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Consideration of marketing theory and practice. Students will gain an advanced understanding of how marketing plans are developed and implemented.
The foundations of marketing are explored. Lectures and practical exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.
The objectives of the course are:1. To develop understanding of key marketing concepts, components, and frameworks individually, structurally, and strategically, in a realistic business environment. 2. To develop skills to analyse and synthesise information and derive insights from the internal and external marketing environment.3. To develop skills to critically analyse and evaluate a new or existing organisation's marketing strategies and implementation.4. To develop skills to assess and formulate strategic, operational, and tactical marketing decisions.5. To enhance business communication skills required to work effectively individually and in a team to develop solutions to marketing challenges. 6. To develop an appreciation of ethical practices and social responsibility in marketing/business practice.
MKTG201, MBUS601
MBUS601
Students must attend one activity from each section.
Lectures for this course are recorded using the ECHO360 lecture recording system. However, some class activities will not be recorded and guest lectures by practitioners may not be recorded as per the request of the guest lecturer.
Chris Chen
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.The use of AI may or may not be permitted in courses. Within a course, permission may vary by assignment. It is the responsibility of the student to inform themselves about assessment conditions and submit work that is their own and that properly acknowledges the work of other people and tools, including generative artificial intelligence tools.
Kotler, P., Keller, K. L., & Chernev, A; Marketing Management ; 17th; Pearson Prentice Hall, 2024.
Reference book/alternatives:Kotler, P., & Keller, K. L. (2016). A Framework of Marketing management (6th edition). Pearson Prentice Hall. (A) ORKotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th edition). Pearson Education Limited. (B)Other recommended readings (mainly academic journal articles) are available through the library and online and are also made available online on LEARN during the course. It is essential that students consult LEARN regularly for information with respect to readings and tasks that are essential to passing the course. Students will also be expected to do their own literature research in addition to readings provided. Moreover, extensive use will also be made of publication links, websites and streaming videos.
LEARN
Domestic fee $1,198.00
International Postgraduate fees
* 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 .