Use the Tab and Up, Down arrow keys to select menu items.
Marketing presented as an organisational process of adapting to a changing environment, including aspects of product development, promotion, distribution and pricing.
The core of this course revolves around marketing planning and strategic decision making. It builds upon the marketing principles reviewed in MKTG100 and delves deeper into key emerging topics in the marketing environment. Lectures and discussions introduce students to the concepts underlying market opportunity analysis and the development, implementation and control of strategic marketing programmes.Relationship to other coursesRequired for MKTG major.Workload24 (12x2) hours of in class lectures24 (12x2) hours of lecture preparation10 hours of Pitch preparation30 hours of Test preparation30 hours of Individual Promotion preparation30 hours of Group marketing plan preparation
At the end of this course, students will have:An understanding of fundamental marketing management concepts and theories and be able to apply them to diverse organisational and market situations.Also, students should be able to do the following:Apply methods and tools necessary to effectively formulate, implement and evaluate sound marketing strategies; andWrite formal reports relevant to marketing decision making.BCom Learning Goals:1. Graduates can demonstrate advanced knowledge of their selected subject major, informed by the broader context of commerce.2. Graduates are able to use analytical thinking and problem-solving skills to address specific problems. (Assessed in the Dragon’s Den project).3. Graduates can understand issues from a range of ethical, global and multicultural perspectives. (Assessed in the mid-semester test).4. Graduates are able to communicate effectively both orally and in written form.
(1) MKTG100; and (2) ECON104; and (3) MSCI110 or STAT101; and (4) A further 15 points in MGMT or MSCI RP: MKTG202
MGMT210
MKTG202
Ann-Marie Kennedy
Kate Surovaya
ONLINE Test – 30%This is an individual assessment which will consist of short answer questions. The questions will be based on the class slides, class discussions, and readings provided on Learn for weeks 1, 2 and 3. The test will be conducted ONLINE through Learn at 2.30pm-3.30pm and you will have 1 hour to complete it. The change to an online test instead of an in-class test is because of space restrictions in the university. Note: Because the test is online, you are welcome to treat it as an open book test. However remember that because it is an open book test, the questions will require you to interpret information and apply it to different scenarios rather than just provide definitions.Individual Promotion – 30% - 3,000 wordsFor this assessment each of you will create one promotion and write an essay applying what you have learnt in class to justify your creative choices and why they would make your promotion effective for your target audience. You may create a promotion for any medium (eg video, audio, social media/digital, or print).Group Pitch (10% - 5 minutes) and Marketing Plan (30% - 3,000 words)In groups you are to come up with a new product. You will be assessed on two things1. A 5 minute group pitch covering:• Problem the product solves/Opportunity the product fills• Target market for the product• Explanation of the product and its unique selling proposition• Price of the product• Distribution strategy for the product2. A group marketing plan for the product expanding on the points made in your pitch and using supporting theory and concepts from class to justify your choices.GradingAll marks will be scaled in line with University of Canterbury Regulations.You should not regard 50% as a pass mark.Holding of Student WorkFor 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.
Fahy, John,1962- , Jobber, David; Foundations of marketing ; 5th ed; McGraw-Hill Education, 2015 (Please retain and use the textbook that you had for Marketing Principles MKTG100. You will also have weekly readings which are available on Learn).
Additional Resources
MKTG201S2 Course Outline LEARN
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 Regulations Dishonest 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.Coversheets - Group and Individual
Domestic fee $775.00
International fee $3,188.00
* 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 .