MKTG3501

Marketing Strategy
WEEK 1

Dr Margee Hume
Margaret.hume @business.uq.edu.au
Dr Margee Hume
I am an adjunct staff member so am off campus
Room TBA
Margaret.Hume@uq.edu.au
Consultation times: email me for an appointment, before and after the lecture there will always be
opportunity OR Email and I will call you, or email and make a time
Tutors : Ms Asma Qureshi & Mr Evan Price

a.qureshi@business.uq.edu.au

e.price@business.uq.edu.au

Blackboard will be used as a platform to provide important course announcements + access to course

materials + additional readings + assessment information.

 2 hour lecture
+
1 hour tutorial
Course based on relevant and current
industry theory and practice
Working with your chosen industry partners
Solving some form of marketing issue
 Market-Based
Management
Sixth Edition
(International Edition),
Roger J. Best,
2014. Pearson.

Ensure it is the International

version!
The text will assist with
learning.
Lecture slides will be
available every week on
Blackboard
.

7
Industry Project Report
Client Brief (individual assessment) 5%
Due: 4:00pm, Friday, 13 August
Final Report (team-based assessment) 30%
Due: 4:00pm, Monday, 26 October
Total 35%
Industry Project Presentation
In-class Presentation (team-based assessment) 15%
Due: During week 10/11 (in lieu of tutorials) 12-16 October
Managerial critique of colleagues presentation 10%
(individual assessment)
Due: 4:00pm, Wednesday, 20 October Total 25%

Final Examination Total 40%

 Industry Project What was the brief to organisations

The opportunity for you as a UQ Business School student to

work on selected Strategic Marketing business problems and/or
opportunities as highlighted by the organization of your choice.
Organisations may be facing strategic marketing decisions such
as:
new product development or launch;
strategy assessment;
change in strategic direction;
or perhaps a need to assess the current strategic
focus of the organisation/brand or product offering.
Students will work in small projects teams to determine the best
marketing strategy solutions for your organisations within the
timeframe allocated.
Students who have issues with identifying a client please come
and discuss with your tutors and myself.

10
 Project overview
This is an exciting opportunity for you to engage with
industry /client to solve business a problem.

The aim of the report is to present to

your industry organisation findings from
your market research and analysis
conducted over the semester.
These reports will be graded and
provide a portfolio item for you to take
to job interviews and use and evidence
of work.
Student feedback about projects
It really gives students an opportunity to do real
thinking. To think for real life situations. To think for
solutions. I feel like I've really grown up when dealing
with industry partners.
The industry project was fantastic, as it was working
with a real business client, it helped us to learn more
about how the real business world is running and how
to deal with different clients.
Working with an actual client and their company was
the highlight, as we were able to apply our theoretical
marketing experience to a practical project
Project Overview
The industry project is of great
importance as you are informing
business practice.

Also providing yourself with an opportunity to engage with industry

which could lead to further engagement with the organisation, or
at the very least a noteworthy addition to your CV!

Each industry partner has a different project they would like

groups to be working upon, hence the content of your reports [and
presentation] will be dependent upon these guidelines and from
the guidance you will receive from your course facilitators.
 If you dont work the
Planning is Crucial project wont work !
Form Teams of 4 [in the tutorials] next week
Team submissions/timelines:
Team registration forms are due no later than the end of Week 2 in
tutorials
You need to find your client by Week 3 (please see us if you have a
problem)
Must start team meetings and meet with your client in Week 4 after
you clarify you brief and questions
A written report due for submission Monday 26 October
Presentations due in class Week 10/11
Individuals submissions/timelines:
Industry meeting questions in tutorial week 3
Managerial Critique Wednesday 12-19 October ( to be assigned in
tutes
Plagiarism
Plagiarism is a broad term referring to the practice of
appropriating (stealing!) someone elses ideas or work and
presenting them as your own without acknowledgment.
Plagiarism is literary or intellectual theft!
It can take a number of forms, including:
copying the work of another student,
copying any section, from a book, journal, article or other written source, without
duly acknowledging it as a quotation;
copying any map, diagram or table of figures without duly acknowledging the source;
or
paraphrasing or otherwise using the ideas of another author without duly
acknowledging the source.
Any instances of plagiarism can therefore be expected to draw severe penalties.
Avoiding plagiarism is one of the main reasons why the UQ Business School is insistent on
the thorough and appropriate referencing of all written work. Useful links to help avoid
plagiarism and generally improve your written work are posted on the MKTG3501
Blackboard site.
Projects for 2017: who should I do
List of industry partners past years
Aussie Home Loans Alana Clover
Australian Childcare Alliance Christopher Deep
Creative Plantation Dylan Pettersson
Henry Coughlin Photography Enoch Chan
MiCare Global
Queensland UNiDAYS
Quoject
The Vehicle Broker
Thinking of You Gift
WorldView.com
What do these quotes imply?
Even if you are on the right track,
youll get run over if you just sit
there.
Will Rogers

