MRKTG101-23G (HAM)

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)

: paula.maynard@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: em.pooley@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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Marketing is about understanding and creating customer value, and is at the heart of any successful organisation. A full range of core concepts is introduced including business orientations, environmental analysis, marketing research, segmentation, target marketing and positioning, the marketing mix, and service marketing. New skills are developed and demonstrated through a range of integrated assessments that culminate in the creation and team presentation of a Marketing Proposal.

By the end of the course/paper, students should have an understanding of the core principles that drive successful market positioning based upon an understanding of how to create marketing value in the modern marketplace.

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How this paper will be taught

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There are various activities in this paper:

  • Content Summaries (Lectures): Students are expected to have read the relevant chapter from the textbook and to have undertaken the required exercises and assignments.

  • Tutorials with weekly participation exercises for students studying in-­class
    Quizzes based on the textbook

  • Group marketing proposal exercise

This paper will rely on the textbook (not the lectures) as the core content.

This paper is a face ­to ­face paper with some assessment of participation during tutorials. However, due to the pandemic and the difficulties with travel, we have designed this course/paper to incorporate the option of “FLEXI” study (see below).

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.

For those of us in Aotearoa, classes will consist of two two­-hour content summary lecture and two two-­hour interactive tutorial per week. Tutorials form the main point of contact for feedback and questions.

For students unable to attend classes in person, this paper becomes largely self­study in nature.

You will study the paper content in your own time by reading the textbook and watching the Panopto recordings of the content summary lectures.
You will be designated a tutorial group and tutor who will be available to answer questions.

If you are located overseas, you will need to study remotely until such a time when travel restrictions are lifted. Please let us know you are currently overseas by using the form on Moodle.

If you are located in New Zealand but are unable to attend classes in person ('flexi'), please let us know using the form on Moodle. Overseas and 'flexi' students will be assigned separate tutorial groups and not be graded on participation.

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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.

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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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
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  • Identify relevant outcomes of marketing concepts and marketing-related decision making
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  • Apply market segmentation and data to identify target markets in New Zealand
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  • 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. Chapter Quizzes - INDV
20
  • Online: Submit through Moodle
2. Tutorial participation - INDV
20
  • In Class: In Tutorial
3. Proposal Reports 1 & 2 - INDV
Sum of All
30
  • Online: Submit through Moodle
4. Proposal Report 1: Market research and Macro analysis - 15%
29 Nov 2023
5:00 PM
-
  • Online: Submit through Moodle
5. Proposal Report 2: Segmenting, Targeting & Positioning - 15%
6 Dec 2023
5:00 PM
-
  • Online: Submit through Moodle
6. Marketing Proposal with Marketing Mix - GROUP
Sum of All
30
  • Online: Submit through Moodle
7. Marketing Proposal with Marketing Mix: GROUP - 22%
15 Dec 2023
5:00 PM
-
  • Online: Submit through Moodle
8. Video Pitch: GROUP - 8%
15 Dec 2023
5:00 PM
-
  • 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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