MRKTG101-23VB (VTN)

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)

: lori.jervis@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

: kien.tran@waikato.ac.nz

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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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 even 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, consumer markets, and to present creative solutions. Marketing is about creating value for the customer – in other words, creating a business offering that customers actually want and are happy to pay for.

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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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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Required Readings

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Recommended readings

  • 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: 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.

  • Silk, A. J. (2006) What is marketing? Boston, Massachusetts: Harvard Business School Press.

Available here as an eBook through the library.

  • NZ Marketing Magazine is recommended reading. You have full electronic access to this magazine online through the Library catalogue. StopPress.co.nz provides daily news about marketing, advertising and med
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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
25
  • Online: Submit through Moodle
2. Tutorial Exercises - INDV
16
  • In Class: In Tutorial
3. Progress reports - INDV
Sum of All
24
  • Online: Submit through Moodle
4. Progress Report 1: Market research and Environmental analysis (12%)
2 Sep 2023
11:00 PM
-
  • Online: Submit through Moodle
5. Progress report 2: Internal analysis, SWOT analysis and matrix (12%)
23 Sep 2023
11:00 PM
-
  • Online: Submit through Moodle
6. Marketing Proposal - GROUP
Sum of All
35
  • Online: Submit through Moodle
7. Proposal Idea Video Pitch and Peer assessment - 10%
7 Oct 2023
11:00 PM
-
  • Online: Submit through Moodle
8. Marketing proposal report: Group - 20%
28 Oct 2023
11:00 PM
-
  • Online: Submit through Moodle
9. Video Pitch: GROUP - 5%
4 Nov 2023
11:00 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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