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This course examines marketing strategy as an organisational process of adapting to a changing environment, including aspects of product development, promotion, distribution and pricing. Techniques that assist in developing and evaluating marketing strategies will be introduced through the use of case studies and the development of a marketing plan.
The core of this course is marketing planning and marketing strategy. Lectures and discussions introduce students to the concepts underlying: market analysis, building brands, delivering value, communicating value and creating long-term growth. It is assumed that students have command of the basic elements of marketing: product, pricing, promotion and distribution. Students, as part of a group, develop and present a marketing plan for a product or service of their choice.
By the end of this course, you should be able to:Conduct a situation analysis as the basis of a marketing plan. Develop a marketing strategy by defining the mission and marketing and financial objectives.Create projections of revenue, expenses and break-even.Set up controls to monitor the execution of the marketing plan.
(1) MGMT102; (2) ECON104 or ECON106; (3) MSCI110 or STAT101 or STAT111 or STAT112 or STAT131; (4) 15 points 100-level MGMT or MSCI courses.
BSAD202, MGMT202
Sussie Morrish
Assessment in this course is designed to measure the extent to which a student is able to understand and apply marketing planning concepts. It is intended to reward those who: • Consistently do the reading.• Regularly attend lectures.• Play an active role in creating and presenting a marketing plan.Mid-year Test 30%The mid-year test will be two hours long (closed book), and covers the concepts discussed in class and in tutorials. The test will cover course material up to week 5.Marketing Plan Assignment (Group) 30%In groups of four, you will develop a marketing plan for a product or service for a New Zealand company. The group will act as a marketing management team, charged with evaluating the current situation facing the product/service, and formulating a strategy for the future, in light of the situation. A detailed description of the marketing plan assignment will be made available in class and on Learn. It is the student’s responsibility to ensure they are part of a group.Groups will present their final plans during the week 9 tutorials. Every team member must play an active role in the presentation of the group’s plan. Polished professional presentations are expected. Each group will have 30 minutes to do an oral presentation.Final Exam 40%The final exam will be three hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. All the course materials are examinable.A Note Regarding Group WorkThe ability to function effectively as part of a group is critical to the practice of marketing. The marketing plan assignment is intended to help you develop this skill. The best way to ensure that your group functions effectively is to set ground rules at the start of the class. Agree on issues such as when and where you will meet, how work will be assigned, and what will happen if a member of the group fails to perform as expected. Groups are free to allocate work as they see fit but every member should pull her/his own weight. Individuals and groups should attempt to work out problems on their own. If this is not successful, see the tutor in the first instance. If this is not resolved see the lecturer. The lecturer reserves the right to intervene and possibly alter individual marks in extreme cases. Do not wait until the course is over, and then complain about problems with your group!A Note Regarding Presentations and Class ParticipationThe ability to communicate verbally is critical to the practice of marketing. While some students may be uncomfortable doing this initially, it is better to develop this skill in a classroom situation than to enter the business world without it. Good preparation should enhance your confidence in asking and responding to questions in class.
Marshall, Greg W. , Johnston, Mark W; Marketing management ; McGraw-Hill Irwin, 2010.
Additional Resources
Grading:The various pieces of assessment may be scaled to determine a final grade and 50% should not be regarded as a pass mark.Departmental Academic Policies If you want a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 35 of the Enrolment Handbook 2010 (also in UC Calendar under “General Course and Examination Regulations”).Coversheets - Group and Individual
Domestic fee $435.00
International fee $1,862.00
* 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 .