MGMT210-08S1 (C) Semester One 2008

Marketing Strategy

11 points

Details:
Start Date: Monday, 25 February 2008
End Date: Sunday, 29 June 2008
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 9 March 2008
  • Without academic penalty (including no fee refund): Sunday, 25 May 2008

Description

Marketing strategy presented 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.

Learning Outcomes

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.

Prerequisites

(1) MGMT102; (2) ECON104 or ECON106; (3) MSCI110 or STAT111 or STAT112 or STAT131; (4) 18 points 100-level MGMT or MSCI courses.

Restrictions

BSAD202, MGMT202

Course Coordinator / Lecturer

Robert Wyckham

Assessment

Assessment Due Date Percentage  Description
Mid-Year Test 01 Apr 2008 20% Mid-Year Test
Group Marketing Plan 23 May 2008 35% Group Marketing Plan
Marketing Plan Presentation 15% Marketing Plan Presentation
Final Examination 30% Final Examination

Textbooks / Resources

Recommended Reading

Kotler, Philip. , Keller, Kevin Lane; Marketing management ; 12th ed; Pearson Prentice Hall, 2006.

Notes

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 364 of the Enrolment Handbook 2008 (also in UC Calendar under “General Course and Examination Regulations”).

Indicative Fees

Domestic fee $394.00

International fee $1,641.00

* 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 .

All MGMT210 Occurrences

  • MGMT210-08S1 (C) Semester One 2008
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