EXED508-17DM (HAM)

Marketing Practice

10 Points

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Waikato Management School
Te Raupapa
Executive Education

Staff

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Convenor(s)

Greg Bold

Greg Bold
8:30 - 5:00 Monday to Friday via email
greg.bold@waikato.ac.nz

Lecturer(s)

Administrator(s)

: danial.hilson@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: jessica.howie@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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This paper focuses on the development and application of marketing actions and strategies in today's business environment for commercial and not for profit organisations. At the end of the course participants will have learned to ‘think like a marketer’ and will have the skills necessary to develop a strategic marketing plan. Participants will also learn to apply a range of marketing tools to analyse their competitive environment, the importance of relationship management, how to harness the internal market, how to develop a customer value proposition, the process of innovation and new product and service development, and how to develop and deploy an integrated marketing, communications and brand strategy.
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Paper Structure

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This paper will be facilitated with face-to-face sessions, supported by online resources.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Analyse the competitive environment and understand the supply chain
    Linked to the following assessments:
    • Literature Review - Defining Marketing (1)
  • Conduct market segmentation and gain understanding of customer needs
    Linked to the following assessments:
    • Literature Review - Defining Marketing (1)
  • Develop a strategy to innovate new products and services
    Linked to the following assessments:
    • Marketing Mix and Positioning - individual (2)
  • Utilise the organisation's 'internal market' to deliver the marketing strategy
    Linked to the following assessments:
    • Marketing Mix and Positioning - individual (2)
  • Develop customer relationship plans
    Linked to the following assessments:
    • Marketing Mix and Positioning - individual (2)
  • Understand the 4 P's of product, price, promotion and place
    Linked to the following assessments:
    • Marketing Mix and Positioning - individual (2)
  • Develop and integrated marketing, communications and digital strategy
    Linked to the following assessments:
    • Marketing Plan for your Chosen Organisation - group (3)
  • Develop and position an organisational brand.
    Linked to the following assessments:
    • Marketing Plan for your Chosen Organisation - group (3)
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Assessment

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All assessment is compulsory.

It is expected you have read the Corporate & Executive Education Policies.

PLEASE NOTE: The University has zero-tolerance for Plagiarism.

All assessment must be submitted as a Word document, unless otherwise stated.


Booking of rooms for group meetings:
MSB.1.38, 1.39, 1.40 – email law-pa@waikato.ac.nz
Hamilton CBD office: Phone 07 837 9469
All other rooms: http://timetable.waikato.ac.nz/bookings/

Please refer to Moodle for assessment details.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Literature Review - Defining Marketing
12 Nov 2017
11:30 PM
35
  • Online: Submit through Moodle
✔
2. Marketing Mix and Positioning - individual
10 Dec 2017
11:30 PM
15
  • Online: Submit through Moodle
✔
3. Marketing Plan for your Chosen Organisation - group
4 Dec 2017
No set time
50
  • Online: Submit through Moodle
  • Presentation: In Class
✔
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Text: Kotler, P. & Keller, K. L. (2015). Marketing management (15th ed.). USA: Pearson.

It is expected that you have read all readings allocated to each session before attending class.

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Online Support

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Waikato Management School Helpdesk: wms_helpdesk@waikato.ac.nz, 0800 WAIKATO, extn 4599

ITS: https://landesk.waikato.ac.nz0800 WAIKATO, extn 4008

Moodle help files
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Workload

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As a general guide 12-15 hours per week is required over the whole period of the paper.
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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

EXLD539

Restriction(s)

EXLD507 and EXLD529

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