EXMBM522-21N (HAM)

Marketing Strategy

15 Points

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Division of Management
Strategic Engagement
Professional Programmes

Staff

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Convenor(s)

Huw O'Connor

Huw O'Connor
3556
TCBD.4.03C
See Moodle
huw.oconnor@waikato.ac.nz

Mark Kilgour

Mark Kilgour
9268
MSB.4.19
See Moodle
mark.kilgour@waikato.ac.nz

Lecturer(s)

Administrator(s)

: ashleigh.neame@waikato.ac.nz
: claire.ross@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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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, consumer behaviour, segmentation, target marketing and positioning, 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 brand positioning and the development of a marketing mix.

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.

Video content and readings are expected to have been viewed 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 paper 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:
  • Demonstrate an ability to segment markets, select target markets, and position a brand to achieve a differential advantage Discuss the marke
    Linked to the following assessments:
  • Develop strong marketing mix responses based upon basic marketing research techniques
    Linked to the following assessments:
  • Work in a collaborative manner and exhibit good team work and decision making skills
    Linked to the following assessments:
  • 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 must be completed.
PLEASE NOTE: The University of Waikato has zero-tolerance for plagiarism.
Click here for help with APA Referencing.

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.recption@waikato.ac.nz
Library Group Study Rooms - https://www.waikato.ac.nz/library/services/spaces/group-rooms
For all other room bookings, contact the Programme Administrator.

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. Class Preparation Exercises
18
  • Online: Submit through Moodle
2. Lecture Test 1
7 May 2021
2:00 PM
15
  • Online: Submit through Moodle
  • In Class: In Test
3. Lecture Test 2
14 May 2021
2:00 PM
20
  • Online: Submit through Moodle
  • In Class: In Test
4. Lecture Test 3
21 May 2021
2:00 PM
20
  • Online: Submit through Moodle
  • In Class: In Test
5. Marketing Plan Presentation (pre-recorded)
26 May 2021
5:00 PM
27
  • 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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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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