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MRKTG562-22A (HAM)
Strategic Marketing Analysis, Planning and Control
15 Points
Staff
Convenor(s)
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Mark Kilgour
9268
MSB.4.19
mark.kilgour@waikato.ac.nz
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Librarian(s)
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Paper Description
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.
Paper Structure
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.
Learning Outcomes
Students who successfully complete the paper should be able to:
Assessment
Assessment Components
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam.
Required and Recommended Readings
Required Readings
Hooley, G., Nicouland, B., Rudd, J.M. and Lee, N. (2020). Marketing Strategy and Competitive Positioning, 7th edition, Pearson.
Recommended Readings
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.
Other Resources
Lecture recordings and 'tutorial briefing' videos will be made available via Panopto, as and when required.