MRKTG561-21A (HAM)

Marketing Management

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)

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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At the pinnacle of marketing management is the creation of sustainable brand equity; a brand’s ability to deliver value to all its stakeholders beyond the sum of its tangible parts. In this day and age, it is fair to say our world is under siege by brands. From the phones we look at constantly to the tiles in our kitchen, businesses are continually seeking out new and creative ways to remind us who they are, what they sell and why it is better than the offerings of everyone else. Marketing/brand managers spend their careers trying to build a name for their product—a brand—that would get consumers excited and hooked. In this paper students will learn about how brands are built, why they fail or succeed over time, and how they can be the next person to build the next iconic brand.

From an academic standpoint, this paper will benefit students by integrating critical elements of marketing science and consumer behaviour along with emotional and functional perspectives. In doing so, you will be better equipped with the necessary tools for marketing management in a fast-paced and ever-changing workplace.

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Paper Structure

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Individual classes include recorded lectures, practical exercises, case study reading and videos. Questions and discussions with the lecturer are strongly encouraged.
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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Present in written form demonstrating understanding of brands and brand equity as central tenants of marketing
    Linked to the following assessments:
  • Implement a brand development processes demonstrating how value is created.
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  • Articulate critical understanding of how the 5ps influence brand effectiveness
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  • Apply the principles of brand measurement and evaluation to the management of brands in context
    Linked to the following assessments:
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Assessment

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Individual assessments form the assessment portfolio for this paper.
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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. CBBE Report
29 Mar 2021
3:00 PM
20
  • Online: Submit through Moodle
2. Marketing Management Report
10 May 2021
3:00 PM
30
  • Online: Submit through Moodle
3. Brand Memos
30
  • Email: Lecturer
4. Online Test
4 Jun 2021
3:00 PM
20
  • Online: Submit through Moodle
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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Required reading materials (i.e. case study reports) will be assigned throughout the Trimester and be made available on Moodle. These materials may include short readings from popular press or from websites and/or videos available online or through the library.
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Recommended Readings

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The highly recommended textbook is:

Keller, K. L., Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition. United Kingdom: Pearson.

Print copies are available from the publisher:
https://www.pearsoned.co.nz/9781292314969

Electronic copies are available through the Waikato Library (and accessed on ProQuest Ebook Central)

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Other Resources

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Aaker, D.A., (2012). Building strong brands. Simon and Schuster. NY

Beverland, M., (2009). Building brand authenticity: 7 habits of iconic brands. Springer. NY

Ries, A., Trout, J. and Kotler, P., (2001). Positioning. McGraw Hill.

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Online Support

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Some paper material may be delivered online through Moodle (i.e. FLEXI). Scores, course documents, announcements, and resources will be posted in Moodle. Students are advised to check the Moodle course site daily. Participation in online learning may replace some scheduled contact time.

Some class meetings will be recorded via Panopto and made available for reviewing by students. This is done as a courtesy to students who want to watch a lecture a second time, and to students who must miss a class meeting due to illness, injury, or a death in the family.

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Workload

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Students are expected to supplement their watching lectures with additional preparation hours such as reading, meetings with convienor, project work, studying, and preparation of assignments/assessments.

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