Strategic Marketing Study materials

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Study materials Strategic Marketing

Introduction

The Marketing module focused on developing skills in analysing a specific market opportunity within a defined marketIt was underpinned with frameworks which are helpful in exploring alternative responses to a particular set of marketcircumstances prevailing at particular point in time In a sense Marketing has focused on dynamic change and howmarketers can best respond but within a defined framework

The Strategic Marketing module provides you with the opportunity to apply some of the concepts from the Marketingmodule in both case studies and a strategic marketing simulation The module goes on to look at managing in marketsin the long-term from a wider perspective There may be long-term growth or decline but often the changes tend to besmall and slow Markets can undergo significant changes in the long run with major redefinition and restructuringbased upon customers (channels) consumers and competitors - but again these changes tend to be slowlyevolutionary rather than rapidly revolutionary

Page 1 of 4 Warwick Business School

Module outline Strategic Marketing

Objectives

The module considers a range of topics related to the analysis and interpretation of patterns of customer andcompetitor behaviour in the evolution of markets It considers in particular the ways in which analysis of long-termeffects can be used to influence strategic choices within the firm in the broad marketing domain It critically examinesthe nature of the evidence and knowledge that is available in this context and through the use of examples casestudies and simulation aims to relate theory and practice in this area

We should however issue a very important health warning at this stage The pursuit of success in the competitivemarketplace is inevitably fraught with problems there are no clear answers merely hints and possibilities theevidence is patchy and contradictory and finally solutions which seem to work in one time period often unravel inlater ones

In strategic marketing we can either downplay this issue present outlier performance as if it was a reasonableaverage uncertainty as certainty and pretend there is a universal money machine available for the cost of a textbookor we can confront the underlying problem of limited knowledge and evidence

This module takes the latter direction in the belief that a critical assessment of todays panacea and schemata willequip you to make not only a much more balanced assessment of their value but also more importantly make anequivalent evaluation of the new tools and techniques that become available in the future

However some of you might find such an approach frustrating and annoying After all in many situations it is moreimportant to act rather than think too much and if the actions taken have to be justified the recourse to simplificationsmay be just what we need to build commitment and purpose We will try and link a concern for action with a criticalperspective on evidence and argument but we hope you as participants will not be surprised by the balance of themodule

Specific module objectives

Among the specific module objectives are to develop the ability to

Conduct external and internal analyses that support the development of marketing strategies1

Identify and address strategic questions such as

What environmental opportunities and threats do we face

What are the key strategic uncertainties

What are our organisational strengths weaknesses and problems

What are our strategic alternatives

What business should we be in

What are our long-term objectives our vision

What product markets are attractive to us

What growth directions are most attractive

How should the organisations resources be allocated

Should we diversify How

What is our sustainable competitive advantage

What assets or competencies need to be developed and maintained

2

3 Understand and work with a set of useful and important concepts such as unmet needs strategic groupssustainable competitive advantage risk key success factors strategic opportunities or threats strategicstrengths weaknesses or problems strategic uncertainties vision product markets segmentation industrystructure portfolio analysis and scenarios

4 More broadly understand the basic processes underlying the evolution and development of competitivemarkets appreciate the nature of both sustainability and erosion in the context of competitive advantage insuch markets and recognise in general the ways in which both customer and technology evolution can

Page 2 of 4 Warwick Business School

Module outline Strategic Marketing

such markets and recognise in general the ways in which both customer and technology evolution cansubstantially influence such processes

5 Apply these various concepts to any number of specific commercial situations

Particular emphasis is given to this last objective since it is the whole intention of the module to understand howknowledge in the area of marketing strategy can and should influence action and decision choices

Page 3 of 4 Warwick Business School

Module outline Strategic Marketing

Module design and delivery

The module is designed to maximise the learning experience for MBA participants through a combination of traditionallectures real-world examples and syndicate group work on a range of case studies The sessions will be highlyinteractive and participants should be prepared to contribute to them by sharing their own experiences in the contextof the topics being discussed

As with most taught masters courses group work which is focused on the analysis of case studies will form a majorpart of this module When combined with traditional knowledge transfer sessions and individual reading cases allowparticipants to hone their analytical skills and of equal importance they can bring what may often appear to beabstract concepts to a real-world context

An additional component of the module is syndicate group participation in a computerised marketing strategysimulation Past participants have found this experience to be extremely valuable for further learning To get the mostout of the simulation you should be prepared to spend an extensive amount of time and effort with your group everyevening Monday to Thursday The pace is fast you will be covering a lot of ground each evening There will be twogroup decisions that will need to be made each evening Monday to Thursday and additionally on Thursday evening -and before Friday morning - you need to finalise your groups presentation where all groups final presentations will bemade and evaluated on FridayTo summarise module delivery will embrace the following components

participative lectures

case studies

simulation

Sessions will run from Monday to Friday from 0900-1730 (except where indicated in the programme) and whereevenings are for group work on the marketing simulation

Note While it will be extremely valuable to meet collectively as a group and engage in much group discussion anddecision making every evening the technology supporting the marketing simulation does enable simultaneouslyremotely access of the marketing simulation from independent web-connected PCs This means it is in principlefeasible to work remotely at a distance though this is by no means encouraged if you wish to get the most out of yoursimulation experience and also to enable a strong final presentation for your group

