Fundamentals of Successful Marketing
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What this paper is about
This paper forms the introduction to marketing. Marketing forms a fundamental aspect of all business. It is the focal point of contact with customers – and customers are the one thing that any business, whether profit- or non-profit, small or large, cannot survive without. The most successful brands in the world, such as Apple, Huawei, Sony, Amazon or Chemist Warehouse, are marketing companies at heart.
Although finance, accounting, HR, and many other disciplines increasingly rely on automated processes, AI, and robotics, marketing remains a uniquely human-driven process due to its need to understand the consumer and consumer markets, and to present creative solutions.
The activity of marketing involves understanding the needs of consumers and what type of solutions, usually in the form of products or services, would provide benefits to those consumers. In other words, marketing is about determining likely areas of value to specific consumer groups and planning for and creating value for those groups that become the brand's customers. A business that offers customers what they actually want and are happy to pay for will be a successful business.
This paper introduces the basic concepts and terminology that feed into all advanced marketing papers/courses, and which will be invaluable for all majors and papers/courses of study in business.
How this paper will be taught
The aim of this paper is to provide students will an understanding of the concepts and vocabulary involved in the implementation of marketing. The content for studying on this course are:
- A textbook: the textbook provides the basic knowledge and understanding required to pass the course. Reading and understanding the textbook in your own time is a vital component of studying on the course. This will provide you with in-depth explanations of concepts and introduce the vocabulary you require to take more advanced courses. Textbook knowledge is assessed through multiple-choice quizzes.
- Tutorial Exercises: there will be a number of tutorial exercises focused on the formal assessments used in the course. These are designed to enhance student understanding of the most important concepts. Tutorial work is assessed through the completion and submission of the exercises.
- Summary Videos: the lectures for the course will summarise the important parts of the textbook, but also introduce other concepts and more applied knowledge required for the creation of assessment reports. Understanding of the lecture content is assessed through the quizzes, tutorial exercises and assignment reports.
Face-to-face and NET versions of this paper
Please note that there is a parallel edition of MRKTG101 (NET) that runs as a standard face-to-face paper MRTKG101 (HAM). You can only enrol in one of these papers. This NET paper has exactly the same content and assessment as the face-to-face edition. This is suitable only for students who are unable to attend in person and communication will primarily occur through Moodle and e-mail.
This NET paper is designed for students who are unable to attend classes in person. This is suitable for students living away from Hamilton or who have some other reason that makes in-class attendance difficult.
This NET paper has no required face-to-face or synchronous teaching content, i.e. there are no required times when you need to attend or be online. You will receive support from the paper convenor and your assigned tutor and we strongly encourage you to reach out regularly to ask questions and discuss examples. Zoom meetings will be available with your tutor on request but reserved for when there is a specific problem. Please email your tutor in advance and be clear as to what you need to discuss and what you have done so far to solve your problem.
As this is an introductory paper that prepares you for more advanced papers, the main aim is to test your familiarity and understanding of the basic concepts of marketing and the related vocabulary. It should not be a difficult paper, but there is a lot of content. As such, the bulk of your study time will involve:
- Reading the textbook and checking your understanding
- Watching the summary videos linked on Moodle
- Completing the tutorial exercises, quizzes and other assignments
As a largely 'self-study' paper, this NET paper requires some discipline in how you study and in keeping up to date. Please make sure you know the schedule for exercises (there will be an exercise almost every week), quizzes and other assignments. Please do not hesitate to contact your tutor regularly. Ideally, you should be in touch with your tutor at least once a week.
Visiting the face-to-face lectures and tutorials
If you are able, you are welcome to attend lectures or tutorials either in Hamilton or in Tauranga (Trimester A only). You are free to attend the lectures at any time, including guest speaker presentations, if you wish to. If you wish to also attend a tutorial, you are also free to do so, but please contact the tutor (or the convenor) in advance as a courtesy. Note: you will not receive credit for attendance, but this may help with your understanding.
Choosing a version of MRKTG101
Anyone who wishes to switch to the face-to-face (HAM) paper should do so before the enrolment deadline at the end of Week 2 of the trimester. Please consult with MSC if you wish to change.
