MRKTG101-21A (HAM)

Fundamentals of Successful Marketing

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

: ashley.bartleet@waikato.ac.nz
: chloe.hoang@waikato.ac.nz
: doria.kao@waikato.ac.nz
: emily.bradley@waikato.ac.nz
: emma.carson@waikato.ac.nz
: eden.qualtrough@waikato.ac.nz
: loren.king@waikato.ac.nz
: sam.johnston@waikato.ac.nz

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@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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Marketing is about understanding and creating customer value, and is at the heart of any successful organisation. A full range of core concepts is introduced including business orientations, environmental analysis, marketing research, segmentation, target marketing and positioning, the marketing mix, and service marketing. New skills are developed and demonstrated through a range of integrated assessments that culminate in the creation and team presentation of a Marketing Proposal.

By the end of the course/paper, students should have an understanding of the core principles that drive successful market positioning based upon an understanding of how to create marketing value in the modern marketplace.

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Paper Structure

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There are various activities in this paper:

  • Content Summaries: Students are expected to have read the relevant online chapter from the textbook and to have undertaken the required exercises and assignments.
  • Tutorials with weekly participation exercises for students studying in-class
  • Weekly Quizzes based on the textbook
  • Tests
  • Group marketing plan exercise

ABOUT STUDYING ON THIS PAPER

This paper will rely on the textbook (not the lectures) as the core content.

This paper is a face-to-face paper with some assessment of participation during tutorials. However, due to the pandemic and the difficulties with travel, we have designed this course/paper to incorporate the option of “FLEXI” study (see below).

All students will be assessed primarily on their knowledge and understanding of the core textbook. The textbook forms the knowledge base for all other papers and marketing knowledge is required for the majority of other business subjects.

For those of us in Aotearoa, classes will consist of one two-hour content summary lecture and one two-hour interactive tutorial per week. Tutorials form the main point of contact for feedback and questions.

For students unable to attend classes in person, this paper becomes largely self-study in nature.

  • You will study the paper content in your own time by reading the textbook and watching the Panopto recordings of the content summary lectures.
  • You will be designated a tutorial group and tutor who will be available to answer questions.
  • You will be given more time to individually complete written answers to tutorial exercises.
  • If you are located overseas, you will need to study remotely until such a time when travel restrictions are lifted. Please let us know you are currently overseas by using the form on Moodle.
  • If you are located in New Zealand but are unable to attend classes in person ('flexi'), please let us know using the form on Moodle.
  • Overseas and 'flexi' students will be assigned separate tutorial groups and not be graded on participation.
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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Explain the fundamental terms, concepts and applications of marketing
    Linked to the following assessments:
    Progress Tests (3)
    Marketing Proposal (6)
  • Identify and categorise the factors that drive value through applying the marketing process
    Linked to the following assessments:
    Chapter Quizzes (1)
    Tutorial Exercises (2)
    Progress Tests (3)
    Marketing Proposal (6)
  • Explain the results of marketing concepts and marketing-related decision making in examples of organisations and commercial settings
    Linked to the following assessments:
    Tutorial Exercises (2)
    Progress Tests (3)
    Marketing Proposal (6)
  • Apply market segmentation and data to identify target markets in New Zealand
    Linked to the following assessments:
    Chapter Quizzes (1)
    Tutorial Exercises (2)
    Progress Tests (3)
    Marketing Proposal (6)
  • Present planning criteria for market positioning through the application of the marketing mix
    Linked to the following assessments:
    Progress Tests (3)
    Marketing Proposal (6)
  • Communicate marketing planning decisions and results of basic analysis using correct terminology and concise, accurate business English
    Linked to the following assessments:
    Tutorial Exercises (2)
    Progress Tests (3)
    Marketing Proposal (6)
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Assessment

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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. Chapter Quizzes
30
  • Online: Submit through Moodle
2. Tutorial Exercises
25
  • In Class: In Tutorial
3. Progress Tests
All Completed
20
4. Progress Test 1
30 Apr 2021
5:00 PM
-
  • Online: Submit through Moodle
5. Progress Test 2
11 Jun 2021
5:00 PM
-
  • Online: Submit through Moodle
6. Marketing Proposal
Sum of All
25
7. Proposal Idea Video Pitch
16 Apr 2021
5:00 PM
-
  • Online: Submit through Moodle
8. Video Pitch Peer Assessment
7 May 2021
5:00 PM
-
  • In Class: In Tutorial
9. Marketing Proposal Report
28 May 2021
5:00 PM
-
  • Online: Submit through Moodle
10. Final Proposal Peer Review
4 Jun 2021
5:00 PM
-
  • In Class: In Tutorial
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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Principles of Marketing (7th or 8th Edition)

The paper is built around the following text:

  • Armstrong, G., Denize, S., Volkor, M., Kotler, P., Ang, S. H., Love, A., Doherty, S., and van Esch, P. (2021) Principles of Marketing (8th Edition), Melbourne, Australia, Pearson.

The 7th edition of the same textbook would also be acceptable for study purposes:

  • This textbook is available in limited copies in the library.
  • The course expectation is that you read and understand this textbook, so purchasing a copy of the text is highly recommended. You should be able to purchase the book at the campus bookstore. Alternatively, you can purchase directly from Pearson Education: here.
  • [7th edition of the book is also acceptable. Amazon has lower cost eBook copies on Kindle from time to time.]

What is Marketing?

The course will also draw on the following textbook (available as an eBook through the library):

  • Silk, A. J. (2006) What is marketing?Boston, Massachusetts: Harvard Business School Press.

This book will only be used for supplementary material.

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Recommended Readings

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Students should attempt to build a wide-ranging understanding of where to find business information and stories.

  • NZ Marketing Magazine is recommended 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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Other Resources

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Students should be familiar with key sources of statistical information related to New Zealand markets:

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Online Support

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Please ensure you are familiar with Moodle and can access additional materials that are available online.
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Workload

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This is a 15 point paper. Students should undertake a minimum of 150 hours of study over the period of enrolment in the paper.
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Linkages to Other Papers

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MRKTG101 forms the basis for all later marketing courses and for much of the content of all other papers in management. MRKTG101 is a pre-requisite for all marketing major courses.
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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MKTG151 and MKTG209

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