EXMBM522-22B (HAM)

Marketing Strategy

15 Points

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Division of Management
Strategic Engagement
Professional Programmes

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: 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, 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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As long as COVID regulations allow, students are strongly encouraged to attend sessions in person at the Hamilton campus. The teaching philosophy of this paper benefits most from in-person interaction with lecturers and fellow students. However, for those students who are not in Hamilton or need to self-isolate, a FLEXI option is offered. Students can join sessions online via Zoom. Whether you attend in-class or on Zoom, sessions are synchronous**, meaning that you need to be present and participate during the scheduled slot. Although sessions are recorded, group activities cannot be recorded and much of your learning will happen during these activities.

Any changes to the paper's structure necessitated by a change in COVID regulations or a lecturer having to self-isolate will be communicated in Moodle and via announcements.

A combination of learning activities are used to assist your understanding, answer questions, analyse cases, and provide insights that help you 'scaffold' learning. Recorded video lectures, online content, and required reading will be prescribed. It is essential that you prepare for each session as instructed.

**If you cannot attend a session due to illness or another legitimate reason, please notify the relevant lecturer before the session. You will be expected to watch the session's recording in your own time. Please note, some in-class activities will not be available after the fact.

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 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:
  • 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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  • 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 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. Photo-hunt #1: Supermarket & Consumer Behaviour
5 Aug 2022
11:30 PM
12
  • Online: Submit through Moodle
2. Photo-hunt #2: Shopping Mall & Segmentation
19 Aug 2022
11:30 PM
12
  • Online: Submit through Moodle
3. Photo-hunt #3: Restaurant/Dining Experience & Marketing Mix
2 Sep 2022
11:30 PM
12
  • Online: Submit through Moodle
4. Photo-hunt #4: Advertising
16 Sep 2022
11:30 PM
12
  • Online: Submit through Moodle
5. Photo-hunt #5: Brands
30 Sep 2022
11:30 PM
12
  • Online: Submit through Moodle
6. Brand Management Project: Report
7 Oct 2022
11:30 PM
25
  • Online: Submit through Moodle
7. Brand Management Project: Oral Presentation
10 Oct 2022
No set time
15
  • Presentation: In Class
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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Selected Case Studies will be prescribed to the class as the course begins. These will be posted to Moodle.

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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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