Course Description



Course Description

|Name of University : Assumption University |

|School/Faculty/Department : Martin de Tours School of Management |

|Department of Marketing |

1. General Information

|1. Course ID: MKT4725 |

|Course Title: Competitive Analysis and Strategy |

|2. Credit Units: |

|3 Credit Units |

|3 hours/week, totally 45 hours |

|Lecture, Workshop and Self Study |

|3. Programme and Categorization of course: |

|Bachelor of Business Administration Program in Marketing |

|Major required courses |

|4. Responsible faculty member and list of instructors: |

|Dr. Suwanna K. |

|A. Tuangporn |

|A. Porameth |

|5. Semester/Year level: |

|2/Sophomore |

|Senior Standing |

|Over 90 Credits or Department Chairperson’s approval |

|6. Pre-requisite Course: |

|MKT2280 Principles of Marketing |

|7. Co-requisite Course: |

|N/A |

|8. Place of study: |

|Assumption University, Suvarnabhumi Campus |

|Assumption University, Huamark Campus |

|9. Date of preparation or latest update: |

|January 10, 2010 |

2. Learning Objectives and Development Objectives

|1. Learning objectives: |

| |

|- To solidify understanding of fundamental tools of competitive analysis so that these tools can be used. |

|- To develop the role of industry structure and the impact structure tends to have on competitive strategy and |

|profitability. |

|- To begin to build skill in competitive analysis, which entails formation of marketing, production, channel, investment and |

|pricing strategies based on the way competitive forces appear to work themselves out in the market. |

|- To analyze strategies to compete with competitors both direct and indirect, finally, make the future direction for |

|strategic business unit and company. |

|2. Objectives for course development/improvement |

|- Update the course content and add some new examples, especially through online, workshop in class applied from theoretical|

|concept to practice through the semester project. |

|- Emphasize more for the knowledge of marketing strategies, competitive tools and strategic directions for cooperations. |

| |

3. Course Content and Activities

|1. |Course content: |

| | |

| |Provision of analytical concepts in competitive environment; efficient market functioning, industry analysis, |

| |strategic groups in industry, local and global competition; also encompassing analysis for competitive advantage, |

| |vertical linkages, corporate diversification, and competitive strategic alliances; understanding the rivalry using |

| |game theory, product positioning, competitive pricing, research and development in competitive environment. |

|2. |Number of hours per each semester: |

|Lecture |Tutorial |Lab/Field Study/Workshop |Self-study |

|Lecture 45 hours |Upon requested |Workshop/Project |3 hours per week |

|3. |Number of hours per week for advising and academic counseling for individual students: |

| |Students can request for academic advices prior/after classes or in class hours. |

| |Students can make appointment or stop by at the faculty members’ offices during the specified office hours (18 hours|

| |per week). |

| |Students can request academic help through the website of the Department or emails of faculty members. |

| |Students can download course materials from the Department website. |

4. Learning Outcomes

|1. |Morals and ethics: |

| |1.1 |Morals and ethics needed to develop |

| | |Possess ethical, moral and honest behavior academically and professionally |

| | |Have self disciplinary and punctuality |

| | |Pay respect to other people’s rights and their opinions |

| | |Comply with rules and regulations of the university, the organizations and the society |

| | |Comply with professional codes of conducts |

| | |Make valuable contributions to the society |

| |1.2 |Methodology |

| | |Emphasis on the importance of ethical and moral issues in the real business world |

| | |Case study of problems of unethical behavior in the real business world |

| | |Examples of unethical and immoral behavior in class lecture and discussion |

| |1.3 |Assessment |

| | |Students’ manners in class (pay respect to classmates and lecturer, come on time to the class, etc.) |

| | |Students’ disciplines (follow the university’s policy and classroom policies, on time submission of |

| | |assigned works, no plagiarism, etc.) |

| | |Students’ self contributions to the society |

| | |Performance evaluation on quizzes, exams and project |

|2. |Knowledge: |

| |2.1 |Expected knowledge to be gained |

| | |Gain overall knowledge in the competitive analysis and strategy in the marketing field |

| | |Possess clear understanding of theories and principles of and new development in marketing and related |

| | |industries |

| | |Possess analytical skills, problem-solving skills, communication skills, ICT skills, business skills to be|

| | |successful entrepreneurs/marketing managers |

| | |Able to integrate marketing knowledge in making effective business decisions |

| | |Able to apply the research findings to handle business problems and develop new business and marketing |

| | |knowledge |

| | |Update and understand changes in professional norms, values, rules, and regulations under market and |

