MRKTG101-23B (HWC)

Fundamentals of Successful Marketing

15 Points

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The University of Waikato
Academic Divisions
Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: jane.kamal@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 introduces the study of marketing by discussing key marketing concepts that impact consumers' customer journey. Tutorial work gives the opportunity to apply knowledge to actual situations. The paper has been developed to include social media trends in marketing, which is included as a major component of the technical environment analyses.

Paper Description

Marketing is about understanding and creating customer value, and is at the heart of any successful organization. A full range of core concepts are introduced including environmental analysis, marketing research, segmentation, target marketing and positioning and the marketing mix. New skills are developed and demonstrated through a range of integrated assessments that culminate in the Marketing Trade Show assignment. The Trade Show is a centerpiece of the WMS calendar, providing students with the ability to develop collaborative team work expertise, working together to produce a practical application of the skills developed throughout this course. By the end of the course students should have an understanding of the core principles that drive successful brand positioning based upon an understanding of how to create marketing value in the modern marketplace. The course also introduces students to the latest digital developments in marketing, including new media marketing, content marketing, and Omni-Channel retailing.

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How this paper will be taught

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There are various activities in this paper:

  • Lectures: Students are expected to have read the relevant online chapter from the online texts, and lecture notes before classes, and to have undertaken the required exercises and assignments.
  • Lecture classes will be used to:

    (a) clarify any questions you might have from the relevant chapters in the online textbook;

    (b) highlight important marketing theories, concepts/principles and issues, and;

    (c) bring marketing principles to life by using various international examples.

  • Tutorials
  • Tests
  • Marketing Trade Show Presentation
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Required Readings

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Weekly Online Readings

Perrin, R. (2011). Pocket guide to APA style (4th ed.). Boston: Houghton Mifflin.

Further weekly readings will be provided in class.

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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:
  • Identify and categorise the factors that drive value through the marketing process
    Linked to the following assessments:
  • Identify relevant outcomes of marketing concepts and marketing-related decision making
    Linked to the following assessments:
  • Apply market segmentation and data to identify target markets in New Zealand
    Linked to the following assessments:
  • Present relevant criteria for market positioning through the application of the marketing mix
    Linked to the following assessments:
  • 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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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. Tutorial activities and Class Participation (15%)
15
  • In Class: In Lecture
2. Assessments
Sum of All
45
  • Online: Submit through Moodle
3. Assessment 1 - Individual Report (15%)
11 Aug 2023
11:30 PM
-
  • Online: Submit through Moodle
4. Assessment 2 - Group Report (15%)
22 Sep 2023
11:30 PM
-
  • Online: Submit through Moodle
5. Assessment 3 - Group Presentation (10%)
9 Oct 2023
4:00 PM
-
  • In Class: In Lecture
6. Mid Term Test (20%)
21 Aug 2023
11:30 PM
20
  • In Class: In Tutorial
  • Online: Submit through Moodle
7. Final Test (20%)
15 Oct 2023
11:30 PM
20
  • In Class: In Tutorial
  • 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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