Page 4 of 4 Warwick Business School

Module outline Strategic Marketing

Monday

Monday 9 March 2015

0930-1000 Arrival and coffee

1000-1230 Module introductionMarket entry timing strategyLecturediscussion Pioneering vs following follower firm entry timingCase study Business Scenario

SD

1230 Lunch

1330-1500 Key concepts in marketing strategyLecturediscussion A marketing strategy framework and key concepts

SD

1500-1530 Break

1600-1730 Case study Netflix Inc Streaming Away From DVDs SD

EVENING Group work on MarketplaceLivebull First marketplace decisionbull Second marketplace decision

Sessions will be led by the following faculty members

SD = Scott DackoNS = Nathan SubramanianSB = Sourindra Banerjee

Page 1 of 5 Warwick Business School

Programme Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Introduction

The Marketing module focused on developing skills in analysing a specific market opportunity within a defined marketIt was underpinned with frameworks which are helpful in exploring alternative responses to a particular set of marketcircumstances prevailing at particular point in time In a sense Marketing has focused on dynamic change and howmarketers can best respond but within a defined framework

The Strategic Marketing module provides you with the opportunity to apply some of the concepts from the Marketingmodule in both case studies and a strategic marketing simulation The module goes on to look at managing in marketsin the long-term from a wider perspective There may be long-term growth or decline but often the changes tend to besmall and slow Markets can undergo significant changes in the long run with major redefinition and restructuringbased upon customers (channels) consumers and competitors - but again these changes tend to be slowlyevolutionary rather than rapidly revolutionary

Page 1 of 4 Warwick Business School

Module outline Strategic Marketing

Objectives

The module considers a range of topics related to the analysis and interpretation of patterns of customer andcompetitor behaviour in the evolution of markets It considers in particular the ways in which analysis of long-termeffects can be used to influence strategic choices within the firm in the broad marketing domain It critically examinesthe nature of the evidence and knowledge that is available in this context and through the use of examples casestudies and simulation aims to relate theory and practice in this area

We should however issue a very important health warning at this stage The pursuit of success in the competitivemarketplace is inevitably fraught with problems there are no clear answers merely hints and possibilities theevidence is patchy and contradictory and finally solutions which seem to work in one time period often unravel inlater ones

In strategic marketing we can either downplay this issue present outlier performance as if it was a reasonableaverage uncertainty as certainty and pretend there is a universal money machine available for the cost of a textbookor we can confront the underlying problem of limited knowledge and evidence

This module takes the latter direction in the belief that a critical assessment of todays panacea and schemata willequip you to make not only a much more balanced assessment of their value but also more importantly make anequivalent evaluation of the new tools and techniques that become available in the future

However some of you might find such an approach frustrating and annoying After all in many situations it is moreimportant to act rather than think too much and if the actions taken have to be justified the recourse to simplificationsmay be just what we need to build commitment and purpose We will try and link a concern for action with a criticalperspective on evidence and argument but we hope you as participants will not be surprised by the balance of themodule

Specific module objectives

Among the specific module objectives are to develop the ability to

Conduct external and internal analyses that support the development of marketing strategies1

Identify and address strategic questions such as

What environmental opportunities and threats do we face

What are the key strategic uncertainties

What are our organisational strengths weaknesses and problems

What are our strategic alternatives

What business should we be in

What are our long-term objectives our vision

What product markets are attractive to us

What growth directions are most attractive

How should the organisations resources be allocated

Should we diversify How

What is our sustainable competitive advantage

What assets or competencies need to be developed and maintained

2

3 Understand and work with a set of useful and important concepts such as unmet needs strategic groupssustainable competitive advantage risk key success factors strategic opportunities or threats strategicstrengths weaknesses or problems strategic uncertainties vision product markets segmentation industrystructure portfolio analysis and scenarios

4 More broadly understand the basic processes underlying the evolution and development of competitivemarkets appreciate the nature of both sustainability and erosion in the context of competitive advantage insuch markets and recognise in general the ways in which both customer and technology evolution can

Page 2 of 4 Warwick Business School

Module outline Strategic Marketing

such markets and recognise in general the ways in which both customer and technology evolution cansubstantially influence such processes

5 Apply these various concepts to any number of specific commercial situations

Particular emphasis is given to this last objective since it is the whole intention of the module to understand howknowledge in the area of marketing strategy can and should influence action and decision choices

Page 3 of 4 Warwick Business School

Module outline Strategic Marketing

Module design and delivery

The module is designed to maximise the learning experience for MBA participants through a combination of traditionallectures real-world examples and syndicate group work on a range of case studies The sessions will be highlyinteractive and participants should be prepared to contribute to them by sharing their own experiences in the contextof the topics being discussed

As with most taught masters courses group work which is focused on the analysis of case studies will form a majorpart of this module When combined with traditional knowledge transfer sessions and individual reading cases allowparticipants to hone their analytical skills and of equal importance they can bring what may often appear to beabstract concepts to a real-world context