All students will be assessed primarily on their knowledge and understanding of the core textbook. The textbook forms the knowledge base for all other papers and marketing knowledge is required for the majority of other business subjects.
There are no specific Tutorial times for this paper, but to manage students and provide support, you will be allocated to a specific tutorial group with a specific tutor who will help you and answer your questions. The tutor will also arrange individual or group Zoom calls if required to clarify points or provide guidance. Tutorials will be assigned in Week 3.
In the NET paper, the tutorials will be:
- Your point of communication with your tutor
- Your point of communication with a group of your peers
- Where you will submit your written answers to tutorial exercises
- You will form maximum 3-4 person teams from within your tutorial group when you complete the final groupwork exercise
Principles of Marketing (7th or 8th Edition)
The paper is built around the following text:
- Armstrong, G., Denize, S., Volkor, M., Kotler, P., Ang, S. H., Love, A., Doherty, S., and van Esch, P. (2021) Principles of Marketing (8th Edition), Melbourne, Australia, Pearson.
You can purchase the book directly at this link. This book has been used since 2021 so I recommend also looking for secondhand copies.
The 7th edition of the same textbook would also be acceptable for study purposes:
- There are a limited number of copies of this book in the library.
- The course expectation is that you read and understand this textbook, so purchasing a copy of the text is highly recommended. You should be able to purchase the book at the campus bookstore. Alternatively, you can purchase directly from Pearson Education: here.
- [7th edition of the book is also acceptable. Amazon has lower-cost eBook copies on Kindle from time to time.]
What is Marketing?
The course will also draw on the following textbook (available as an eBook through the library):
- Silk, A. J. (2006) What is marketing?Boston, Massachusetts: Harvard Business School Press.
This book will only be used for supplementary material.
You will need to have
Other important resources you should know:
Students should be familiar with key sources of statistical information related to New Zealand markets:
Students who successfully complete the course should be able to:
Explain and apply the fundamental terms, concepts and applications of marketing
Linked to the following assessments:• Textbook Chapter Quizzes (1)• Tutorial Exercises (2)• Progress Reports (3)• Marketing Proposal Report (6)
Identify and categorise the factors that drive value through the marketing process
Linked to the following assessments:• Progress Reports (3)• Marketing Proposal Report (6)
Identify relevant outcomes of marketing concepts and marketing-related decision making
Linked to the following assessments:• Progress Reports (3)• Marketing Proposal Report (6)
Apply market segmentation and data to identify target markets in New Zealand
Linked to the following assessments:• Progress Report 2: 15 pts (5)• Marketing Proposal Report (6)
Present relevant criteria for market positioning through the application of the marketing mix
Linked to the following assessments:• Marketing Proposal Report (6)
Communicate marketing planning decisions and results of basic analysis using the correct terminology and concise, accurate business English
Linked to the following assessments:• Tutorial Exercises (2)• Progress Reports (3)• Marketing Proposal Report (6)
How you will be assessed
Notes on requirements and expectations for writing and document presentation
Please note that all reports in MRKTG101 should be well-written and well-presented. This is reflected in the rubric. Please ensure you use both spellchecker and grammar-checking software. While keeping within the specified page limits, reports should be laid out in an attractive manner:
- Use a clear document structure. Make this structure clear by using sub-headers.
- Write clearly and concisely:
- Do not 'pad' your writing. Cut down word count to a minimum while still making your writing clear
- Keep paragraphs short – a maximum of 4-5 lines per paragraph is recommended
- Where possible, such as for lists of statistics or product characteristics, you are encouraged to use bullet point lists
- Use charts and graphs where appropriate. Charts should be created as original charts and never be copied & pasted from elsewhere. All charts should have:
- A clear descriptive title
- Clearly labelled and correctly unitised axes
- A clear source/reference
- Ensure all content that is not your subjective opinion or your own creative content is correctly referenced using either APA referencing or links to original sources.
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam.
|Percentage of overall mark
|1. Textbook Chapter Quizzes
|2. Tutorial Exercises
3. Progress Reports
|4. Progress Report 1: 15 pts
31 Mar 2023
|5. Progress Report 2: 15 pts
5 May 2023
|6. Marketing Proposal Report
9 Jun 2023