Subject Description Form

Subject Code

MM4751

Subject Title

Marketing Strategy

Credit Value

Level

Normal Duration

1-semester

Pre-requisite/
requisite/
Exclusion

Pre-requisite: Introduction to Marketing (MM2711) or equivalent

Co-

Role and Purposes

It provides students the opportunity to integrate and synthesize marketing theories,

principles, and techniques to explain the strategic marketing actions undertaken by firms.
It is important for students to understand the differences between developing versus
managing marketing strategies.
This course aims to enhance the all-round development of students in the ability to
integrate skills and knowledge learned from marketing and various functional areas to
formulate marketing strategy and its planning, from a strategic perspective, and to
creatively review the effectiveness of the marketing strategies.

Subject Learning
Outcomes

Upon completion of the subject, students will be able to:

a.

b.
c.
d.
e.
f.

Subject Synopsis/
Indicative Syllabus

Identify underlying factors that must be considered in developing marketing

strategy, and assess the strategic trade-offs of marketing decisions. Including
different aspects of the domestic and global business environment that set the
parameters of choice within which business organizations set objective and take
actions (BBA Outcome 12)
Analyze business situations and problems, and the underlying marketing logic, by
applying conceptual frameworks drawn from Marketing and general business
practices leading to the development of marketing strategy (BBA Outcome 7)
Understand industry structure and competitive position that determine a companys
strategic leverage.
To develop a clear and objective process (framework) whereby the formulation of
the marketing strategy can be effectively executed and communicated.
Determine what marketing strategy can realistically accomplish for a business and
evaluate, from a strategic perspective, the appropriateness of a marketing strategy.
To develop precise English Communication in presenting their strategic
recommendation with clear and strong rationale and argument (BBA Outcome 1)

Perspectives/paradigms for marketing planning:

To establish the importance of Market oriented perspectives versus that of production
and sales driven perspectives.
Differences among the resources-based perspective and other theoretical perspectives
for strategic marketing planning.
(3YC, 2012/2013) MM4751 Marketing Strategy

Value-based marketing approach to strategic marketing planning

Competitive advantage
Relationships between competitive advantage and marketing strategy.
Creation and maintaining sustainable competitive advantages.
Key success factors and sources of competitive advantage.
Benchmarking techniques.
Competitive advantage and creation of extra values to customers.
The strategic role of internet marketing, i.e. the use of internet marketing to enhance
competitive strength.
Analytical and Strategic models
Basic marketing concepts such as PLC, product definition, segmentation, positioning,
etc.,
Analytical theories such as BCG portfolio model, directional matrix technology
portfolio, 5-forces, positioning map, etc.
Strategic Marketing models such as Ansoff, Porters Generic Strategic framework and
McKinsey 7S, etc
Implementation and control
Organizing for successful implementation.
Marketing audit and control.
Behavioral issues in formulation and implementation of marketing plans.

Teaching/Learning
Methodology

The experiential learning approach has been proved as the most effective approach that
allows students to apply the marketing knowledge and skills they have learned. This
approach requires engaging students, i.e. to move from passive learning to participative
learning that is interactive and experiential.
As such, the teaching approach for this subject includes the following elements:

Project development and presentation,

Strategic marketing case analysis and discussions,
Individual assignment (a report on a detailed studies of a specific strategic topic), &
Final examination

(3YC, 2012/2013) MM4751 Marketing Strategy

Assessment
Methods in
Alignment with
Intended Learning
Outcomes

Specific assessment
methods/tasks

%
weighting

Continuous Assessment*
1. Group Project

a.

b.

c.

d.

e.

f.

50%
17.5 %

2. Individual Report

Intended subject learning outcomes to

be assessed (Please tick as appropriate)

17.5 %

3. In class presentation/group
works

10 %

4. Individual attendance and

participation

5%

Examination

50%

Total

100 %

*Weighting of assessment methods/tasks in continuous assessment may be different,

subject to each subject lecturer.
To pass this subject, students are required to obtain Grade D or above in BOTH the
Continuous Assessment and Exam components.
Explanation of the appropriateness of the assessment methods in assessing the
intended learning outcomes: the various methods are designed to ensure that all
students taking this subject
Immediate feedbacks are given to students after class discussions and students
presentations.
Students are encouraged to develop their own strategic thinking instead of following
whats been given to them, and they will be evaluated accordingly.
Students are encouraged to establish clear rationale for all arguments and
recommendations.
Evaluations will focus mainly on:
o the strategic development process instead of the outcome.
o Applications of marketing concepts/frameworks in developing sound and
effective marketing strategy instead of the knowledge of these concepts, i.e. they
are assumed to have a good knowledge of these marketing concepts to begin
with.

Student Study
Effort Expected

Class contact:

Lectures

28 Hrs.

Seminars

14 Hrs.

Other student study effort:

(3YC, 2012/2013) MM4751 Marketing Strategy

Reading and Preparation for

lectures/Seminars

42 Hrs.

Preparation for Project &

Individual Assignment

42 Hrs.

Total student study effort

Reading List and

References

126 Hrs.

Recommended Textbook
Schnaars, Steven P., Marketing Strategy: Customers and Competition, Free Press, 1998.
Walker, Orville C., Harper W.Boyd and Jean-Claude Larreche, Marketing Strategy:
Planning and Implementation, 4th ed., McGraw-Hill, 2003.
References
Sudharshan, D., Marketing Strategy: Relationships, Offerings, Timing and Resource
Allocation, Prentice-Hall, 1995.
Lele, Milind M., Creating Strategic Leverage: matching Company Strengths with
Market Opportunities, John Wiley & Son, 1992.
Czepiel, John A., Competitive Marketing Strategy, Prentice-Hall, 1992.
Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Contemporary Perspectives
on Strategic Market Planning, Allyn and Bacon Publishing Inc., 1990.
Jain, Subash C., Marketing Planning and Strategy, 3rd ed., South-Western Publishing,
1990.
Schnaars, Steven P., Marketing Strategy: Customers and Competition, The Free Press,
1998.
Seybold, Patricia B., Customers Com, Times Business Press, 1998.
Zeff, Robbin and Brad Aronson, Advertising on the Internet, John Wiley, 1999.
Mittal and Sheth, Value Space: Winning the Battle for Market Leadership, McGraw-Hill,
2001.
Cravens, D.W. and Piercy, N., Strategic Marketing, McGraw-Hill, 2003.

(3YC, 2012/2013) MM4751 Marketing Strategy