MKTG251-17B (HAM)
Strategic Marketing Planning
20 Points
Staff
Convenor(s)
Roger Brooksbank
9294
MSB.4.21
Mon 2-3 and Wed 2-3
roger.brooksbank@waikato.ac.nz
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Administrator(s)
Tutor(s)
Librarian(s)
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.
Paper Description
Paper Structure
Learning Outcomes
Students who successfully complete the course should be able to:
Assessment
It will be required that a student attain at least a 'D' grade in internal assessment work, and at least a 'D' grade on the final examination. A pass in the course will be awarded where these final grades are attained in each segment and the weighted average is at least a 'C' grade.
Assessment Components
The internal assessment/exam ratio (as stated in the University Calendar) is 1:1. The final exam makes up 50% of the overall mark.
Required and Recommended Readings
Required Readings
Recommended Readings
MKTG251/351 Case Studies. These can be printed off MyWeb. Selected readings to be made available in the Management Student Centre during the semester or on MyWeb.
Here is a link to the reading list. You must be logged in to view:
https://waikato.rl.talis.com/lists/4C244C29-95F1-A63A-477A-372E12D19167.html
A. Walker, O.C., Mullins, J.W., Gountas, J.I., MAvondo, F.T., Kriz, A. and Osborne, C. (2015). Marketing Strategy: A Decision-focussed Approach. Chapter 1, pp2-28. Available on MyWeb.
B.Brooksbank, R.(1996). The BASIC marketing planning process: A practical framework for the smaller business. Marketing Intelligence and Planning 14(4) 16-24.
C.Brooksbank, R., Davey, J. and McIntosh, J.(2009). Marketing's Great Identity Crisis: A Revised Definition and Urgent Research Agenda. Proceedings of the 11th International Business Research Conference, Sydney: December 2-4.
D.Brooksbank, R. (2007). Ways that high-performing UK manufacturers build a marketing-led company culture. Innovative Marketing 3 (3), 93-101.
E. Porter, Michael (1980). Industry Structure and Competitive Strategy: Keys to Profitability. Financial Analysts Journal 36(4), 30-41.
F. Brooksbank, R.(1990). UK Newsagents Survey 1990. University of Bradford Management Centre, UK:Author. Available in hardcopy
G. Ries, A. (1992) The discipline of the narrow focus. The Journal of Business Strategy 13(6) 3-10.
H.Wood, M.B. (2005). Planning segmentation, targeting and positioning. The Marketing Plan Handbook, 2nd Edition. UK:Prentice Hall, 52-68.
I. Brooksbank, R. (1994). The anatomy of marketing positioning strategy. Marketing Intelligence and Planning 12(4) 10-15.
J. Brooksbank, R. & Taylor, D. (2007). Strategic marketing in action: A comparison of higher and lower performing manufacturing firms in the UK. Marketing Intelligence & Planning, 25 (1), 31-44.
K. Aaker, D.A.(2014). Alternative Value Propositions. Strategic Market Management. Chapter 8. Available on MyWeb files.
L.Ettenson, R., Conrado, J & Knowles, J. (2013). Rethinking the 4 P's. Harvard Business Review, January-February.
M.Brooksbank, R., Garland, R., Subhan, Z. and Rader, S. (2015). Strategic Marketing in Times of Recession versus Growth. Available on MyWeb.
N.Brooksbank, R., Garland, R. and Taylor, D. (2010). Strategic Marketing in New Zealand Companies. Journal of Global Marketing, 23(1) 33-44.
O.Dawar, N. (2013). When Marketing is Strategy. Harvard Business Review, November-December.
P. Brooksbank, R. (1991). The essential characteristics for an effective marketing plan. Marketing Intelligence and Planning 9(4) 17-21.
SUGGESTED READING - Marketing Magazine.
Also available on desk copy at the Library, as extra readings:
How to Prepare Your Strategic Marketing Plan. The Marketing Improvement Group, Hamilton, NZ.
Brooksbank, Roger (2002). Hot Marketing, Cool Profits. McGraw Hill.
Some additional readings will also be made available during the semester. Further details will be given in class.
Online Support
Workload
Linkages to Other Papers
Prerequisite(s)
MKTG151 or MKTG209
Restriction(s)
MKTG351