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
| |
|1. Course planning (follow มคอ.3,book #15, page 6) |
|TENTATIVE CLASS SCHEDULE |
| |
| |
| |
|PERIOD/ |
|3 Hrs. |
| |
|CHAPTER AND TOPICS |
| |
|PREPARATION FOR NEXT PERIOD |
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| |
|PART I: INDUSTRY ANALYSIS |
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|Class 1 |
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| |
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|Worksheets: |
|1.List of team members |
|2. Market fact sheet (for students’ preparation) |
| |
| |
|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. |
| |
| |
| |
|Class 2 |
| |
| |
|Worksheets: |
|1.Blank sheet for graph |
|2. Advantage matrix |
|3. PESTEL |
|4. Micro worksheet |
| |
| |
|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) |
| |
| |
|- Prepare the analysis of opportunities and threats, EFE matrix |
| |
| |
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|Class 3 |
| |
| |
| |
|Worksheets: |
|1.Five forces |
|2. EFE |
| |
|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) |
| |
| |
|-Find SBU (strategic business units) of the company chosen and each SBU’ market size, market growth rate and market share. |
| |
|PART II: UNDERSTANDING COMPANY STRATEGY/POSITIONING |
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|Class 4 |
| |
|Worksheets: |
|1.BCG |
|2.GE |
|3. Vision and Mission statement (for homework assignment) |
| |
| |
|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) |
| |
| |
|- Find out the strengths and weaknesses of your company/brand |
|- Identify the brand portfolio |
|- Assignment: Vision & Mission |
| |
| |
| |
|Class 5 |
| |
|Worksheets: |
|1. Space analysis |
|2.Draw space matrix |
|3. Brand Portfolio |
|4. IFE |
| |
| |
|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) |
| |
|- Identify company value chain |
| |
| |
| |
|Class 6 |
| |
|Worksheets: |
|1. Strategic focus |
|2. Generic strategies |
|petitive grid (Distribute the sheet for Assignment I) |
| |
|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) |
| |
| |
|-Analyze and specify target market |
| |
| |
| |
| |
|Class 7 |
| |
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|Worksheets: |
|1. Product and customer matrix |
|2.Positioning statement |
| |
| |
| |
|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) |
| |
| |
|Assignment I: |
|Competitive Positioning of each competitor |
|Competitive Grid-Prepare to analyze competitors |
|- Identify strengths and weakness of each major competitor (From worksheet provided) |
| |
|Class 8 |
|(Presentation) |
|Submission of Assignment I: Competitive Grid and Analysis (Group Project 5%) |
|Presentation I: (Individual Presentation 5%) |
|Preparation of Mid-term |
| |
|MIDTERM EXAM |
| |
| |
|PART III: ANALYZING COMPETITORS |
| |
| |
|Class 9 |
| |
|Worksheets: |
|petitiors analysis |
|2.Strategic groups |
|3. CPM |
|4. Strategic competitive posture |
| |
|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) |
| |
| |
|-Prepare each competitor’s strategy |
| |
| |
|PART IV: COMPETITIVE STRATEGIES |
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|Class 10 |
| |
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| |
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|Worksheet: |
|petitive advantage creation (2pcs.) |
|2. Positioning mapping |
| |
| |
|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) |
| |
|- Workshop: positing strategies, draw positioning mapping |
|Case study: download at sm.au.edu/mkt (self-learning) |
| |
| |
|-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 |
| |
| |
|-1ST CHECKLIST FOR PROJECT |
| |
|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) |
| |
| |
|-- 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) |
| |
| |
|- 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 |
| |
|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) |
| |
| |
|- Submit assignment II (see the details of project guidelines at homepage guide). |
|- Prepare individual presentation – Powerpoint |
| |
| |
|Class 14 |
| |
|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) |
| |
|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: |
| |
|Marketing Strategy and Competitive Positioning, Gramham Hooley, John Saunders, Nigel Piercy, 4th Edition, Prentice Hall, Co. |
|UK, 2008 |
| |
|2. Supplementary reading list/references: |
| |
|lms.au.edu |
|3. Recommended reading list/references: |
| |
|- 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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