MRKTG101-21X (SPE)

Fundamentals of Successful Marketing

15 Points

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Division of Management
School of Management and Marketing

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: nat.enright@waikato.ac.nz

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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.

During tutorials you will be involved in various activities intended at reinforcing your knowledge obtained during the lectures. In most cases, this involves you individually volunteering to answer questions/solve problems. Active participation and completing assigned tasks is to your advantage.

The final test will be worth 30% of total marks. The test will consist of a section with multiple choice questions worth 40 marks, and a section of short answer questions worth 60 marks. The test will cover all the topics covered in class and will be a closed book exam. No reference material will be allowed. More information on the test will be provided nearer the test date.

A minimum of 50% overall mark is required to pass this paper.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Identify what drives customer value for different segments and how to capture that value through the marketing mix
    Linked to the following assessments:
  • Demonstrate an ability to segment markets, select target markets, and position a brand to achieve a differential advantage
    Linked to the following assessments:
  • Discuss the marketing implications of the changing environment; for marketing managers, in particular, the changing technological environment and aspects of social media
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  • Develop strong marketing mix responses based upon basic marketing research techniques including Omni­Channel applications
    Linked to the following assessments:
  • Develop their group work, written and oral presentation skills and demonstrate these competencies
    Linked to the following assessments:
  • Demonstrate how marketing decisions are related to commercial dimensions of everyday life
    Linked to the following assessments:
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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. Online Quizzes
10
2. Test 1
30 Mar 2021
10:00 AM
15
  • In Class: In Lecture
3. Test 2
27 Apr 2021
10:00 AM
15
  • In Class: In Lecture
4. Assignment
13 Apr 2021
10:00 AM
15
5. Trade Show Presentations
11 May 2021
10:00 AM
15
  • In Class: In Lecture
6. FINAL TEST
30
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 discuss with your lecturer.
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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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