This advanced level paper uses a student-centred 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 trade-offs 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.

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.

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.