MKTG201: MARKETING MANAGEMENT (15 POINTS) - Course outlines
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Course Outline 2019
MKTG201: MARKETING MANAGEMENT (15 POINTS)
Semester 1 (1193)
Course prescription
A comprehensive overview of the central principles and concepts of marketing
management. Highlights the challenges that marketing managers face in planning and
implementing effective marketing mix strategies.
Course advice
Before enrolling in this course you must complete these courses:
Prerequisites: ECON 101 or 151 or 152 or 191, and BUSINESS 102 or MGMT 101, and
STATS 108 or 191
You cannot enrol in this course if you have taken or intend to take the following courses:
Restriction: MKTG 291
Goals of the course
MKTG 201 “Marketing Management” builds on the introduction to Marketing that is
embedded in the core first year BUSINESS 101 and 102 courses. That first-year
introduction is there to ensure that all Business School undergraduate students, no
matter which major(s) they might choose to study, will have a solid exposure to
Marketing as one particularly important aspect of business. MKTG 201 is then one of the
two Year 2 courses that all students must take if they would like to complete a major in
Marketing. It is also a course that many other non-marketing major students will take as
an elective within their undergraduate degree students in order to learn more about
marketing. As a course that is designed to provide a firm foundation for the remainder of
the Marketing major, MKTG 201 takes a very broad and “big picture” approach in
providing a thorough overview of the key theories and concepts in Marketing.
The goals of the course are:
• To build on and extend fundamental marketing concepts introduced in BUS 101 &
BUS 102
• To introduce the other key marketing concepts and theories students will need, to
be prepared for 3rd year required and elective Marketing papers
• To provide opportunities to apply concepts and theories learned to solving
realistic domestic and international marketing problems
Version Date 180806 Page 1 of 7Learning outcomes (LO)
By the end of the course, it is expected that students will be able to:
# Learning outcome Graduate profile capability*
LO1 Confidently explain the importance 1. Disciplinary knowledge and practice
of marketing to business practice
4b. Communication (Written)
LO2 Analyse the marketing environment 3. Solution seeking
and consumer needs
6. Social and environmental
responsibilities
4b. Communication (Written)
LO3 Be able to describe a range of 1. Disciplinary knowledge and practice
common marketing strategies and
3. Solution seeking
the marketing mix elements
(product, pricing, promotion and 4b. Communication (Written)
distribution)
LO4 Design appropriate marketing 2. Critical thinking
solutions to address given
3. Solution seeking
problems and opportunities;
including those relating to current 6. Social and environmental
national and international events responsibilities
LO5 Be able to work effectively in a 3. Solution seeking
team
4c. Engagement (Collaboration)
5b. Integrity
* See the graduate profile this course belongs to at the end of this course outline.
Version Date 180806 Page 2 of 7Content outline
Relevant learning Assessment
Week / Module Topic
resources/activities due this period
Week 1 Course Overview & Ch 1 & 2 MCQ Practice
Introduction to Quiz 1
Marketing
Week 2 Strategic Ch 2, 3 & 22 MCQ Practice
Marketing & the Quiz 2
Marketing
Environment
Week 3 Buyer Behaviour Ch 5; Group Assignment MCQ Quiz 1
Information
Week 4 Review & Test Test In-class Test
Study guide & Practice
test
Week 5 Marketing Ch 8 MCQ Quiz 2
Research
Week 6 Segmentation, Ch 9 MCQ Quiz 3
Targeting &
Positioning
Week 7 Product Ch 10-11 MCQ Quiz 4
Peer
evaluation
(round 1) due
Week 8 Services & Ch 12, 15-16 MCQ Quiz 5
Distribution
Week 9 Pricing Ch 13 & 14 Team
Assignment
and Peer
evaluation
(round 2) due
Week 10 Promotion Ch 17, 18, 20 MCQ Quiz 6
Week 11 Promotion & Social Ch 19 & 21
Marketing
Week 12 Exam Review Exam study guide
Learning and teaching
The paper is delivered via three hours of lectures (i.e. a one-hour lecture and a two-hour
lecture) each week. The purpose of lectures is to explain marketing concepts, to describe
how they are used in organisations and to provide opportunities for students to apply
this knowledge to business situations. As it is impossible to fully discuss all the aspects
of a given topic within the lecture time provided and to demonstrate independence of
learning, students are required to read the relevant chapters from the prescribed
Version Date 180806 Page 3 of 7textbook prior to attending each lecture. In addition, students are able to earn course marks for undertaking a quiz related to the topic prior to the first lecture (Tuesday). It is important that students taking this course are able to attend the Term Test which will be held in Week 4 during the scheduled Wednesday lecture. This is because we are unable to offer alternate tests or make-up tests. Students who miss the test for serious, unexpected reasons e.g. due to illness will be able to officially apply for an aegrotat. Teaching staff Course Coordinator and Lecturer Dr Joya Kemper j.kemper@auckland.ac.nz 260-406, Level 4, OGGB Ph: 9238796 Professional Teaching Fellow Ms. Margot Bowker m.bowker@auckland.ac.nz 260-404, Level 4, OGGB Ph: 9238103 Professional Teaching Fellow Dr ‘Ilaisaane (Nane) Fifita i.fifita@auckland.ac.nz 260-404, Level 4, OGGB Ph:923 1136 Department of Marketing Administration 260-431, Level 4, OGGB marketing.admin@auckland.ac.nz Marketing Subject Librarian Ms Justene McNeice j.mcneice@auckland.ac.nz M25, Level M (Gen. Library) Ph: 9234668 Learning resources Required text: Kerin, R. A., Hartley, S. W., & Rudelius, W. (2018). Marketing 14/e. New York, NY: McGraw-Hill/Irwin. Lecture Recordings We will do our best to record lectures each week and these recordings will be uploaded onto Canvas as soon as we receive the link from ITS. However, sometimes, lecture recordings can and do fail. Recordings should NOT be viewed as an alternative to attending lectures. This is not a distance-learning paper; i.e. lecture recordings are provided as a revision aid only. If you miss class expecting to rely on a lecture recording, and the lecture recording fails, it will be your responsibility to catch up on what you missed. Please note that we cannot guarantee that lecture recordings will be posted by a specific time/day because this delay is dependent on the workload of ITS at that time. Course Library Page In addition to the textbook readings, extra resources may be made available via the course library page. Canvas Canvas will be used to send students important emails and enable them to view course marks etc. Additional useful material may be posted on Canvas from time to time. Students should check their Canvas email account on Mondays and Fridays. The home page Version Date 180806 Page 4 of 7
of this paper on Canvas gives students access to lecture recordings, lecture slides in
outline form, revision materials such as quizzes, and other useful materials that will be
made available as the need arises.