An additional component of the module is syndicate group participation in a computerised marketing strategysimulation Past participants have found this experience to be extremely valuable for further learning To get the mostout of the simulation you should be prepared to spend an extensive amount of time and effort with your group everyevening Monday to Thursday The pace is fast you will be covering a lot of ground each evening There will be twogroup decisions that will need to be made each evening Monday to Thursday and additionally on Thursday evening -and before Friday morning - you need to finalise your groups presentation where all groups final presentations will bemade and evaluated on FridayTo summarise module delivery will embrace the following components

participative lectures

case studies

simulation

Sessions will run from Monday to Friday from 0900-1730 (except where indicated in the programme) and whereevenings are for group work on the marketing simulation

Note While it will be extremely valuable to meet collectively as a group and engage in much group discussion anddecision making every evening the technology supporting the marketing simulation does enable simultaneouslyremotely access of the marketing simulation from independent web-connected PCs This means it is in principlefeasible to work remotely at a distance though this is by no means encouraged if you wish to get the most out of yoursimulation experience and also to enable a strong final presentation for your group

Page 4 of 4 Warwick Business School

Module outline Strategic Marketing

Monday

Monday 9 March 2015

0930-1000 Arrival and coffee

1000-1230 Module introductionMarket entry timing strategyLecturediscussion Pioneering vs following follower firm entry timingCase study Business Scenario

SD

1230 Lunch

1330-1500 Key concepts in marketing strategyLecturediscussion A marketing strategy framework and key concepts

SD

1500-1530 Break

1600-1730 Case study Netflix Inc Streaming Away From DVDs SD

EVENING Group work on MarketplaceLivebull First marketplace decisionbull Second marketplace decision

Sessions will be led by the following faculty members

SD = Scott DackoNS = Nathan SubramanianSB = Sourindra Banerjee

Page 1 of 5 Warwick Business School

Programme Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Objectives

The module considers a range of topics related to the analysis and interpretation of patterns of customer andcompetitor behaviour in the evolution of markets It considers in particular the ways in which analysis of long-termeffects can be used to influence strategic choices within the firm in the broad marketing domain It critically examinesthe nature of the evidence and knowledge that is available in this context and through the use of examples casestudies and simulation aims to relate theory and practice in this area

We should however issue a very important health warning at this stage The pursuit of success in the competitivemarketplace is inevitably fraught with problems there are no clear answers merely hints and possibilities theevidence is patchy and contradictory and finally solutions which seem to work in one time period often unravel inlater ones

In strategic marketing we can either downplay this issue present outlier performance as if it was a reasonableaverage uncertainty as certainty and pretend there is a universal money machine available for the cost of a textbookor we can confront the underlying problem of limited knowledge and evidence

This module takes the latter direction in the belief that a critical assessment of todays panacea and schemata willequip you to make not only a much more balanced assessment of their value but also more importantly make anequivalent evaluation of the new tools and techniques that become available in the future

However some of you might find such an approach frustrating and annoying After all in many situations it is moreimportant to act rather than think too much and if the actions taken have to be justified the recourse to simplificationsmay be just what we need to build commitment and purpose We will try and link a concern for action with a criticalperspective on evidence and argument but we hope you as participants will not be surprised by the balance of themodule

Specific module objectives

Among the specific module objectives are to develop the ability to

Conduct external and internal analyses that support the development of marketing strategies1

Identify and address strategic questions such as

What environmental opportunities and threats do we face

What are the key strategic uncertainties

What are our organisational strengths weaknesses and problems

What are our strategic alternatives

What business should we be in

What are our long-term objectives our vision

What product markets are attractive to us

What growth directions are most attractive

How should the organisations resources be allocated

Should we diversify How

What is our sustainable competitive advantage

What assets or competencies need to be developed and maintained

2

3 Understand and work with a set of useful and important concepts such as unmet needs strategic groupssustainable competitive advantage risk key success factors strategic opportunities or threats strategicstrengths weaknesses or problems strategic uncertainties vision product markets segmentation industrystructure portfolio analysis and scenarios

4 More broadly understand the basic processes underlying the evolution and development of competitivemarkets appreciate the nature of both sustainability and erosion in the context of competitive advantage insuch markets and recognise in general the ways in which both customer and technology evolution can

Page 2 of 4 Warwick Business School

Module outline Strategic Marketing

such markets and recognise in general the ways in which both customer and technology evolution cansubstantially influence such processes

5 Apply these various concepts to any number of specific commercial situations

Particular emphasis is given to this last objective since it is the whole intention of the module to understand howknowledge in the area of marketing strategy can and should influence action and decision choices

Page 3 of 4 Warwick Business School

Module outline Strategic Marketing

Module design and delivery

The module is designed to maximise the learning experience for MBA participants through a combination of traditionallectures real-world examples and syndicate group work on a range of case studies The sessions will be highlyinteractive and participants should be prepared to contribute to them by sharing their own experiences in the contextof the topics being discussed

As with most taught masters courses group work which is focused on the analysis of case studies will form a majorpart of this module When combined with traditional knowledge transfer sessions and individual reading cases allowparticipants to hone their analytical skills and of equal importance they can bring what may often appear to beabstract concepts to a real-world context

