Marketing is about understanding and creating customer value, and is at the heart of any successful organisation. Core concepts are introduced that anchor the marketing discipline, including concepts of value creation and capture, business orientations, environmental analysis, marketing analytics, segmentation, target marketing, and positioning through the marketing mix. New knowledge is 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 paper, students should have an understanding of the core principles that drive successful brand positioning and how to create marketing value in the modern marketplace. Students will develop collaborative team work expertise, working together to produce a practical application of the knowledge embedded throughout this paper. The paper also introduces students to the latest digital developments in marketing.

This outline provides a brief overview of the paper, its content, and assessments. Any additional details, variations or expanded instructions required to successfully complete the paper will be contained and communicated via Moodle.

There are various activities in this paper:

• Content Summaries: Students are expected to have read the relevant chapter from the textbook in advance .
• Tutorials with weekly participation exercises
• Fortnightly Quizzes based on the textbook
• Progress Tests
• Group Marketing Plan exercise

ABOUT THIS PAPER

This paper will rely on the textbook as the core content. Students are expected to have read the relevant chapter from the textbook and to have undertaken the required exercises and assignments

This is a face-to-face paper with interactive assessment in tutorials. However, due to the pandemic and the difficulties with travel, we have designed this paper to incorporate the option of “FLEXI” study (described below).

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.

If you are unable to attend tutorials the following FLEXI option will apply:

• You will review the paper content in your own time by reading the textbook chapters/sections and watching the Panopto recordings of the content summary lectures.
• You will be designated a tutor to assist your understanding of the paper content and assessment criteria.
• It may be difficult to take part in the interactive elements of the in-class tutorials, so you will need to prepare individual written answers to tutorial exercises.
• It is not possible to switch between face-to-face and remote learning. If you are located overseas, remote learning is the only option until travel restrictions are lifted.
• If you are in New Zealand but need to study remotely due to personal circumstances, you must register your choice by the first week of the paper (or upon enrolment in the paper).
• Changing to remote study later in the paper will only be considered under exceptional circumstances and based on a written application. All situations where a student is unable to attend classes are subject to the University’s Regulations (refer “Process for requesting Extensions, Special Considerations and for Appealing Marks).
• If you are not in the FLEXI option, you will not gain tutorial grades unless you attend the class - it is not possible to attend some weeks and submit written answers in others as this would be unfair on other students.

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