MRKTG551-21A (HAM)

Developments in Marketing Strategy

30 Points

Edit Header Content
Division of Management
School of Management and Marketing

Staff

Edit Staff Content

Convenor(s)

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@waikato.ac.nz

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

This advanced level paper uses a student-centered seminar format to explore developments in marketing strategy. Students study both current and classic developments in marketing literature and thought. Selecting a few topics for in-depth study allows students to critically evaluate and extend ideas from the literature and to draw implications for the practice of marketing strategy. While earlier marketing strategy courses emphasise what marketing strategy entails and how to make strategy decisions, this course focuses on why we might make such decisions and the actions that subsequently emerge. Students are encouraged to think about the tradeoffs that must be managed to ensure coherent external and internal fit, and organisational performance.

Level 5 study emphasises critical thinking regarding the theories and models of the domain and field. Students are required to integrate their knowledge from previous study and experience, and to be more self-directed in their learning than in undergraduate level courses.

Edit Paper Description Content

Paper Structure

Edit Paper Structure Content

This paper is largely taught through two hour seminars, twice per week. Some of the seminars are organised and led by the lecturer, and a significant proportion are to be led by students. Student-led seminars form a major component of the course assessment, and each student is expected to participate in leading several seminars during the trimester.

Together we will explore organisationally-relevant topics and emerging issues using the latest theoretical findings from top-journal academic articles, white papers, and practitioner publications. The assigned topics cover contemporary, emergent, and traditional research areas. Each of the topics will be examined through three overarching themes: Company (firm and its resources), Competitive field dynamics, and the Consumer domain.

The course is internally assessed. You will be evaluated on your understanding of the topics, your ability to critically evaluate scholarly work, and to contribute original ideas via written assignments, leading seminars, and valued participation in discussion. The challenge is to integrate your ideas with existing research to summarise knowledge and identify emerging issues, trends, and gaps. The final assessment also requires you to apply theory and discuss implications.

To participate fully in this course a student is expected to do a significant amount of reading and self-directed preparation before each class.

Edit Paper Structure Content

Learning Outcomes

Edit Learning Outcomes Content

Students who successfully complete the paper should be able to:

  • Read and absorb developments and advances in the marketing strategy literature.
    The first objective encompasses familiarising you with the breadth and depth of developments that are influencing the content, construct, and conduct of marketing strategy. Students are expected to widen their perspectives on the specialist knowledge that marketers need to consider in strategy development. The focus here is not on specific tools and techniques, but integration of knowledge.
    Linked to the following assessments:
  • Discover, analyse and critique the value of key developments in marketing strategy, given contemporary context.
    As strategists, we must be able to scan and monitor our environment for new and emerging opportunities and future issues. How we invest and structure our activities to do this, then evaluate and select between the multiple sources of information available to the modern marketer, are crucial processes in marketing strategy. This learning outcome aims at developing your ability to find and evaluate the secondary information available from more formal sources such as academic and practitioner publications.
    Linked to the following assessments:
  • Clearly and persuasively express new perspectives on emergent strategic and integrative elements.
    It is not just original ideas that must pass the crucible of organisational decision making, but also strategic ideas. Students will be expected to express new, emerging and incumbent viewpoints, in the process translating a broad range of sources (e.g. academic and applied) into coherent messages upon which practitioners could base actions.
    Linked to the following assessments:
  • To collaborate and co-create a sense of learning.

    Even when the same analytical tools are applied, two strategists may develop considerably different interpretations and subsequent actions. In exploring these topics together, we will negotiate a sense of how these key developments are impacting the thinking and actions of marketing strategists.

    Linked to the following assessments:
  • Synthesise strategic solutions that balance implicit trade offs between external and internal fit.
    Linked to the following assessments:
Edit Learning Outcomes Content
Edit Learning Outcomes Content

Assessment

Edit Assessments Content

This is an internally assessed paper. There are four major components to the assessment, for which a combination of individual and group work is required to succeed in the paper.

