The University of Auckland Business School Course Outline 2005 MKTG 201 MARKETING MANAGEMENT (Class Number 36119) Semester 2 (1055)
Course Prescription This course will expose you to fundamental marketing concepts and provide insights into how these concepts are applied by practitioners in the "real" world. It is designed to give you an overview of basic marketing theory and to introduce you to the elements of marketing practice through topics such as buyer behaviour, marketing research, developing and marketing goods and services, and pricing, distribution, and promotion. Goals of the Course The purpose of this course is to provide students with an understanding of the fundamentals of marketing management theory and practice. Students will be introduced to the principles of marketing, and through case study analysis, will learn how to apply these concepts to address problems and opportunities facing New Zealand marketers, both domestically and internationally. Learning Outcomes Upon the successful completion of this unit, you will be able to: 1. Understand the importance in business practice of being marketing oriented. 2. Describe a range of common strategies for use with each of the various marketing mix tools: product, pricing, promotion, and distribution. 3. Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation. 4. Use examples from current events, as well as more formal case studies, to apply, illustrate, and discuss different marketing strategies. 5. Discuss key trends impacting on the current practice of marketing. 6. Critically think about the importance of effective business communications in all aspects of marketing management. The focus of the lectures, tutorials and asse ssments is to help students attain these specific objectives.
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Learning and Teaching Lectures: Lectures are held on Tuesdays from 11am-12pm, and Fridays, from 10am12pm. Lectures are held in Lib B15. The purpose of lectures is to explain marketing concepts, and to describe how they are used in organisations. A list of lecture topics and a tentative course schedule is provided in the course outline on page 5. As it is impossible to fully discuss all the aspects of a given topic within the lecture time provided, students are required to read the relevant chapters from the prescribed textbook prior to attending the lecture. Tutorials: Tutorials will commence in the second week of the semester and will be held weekly. Students must sign up for one tutorial in the first week of the semester using CECIL. Multiple tutorial time slots will be available. All tutorials will be held in Room CB114 in Commerce B, unless otherwise advised. The tutorials provide the opportunity for interactive discussion in a smaller classroom environment in order to apply lecture material to practical situations. The major focus of the tutorials will be on analysis of New Zealand cases based on the topics covered in lectures. Case studies and examples very similar to those discussed in the tutorials will be included in tests and the final exam. Students who regularly attend tutorial sessions will be at an advantage and will have a greater understanding of how to tackle such case studies in a test and examination context. [Refer to the tutorial program (p.6) for information on the cases]
Teaching Staff Lecturers: Dr Karen V. Fernandez (Course Coordinator) Office hour: Tuesday 10-11 Office: Commerce B, Room 109 Tel: 373-7599, ext. 88796 Email: k.fernandez@auckland.ac.nz Dr Greg Brush Office hour: Wednesday 3-4 Office: Commerce B, R oom 126 Tel: 373-7599 ext. 85950 Email: g.brush@auckland.ac.nz
Tutors : Emma Eichbaum Office hour: Monday 1-2 Office: Commerce B, Room 202 Tel: 373-7599, ext. 85952 Email: e.eichbaum@auckland.ac.nz Ann-Marie Kennedy Office hour: Office: Commerce B, Room Tel: 373-7599, ext. Email:
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Course Administration Coordinator: Josanne Blyth Office: Commerce B, Room 106 Tel: 373-7599 Ext. 89506 Email: j.blyth@auckland.ac.nz Learning Resource s • Course Textbook: Boone, Louis E. and David L. Kurtz (2005), Contemporary Marketing (or 11th edition, 2004), Thomson South-Western. • Case Study Text: Clemes, Michael D. (2002), New Zealand Case Studies in Strategic Marketing, Fifth Edition, Dunmore Press. • Cecil: MKTG 201 lecture slides and other useful material. Please note that these lecture slides form the framework of the lectures and do not replace lectures, where more material may be presented. • Online Resources: The online site for the course text ca n be found at http://www.swlearning.com/marketing/boone/cm2005/cm2005.html • Other Resources: The library holds a number of marketing textbooks and business journals that may help you in your studies. Magazines, such as Marketing Magazine, will also provide you with relevant up to date New Zealand examples of marketing practice. Assessment To pass this course, students must complete all assessment tasks, obtain a final grade of 50% or more, and pass the final examination. Assessment Task In-C lass Test 1 In-C lass Test 2 Final Exam TOTAL Weighting 20% 20% 60% 100% Learning Outcomes Assessed 1-6 1-6 1-6
In-Class Tests Your knowledge will be tested in weeks 6 and 9. The test will consist of both Multiple Choice Questions and Short Essay Questions. The test will examine the topics previously covered in the lectures, tutorials and assigned chapter readings. Each test will contribute 20% to your final grade. The tests will be held in class on Fridays, between 10-12 on August 26th , 2005 and September 30th, 2005. Further information will be provided on these tests in the lectures.