If we dont change our direction

we are likely to end up where were
going.
Chinese Proverb
What is a strategy?
Copyright 2009 McGraw-Hill Australia Pty Ltd
Marketing Strategy: A Decision-Focused Approach by Walker
A strategy is a fundamental pattern of
present and planned objectives,
resource deployments, and interactions
of an organisation with markets,
competitors and other environmental
factors.
If all you're trying to do is essentially the
same thing as your rivals, then it's
unlikely that you'll be very successful.
Michael Porter

https://www.youtube.com/watch?v=0BgMQkKMKaE ( 1min)
https://www.youtube.com/watch?v=DViVtgD0xwE (5min)
Key issues for a company
WHERE to compete
WHO are the competitors
HOW do they compete
What is their COMPETITIVE advantage
What is their Unique position in market

Is it sustainable?
Aaker & Mills, 2001, Strategic Market Management
 Components of strategy
1. Scope

2. Goals and objectives

3. Resource deployments

4. Identification of sustainable
competitive advantage

5. Synergy
Copyright 2009 McGraw-Hill Australia Pty Ltd
Marketing Strategy: A Decision-Focused Approach by Walker
Strategic Vision
A clear future strategy
Buyin throughout the organisation
Focus on assets, competencies, and resources
Focus on the CUSTOMER!!
(customer experience management)
Sound STRATEGY starts with
having the right goal
Michael Porter
 Strategy heirarchy
Three major levels of strategy are:
1. Corporate strategy
Decisions about the organisations scope and resource
deployments across its divisions or businesses

2. Businesslevel strategy
How a business unit competes within its industry

3. Marketing strategy (Functional)

Effective allocation and coordination of marketing resources and
activities

Copyright 2009 McGraw-Hill Australia Pty Ltd

Marketing Strategy: A Decision-Focused Approach by Walker
 What role does marketing play?
Primary strategic responsibility of managers is
to look outwards

Boundary between the firm and its

customers, distributors and competitors

Play a significant role in

formulating and implementing
overall strategy
Copyright 2009 McGraw-Hill Australia Pty Ltd
Marketing Strategy: A Decision-Focused Approach by Walker
 MarketOrientated Management

Follows a business philosophy marketing

concept

Need to develop a holistic approach

Consistent focus by personnel in all

departments

Adopts a variety of organisational

Procedures and structures
Copyright 2009 McGraw-Hill Australia Pty Ltd
Marketing Strategy: A Decision-Focused Approach by Walker
Strategic Thrusts

Focus on uniqueness of product offering that

Differentiation provides value to customer

Low Cost Focus on lower cost, prices or higher profits

Focus on market segment or

Focus product line

Focus on first mover advantages Preemptive Move

Focus on inter-related competencies

between business units
Synergy
 Strategic thrusts

Branding is big business

https://www.youtube.com/watch?v=9_XWp5f
nXKc
Final thought: key themes
Marketing strategy management
Digital marketing
Content marketing
Customer experience management
Refresh and Revise
Strategic Marketing is the way a firm effectively differentiates itself from it's competitors by
capitalising on its strengths (both current and potential) to provide consistently better value to
customers than its competitors- creating competitive advantage and value co-creation.

Co-creation is a management initiative, or form of economic strategy, that brings different parties
together (for instance, a company and a group of customers), in order to jointly produce a
mutually valued outcome

Content management : a type of marketing that involves the creation and sharing of online
material (such as videos, blogs, and social media posts) that does not explicitly promote a brand
but is intended to stimulate interest in its products or services.

Digital marketing. The marketing of products or services using digital channels to reach
consumers. The key objective is to promote brands through various forms of digital media. Digital
marketing extends beyond internet marketing to include channels that do not require the use of
the internet. Local area marketing (GPS content specific)

Customer experience management is the collection of processes a company uses to track,

oversee and organize every interaction between a customer and the organization throughout the
customer lifecycle. The focus is on touchpoints moments of truth
 Trends and expert
comments
Now is the time for marketing departments to begin working as one unit rather than in silos. All forms of
advertising need to come together with the main goal being the sales cycle and customer service. A
seamless experience for a consumer is critical. Marketers will begin using integrated tools, which can
track the customers journey and give them the ability to engage with the consumer online.
Nicole Detsch, Social Media Director at NewMedia Digital

Mobile ad spending will top $100 Billion worldwide in 2016, accounting for 51% of the digital market.
If you arent paying attention to mobile as a content delivery platform or marketing channel, then you
may as well pack it up and go home.
Tim Moran, Director of Northeast Sales at ZypMedia

As the popularity of inbound marketing increases, so does the amount of content available to
consumers. This availability will continue to result in high expectations when it comes to quality.
Smart content creators will factor in users preference for video and image over text, their
preference for informative and useful content over blatant sales efforts.
Julie Ellis, Social Media Week
 Dont forget..these will all be relevant
Inbound marketing is a technique for drawing customers to
products and services via content marketing, social media
marketing and search engine optimization.
Outbound marketing (n) is the traditional form of marketing where
a company initiates the conversation and sends its message out to
an audience. ...
Above-the-Line Marketing - widespread brand-building advertising.
BTL Marketing Below-the-Line Marketing - highly targeted direct
marketing focused on conversions.
TTL Marketing Through-the-Line Marketing- integrated ATL and BTL
marketing campaigns.
Summary

This week we discussed the course and

overview
The assessment and overview
Introduced the important foundations of
strategy
Introduced the trends in marketing
management strategy
Next week we discuss market orientation
and performance.