An additional component of the module is syndicate group participation in a computerised marketing strategysimulation Past participants have found this experience to be extremely valuable for further learning To get the mostout of the simulation you should be prepared to spend an extensive amount of time and effort with your group everyevening Monday to Thursday The pace is fast you will be covering a lot of ground each evening There will be twogroup decisions that will need to be made each evening Monday to Thursday and additionally on Thursday evening -and before Friday morning - you need to finalise your groups presentation where all groups final presentations will bemade and evaluated on FridayTo summarise module delivery will embrace the following components

participative lectures

case studies

simulation

Sessions will run from Monday to Friday from 0900-1730 (except where indicated in the programme) and whereevenings are for group work on the marketing simulation

Note While it will be extremely valuable to meet collectively as a group and engage in much group discussion anddecision making every evening the technology supporting the marketing simulation does enable simultaneouslyremotely access of the marketing simulation from independent web-connected PCs This means it is in principlefeasible to work remotely at a distance though this is by no means encouraged if you wish to get the most out of yoursimulation experience and also to enable a strong final presentation for your group

Page 4 of 4 Warwick Business School

Module outline Strategic Marketing

Monday

Monday 9 March 2015

0930-1000 Arrival and coffee

1000-1230 Module introductionMarket entry timing strategyLecturediscussion Pioneering vs following follower firm entry timingCase study Business Scenario

SD

1230 Lunch

1330-1500 Key concepts in marketing strategyLecturediscussion A marketing strategy framework and key concepts

SD

1500-1530 Break

1600-1730 Case study Netflix Inc Streaming Away From DVDs SD

EVENING Group work on MarketplaceLivebull First marketplace decisionbull Second marketplace decision

Sessions will be led by the following faculty members

SD = Scott DackoNS = Nathan SubramanianSB = Sourindra Banerjee

Page 1 of 5 Warwick Business School

Programme Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

such markets and recognise in general the ways in which both customer and technology evolution cansubstantially influence such processes

5 Apply these various concepts to any number of specific commercial situations

Particular emphasis is given to this last objective since it is the whole intention of the module to understand howknowledge in the area of marketing strategy can and should influence action and decision choices

Page 3 of 4 Warwick Business School

Module outline Strategic Marketing

Module design and delivery

The module is designed to maximise the learning experience for MBA participants through a combination of traditionallectures real-world examples and syndicate group work on a range of case studies The sessions will be highlyinteractive and participants should be prepared to contribute to them by sharing their own experiences in the contextof the topics being discussed

As with most taught masters courses group work which is focused on the analysis of case studies will form a majorpart of this module When combined with traditional knowledge transfer sessions and individual reading cases allowparticipants to hone their analytical skills and of equal importance they can bring what may often appear to beabstract concepts to a real-world context

An additional component of the module is syndicate group participation in a computerised marketing strategysimulation Past participants have found this experience to be extremely valuable for further learning To get the mostout of the simulation you should be prepared to spend an extensive amount of time and effort with your group everyevening Monday to Thursday The pace is fast you will be covering a lot of ground each evening There will be twogroup decisions that will need to be made each evening Monday to Thursday and additionally on Thursday evening -and before Friday morning - you need to finalise your groups presentation where all groups final presentations will bemade and evaluated on FridayTo summarise module delivery will embrace the following components

participative lectures

case studies

simulation

Sessions will run from Monday to Friday from 0900-1730 (except where indicated in the programme) and whereevenings are for group work on the marketing simulation

Note While it will be extremely valuable to meet collectively as a group and engage in much group discussion anddecision making every evening the technology supporting the marketing simulation does enable simultaneouslyremotely access of the marketing simulation from independent web-connected PCs This means it is in principlefeasible to work remotely at a distance though this is by no means encouraged if you wish to get the most out of yoursimulation experience and also to enable a strong final presentation for your group

Page 4 of 4 Warwick Business School

Module outline Strategic Marketing

Monday

Monday 9 March 2015

0930-1000 Arrival and coffee

1000-1230 Module introductionMarket entry timing strategyLecturediscussion Pioneering vs following follower firm entry timingCase study Business Scenario

SD

1230 Lunch

1330-1500 Key concepts in marketing strategyLecturediscussion A marketing strategy framework and key concepts

SD

1500-1530 Break

1600-1730 Case study Netflix Inc Streaming Away From DVDs SD

EVENING Group work on MarketplaceLivebull First marketplace decisionbull Second marketplace decision

Sessions will be led by the following faculty members

SD = Scott DackoNS = Nathan SubramanianSB = Sourindra Banerjee

Page 1 of 5 Warwick Business School

Programme Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Module design and delivery

The module is designed to maximise the learning experience for MBA participants through a combination of traditionallectures real-world examples and syndicate group work on a range of case studies The sessions will be highlyinteractive and participants should be prepared to contribute to them by sharing their own experiences in the contextof the topics being discussed

As with most taught masters courses group work which is focused on the analysis of case studies will form a majorpart of this module When combined with traditional knowledge transfer sessions and individual reading cases allowparticipants to hone their analytical skills and of equal importance they can bring what may often appear to beabstract concepts to a real-world context