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Final Exam The final exam will test your understanding of marketing theory and principles, and you will also be required to demonstrate the application of these principles in business practice if you are to score high marks. Information on the structure of the exam will be provided in class. Programme and Course Advice Prerequisites: Econ 101 and 111 and MGMT 101 and STATS 108 Special note: This paper is a prerequisite to MKTG 202 (Marketing Research) and with it forms the basis for the core Stage III Marketing papers. Students must pass MKTG 201 and MKTG 202 to progress to Stage III Marketing courses.
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MARKETING MANAGEMENT 201 - LECTURE PROGRAM
Lecture Date Lecture Topics Chapters (2005 ed) 1 2 3 4 5 6 July 19 July 22 July 26 July 29 Aug 2 Aug 5 Aug 9 Aug 12 Aug 16 Aug 19 Aug 23 Aug 26 Aug 30 Sept 02 Sept 06 Sept 09 Sept 13 Sept 16 Sept 20 Sept 23 Sept 27 Sept 30 Oct 04 Oct 07 Oct 11 Oct 14 Oct 18 Oct 21 Overview of Marketing Overview of Marketing Marketing Planning & Research Marketing Planning & Research Buyer Behaviour & Segmenting Markets Buyer Behaviour & Segmenting Markets Marketing Products & Services Marketing Products & Services Developing New Products & Markets Developing New Products & Markets Developing New Products & Markets Test One Teaching Recess Teaching Recess Organisational Buyer Behaviour Pricing Pricing Distribution & Retailing Distribution & Retailing Test Two Social Marketing Marketing Communication Marketing Communication The Promotion Mix The Promotion Mix Conclusion 1,3 1,3 2,7 2,7 8,9 8,9 11,12 11,12 12,4 12,4 12,4 10 13,14 13,14 15,16 15,16 Reading 17 18
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Lecturer
KF KF KF KF KF KF GB GB GB GB GB .
7 8 9 10 11 12
GB GB GB GB GB Veer* KF KF
KF
19
KF KF
*Guest Lecturer- Ekant Veer
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MARKETING MANAGEMENT 201 - TUTORIAL PROGRAMME Week 1 2 3 4 5 6 Teaching Recess 7 8 9 10
11 12
Week Beginning
July 18 July 25 Aug 01 Aug 08 Aug 15 Aug 22 Aug 29 Sept 05 Sept 12 Sept 19 Sept 26 Oct 3 Oct 10 Oct 17
Tutorial
None Case Study Analysis Case Study Case Study. Case Study. Test Review None None Case Study Case Study Test Review Case Study Case Study Exam Review
Case
None None Quadzilla* Mambo* JDD N/A
Topic(s)
Introduction to case study approach Introduction to Marketing Consumer Behaviour Segmentation, Targeting, Positioning
Abus Guiding Carnivorous Plant Nurseries N/A Lush Pam Kerr Creations N/A
Services Marketing International Marketing
Retailing Price and Promotion
Notes: * Case text and questions available on Cecil; other cases in case study text. There are no tutorials in Week 1. Please sign-up for a tutorial in the first week of the semester.
