Accg111 Marketing Strategy

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MKTG 303 MARKETING STRATEGY ANALYSIS AND DECISIONS Unit Outline Semester 1, 2013 Department of Marketing & Management MACQUARIE UNIVERSITY FACULTY OF BUSINESS AND ECONOMICS UNIT GUIDE Year and Semester: 2013 Semester 1 Unit convenor: Prerequisites: Dr David Gray MKTG202 and MKTG203 and (ACCG105 or ACCG106 or ACCG100) and (ECON110 or ECON111 or BBA103). Three Credit points: Students in this unit should read this unit outline carefully at the start of semester. It contains important information about the unit. If anything in it is unclear, please consult one of the teaching staff in the unit. ABOUT THIS UNIT  This unit considers the role of communication in marketing strategy. Given a target customer, a product and a pricing…show more content…
2012, Marketing Strategy and Competitive Positioning, 5th Ed., Prentice Hall. The lecture stream follows the chapters and case studies from this Hooley et al. (2012) text. It will be assumed that you will have read the chapters assigned each week prior to attending lectures.  Kim, W. and Mauborgne, R. 2005, Blue Ocean Strategy, McGraw Hill The tutorial stream and Blue Ocean Strategy Simulation are taken directly from this Kim et al. (2005) text. It will be assumed that you will have read the chapters assigned each week prior to attending tutorials. Prescribed unit materials: Online Student Guides for the Blue Ocean Strategy Simulation at www.stratxstore.com.…show more content…
Scenario: You are to choose from an IBIS World Industry Report and select a well-known branded retailer, service provider, manufacturer or non-profit organisation based in Australia from the IBIS Report. You are to assume the role of the Marketing manager for this organisation. Your organisation is considering making a major new product launch into the Australian market. This report is to analyse the Australian market for the purposes of establishing viability of such a launch and decide what level of investment you should put into this venture.. The report is to include the marketing concepts and evaluation tools covered in the first 5 weeks of the lecture material. As such you are preparing a strategy report for a Red Ocean (positioning school) analysis based on a product launch into an existing market. Length: 1,700 words (+/- 10%; word count excluding title page, table of contents, executive summary, reference list and appendices) Due Date: End of Week 5, Sunday 31st March 11:59pm submitted via Turnitin only. The use of WIKIPEDIA online encyclopaedia and general online reference sites is not allowed because of the anonymous authors. Complete details of this Strategy Development Report are available in the course assessment guidelines. Late Submission: Late submissions will be penalised 10% for every day overdue. The only exception to not submitting the report at the

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