MKTG151-17S (HAM)

Introduction to Marketing

15 Points

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Waikato Management School
Te Raupapa
Department of Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: bobbie@waikato.ac.nz
: quentin@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: cwilkins@waikato.ac.nz
: jessiel@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 or 9 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.
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Paper Description

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Marketing is the management function that identifies customers' needs, determines which target market the organisation can best serve, and designs appropriate products, services and programmes to serve these markets. This paper seeks to develop students' knowledge and comprehension of marketing principles and their application to the business and the not for profit world. In addition, the paper will provide an introduction to international management and business and its importance to New Zealand.
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Paper Structure

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Marketing affects many aspects of our lives. This paper introduces the study of marketing by discussing key marketing concepts, including international aspects, that impact our experiences as consumers of goods and services. Tutorial work gives you the opportunity to begin to apply your knowledge to actual situations. Marketing is the management function that identifies customers' needs, determines which target market the organisation can best serve, and designs appropriate products, services and programmes to serve these markets. Marketing includes a broad range of areas including; advertising, promotion and social media, strategic marketing and planning, sales and business development, customer relationship management, marketing research and analytics, and product and brand management. This paper seeks to develop students' knowledge and comprehension of marketing principles and their application to the business and the not for profit world. In addition, the paper will provide an  introduction to international management and business and its importance to New Zealand.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Recall and describe relevant key concepts and principles of marketing in the context of real life examples.
    Linked to the following assessments:
  • Explain key concepts and principles of marketing in specific business scenarios.
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  • Design an appropriate marketing mix for a hypothetical new consumer product.
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  • Identify the factors that influence consumer buying decisions.
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  • Practise the skills necessary for collaborative and productive group work
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  • Practise the oral and written skills necessary for effective team communication of ideas in appropriate academic format.
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  • Work as a productive member of a team
    Linked to the following assessments:
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Assessment

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Test (Due Date: Thursday, 19 January 2017 at 1:10 pm)
This item of assessment is Compulsory.
The objective of the test is to evaluate students' knowledge and comprehension of material discussed in lectures, readings and discussion exercises.

Trade Show (Due Date: Tuesday, 7 February 2017. 1.00-5.00 PM)
This item of assessment is Compulsory.
During the tradeshow exhibition day, groups will be required to provide a visual display as if they were part of a trade fair displaying their product to potential retail buyers, (non-powerpoint physical display). This display should highlight your marketing mix and the group will be evaluated based upon the ability of this display to communicate their product's key competitive advantages. Judges will ask questions in relation to your display during the trade show and the quality of your responses will also contribute to your final grade. Further details will be provided in the first week during lectures. Students are required to allocate significant time during this course to meet with their group members outside of lectures in order to work on this assignment.
PEER EVALUATIONS AND FREERIDER PENALTY DEDUCTION

Peer evaluations will be used to assess your project mark. 20% of your final grade for the marketing trade show components will be based upon this peer evaluation. Copies of the peer evaluation form and how to use it are on MyWeb. You are required to fill in a peer evaluation form which will be handed in during the trade show. Failure to do so will impact your individual mark for your group work. If you are having problems with concepts and theories needed for your group assignment see the lecturer.

Continuous Assessment (Due Date: Not Specified)
Students are expected to take place in class discussion, case analysis, reviews of readings, and the related class exercises. During lectures, exercises to reinforce key learning concepts will be undertaken in your groups. Groups are required to write up their responses and hand these in to the lecturer/tutor at the end of each class. They will be assessed and make up part of your grade for this part of your assessment. Class attendance and participation will make up the other components of this assessment.

Individual Weekly Assignments (Due Date: Not Specified)
Maximum 1 page, references on a separate page. WORD LIMIT 300 words
At the end of the Thursday lecture an individual assignment will be provided via powerpoint display. This exercise is not in the powerpoint notes on MyWeb and I will not email it to students without a valid documented reason. This exercise is aimed at reinforcing key issues discussed during the lecture and is to be completed as an individual assignment. This assignment must be handed in within 10 minutes of the start of the following Tuesday class otherwise the student will receive a zero grade for this piece of assessment.
ALL INDIVIDUAL ASSIGNMENTS ARE MARKED. THE AVERAGE OF THESE ASSIGNMENTS WILL BE YOUR FINAL INDIVIDUAL ASSIGNMENT MARK. You MUST type your assignments. LATE ASSIGNMENTS ARE NOT ACCEPTED OR MARKED. This includes assignments handed in 10 minutes or more after the start of a lecture. On each assignment, you MUST include the following:

  • paper number
  • your name
  • assignment number
  • your lecturer's name
  • day and time of lecture
  • WORD COUNT

Assignments will be marked and grades uploaded in MyWeb within two weeks.
Excused Absences: Absences will only be excused if the proper documentation is provided i.e. a Medical certificate.

Firing Memo (Due Date: Thursday, 12 January 2017 at 1.00 pm)
This item of assessment is Compulsory.
At the beginning of the second Thursday lecture each group is required to hand in a firing memo. This brief memo will state the conditions under which student can be fired from their group. All students must agree to these condition and sign the document. If a student does not meet these conditions they can be fired from their group, upon request from the course convenor. It this occurs that group member must undertake the trade show as individual components.

Examination ( Date: Not Specified )

No extra Information

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:1. There is no final exam. The final exam makes up 50% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:1 or 0:0, whichever is more favourable for the student. The final exam makes up either 50% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Test
19 Jan 2017
1:00 PM
15
2. Trade Show Exhibit
7 Feb 2017
1:00 PM
15
3. Continuous Assessment
10
  • Hand-in: In Lecture
4. Individual Weekly Assignments
10
  • Hand-in: In Lecture
5. Firing Memo
12 Jan 2017
1:00 PM
0
  • Hand-in: In Lecture
6. Exam
50
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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Solomon, M. R., Charbonneau, J., Hughes, A., Chitty, B., Marshall, G. W., & Stuart, E. W. (2011). Marketing: Real people, real choices (2nd ed.). Auckland: Pearson Education New Zealand.

Perrin, R. (2011). Pocket guide to APA style (4th ed.). Boston: Houghton Mifflin.

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Recommended Readings

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Kotler, Philip. & Armstrong, Gary. (2012). Principles of Marketing (14th Ed). Pearson.

NZ Marketing Magazine is highly recommended for reading. You have full electronic access to this magazine online through the Library catalogue.

StopPress.co.nz provides daily news about marketing, advertising and media.

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Online Support

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USE this link on My Web http://www.mngt.waikato.ac.nz/documents/students/languageandlear_/?crs_off_id=xxx for information on writing your assignments, APA and how to do presentations.
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Workload

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The following table gives an indication of how your time will be allocated amongst the various activities in this paper.

ActivityHours
Attendance at Lectures48
Reading ahead of Lecture15
Class Assignments 17
Preparation for Test 20
Marketing Trade Show Exhibit 20
Preparation for Final Exam 30
Total hours for the paper
150
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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

MKTG209

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