorded Panopto video.

Regarding the case study-based tutorial programme:

For those students who opt to complete the tutorial programme in person/on campus: In week 2, please sign up to your preferred tutorial time-slot: either slot A, B, C, or D, as specified below. For each time-slot, tutorial orientation sessions will then take place in week 3. At the orientation sessions, case-study group membership will be finalised and students will be briefed on all aspects of the tutorial programme.

For those students who opt to complete the tutorial programme entirely online: In week 2, please sign up to tutorial time-slot E. This time slot is the only one which is designated for online students. These students will receive their orientation information solely via Panopto and, by the end of week 3, will have been placed (by the lecturer) into a case-study group with other online students. The lecturer will provide these students with email addresses of their fellow group members.

For all students: In the week commencing 12 April (week 7), the main tutorial programme will begin. Each case-study group will start to work together, as a team, on the case study .

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • (a) Articulate strategic marketing as a process, including the key marketing principles, concepts, tools and techniques it incorporates.
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  • (b) Assess a company's marketing opportunities, including the analysis of markets, customers and competitors.
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  • (c) Demonstrate the thinking skills necessary for formulating an effective and socially- responsible marketing strategy.
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  • (d) Demonstrate the decision-making capabilities necessary for assembling an integrated ‘marketing mix’ that translates the chosen strategy into action.
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  • (e) Develop strategic marketing plans in written form.
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Assessment Components

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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
22 Mar 2021
4:00 PM
  • Online: Submit through Moodle
2. Individual Assignment - Essay
16 Apr 2021
11:00 AM
  • Online: Submit through Moodle
3. Group Case Analysis Final Report
4 Jun 2021
11:30 PM
  • Online: Submit through Moodle
4. Group Case Analysis Progress Reports
  • Email: Lecturer
5. Individual Tutorial & Case Study Participation
  • In Class: In Tutorial
6. Individual Reflection Paper
11 Jun 2021
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
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Required and Recommended Readings

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Required Readings

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Hooley, G., Nicouland, B., Rudd, J.M. and Lee, N. (2020). Marketing Strategy and Competitive Positioning, 7th edition, Pearson.

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Recommended Readings

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

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.

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Other Resources

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Lecture recordings and 'tutorial briefing' videos will be made available via Panopto, as and when required.

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Online Support

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Some materials will be available via Moodle.
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Students might expect to spend about 150 hours in total during a semester on this 15-point paper.
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Linkages to Other Papers

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Prerequisite papers: MRKTG101 or MKTG151




Restricted papers: MKTG251

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