  • The Reading Evaluations and Insight Exercises are individual assignments.
  • The Student-led Seminars, and CMO Video Interview Presentation are group assignments.
  • In addition, a sizable proportion of the final grade will be awarded for your individual participation in activities, debates, and discussions during seminars and lectures.
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. Reading Evaluations
Average of Best ( 5 )
30
  • Hand-in: In Lecture
  • Online: Submit through Moodle
2. Reading Evaluation 1
16 Mar 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
3. Reading Evaluation 2
23 Mar 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
4. Reading Evaluation 3
30 Mar 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
5. Reading Evaluation 4
13 Apr 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
6. Reading Evaluation 5
4 May 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
7. Reading Evaluation 6
11 May 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
8. Reading Evaluation 7
18 May 2021
3:00 PM
-
  • Hand-in: In Lecture
  • Online: Submit through Moodle
9. Insight Exercises
8
  • Hand-in: In Lecture
  • Online: Submit through Moodle
10. Student-led Seminars
Average of All
18
  • Presentation: In Class
11. Seminar 1
-
12. Seminar 2
-
13. Seminar 3
-
14. CMO Video Interview Presentation and Report
Sum of All
24
15. Part A: CMO Video Interview and Presentation
-
  • Presentation: In Class
16. Part B: CMO Key Learnings
11 Jun 2021
12:00 PM
-
  • Online: Submit through Moodle
17. Participation
20
  • In Class: In Lecture
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

Required Readings for each topic will be available through Waikato Reading Lists

https://waikato.rl.talis.com/courses/mktg551.html

Additional materials may be made available in class or via Moodle where appropriate.

Materials for case studies and the Analytics Simulation will need to be purchased from Harvard Business Publishing for a nominal fee. Details regarding access to the HBR Coursepack will be provided in lectures.

Edit Required Readings Content

Recommended Readings

Edit Recommended Readings Content

R.L. Wing (1988) The Art of Strategy: A new translation of Sun Tzu's classic 'The Art of War'. London, GB: HarperCollins.

Kim, W.C., and Mauborgne, R. (2015) Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant. Princeton, NJ: Harvard Business Review Press. Available at the library on Course Reserve for students of this paper.

Edit Recommended Readings Content

Other Resources

Edit Other Resources Content

The following journals are some of the top-ranked peer-reviewed journals in the field of Marketing. Most are accessible via the Library catalogue. Note that this is not an exhaustive list, and that journals of similar quality from other fields may be pertinent for some topics. Articles from high-quality journals should make up between 60-80% of your references when sourcing materials for the classroom sessions and the assessments that you submit.

Journal of MarketingJournal of Marketing ResearchJournal of Consumer ResearchMarketing Science
European Journal of MarketingHarvard Business ReviewJournal of RetailingManagement Science
Intl Journal of Research in MarketingJournal of Consumer PsychologyMarketing LettersAdvances in Consumer Research
Journal of Business ResearchSloan Management ReviewJournal of AdvertisingJournal of Advertising Research
Journal of International Business StudiesJournal of the Academy of Marketing ScienceJournal of Product Innovation ManagementCalifornia Management Review
Journal of Marketing ManagementJournal of Interactive MarketingDecision ScienceIndustrial Marketing Management
Edit Other Resources Content

Online Support

Edit Online Support Content

Required readings are available via Waikato Reading Lists.

Specific online platforms i.e. Moodle and GoogleDocs/Classroom will be used at times in MRKTG551. Student-led seminars may like to exercise the option of conducting the seminar on a suitable platform (with the approval of the lecturer).

Edit Online Support Content

Workload

Edit Workload Content

This is a 30 point paper with a modicum of reading, and some relatively demanding assignments. As a result the expectant workload is not light. Points bear a direct relationship to workload; one point equates to approximately 10 hours total work; so a student can be expected to spend about 300 hours in total during a trimester on a 30-point paper.

Edit Workload Content

Linkages to Other Papers

Edit Linkages Content

Prerequisite(s)

Prerequisite papers: MRKTG101 and MRKTG200 (or instructor's discretion).

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MINT551, MKTG551

Edit Linkages Content