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Marketing presented as an organisational process of adapting to a changing environment, including aspects of product development, promotion, distribution and pricing.
The core of this course revolves around marketing planning and strategic decision-making. It builds upon the marketing principles reviewed in MKTG100 and delves deeper into key marketing topics. Lectures and discussions introduce students to the concepts underlying market opportunity analysis and the development, implementation and control of strategic marketing programmes.Relationship to other coursesRequired for MKTG major.WorkloadThe estimated workload for this course is 150 hours:Lectures: 24 hours Assignments: 80 hours Lecture preparation and follow-up: 46 hours
At the end of this course, students should have:An understanding of fundamental marketing management concepts and theories and be able to apply them to diverse organisational and market situations.Students should be able to achieve the following:Apply methods and tools necessary to effectively formulate, implement and evaluate sound marketing strategies; andWrite formal reports relevant to marketing decision making.BCom Learning Goals:1. Graduates can demonstrate advanced knowledge of their selected subject major, informed by the broader context of commerce.2. Graduates are able to use analytical thinking and problem-solving skills to address specific problems (Assessed in the individual assignment and group project).3. Graduates can understand issues from a range of ethical, global and multicultural perspectives (Assessed in the mid-term test). 4. Graduates are able to communicate effectively both orally and in written form (Assessed in the group project report and presentation).
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Engaged with the community
Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
(1) MKTG100; and (2) A further 45 points RP: MKTG202
Students must attend one activity from each section.
There are no tutorials.
Assessment 1: Marketing plan: proposal (15%)A major component of this course involves students working individually to each develop a new product or service for an existing company in Aotearoa New Zealand (see Assessment 2 for additional details). Each student will be assigned a company, and they will then write an initial proposal (500-600 words) that succinctly describes the following: the key features of the new product or service, the problem it solves or opportunity it fills, its unique selling proposition (i.e. how it differs from the competition), and the target market. Students are free to conceive of an entirely new offering that fits the company’s strategic goals or they can instead opt to develop a product extension. Further details and guidelines will be provided early in the semester. Due via LEARN by 5pm on Friday 21 August.Assessment 2: Marketing plan: report (25%) and presentation (20%) Students will submit two items – a written report (1000-1300 words) and a recorded video presentation (2 minutes max). The report, which will be structured as an executive summary, will expand on the information provided in Assessment 1 and also incorporate any feedback offered by the instructor. In addition to refining and expanding on the information provided in the initial proposal, the final report will also detail the following: the marketing communications strategy of the new product or service, the pricing strategy, the distribution strategy, and how the new product/service supports the organisation’s long-term strategic goals. The 2 minute video presentation (which will be submitted via LEARN alongside the report) will require students to determine how to persuasively and concisely communicate the most important information about their product or service. The recorded video presentation should be used to ‘pitch’ the new product or service with the aim of quickly convincing the company’s upper level management that the idea has merit and is worthy of further investment. Due via LEARN by 5pm on Friday 25 September.Assessment 3: Final exam (40%)This individual assessment will consist of short answer and multiple-choice questions. The questions will be based on material from the lectures and required textbook readings from the entire course. Date is TBA (27 Oct - 7 Nov).GradingGrades will follow departmental policies with respect to the grading of undergraduate courses.Holding of Student WorkFor Quality Assurance purposes, the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the School holding your assessment for this purpose then email the Course Coordinator to ensure your assignment is not used for this purpose.
Required: Marshall, G.W. and Johnston, M.W. (2018). Marketing Management (3rd ed.). McGraw-Hill Irwin, NY (ISBN 9781260084993).Additionally, highly recommended readings and other tasks will be distributed via LEARN and the lecture slides. It is essential that students regularly consult both LEARN and the lecture slides.
Coversheets - Group and Individual
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.Departmental Academic PoliciesThe Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.
Domestic fee $822.00
International fee $3,688.00
* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.
For further information see
Management, Marketing and Entrepreneurship.