
EXMBM522-22B (HAM)
Marketing Strategy
15 Points
Staff
Convenor(s)
Korey Rubenstein
korey.rubenstein@waikato.ac.nz
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Administrator(s)
Librarian(s)
You can contact staff by:
- Calling +64 7 838 4466 select option 1, then enter the extension.
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Paper Description
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.
Paper Structure
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.
Learning Outcomes
Students who successfully complete the paper should be able to:
Assessment
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.
Assessment Components
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam.
Required and Recommended Readings
Required Readings
Selected Case Studies will be prescribed to the class as the course begins. These will be posted to Moodle.
Online Support
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
Workload
Linkages to Other Papers
Restriction(s)
Restricted papers: EXPM510