24730 Marketing Strategy and Leadership

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): (24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour AND (24720 Applied Marketing Research OR 24761 Data-Driven Insights)
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 240730 Omnichannel Marketing Strategy

Description

This subject covers advanced knowledge and practical competencies to create and sustain superior performance in the market place through market-led strategic management. It focuses on the two essential issues in marketing strategy formulation: the identification of target markets and the creation of a differential advantage. The subject develops a competence to develop marketing within organisations as a strategic force rather than just as an operational department.

Subject learning objectives (SLOs)

1.	Utilise innovative problem-solving processes and relevant theories, frameworks, and concepts to develop marketing strategies to address strategic marketing issues
2.	Critically analyse relevant information for strategic marketing decisions
3.	Formulate marketing strategies and tactics to drive ethical and sustainable organisational growth
4.	Communicate marketing strategic insights and actionable plans to various stakeholders
5.	Apply leadership skills in team and individual contexts to design and implementation of strategies in diverse marketing situations

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

• Apply critical, analytical and innovative problem-solving skills to produce creative solutions to contemporary marketing issues. (1.1)

Contribution to the development of graduate attributes

Marketing Strategy deals with the process of developing and implementing a marketing strategy and how these processes can be

managed to gain and sustain superior performance in the market place.

This subject contributes to the development of the following graduate attributes:

• Intellectual rigour and innovative problem solving
• Communication and Collaboration

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (i.e. tutorials). The lectures involve critical debate and in-depth case deliberations; and the workshops are built around simulation exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content (topics)

1. Competitor analysis
2. Market and environmental analysis
3. Internal analysis
4. Generic strategies and positioning principles
5. Growth strategies
6. Strategic brand management
7. Collaborative strategies
8. Marketing strategy implementation
9. Leadership skills required in implementing marketing strategies

Assessment

Assessment task 1: Business case discussion (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 4
Weight:	20%
Length:	10-minute pre-recorded presentation
Criteria:	Suitable application of marketing strategies Depth of analysis Appropriateness of proposed solutions Clarity of communication

Assessment task 2: Simulation Game Exercise and Report (20% Individual and 10% Group)

Intent:	Part A 10% (Group) Part B 20% (Individual)
Objective(s):	This addresses subject learning objective(s): 2, 3, 4 and 5
Weight:	30%
Length:	Part A (Group): Not applicable (Students discuss their strategies and implement the game) Part B (individual): 1,000 words written report
Criteria:	Part A: Five group-based companies compete against each other to sell systems, services, and software to major elevator companies around the word. The score of implementation of the game is based on the profit each team makes at the end of the game based on formulating marketing strategies. Part B: Suitable application of leadership skills Analysing relevant information in the simulator for identification of opportunities and threats Suitable application of marketing theory to propose creative solutions Clarity of communication of strategic marketing decisions?

Assessment task 3: Strategic Marketing Management Project (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4 This addresses program learning objectives(s): 1.1
Weight:	50%
Length:	2,000 words written report
Criteria:	Suitable application of marketing theory Depth of analysis Appropriateness of proposed solutions Clarity of communication

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Recommended texts

Recommended Textbook

The content of this subject is partly based on the following textbook. Students are encouraged to buy a hard/electronic copy of this textbook.

Marketing Strategy: Text and Cases, 8th Edition (2021), Author: O C Ferrell and Michael Hartline. https://au.cengage.com/c/isbn/9780357516300/. You can get a 10% off using the promotion code "GRAD10".