An additional component of the module is syndicate group participation in a computerised marketing strategysimulation Past participants have found this experience to be extremely valuable for further learning To get the mostout of the simulation you should be prepared to spend an extensive amount of time and effort with your group everyevening Monday to Thursday The pace is fast you will be covering a lot of ground each evening There will be twogroup decisions that will need to be made each evening Monday to Thursday and additionally on Thursday evening -and before Friday morning - you need to finalise your groups presentation where all groups final presentations will bemade and evaluated on FridayTo summarise module delivery will embrace the following components

participative lectures

case studies

simulation

Sessions will run from Monday to Friday from 0900-1730 (except where indicated in the programme) and whereevenings are for group work on the marketing simulation

Note While it will be extremely valuable to meet collectively as a group and engage in much group discussion anddecision making every evening the technology supporting the marketing simulation does enable simultaneouslyremotely access of the marketing simulation from independent web-connected PCs This means it is in principlefeasible to work remotely at a distance though this is by no means encouraged if you wish to get the most out of yoursimulation experience and also to enable a strong final presentation for your group

Page 4 of 4 Warwick Business School

Module outline Strategic Marketing

Monday

Monday 9 March 2015

0930-1000 Arrival and coffee

1000-1230 Module introductionMarket entry timing strategyLecturediscussion Pioneering vs following follower firm entry timingCase study Business Scenario

SD

1230 Lunch

1330-1500 Key concepts in marketing strategyLecturediscussion A marketing strategy framework and key concepts

SD

1500-1530 Break

1600-1730 Case study Netflix Inc Streaming Away From DVDs SD

EVENING Group work on MarketplaceLivebull First marketplace decisionbull Second marketplace decision

Sessions will be led by the following faculty members

SD = Scott DackoNS = Nathan SubramanianSB = Sourindra Banerjee

Page 1 of 5 Warwick Business School

Programme Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Monday

Monday 9 March 2015

0930-1000 Arrival and coffee

1000-1230 Module introductionMarket entry timing strategyLecturediscussion Pioneering vs following follower firm entry timingCase study Business Scenario

SD

1230 Lunch

1330-1500 Key concepts in marketing strategyLecturediscussion A marketing strategy framework and key concepts

SD

1500-1530 Break

1600-1730 Case study Netflix Inc Streaming Away From DVDs SD

EVENING Group work on MarketplaceLivebull First marketplace decisionbull Second marketplace decision

Sessions will be led by the following faculty members

SD = Scott DackoNS = Nathan SubramanianSB = Sourindra Banerjee

Page 1 of 5 Warwick Business School

Programme Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Tuesday

Tuesday 10 March 2015

0900-1030 External analysis in strategic marketingLecturediscussion Advanced customer competitor and market analyses

NS

1030-1100 Break

1100-1230 Case study Sony The European Launch of the Sony Tablet NS

1230 Lunch

1330-1500 Environmental uncertainty and internal analysis in strategic marketingLecturediscussion Environmental analysis and strategic uncertainty internal analysis

NS

1500-1530 Break

1530-1700 Case study Car2go Individual Urban Mobility and the Sharing Economy NS

EVENING Group work on MarketplaceLivebull Third marketplace decision bull Fourth marketplace decision

Page 2 of 5 Warwick Business School

Programme Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Wednesday

Wednesday 11 March 2015

0900-1030 The concept of sustainable competitive advantageLecturediscussion Creating advantage strategic options

SD

1030-1100 Break

1100-1230 Case study Aqualisa Quartz Simply a Better Shower SD

1230 Lunch

1330-1500 Innovation as a marketing strategyLecturediscussion Product service and business model innovations fostering innovation

SB

1500-1530 Break

1530-1715 M-PESA Power Leveraging Service Innonovation in Emerging Economies SB

EVENING Group work on MarketplaceLivebull Fifth marketplace decisionbull Sixth marketplace decision

Page 3 of 5 Warwick Business School

Programme Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Thursday

Thursday 12 March 2015

0900-1030 Positioning growth strategies and corporate social responsibilityLecturediscussion Strategic positioning growth strategies diversification corporate social responsibility

NS

1030-1100 Break

1100-1230 Case study Tennant Company Can Chemical-Free be a Pathway to Competitive Advantage NS

1230 Lunch

1330-1500 Marketing mix strategies strategy planning and implementation in organisations - selected advanced approachesLecturediscussion Marketing mix strategies social networking marketing and blog marketing

NS

1500-1530 Break

1530-1730 Case study The Ford Fiesta Movement NS

EVENING Group work on MarketplaceLivebull Seventh marketplace decisionbull Eighth marketplace decisionbull Group presentation preparation for MarketplaceLive decisions and performance

Page 4 of 5 Warwick Business School

Programme Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Friday

Friday 13 March 2015

0930-1030 Group presentations of MarketplaceLive simulation decisions and performance SD

1030-1100 Break

1100-1230 Group presentations SD

1230 Lunch

1330-1500 Group presentations SD

1500-1530 Break

1530 Awards and wrap-up

Page 5 of 5 Warwick Business School

Programme Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Module assessment

The grade for the module will be split between group presentations (20) and an individual assignment (80)