| | |related industries |

| |2.2 |Methodology |

| | |Class lecture on theories and practical knowledge |

| | |Examples of real world situations |

| | |Class discussion on case study, concerned marketing problems, etc. |

| | |Project |

| | |Presentations |

| |2.3 |Assessment |

| | |Quizzes, midterm and final examinations |

| | |Project evaluation |

| | |Questions and answers in class discussion |

|3. |Intellectual Skills: |

| |3.1 |Intellectual skills needed to develop |

| | |Able to critically and logically analyze business/marketing problems |

| | |Able to apply theories to develop effective action plans for business/ marketing problems |

| | |Have innovative and initiative ideas in utilizing theoretical knowledge to solve business problems |

| | |Able to solve the problems intellectually, wisely and professionally |

| | |Able to analyze and predict the expected outcomes from decision making, problems solving, business |

| | |practices and marketing decision |

| | |Able to perform routine and assigned tasks effectively |

| | |Able to initiate and develop systematic, effective, efficient working process with respect to the real |

| | |situation |

| | |Able to evaluate data and ideas as well as gather new evidences from various sources of information |

| |3.2 |Methodology |

| | |Self learning and searching information from the Internet and other sources of information |

| | |Project |

| | |Class discussion on concerned topics |

| |3.3 |Assessment |

| | |Quizzes, midterm and final examinations |

| | |Project evaluation |

| | |Questions and answers in class discussion |

|4. |Interpersonal skills and responsibility: |

| |4.1 |Interpersonal skills and responsibility needed to develop |

| | |Able to manage emotional behaviors in oneself and others |

| | |Able to cope with changing environmental issues and work pressures |

| | |Open and willing to learn and reasonably accept criticism |

| | |Able to work as a team |

| | |Able to communicate effectively in a diverse team |

| | |Have responsibility in the assigned tasks |

| | |Continuously engage in self and professional development |

| | |Have good time management |

| | |Possess ability of being a good leader and a good follower and solving problems based on their priority |

| | |Contribute in making effective solutions to group problems |

| |4.2 |Methodology |

| | |Group discussion in class |

| | |Group project |

| |4.3 |Assessment |

| | |Self evaluation on group project |

| | |Peer evaluation on group project |

| | |Class observation in students’ engagement and responsibility |

|5. |Quantitative skills, communication skills, and ICT skills: |

| |5.1 |Quantitative skills, communication skills, and ICT skills |

| | |Possess and able to apply appropriate quantitative skills and techniques in mathematics, statistics, |

| | |finance and accounting to solve problems |

| | |Possess information and communication technology skills |

| | |Possess ability in acquiring and analyzing competitive information in making business/marketing decisions |

| | |Possess ability in summarizing, communicating and presenting information effectively |

| | |Possess discretion in the use of communication and information technology in an appropriate manner |

| |5.2 |Methodology |

| | |Self learning and searching information from the Internet |

| | |Class discussion |

| | |Presentation |

| | |Class assignments for case study, problems-solving, etc. |

| |5.3 |Assessment |

| | |Project evaluation |

| | |Class discussion evaluation |

| | |Presentation evaluation |

| | |Assignment evaluation |

5. Course Planning and Assessment

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|1. Course planning (follow มคอ.3,book #15, page 6) |

|TENTATIVE CLASS SCHEDULE |

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|PERIOD/ |

|3 Hrs. |

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|CHAPTER AND TOPICS |

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|PREPARATION FOR NEXT PERIOD |

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|PART I: INDUSTRY ANALYSIS |

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|Class 1 |

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|Worksheets: |

|1.List of team members |

|2. Market fact sheet (for students’ preparation) |

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|INTRODUCTION |

|MARKETING STRATEGIC MANAGEMENT |

|SET UP TEAM MEMBERS (5 PEOPLE) |

|(Ch.1) |

|Discussion- Select one industry, identify players (companies within that industry) and select one player (product and brand) as your |

|selected term’s project. |

|Case study: download at sm.au.edu/mkt (self-learning) |

| |

| |

|- Find out industry/market size, market growth rate, segment share, segment growth rate, market share of your selected brand. |

|- Find out the PESTEL related your company/brand. |

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|Class 2 |

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|Worksheets: |

|1.Blank sheet for graph |

|2. Advantage matrix |

|3. PESTEL |

|4. Micro worksheet |

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|MARKET/INDUSTRY ANALYSIS |

|(Special in-class lecture) |

|INDUSTRY EVOLUTION and FORECASTING (p82) |

|ADVANTAGE MATRIX (p89) |

|PESTEL AND MICRO ENVIRONMENT (Ch.3, p59~) |

|Workshop: Draw graph showing market size, |

|growth rate, segment share |

|PESTEL |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|- Prepare the analysis of opportunities and threats, EFE matrix |

