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The course takes a managerial perspective and focuses on strategic decisions relating to the analysis, development, implementation and control of marketing strategies needed to gain and sustain an organisation's competitive advantage. Students learn various strategic tools and techniques that assist in evaluating the effectiveness of marketing strategies. New approaches to marketing practice are also covered. Instructional methods include the case studies and a group-based project.
The course takes a managerial perspective and focuses on strategic decisions relating to analyses, development, implementation, and control of marketing strategies needed to gain and sustain an organisation's competitive advantage. Students gain a sound understanding of the nature of dynamic competitive business environments and their implications for strategic marketing and learn the required knowledge including various strategic tools and techniques that assist in evaluating, developing and implementing appropriate marketing solutions and business practices that are ethical and sustainable in the social and environmental systems of the 21st century. New approaches to marketing practice are also covered. In addition to plenary lectures, instructional methods include the use of case studies, guest speakers and a group-based project. In order to do well in this paper, students are expected to have appropriate levels of marketing management knowledge and research skills.WorkloadThe estimated workload breakdown for MKTG305 is: Lectures 24 hoursClass Participation 11 hoursFinal Exam 5 hoursGroup Assignment 40 hoursExam Preparation 35 hoursLecture Preparation 35 hoursTotal 150 hours
The course will enable students to:Acquire fundamental understanding of strategic marketing concepts and theories in order to create competitive advantage;Critically evaluate marketing environments and contexts and apply key marketing models and tools as appropriate;Apply strategic marketing alternatives and tactical programmes using analytical frameworks and methods to diverse organisational and marketing situations;Be able to develop, write and present a formal marketing report including relevant financial outputs; and Understand principles and behaviours underlying effective team performance in group-based projects. Learning Objectives, BComStudents have an in-depth understanding of their majoring subject and are able to critically evaluate and, where applicable, apply this knowledge to topics/issues within the discipline.Students have a broad understanding of the key domains of commerce.Students will develop key skills and attributes sought by employers which can be used in a range of applications. Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree. Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.For 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.
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.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
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) MKTG201; and (2) MKTG202; and (3) MKTG204
MGMT 316; MKTG 301
Students must attend one activity from each section.
Lectures for MKTG305-23S1 are recorded using the ECHO360 lecture recording system.
Assessment in this course is designed to measure the extent to which a student is able to understand and apply strategic marketing concepts. It is intended to reward those who: consistently do the reading, regularly attend lectures, and play an active role in the development and presentation of the group project. All course materials (e.g. theory, cases, guest speaker material and project) are examinable.Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following: Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Walker, Orville C. et al;
Marketing strategy : a decision-focused approach
McGraw-Hill Education (Australia), 2015 (Recommended supplemental text).
There is no prescribed textbook for this course. Link to readings will be available on LEARN.
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 Policies The Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest 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.Citations and referencing
Domestic fee $868.00
International fee $4,075.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see
Management, Marketing and Tourism