Group presentations (20)

During the module we will make use of case studies to examine how key marketing strategy principles can be appliedin practice both in analysing real-world scenarios and predicting likely outcomes of marketing strategy decisionmaking Each day participants will work in syndicate groups on assigned case questions and will present theiranalysis and recommendations In addition during each evening participants will have an ample opportunity to work insyndicate groups on a marketing strategy simulation Participation in the simulation is a vital part of learning on themodule and past participants have also found it to be highly enjoyable as well as challenging In the final session allparticipants will make a marketplace simulation decision and performance presentation

One member from each group on behalf of the group should upload a PDF copy of the submission to mywbs on Friday 13 March 2015 at 1730

Individual assignment (80)

An assignment brief is provided and a report based on the brief must be submitted The report length is 3000 wordsexcluding appendices etc This is an individual assignment

Introduction

This module is assessed partly by an individual assignment Before beginning this task it will be to your advantage toundertake and complete as much of the module work as possible as the effort involved here-particularly to achieve ahigh-quality outcome-is considerable and should not be underestimated Details of the assignment scope andrequirements are given below Good luck

The assignment

1 Select a new product or service that has been internally developed and subsequently introduced by yourorganisation or any other organisation in the UK EU US or other country market at some point during thecalendar years 2014-2015 Make your selections of product and brand and market to enable you to bestdemonstrate your knowledge After stating your choices define and describe the overall market for the productincluding the most appropriate bases for segmentation of the market and some likely key success factors fororganisations competing in the market (15)

2 Identify and describe the organisations strategic marketing objectives and the apparent criteria that would beused in clearly judging whether or not the offering is a success (5)

3 Fully describe the organisations marketing strategy for the product including how the product andassociated brand are positioned in the overall market (30)

4 Carefully analyse and critique your organisations marketing strategy Comment on the products apparentsuccess relative to the organisations strategic marketing objectives strengths and weaknesses Emphasisingthe most important aspects facing the organisation now and in the future given the organisations performanceand market competition analyse what important changes in the organisations environment might occur in thefuture Comment on the likelihood of the products future success (that is success over the next three-to-fiveyears) and provide recommendations for a feasible new marketing strategy initiative (50)

In all instances references to multiple credible sources rather than pure unsubstantiated opinion or marketing hypewill provide the strongest level of support for and credibility to the assumptions arguments analyses justificationsand conclusions you will be making in your assignment

Other requirements

Refer appropriately to marketing strategy concepts models etc covered in the module and other materials to supportyour assignment and demonstrate your understanding knowledge and ability to integrate the concepts in a practicalsetting

Word Limit 3000 words word count provide a word count at the top of your document

Page 1 of 2 Warwick Business School

Assessment Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

The word limit is excluding headings tables figures footnotes references and appendices howeverincluding text material in any of these areas simply as an extension of the body of the write-up is notconsidered appropriate use of these areas

Spelling and grammar Check your document for spelling and grammar

Sources All sources used in the assignment including personal contacts text journals magazinesnewspapers etc must be referenced in your essay and a properly formatted list of references must follow youressay Your reference list is not included in the word count

Marking

Marking will focus on your written demonstration of your understanding of the concepts covered in the module andyour ability to critically select analyse and evaluate the concepts for a current and actual situation A successful essaymust of necessity go beyond development and presentation at the level at which material is covered in the module aswell as that which is simply restated from the text Starting your assignment early will very likely improve the quality ofyour essay An assignment such as this cannot easily be done with little time for considerable and carefuldevelopment and crisp clear presentation All participants must work independently

Note The purpose of selecting a product from the 2014-2015 calendar year rather than a product introduced at anearlier time is that the evaluation of a current product is more challenging than for an older product The additionalinformation available on an older product greatly simplifies analysis and evaluation of the products marketing strategyas there is the benefit of greater hindsight Evaluating a current product helps you develop foresight in marketingstrategy

The deadline for submission is 1730 on Monday 13 April 2015

The marks for this assignment will be released on Monday 11 May 2015

The submission deadline is precise and uploading of the document must be completed before 1730 (UK time) on thesubmission date Any document submitted even seconds later than 1730 precisely will be penalised for latesubmission in line with WBS policy Please consult your student handbook on mywbs for more detailed information

The online assignment submission system will only accept documents in portable documents format (PDF) filesPlease note that we will not accept PDF files of scanned documents You should create your assignment in yourchosen package (eg Word) then convert it straight to PDF before uploading Please place your student ID numberNOT YOUR NAME on the front of your submission as all submissions are marked anonymously

All the scripts should also have the following paragraph included on the front page

This is to certify that the work I am submitting is my own All external references andsources are clearly acknowledged and identified within the contents I am aware of theUniversity of Warwick regulation concerning plagiarism and collusion

No substantial part(s) of the work submitted here has also been submitted by me in otherassessments for accredited courses of study and I acknowledge that if this has been donean appropriate reduction in the mark I might otherwise have received will be made

PLEASE ENSURE YOU KEEP A SECURITY COPY OF YOUR ASSESSMENT

Page 2 of 2 Warwick Business School

Assessment Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Teaching faculty

Dr Scott Dacko (Module Organiser) Associate Professor in Marketing and StrategicManagement WBS