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|Class 3 |

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|Worksheets: |

|1.Five forces |

|2. EFE |

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|FIVE FORCES MODEL (p73) |

|OT ANALYSIS |

|EFE MATRIX (Special in-class lecture) |

|(Ch.3-continue and supplementary material) |

|-Workshop: Five forces model to explain each selected industry/brand and develop some strategies |

|- EFE MATRIX |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|-Find SBU (strategic business units) of the company chosen and each SBU’ market size, market growth rate and market share. |

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|PART II: UNDERSTANDING COMPANY STRATEGY/POSITIONING |

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|Class 4 |

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|Worksheets: |

|1.BCG |

|2.GE |

|3. Vision and Mission statement (for homework assignment) |

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|STRATEGIC MARKETING PLANNING |

|COMPANY VISION/MISSION |

|CORPORATE PORTFOLIO ANALYSIS |

|-BCG MATRIX |

|-GE MATRIX |

|(Ch. 2 and supplementary material) |

|-Workshop: BCG and GE portfolio |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|- Find out the strengths and weaknesses of your company/brand |

|- Identify the brand portfolio |

|- Assignment: Vision & Mission |

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|Class 5 |

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|Worksheets: |

|1. Space analysis |

|2.Draw space matrix |

|3. Brand Portfolio |

|4. IFE |

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|6 FUNCTIONAL ACTIVITIES (p503) |

|SPACE ANALYSIS (p87) |

|PRODUCT ANALYSIS (Special in-class lecture) |

|BRAND PORTFOLIO (Special in-class lecturer) |

|SW analysis |

|IFE matrix(Special in-class lecture) |

|Workshop: Space analysis, Brand portfolio, IFE |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|- Identify company value chain |

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|Class 6 |

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|Worksheets: |

|1. Strategic focus |

|2. Generic strategies |

|petitive grid (Distribute the sheet for Assignment I) |

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|STRATEGIC FOCUS(Ch.2, p45) |

|GENERIC STRATEGIES(Ch.2, p.48) |

|UNDERSTANDING THE ORGANIZATIONAL RESOURCE (Ch.6, p.143) |

|VALUE-CREATING DISCIPLINES (Ch.5,p.126) |

|VALUE CHAIN |

|-Workshop: Space analysis, advantage matrix, IFE |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|-Analyze and specify target market |

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|Class 7 |

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|Worksheets: |

|1. Product and customer matrix |

|2.Positioning statement |

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|CUSTOMER ANALYSIS (SELF-STUDY ) (Ch.4,p94) |

|SEGMENTATION/TARGETING/POSITIONING |

|TARGET MARKET SELECTION |

|POSTIONING STATEMENT (Special in-class lecture) |

|(Ch 8,9,10 and supplementary materials) |

|- Workshop: possible strategies of your brand |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|Assignment I: |

|Competitive Positioning of each competitor |

|Competitive Grid-Prepare to analyze competitors |

|- Identify strengths and weakness of each major competitor (From worksheet provided) |

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|Class 8 |

|(Presentation) |

|Submission of Assignment I: Competitive Grid and Analysis (Group Project 5%) |

|Presentation I: (Individual Presentation 5%) |

|Preparation of Mid-term |

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|MIDTERM EXAM |

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|PART III: ANALYZING COMPETITORS |

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|Class 9 |

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|Worksheets: |

|petitiors analysis |

|2.Strategic groups |

|3. CPM |

|4. Strategic competitive posture |

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|COMPETITORS ANALYSIS (Special in-class lecture) |

|STRATEGIC GROUPS (p79) |

|COMPETITORS CAPABILITIES (Ch.5, p115) |

|COMPETITIVE PROFILE MATRIX (CPM) |

|(Special in-class lecture) |

|STRATEGIC COMPETITIVE POSTURE |

|(Special in-class lecture) |

|(Ch.5 and supplementary materials) |

|-Workshop: Draw competitor’s analysis-direct, indirect, and substitutes |

|- strategic groups |

|- CPM, and draw strategic posture of each competitor |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|-Prepare each competitor’s strategy |

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|PART IV: COMPETITIVE STRATEGIES |