Other Resources
The library holds a number of marketing textbooks and business journals that may help
students in their studies. Magazines, such as Marketing Magazine, will also provide you
with relevant up-to-date New Zealand examples of marketing practice.
Assessment information
Group and/or
Assessment task Weight % Submission
individual
MCQ Quizzes 10% Individual Canvas
On paper, venue(s)
Test 20% Individual
TBA
Team Assignment 20% Group Canvas
On paper, in exam
Exam 50% Individual
venue
Pass requirements
Students have to gain 50% of the overall assessment to pass the course.
Description of assessment tasks
Learning outcome to
Assessment task
be assessed
MCQ Quizzes: There will be online quizzes to be held in weeks
2, 3, 5, 6, 7, 9 & 10. Each quiz is worth 2%. The marks on the
1, 3, 4
best 5 quizzes will be counted towards the Quiz Score worth
10%
Test – worth 20%. Written answers to questions covering
1, 2, 3, 4
Weeks 1-3 material
Team Assignment – worth 20%. A group assignment in teams
1, 2, 4, 5
of 5.
Final Exam – worth 50%. Written answers to questions
1, 2, 3, 4
covering all the material as specified in the exam study guide
Inclusive learning
Students are urged to discuss privately any impairment-related requirements face-to-
face and/or in written form with the courses convenor/lecturer and/or tutor.
Academic integrity
The University of Auckland will not tolerate cheating, or assisting others to cheat, and
views cheating in coursework as a serious academic offence. The work that a student
submits for grading must be the student’s own work, reflecting his or her learning.
Where work from other sources is used, it must be properly acknowledged and
referenced. This requirement also applies to sources on the worldwide web. A student’s
assessed work may be reviewed against electronic source material using computerised
Version Date 180806 Page 5 of 7detection (e.g. Turnitin) to provide an electronic version of their work for computerised
review.
Student feedback
Course representatives are selected from the enrolled students to help solicit feedback
from the class at least once during the semester. Wherever possible, this feedback is
used to shape or change the course to better meet students’ needs. For example,
previous students have indicated that they find copies of PowerPoint slides useful and so
the lecturers now make partially complete slides available before each lecture. Students
are also given the opportunity to provide feedback via formal evaluations at the end of
the semester. This feedback is used (where possible) to improve the course in subsequent
semesters.
In the event of an unexpected disruption
We undertake to maintain the continuity and standard of teaching and learning in all
your courses throughout the year. If there are unexpected disruptions, the University
has contingency plans to ensure that access to your course continues and your
assessment is fair, and not compromised. Some adjustments may need to be made in
emergencies, In the event of a disruption, the University and your course coordinators
will make every effort to provide you with up to date information via Canvas and the
University website.
Graduate profile for Bachelor of Commerce
The following six themes represent the capabilities that the Business School seeks to
foster in all of its graduates. The development of these capabilities does not come all at
once, but rather is expected to build from year to year. Each course is not expected to
contribute to all capabilities, but each course will have its own goals and learning
outcomes that relate to the overall development of this profile.
Graduate Profile
Disciplinary knowledge and practice
Graduates will be able to demonstrate and apply a breadth of knowledge across
disciplines, as well as specialist knowledge within one or more of them, while
recognising the relevancy of this knowledge within a global context.
Critical thinking
Graduates will be able to analyse and critique theory and practice to develop well-
reasoned arguments.
Solution seeking
Graduates will be able to identify and frame problems using analytical skills to
create and evaluate innovative solutions.
Communication and engagement
Graduates will be able to collaborate and communicate effectively in diverse
contexts using multiple formats.
Independence and integrity
Graduates will be able to respond professionally and ethically, demonstrating a
capacity for independent thought and learning.
Version Date 180806 Page 6 of 7Graduate Profile
Social and environmental responsibility
Graduates will recognise the significance of the principles underpinning the Treaty
of Waitangi and consider their obligations in relation to sustainability, whilst
displaying constructive approaches to diversity.
Note that if you are enrolled in a conjoint degree, you should also engage with the Graduate Profile for your
other degree programme.
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