Scott is the Named Internal Examiner for the module is Associate Professor in Marketing andStrategic Management at Warwick Business School The University of Warwick He holds a PhD inBusiness Administration from the University of Illinois at Urbana-Champaign and MBA and BMEdegrees from the University of Minnesota He has 10 years new product development managementand marketing experience in large and small companies in the US He is the author of TheAdvanced Dictionary of Marketing Putting Theory to Use published by Oxford University Press(2008) He has published articles in the Journal of Services Marketing Journal of AdvertisingResearch Marketing Intelligence and Planning Benchmarking An International JournalInternational Journal of Advertising International Journal of New Product Development andInnovation Management the Journal of Marketing Management the Journal of Travel andTourism Marketing Technological Forecasting and Social Change the International Journalon Media Management and the Journal of Marketing Education His research interests includethe role of timing in marketing strategy development and success for services and products (suchas market entry and new productservice introduction timing) marketing management (includingmanagerial timing decisions) and consumer behaviour (eg explaining consumer purchase timing)

Dr Nathan Subramanian Principal Teaching Fellow Marketing WBS

Nathan Subramanian (PhD MBA) is an academic and Principal Teaching Fellow in theMarketing Group at Warwick Business School Nathans experience has straddled boththe academic and the corporate world particularly in the areas of International MarketingStrategic Marketing Marketing Communications and Marketing Research His industryexperience spanning over 20 years includes senior management positions such as AsiaPacific Head of Business amp Consumer Insights for Coca Cola Database amp MarketResearch Manager with Readers Digest Vice President with DDB Needham and morerecently General Manager with Telstra a leading Australian telecom company Hisexperience has also covered several different geographical regions and he has handledportfolios covering most of the Asia Pacific region including Australia India and ChinaNathan began his career as a full-time academic after completing his PhD in the area ofadvertising research before switching to a corporate career During his tenure as afull-time academic Nathan has held teaching positions at the Indian Institute ofManagement (Ahmedabad) ESSEC Graduate School of Management (France) SDABocconi (Italy) and the University of Westminster (UK) Nathan has also taught part-timeat Macquarie Graduate School of Management (Australia) the University of WesternSydney (Australia) and New York University His teaching experience has covered a widerange of audiences including reputed MBA programs in the above institutions and targetedExecutive programs for corporations

Dr Sourindra Banerjee Assistant Professor of Marketing WBS

Sourindra Banerjee is an Assistant Professor of Marketing at Warwick Business SchoolUniversity of Warwick UK Sourindra specialises in understanding 1) how emerging marketfirms grow internationally and 2) how emerging market firms innovate in a challengingglobal environment His focus on emerging markets provides a fresh perspective oninternational marketing and innovation management theories most of which have beendeveloped in the context of the Western world He holds a PhD from University ofCambridge and was a visiting scholar for a year at the Marshall School of BusinessUniversity of Southern California Dr Banerjee also holds an MSc in InternationalMarketing Management from Leeds University Business School University of Leeds anMBA from Xavier Institute of Management Bhubaneswar India and a Bachelors Degreein Chemical Engineering from Jadavpur University Kolkata India

Page 1 of 1 Warwick Business School

Teaching Faculty Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Readings

The textbooks provided for the week are

Aaker DA and McLoughlin D (2007)Strategic Market Management (European Edition)Chichester UK Wiley

The following text (although not set text) will also be referred to in the module This will be supplied in hardcopy only

Dacko SG (2008)The Advanced Dictionary of Marketing Putting Theory to UseOxford Oxford University Press

The readings in this module are divided into pre-readings essential readings and further readings

Completing as much of the pre-reading and essential reading as possible before you attend will provide you with awider understanding of the topics to be discussed during the module and therefore enhance your contribution to theclass

However we understand that many of you will find it difficult to complete all of the reading due to other commitmentsso have classified the readings as follows

Pre-readings are included in the online materials you should read these in advance of the session to whichthey relate Unless specified you should treat ALL case studies as required pre-reading

Essential readings are also included in the online materials In order to complete the module and theassignment successfully you should complete this reading when you have time either during or after themodule

Further readings are intended for those who may wish to widen and deepen their understanding of particularissues now or in the future You will have to use your own library skills to obtain these

Case study advice

Any case studies for this module purchased from the Case Centre are provided for your personal use on this modulefor which you are registered You may download and print one copy for your personal use

The case studies will expire on 13 April 2015 and will not be available to you after this We recommend that youdownload any cases immediately When you have taken your copy of a case study you may not make further copiesshare them with or sell the materials to any other person or use them for any purpose not connected with your studiesfor this MBA module Failure to follow these terms and conditions of use may result in disciplinary action

Note

There are a few typographical errors that have been spotted in the Aaker and McLoughlin textbook these have beenpassed on to the publisher and will be rectified in the next print run

Page 18 - some words in Figure 21 have been unintentionally scrambled up (eg Strategic Analysis becomesSTRTEGIC ANASIIS) The same figure however is printed perfectly on the inside page of the cover

