MRKTG562-22A (HAM)

Strategic Marketing Analysis, Planning and Control

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)

: yilan.chen@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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Gaining a competitive advantage in today's fast-changing global business environment is a demanding challenge. Based on the key concepts of differentiation, competitive positioning and the 'superior customer value proposition' it requires marketing professionals who are capable of analysing a company's competitive situation, formulating a strategy, and planning for its effective implementation in the marketplace. This paper is concerned with developing abilities in these areas. In the context of marketing strategy formulation, the paper is also concerned with the need to develop socially- and environmentally-responsible products and services, and, in the context of strategy implementation, the need to employ legal, decent, honest and truthful marketing tactics.

The paper also addresses some of the practical aspects of formatting and writing an effective strategic marketing plan, as well as the on-going process of strategic marketing planning, performance measurement and control. Extensive use is made of case studies.

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Paper Structure

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This FLEXI paper is taught via a combination of lectures and a tutorial programme. Further information will be provided in Moodle, closer to the start of the course.

Regarding the lectures: Most lectures will be delivered by the lecturer, in person, in the lecture theatre on a weekly basis. These lectures will be recorded and available via Panopto.

Note, however, that for the lecture weeks that coincides/overlaps with the Online Individual Tests, those week's lectures will be provided as pre-recorded Panopto videos.

Regarding the tutorial programme:

For those students who opt to complete the tutorial programme in person/on campus: In week 2, please sign up to your preferred tutorial time-slot. In the first tutorial session, group membership will be finalised and students will be briefed on all aspects of the tutorial programme.

For those students who opt to complete the tutorial programme entirely online: In week 2, please sign up to online tutorial time-slots. These time slots are only designated for online students.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • (a) Articulate strategic marketing as a process, including the key marketing principles, concepts, tools and techniques it incorporates.
    Linked to the following assessments:
  • (b) Assess a company's marketing opportunities, including the analysis of markets, customers and competitors.
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  • (c) Demonstrate the thinking skills necessary for formulating an effective and socially- responsible marketing strategy.
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  • (d) Demonstrate the decision-making capabilities necessary for assembling an integrated ‘marketing mix’ that translates the chosen strategy into action.
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  • (e) Develop strategic marketing plans in written form.
    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 Test 1
28 Mar 2022
4:00 PM
10
  • Online: Submit through Moodle
2. Individual Reflection Assignments
Average of All
23 Mar 2022
No set time
20
  • Online: Submit through Moodle
3. Individual Marketing Plan
22 Apr 2022
11:30 PM
9
  • Online: Submit through Moodle
4. Individual Tutorial Contribution & Exercises
14
  • In Class: In Tutorial
5. Online Test 2
9 May 2022
4:00 PM
17
  • Online: Submit through Moodle
6. Individual Marketing Plan
10 Jun 2022
11:30 PM
30
  • 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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Hooley, G., Nicouland, B., Rudd, J.M. and Lee, N. (2020). Marketing Strategy and Competitive Positioning, 7th edition, Pearson.

https://www.pearsoned.co.nz/9781292276557

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Recommended Readings

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Students can access the recommended readings for MRKTG200 via Waikato Reading Lists via Moodle.

SUGGESTED READING:

Marketing Magazine NZ.

Also available on High Demand at the Library, as extra readings:

How to Prepare Your Strategic Marketing Plan. The Marketing Improvement Group, Hamilton, NZ.

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Other Resources

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Lecture recordings and 'tutorial briefing' videos will be made available via Panopto, as and when required.


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Online Support

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Some materials will be available via Moodle.
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Workload

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Students might expect to spend about 150 hours in total during a semester on this 15-point paper.
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