Tutorial Program, 2011
Tutorial participation is worth 10% of the total assessment of this unit. Students
should attend the tutorials fully prepared to participate in discussions and activities.
Each week before coming to the tutorial students should review the past week’s
lecture topics and concepts, read the relevant chapter from the prescribed text and
any additional reading suggested by the lecturer /tutor. Students are strongly
encouraged to read additional journal articles related to the broad topic/s of the
week.
Please note lecturer / tutors at other campuses may add additional topics or modify
the topics to suit the need of the students at that location. Please check the folder
for your campus in the Blackboard site.
Please also check the additional resources folder as ‘additional readings’ will be
made available through this folder as the unit progresses.
Topic Required readings/discussion topics
Week 1 Group formation
-Discussion on assessment tasks of the unit and tutorial
assessment procedure
Review of basic marketing concepts
Week 2 Introduction - Importance of Planning in volatile/changing environment
(8/3/10) - How does a strong customer focus impact profitability and
share holder value?
- What is market orientation? Identify some companies
which recently have displayed evidence of being market
oriented.
Readings:
Gome (2005)
Week 3 Different Planning at different levels of organisation
(15/3/10) levels of - Links between corporate plans and strategic marketing
Plans plans and differences between them
- Difference between planning, forecasting or budgeting,
- What is an SBU? Using different companies identify SBUs
in different companies.
- Links between corporate objectives and marketing
objectives.
Discuss - Is the concept of strategic marketing planning
relevant only to profit- making organisations? Can non profit
organisations and Govt. also embrace planning?
Why is it important for an organisation to develop mission
statement, what are the characteristics of mission statement.
Readings: Argenti (1992), Piercy and Morgan (1994)
Week 4 Marketing Review-Nature and contents of marketing plans
(22/3/10) plans, macro -Marketing planning process
environment -Characteristics of marketing plans
analysis, - areas are covered under near and remote environmental
market review analysis,
-Market definition , market demand
-Benefits of a broad strategic market definition?
Using wine industry prepare a written response to the
following questions
What are the major environment challenges facing the
industry? Draw from available information
Readings: Ch’ng (1993), Threadgold (2005)
Week 5 External Using wine industry prepare a written response to the
(29/3/10) situation following questions
analysis- Apply Porters 5 forces model to your chosen industry
Industry
analysis Draw an Industry life cycle and justify your opinion of
Competitor where the industry is placed. What growth is expected in the
analysis near future?
Identify your direct and indirect competitors
What are their strengths and weaknesses?
Week 6 Customer Review- What is segmentation, what are the steps involved in
analysis and segmentation process? How do you evaluate your segments?
segmentation Discuss why it may be necessary for an organisation to alter its
targeting strategy over time?
What criteria can you use to segment the “business market”?
Prepare written answers- Develop a Segmentation Analysis
of the Wine drinker market and consider the implications for
Company X (choose a company within your industry).
Which segments look the most attractive?
What products does you company offer to each segment and
how well is it placed given segment needs and
environmental changes?
Week 7 Internal
analysis For your chosen company within wine industry, use a
portfolio analysis tool to analyse the product offerings of the
company.
What is the current financial health of Company X (your
chosen company)
Week 8 Objectives, Complete a SWOT analysis for your chosen company.
strategies Given your knowledge of X organisation and market, what
are the appropriate marketing objectives?
Review the positioning strategies of your organisation.
Would you recommend any change?
Readings: Mintzberg and Lampel(1999), Shapiro and Quelch
(1985, pp548-555)
Week 9 Competitive You are the Marketing Director for your company, you have
advantage
been given a sales budget of X amount, use Gap analysis and
STP strategies a growth matrix to assist you in your planning for the future.
Refer to the Annual Reports to gain direction.
Review the positioning strategies of your organisation.
Would you recommend any change?
Week 10 Marketing mix What major changes in the marketing mix would you recommend
strategies for your organisation (identify the areas (Ps) that require changes,
no need to develop specific
Given your knowledge of X organisation and market, what
are the appropriate strategies and tactics to achieve the
desired growth in a selected target market?
Given the strategies and tactics you identified, how will you
measure the successful implementation of your marketing
activities.
Readings: Bonoma (1985)
Week 11 No tute Viva Voce Exam during lecture and tute times
Week 12 Presentation of Marketing plan to client during Tute time