Page 31 (bottom of page) - where it says Figure 23 provides a [hellip] grouped into five general areas Thisshould actually be six areas as listed afterwards

Page 68 - one of the bullet points appears to be missing Between 3 and 4 there should be another bulletpoint that refers to industry mobility barrier (refer to Figure 44 on page 67)

Page 96 - Figure 61 has missed out the Environment category (listed on page 99) which should be placedbetween Government and Economics

Page 1 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Monday readings

Monday 9 March 2015

Market entry timing strategy

Case study Dacko S (2015)Business ScenarioThis case study will be provided in class

Essential reading Golder PN and Tellis GJ (1993)Pioneer Advantage Marketing Logic or Marketing LegendJournal of Marketing Research 30 2 pp 158-70

Kerin RA Varadarajan R and Peterson RA (1992)First-Mover Advantage A Synthesis Conceptual Framework and Research PropositionsJournal of Marketing 56 4 pp 33-5 2

Lieberman MB and Montgomery DB (1988)First-Mover AdvantagesStrategic Management Journal 9 Summer pp 41-58

Schnaars SP (1986)When Entering Growth Markets Are Pioneers Better Than PoachersBusiness Horizons 29 2 pp 27-36

Key concepts in marketing strategy

Case study Netflix Inc Streaming Away From DVDsRef 9B12M040

Essential reading Aaker and McLoughlin Chapters 1 and 2

Day GS and Wensley R (1983)Marketing Theory with Strategic OrientationJournal of Marketing 47 Fall pp 79-8 9

Page 2 of 6 Warwick Business School

Readings Strategic Marketing

Tuesday reading

Tuesday 10 March 2015

External analysis in strategic marketing

Case study Sony The European Launch of the Sony TabletRef 512-087-1

Essential reading Aaker and McLoughlin Chapters 3 4 and 5

Piercy NF Cravens DW and Lane N (2010)Marketing Out of the Recession Recovery is Coming but Things Will Never Be the SameAgainThe Marketing Review 10 1 pp 3-23

Roberts K and Wensley R (1997)Explaining Success Hard Work Not IllusionBusiness Strategy Review 8 2 pp 75-7

Wensley R (1997)Explaining Success The Rule of Ten Percent and the Example of Market ShareBusiness Strategy Review 8 1 pp 63-7 0

Environmental uncertainty and internal analysis in strategic marketing

Case study Car2go Individual Urban Mobility and the Sharing EconomyRef 9B13M110

Essential reading Aaker and McLoughlin Chapters 6 and 7

Calantone R and Rubera G (2012)When Should RDampE and Marketing Collaborate The Moderating Role ofExploration-Exploitation and Environmental UncertaintyJournal of Product Innovation Management 29 1 pp 144-57

Page 3 of 6 Warwick Business School

Readings Strategic Marketing

Wednesday readings

Wednesday 11 March 2015

The concept of sustainable competitive advantage

Case study Aqualisa Quartz Simply a Better ShowerRef 9-502-030

Essential reading Aaker and McLoughlin Chapters 8 9 and 10

Day GS and Wensley R (1988)Assessing Advantage A Framework for Diagnosing Competitive SuperiorityJournal of Marketing 52 pp 1-20

Innovation as a marketing strategy

Case study M-Pesa Power Leveraging Service Innovation in Emerging EconomiesRef 911-007-1

Essential reading Tellis G Prabhu J and Chandy R (2009)Radical Innovation Across Nations The Preeminence of Corporate CultureJournal of Marketing 73 1 pp 3-2 3

Page 4 of 6 Warwick Business School

Readings Strategic Marketing

Thursday readings

Thursday 12 March 2015

Positioning growth strategies and corporate social responsibility

Case study Tennant CompanyRef 9B12M020

Essential reading Aaker and McLoughlin Chapters 12 13 and 14

Piercy NF and Lane N (2009)Corporate Social Responsibility Impacts on Strategic Marketing and Customer ValueThe Marketing Review 9 4 pp 335-60

Marketing mix strategies strategy planning and implementation in organisations - selected advancedapproaches

Case study The Ford FiestaRef 9-511-117

Essential reading Aaker and McLouglin Chapter 16

Berthon P Pitt L Plangger K and Shapiro D (2012)Marketing Meets Web 20 Social Media and Creative Consumers Implications forInternational Marketing StrategyBusiness Horizons 55 3 May-June pp 261-71

Constantinides E and Fountain SJ (2008)Web 20 Conceptual Foundations and Marketing IssuesJournal of Direct Data and Digital Marketing Practice 9 3 pp 231-44

Schmitt B (1999)Experiential MarketingJournal of Marketing Management 15 pp 53-67

Page 5 of 6 Warwick Business School

Readings Strategic Marketing

Friday readings

Friday 13 March 2015

No readings for today

Page 6 of 6 Warwick Business School

Readings Strategic Marketing

• Download Details
• Introduction
• Objectives
• Module design and delivery
• Monday
• Tuesday
• Wednesday
• Thursday
• Friday
• Module assessment
• Teaching faculty
• Readings
• Monday readings
• Tuesday reading
• Wednesday readings
• Thursday readings
• Friday readings