EXMBM522-19GC (HAM)

Marketing Strategy

15 Points

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Waikato Management School
Te Raupapa
Executive Education

Staff

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Convenor(s)

Lecturer(s)

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: ditha.sishta@waikato.ac.nz

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  • Calling +64 7 838 4466 select option 1, then enter the extension.
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Paper Description

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This paper has been designed to provide participants with a broad understanding of the basic concepts of marketing and marketing strategy.

Marketing is about understanding and creating customer value, and is at the heart of any successful organisation. Core concepts introduced include the marketing mix, environmental analysis, consumer behaviour, segmentation, target marketing and positioning, brand equity, and an introduction to marketing research. We will build on these concepts as we uncover the marketing process from the analysis needed to develop marketing strategy, through marketing objectives, to communication objectives and activation.

On completion of the paper, participants will have an understanding of core marketing principles that drive the creation of marketing value in the modern marketplace.

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Paper Structure

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This paper is taught through a combination of lectures, group work activities, and assessments.

Readings are expected to have been read before each session to enable all students to engage with the learning. Students are encouraged to express their own experiences, reasoned opinions, and questions for discussion in the class room.

The lecture/work group sessions help:

a) clarify any questions you may have regarding marketing and the paper resources

b) highlight important marketing theories, concepts, issues and practices

c) bring marketing principles to life by using examples.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Identify what drives customer value for different segments, and how to capture that value through the marketing mix
    Linked to the following assessments:
  • Discuss marketing issues and the marketing implications of management decisions within an ever changing environment
    Linked to the following assessments:
  • Identify and explain key marketing and marketing communication concepts
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  • Select and apply appropriate marketing communication components for a specific campaign
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  • Work in a collaborative manner and exhibit good team work and decision making skills
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  • Develop written and oral presentation skills and demonstrate these competencies
    Linked to the following assessments:
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Assessment

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All assessment is compulsory.
It is expected you have read the Corporate & Executive Education Policies.

PLEASE NOTE: The University has zero-tolerance for Plagiarism.

All assessment must be submitted as a Word document, unless otherwise stated.

Booking of rooms for group meetings:
MSB.1.38, 1.39, 1.40 – email: law-pa@waikato.ac.nz
All other rooms: http://timetable.waikato.ac.nz/bookings/

Please refer to Moodle for assessment details.
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Assessment Components

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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. Case Study 1
24 Jun 2019
No set time
15
  • In Class: In Lecture
2. Case Study 2
27 Jun 2019
No set time
15
  • In Class: In Lecture
3. Case Study 3
3 Jul 2019
No set time
20
  • In Class: In Lecture
4. Final Case Study: Written Component
9 Jul 2019
11:30 PM
20
  • Online: Submit through Moodle
5. Final Case Study: Presentation
10 Jul 2019
No set time
20
  • In Class: In Lecture
6. e-Portfolio
14 Jul 2019
No set time
10
  • Online: EPortfolio System
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Readings are provided for all key elements of this paper and can be found on the university's readings list for this paper. The readings relate to each session's topic and are useful for your report and presentation assignment as well as tests.

It is expected you have read the relevant material prior to attending each session.
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Online Support

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Waikato Management School Helpdesk: wms_helpdesk@waikato.ac.nz, 0800 WAIKATO, extn 4599

ITS: https://landesk.waikato.ac.nz 0800 WAIKATO, extn 4008

Moodle help files

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Workload

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As a general guide 12-15 hours per week is required over the whole period of the paper.
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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: EXPM510

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