MRKTG101-23A (TGA)

Fundamentals of Successful Marketing

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: uwt@waikato.ac.nz
: tarryn.nel@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: yilan.chen@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, 9 or 3 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.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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What this paper is about

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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.

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How this paper will be taught

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Paper content

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:

  • The 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 discipline 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 exercises are designed to enhance student understanding of the most important concepts. Tutorial work is assessed through the completion and submission of the exercises.
  • Lectures and 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 Flexi options

This paper is primarily a face-to-face paper with both in-class lectures and tutorials. Lecture attendance is highly recommended as it is the primary opportunity to interact with the course instructor. You will gain more value from lecture attendance than from attempting to absorb the same material from videos.

Attendance at tutorials is assessed through exercise completion. Missing multiple tutorials without sufficient reason (see details below on extensions and special consideration), may directly affect your final grade.

We will accommodate athletes, students who may need to miss just a week or two of classes or students who become temporarily ill, by accepting work remotely.

This is a FLEXI paper which means the teaching is delivered on campus but is set up so a student can complete the paper without attending in person, including tests. It is offered face to face and in FLEXI mode which means the lecture and tutorial will be available via Zoom (these will be recorded).

Students will be able to make a choice in Moodle whether they will participate in the course face to face or online. However, If a student selects 'online' they are expected to join a group, communicate with the lecturer and tutor regularly and participate. If the student wishes to change their choice once the trimester has begun, they will need to email the Convenor for approval.

Tutorial sign-up

Tutorials begin in Week 3 of the course. Sign-up for tutorials will be available on Moodle following the first lecture and slots will be allocated on a first-come, first-served basis. You should have two or three possible options from the list available. In cases where a particular tutorial slot proves unpopular and numbers are low, you may be required to move to an alternative time slot.

The number and maximum size of tutorials will be determined by the final number of students enrolled on the paper. Some of the time slots listed below may not be available.

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Required Readings

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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: https://www.pearson.com/store/p/principles-of- marketing/P200000008205/9780655704485

  • This book has been used since 2021 so I recommend also looking for second-hand copies.

The 7th edition of the same textbook would also be acceptable for study purposes:

  • This textbook is available in limited copies 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.

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You will need to have

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Other important resources you should know:

Students should be familiar with key sources of statistical information related to New Zealand markets:

Stats NZ

  • https://www.stats.govt.nz/

How to Research your Market

  • https://www.business.govt.nz/getting-started/taking-the-first-steps/how-to-research-your- market-and-competitors/

Euromonitor Passport

https://www-portal-euromonitor-com.ezproxy.waikato.ac.nz/portal/policy/termsandconditions?ControllerName=Default&ActionName=Index)

  • (available through the Library)

MarketLine Advantage

  • https://advantage-marketline-com.ezproxy.waikato.ac.nz/HomePage (available through the Library)

Nielsen Insights

  • https://www.nielsen.com/nz/en/insights/ (NZ edition)

Think with Google Newsletter

  • https://www.thinkwithgoogle.com/intl/en-aunz/ (AU-NZ edition)

WARC

  • https://www-warc-com.ezproxy.waikato.ac.nz/ (available through the Library)

International Markets

  • https://www.nzte.govt.nz/page/market-information
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Learning Outcomes

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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 - INDV (1)
    Progress Report 1 (15 points) (4)
    Progress report 2 (15 points) (5)
    Marketing Proposal Report (6)
  • Identify and categorise the factors that drive value through the marketing process
    Linked to the following assessments:
    Progress report 2 (15 points) (5)
    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:
    Tutorial Participation & Exercise completion (2)
    Progress report 2 (15 points) (5)
    Marketing Proposal Report (6)
  • Present relevant criteria for market positioning through the application of the marketing mix
    Linked to the following assessments:
    Tutorial Participation & Exercise completion (2)
    Progress reports (3)
    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:
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Assessments

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How you will be assessed

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Practice Good Writing and Document Presentation in all Assignments

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 4­5 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.
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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. 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 100:0 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. Textbook Chapter Quizzes - INDV
20
  • Online: Submit through Moodle
2. Tutorial Participation & Exercise completion
25
  • In Class: In Tutorial
3. Progress reports
Sum of All
30
  • Online: Submit through Moodle
4. Progress Report 1 (15 points)
31 Mar 2023
8:00 PM
-
  • Online: Submit through Moodle
5. Progress report 2 (15 points)
5 May 2023
7:00 PM
-
  • Online: Submit through Moodle
6. Marketing Proposal Report
Sum of All
25
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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