MRKTG101-21A (TGA)

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)

: uwt@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

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.
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    • 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. 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.

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Paper Structure

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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).

This paper forms the foundational knowledge base for other marketing papers at WMS. In MRKTG101, your knowledge and understanding will be evaluated through a range of assessments including multiple-choice quizzes and short answer question tests. Students will be assessed on their knowledge and understanding of the core textbook, develop analytical abilities and familiarity with marketing processes through tutorials, and apply these learnings in the Marketing Proposal.

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 has an increased level of self-study.

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.

If you are currently studying from abroad or have a genuine reason that prevents you attending classes, please complete the required form no later than 12 March 2021, 17:00 (available in Moodle).

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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:
    Chapter Quizzes (1)
    Progress Tests (3)
    Marketing Proposal: Group Assessment (6)
  • Identify and categorise the factors that drive value through applying the marketing process
    Linked to the following assessments:
    Tutorial Exercises (2)
    Progress Tests (3)
    Marketing Proposal: Group Assessment (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: Group Assessment (6)
  • Apply market segmentation and data to identify target markets in New Zealand
    Linked to the following assessments:
    Tutorial Exercises (2)
    Progress Tests (3)
    Marketing Proposal: Group Assessment (6)
  • Present planning criteria for market positioning through the application of the marketing mix
    Linked to the following assessments:
    Progress Tests (3)
    Marketing Proposal: Group Assessment (6)
  • Communicate marketing planning decisions and results of basic analysis using correct terminology and concise, accurate business English
    Linked to the following assessments:
    Progress Tests (3)
    Marketing Proposal: Group Assessment (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: Group Assessment
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 course 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 direct from Pearson Education: here.
  • At time of outline publication, it is also possible to buy an Amazon Kindle copy of 7th edition of the book: here.

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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