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|Class 10 |

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|Worksheet: |

|petitive advantage creation (2pcs.) |

|2. Positioning mapping |

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|SUSTAINABLE COMPETITIVE ADVANTAGE (Ch.11, p301) |

|COMPETITIVE POSITIONING STRATEGIES (Ch.19 p556) |

|OFFENSIVE AND DEFENSIVE COMPETITVE STRATEGIES (Ch.11, p319) |

|(Ch.11, 19 and supplementary materials) |

|NEW STRATEGIES FOR CHANGING ENVIRONMENTS (p68) |

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|- Workshop: positing strategies, draw positioning mapping |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|-Prepare company/brand strategies |

|- Suggest some B/R strategies |

|Use the brand portfolio and competitive analysis to find brand gap |

|-Find out the examples of long tail and social network marketing |

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|Class 11 |

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|Worksheets: |

|1.Strategy canvas |

|2.B/R ocean strategies |

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|-1ST CHECKLIST FOR PROJECT |

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|BLUE, RED AND WHITE OCEAN STRATEGIES |

|(Special in-class lecture)and (Ch.18,p514) |

|Long Tail (Supplementary materials) |

|SOCIAL NETWORK MARKETING (Supplementary materials) |

|BRAND GAP(Special in-class lecture) |

|COMPETING THROUGH THE NEW MARKETING MIX AND INNOVATION, (p336) |

|(Ch. 12, 13 and Supplementary materials) |

|STRATEGIES THROUGH CUSTOMERS (SELF-STUDY) |

|(Ch. 14 and 15) |

|-Workshop: Strategy canvas, B/R ocean strategies, Brand Gap |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|-- Find out the examples of corporate strategies that you realized and adapt them to your concern SBU/brand |

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|PART V: THE STRATEGIC DECISIONS |

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|Class 12 |

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|2ND CHECKLIST FOR PROJECT |

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|CORPORATE STRATEGIES |

|- ANSOFF |

|- INTEGRATION |

|- DIVERSIFICATION |

|- ACQUISITION |

|- MERGER |

|- JOINT VENTURE |

|- STRATEGIC ALLIANCES |

|(Ch.16 and supplementary materials) Case study: download at sm.au.edu/mkt (self-learning) |

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|- Prepare all data to analyze strategicdirections for your concerned brand/SBU |

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|Class 13 |

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|Worksheets: |

|1.Tows |

|2.IE |

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|TOWS MATRIX |

|STRATEGIC MARKETING DECISION |

|GRAND STRATEGY |

|IE MATRIX |

|(Special in-class lecture) |

|(See supplementary material) |

|Workshop: Tows, IE matrix |

|Case study: download at sm.au.edu/mkt (self-learning) |

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|- Submit assignment II (see the details of project guidelines at homepage guide). |

|- Prepare individual presentation – Powerpoint |

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|Class 14 |

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|Submission of Assignment II: Competitive Analysis and Strategy of your selected brand/company (10%) |

|Presentation II: (Individual presentation 5%) |

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|FINAL EXAMINATION |

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|2. Assessment (follow มคอ.3,book #15, page 11) |

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|Participation 5% |

|Semester Assignment (5+10) 15% |

|Workshop (Content analysis in class) 15% |

|Presentation (5+5) 10% |

|Midterm Examination 20% |

|Comprehensive Final Examination 35% |

|Total 100% |

6. Course Resources

|1. Required text books and readings: |

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|Marketing Strategy and Competitive Positioning, Gramham Hooley, John Saunders, Nigel Piercy, 4th Edition, Prentice Hall, Co. |

|UK, 2008 |

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|2. Supplementary reading list/references: |

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|lms.au.edu |

|3. Recommended reading list/references: |

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|- Modern Competitive Strategy, Gordon Walker, 2nd Edition, McGraw-Hill Irwin, 2007. |

|- Marketing Management, Philip Kotler and Kevin Lane Kller, 13th Edition, Prentice Hall 2009 |

|- Competitive Strategy, “Techniques for analyzing industries and competitors”, Michael E. Porter, The Free Press, 1996. |

7. Course Feedback and Improvement

|1. |Course evaluation by students: |

| |Discussion with students |

| |End-semester questionnaire |

| |Class evaluation/peer evaluation |

|2. |Other methods of course evaluation: |

| |Discussion with experts |

| |Industry survey |

|3. |Course development and improvement: |

| |Research |

| |Seminars |

| |Course workshop and meeting |

| |Course mentor |

| |Class observation |

| |Knowledge sharing |

|4. |Quality assurance of the course: |

| |Internal committees |

| |External committees |

| |Internal quality assurance |

| |External quality assurance |

|5. |Course revision and development plan: |

| |Major revision every 5 years |

| |Minor revision where appropriate |

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