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DEPARTMENT OF MARKETING UNDERGRADUATE PROTOCOL We at the Marketing Department regard our relationship with students as very important. This is why we have written this protocol which describes the key policies and practices that will help you to have a clear understanding of what you can expect from your lecturer and what the lecturer can expect from you. In respect to this, our overriding principles are consistency and fairness in terms of how each student is treated. Communication Lecturers will always aim to communicate with you in a timely and efficient manner. The main venue where the course information will be provided is lectures/tutorials. Additionally, the main information related to the course, such as deadlines for your assignments, can be found in the course outline and will be posted on Cecil. We assume that you have become familiar with Cecil software in your previous courses. Marketing lecturers use this software to facilitate your learning by: ? Providing students with unrestricted access to course materials (e.g. lecture notes, case studies and reference materials). Students will be able to access these materials anytime and anywhere via the Internet. ? Keeping students informed with the schedule and upcoming events of the courses (e.g. due dates of assignments and announcements made by the lecturers or tutors). ? Helping students keep track of their own progress (e.g. allowing students to check their own marks on the web and getting feedback from lecturers or tutors). We also keep students informed about opportunities for part time jobs or social events (e.g. Marketing Party) via Cecil. Please note that the information posted on Cecil does not always fully cover information given in lectures. Therefore, if you miss a class, you should ask other students whether you have missed any important announcements (or materials). It is your responsibility to monitor, read, and keep up to date on all course communications. The email address you have listed in Cecil must be one that you use and check frequently. This is the address to which your course lecturers will send any important messages and updates. If your contact details change, you must update these details as soon as possible. You can change your email address by logging into Cecil and clicking on the “View Preferences” icon. Since Cecil and nDEVA are not linked, an update you make in one system does not automatically update your information in the other system. Your email address, current mailing address, and other contact details must always be kept up to date on nDeva, the University’s online enrolment and student administration system. You can update your personal details by logging on to nDeva and then clicking on “Personal Details”. Gradi ng This is the distribution that students are graded on for undergraduate courses in the Department of Marketing: GRADE A+ A AB+ B BC+ C CD+ D DDESCRIPTION Rare, outstanding, nearly flawless Exceptional, well beyond expectations Excellent Polished, very good Covers everything expected Good coverage, minor flaws Adequate understanding of the fundamentals but some gaps Some understanding, but gaps Just adequate Inadequate, lack of understanding Very inadequate Poorly prepared % 90-100 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 0-39
Students can expect all mid- semester tests and assignments to be graded and returned within two weeks (unless otherwise specified by lecturer). Your grades will be also communicated through C ecil. Always remember to compare your grades on Cecil with the grades that are written on your test or assignments and report any discrepancies to your lecturer without delay.
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Mid Semester Tests Students who miss mid-semester tests because of ill health or bereavement reasons may apply for an aegrotat or for compassionate consideration (see the University Calendar/Examination Regulations for the procedure). Be aware that you have to apply within 7 days after the test. Note: reasons for missing tests e.g. getting date/time of test wrong etc. are not acceptable. Importance of Final Exam All students are required to pass the final exam in order to pass the course. Your coursework marks can NOT compensate for a failed final exam. This applies to all undergraduate Marketing courses. Students who wish to query their final grade must do so through the appropriate channels (for the procedure see the University Calendar/Examination Regulations). You can apply only for a recount (not a remark) of your exam. Please do not contact your lecturers directly because they will not be unable to give out any information on final exams. Cheating All students are advised to read the section on cheating and plagiarism that can be found on the University of Auckland homepag under “resources”. Cheating is viewed as a serious offence by the University. Penalties may e include suspension or expulsion from the University. The following are examples of cheating in a coursework test: • • • • • Copying from another student, or allowing another student to copy from you. Impersonating someone else. Using forbidden material (electronic or written) Continuing writing after the time allocated. Misrepresenting disability, illness or injury or exceptional circumstances beyond one’s control, and then claiming special conditions.
The following are examples of cheating in a coursework assignment: • Plagiarism or using the work of others in preparing an assignment and presenting it as your own without explicitly referencing where it came from. Paraphrasing of another work without referencing is also plagiarism. Plagiarism also includes collaborating together too closely in preparing all or part of an assignment. In cases where two students hand in quite similar or identical work, both students will be penalised. Copying from another student’s coursework (with or without the student’s knowledge). Making up or fabricating data. Submitting the same, or a substantially similar, assignment that you have done for assessment in more than one course. Using material from a commercial assignment or essay services, including web based sources. -
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All students should be aware that computerised detection mechanisms and techniques are growing in sophistication. These will be used increasingly in marketing courses to combat cheating. Class Reps The Marketing Department values the role of class reps and encourages students to act in this capacity. Students are encouraged to talk to class reps about the course. Lecturers really appreciate the class rep feedback. This channel should be used as an opportunity to make improvements to the course. On a formal basis there are two class rep meetings during a semester, where the class rep has the opportunity to talk to the lecturers and the undergraduate co-ordinator about the overall evaluation of the course and provide ideas and suggestions. Disputes If you have a problem with any Marketing course, first approach your lecturer or course co-ordinator. If you are uncomfortable approaching a course co-ordinator then contact Dr Christina Lee, undergraduate co-ordinator. Dr Lee can be contacted by email: c.lee@auckland.ac.nz or in person in Room 125, Commerce B by appointment.
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