21492 Competitive Positioning
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Subject level: Undergraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Description
This subject introduces the foundations and frameworks of marketing strategy particularly focused on the business models and offers predominantly found in Indigenous businesses. The subject demonstrates the choices organisations must make to achieve effective local competitive strategies and the analysis and problem-solving processes behind making the correct trade-offs. The principles and rationale behind the need for organisational orientations that combine resource- and market-based perspectives is examined. The imperative in today's markets for strong competitive positions is explored as are the dangers and results in terms of commoditisation and 'trying to be all things to all people' – the opposite of competitive strategy. Finally, the steps in developing and implementing competitive strategies using the most current methods is discussed and practiced.
Students have the opportunity to practice crafting each of the fundamental components of competitive positioning such as industry definition and competitor identification/analysis, industry driver mapping, needs-based segmentation, value proposition identification, capabilities identification and value mapping, and linking market opportunities with deliverables, key success factors and capabilities to determine not only positioning fit, but resource allocation and implementation action plans to bring strategies to life.
Subject learning objectives (SLOs)
| 1. | Explain the rationale, need for and consequences of lacking strong competitive positioning |
|---|---|
| 2. | Define industry, competitive structure and implications thereof for their offers |
| 3. | Identify the different types and uses of segmentation and conduct effective needs-based segmentation |
| 4. | Identify and develop appropriate competitive positions for their offers |
| 5. | Demonstrate an understanding of relevant competitive positioning theories/concepts and their application to real world examples |
Course intended learning outcomes (CILOs)
This subject also contributes specifically to the following program learning objectives:
- Communicate information verbally and in written form for a business audience (2.1)
Contribution to the development of graduate attributes
Competitive Positioning deals with the processes of developing and implementing marketing strategies for products and services and how these processes can be managed to gain and sustain superior performance in the market place. The subject contributes to the course by developing skills in regards to analytical thinking, critical thinking, and creative problem solving in the context of developing marketing strategies.
This subject contributes to the development of the following graduate attribute:
- Intellectual rigour and innovative problem solving
Teaching and learning strategies
The subject is presented in seminar format. Essential principles are presented and analysed and students are led through practical application exercises.
Content (topics)
- Competitive positioning and why it matters
- Guiding principles of crafting competitive positioning
- Framing of competitive positioning projects
- Environmental scanning and industry driver mapping
- Effective segmentation
- Industry definition and competitive identification/analysis
- Internal capability/deliverable analysis
- Competitive position identification and choice
Assessment
Assessment task 1: Case Analysis (Individual)
| Objective(s): | This addresses subject learning objective(s): 2 and 4 This addresses program learning objectives(s): 2.1 |
|---|---|
| Weight: | 30% |
| Length: | 15 Page Limit |
Assessment task 2: Project (Group)
| Objective(s): | This addresses subject learning objective(s): 1 and 3 |
|---|---|
| Weight: | 30% |
| Length: | 15 Page Limit |
Assessment task 3: Class Tests (Individual)*
| Objective(s): | This addresses subject learning objective(s): 5 |
|---|---|
| Weight: | 40% |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Recommended texts
Kotler P and Keller K L, 2016, Marketing Mangement, 15e, Pearson Education Ltd, Harlow
Available from the UTS Coop Bookshop in the following formats: Text book, or eText.
References
References
Burke S, 2011, Competitive Positioning Strength, Journal of Strategic Marketing, 19 (5) 421-428
Elliott, Rundle-Thiele, Waller, Smith, Eades, and Bentrott, (2018) Marketing, 4th edition, John Wiley & Sons, Brisbane.
Hooley G J, 2017 Marketing Strategy and Competitive Positioning, Pearson, Harlow
Melanie J, 2014, Positioning Theory & Strategic Communication, Routledge, London
Prasad A, 2011, The impact of non-market forces on Competitive Positioning, Journal of Management Research, 11(3), 131-137