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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.
The course will enable students to:1. Acquire fundamental understanding of strategic marketing concepts and theories in order to create competitive advantage;2. Critically evaluate marketing environments and contexts and apply key marketing models and tools as appropriate;3. Apply strategic marketing alternatives and tactical programmes using analytical frameworks and methods to diverse organisational and marketing situations;4. Be able to develop, write and present a formal marketing report including relevant financial outputs; and5. Understand principles and behaviours underlying effective team performance in group-based projects.
(1) MKTG201; and (2) MKTG202; and (3) MKTG204
MGMT 316; MKTG 301
Students must attend one activity from each section.
Lectures for MKTG305-24S1 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.The ‘45% rule’ applies to this course. That is, student needs to reach 45% weighted average across invigilated assessments. Please refer here for further information.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 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.
There is no prescribed textbook for this course. Link to readings will be available on LEARN.
Domestic fee $893.00
International fee $4,200.00
* 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