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EXMBM522-23A (HAM)
Marketing Strategy
15 Points
Staff
Convenor(s)
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Mark Buschgens
9289
MSB.4.16
mark.buschgens@waikato.ac.nz
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Administrator(s)
Librarian(s)
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What this paper is about
Welcome to the world of Marketing.
This paper will assist you in understanding that marketing is not just about persuasive advertising and sales, designed to convince you to part with your hard earned cash. Marketing is about understanding and capturing customer value across the entire customer journey - pre-purchase, purchase and post purchase. This is done through the development of a brand that reflects a well researched and implemented marketing mix.
This paper has been designed to provide participants with a broad understanding of the basic concepts of marketing and marketing strategy.
Marketing is about understanding and creating customer value, and is at the heart of any successful organisation. Core concepts introduced include the marketing mix, consumer behaviour, segmentation, target marketing and positioning, and an introduction to marketing research. We will build on these concepts as we uncover the marketing process from the analysis needed to develop marketing strategy, through brand positioning and the development of a marketing mix.
On completion of the paper, participants will have an understanding of core marketing principles that drive the creation of marketing value in the modern marketplace.
How this paper will be taught
This paper will be offered in a FLEXI format where students can participate online via Zoom synchronously with the option at times of also engaging in on-campus group work in Hamilton. See Moodle for more details. We expect students to participate in all sessions synchronously and some assessments may be scheduled at specific times. You are expected to participate fully in group work and assessments for you to be able to meet the requirements and expectations of this paper. All supportive online resources and class recordings will be available via Moodle."
This paper is taught through a combination of lectures, group work activities, and assessments. Video content and readings are expected to have been viewed before each session to enable all students to engage with the learning. Students are encouraged to express their own experiences, reasoned opinions, and questions for discussion.
The work group sessions help:
a) clarify any questions you may have regarding marketing and the paper resources
b) highlight important marketing theories, concepts, issues and practices
c) bring marketing principles to life by using examples.
Required Readings
Readings are provided for all key elements of this paper. See Moodle for details. Readings relate to each session's topic and are useful for all assessments.
Learning Outcomes
Students who successfully complete the course should be able to:
Assessments
How you will be assessed
PLEASE NOTE: The University of Waikato has zero-tolerance for plagiarism.
Use the APA Referencing Style. The University of Waikato Library has put together a selection of resources to help you acknowledge your sources properly. https://www.waikato.ac.nz/library/guidance/referencing
All assessment must be submitted as a word document unless otherwise stated.
Please refer to Moodle for assessment details.
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam.