Course Outline 2019

BUSADMIN 762: MARKETING (15 POINTS)

Quarter 2 (1194)

Course prescription
This course examines customer value and value-creation in markets, and the implications
for marketing, marketing decision-making and marketing strategy development.

Course advice
Restriction: BUSADMIN 772.

Goals of the course

This course will explore the processes that drive value creation for both customers and
enterprises. Course participants will examine the nature of marketing, marketing decision-
making, and the development of marketing strategies to achieve substantive growth in
consumer and business-to-business markets. The key goals of this course are:
1. To introduce the notion of creating customer value for competitive advantage.
2. To introduce the theoretical fundamentals and key elements of marketing strategy and
practice.
3. To provide a general framework for analysing marketing situations and developing
strategic and tactical marketing plans.
4. To provide a broad understanding of what drives marketing activity within industries
and organisations, and to recognise key features of marketing planning and execution.

Learning outcomes (LO)

By the end of the course, it is expected that students will be able to:

# Learning outcome Graduate profile capability*

LO1 Explain how marketing principles can be 1. Disciplinary knowledge and

applied to develop value for customers. practice

LO2 Select and synthesise relevant evidence 2. Critical thinking

from multiple sources to develop a well-
reasoned plan of marketing actions.

LO3 Clarify, frame and analyse marketing 3. Solution seeking

problems, consider alternative solutions,
select a course of action and understand
likely outcomes.

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 # Learning outcome Graduate profile capability*

LO4 Develop well-reasoned marketing ideas 4b. Communication (Written)

and present these in a clear and concise
written form.

LO5 Identify and address potential social, 6. Social and environmental

ethical and environmental implications of responsibilities
marketing actions.

* See the graduate profile this course belongs to at the end of this course outline.

Content outline
Relevant learning Assessment
Week / Module Topic resources/activities due this
period

1. 03 April Course Overview, Kotler & Keller 1

Introduction to
Marketing and Value
Fundamentals

2. 10 April Marketing Strategy, Kotler & Keller 2-3

Planning, and Research

3. 17 April Understanding Buyers Kotler & Keller 4-5

and Co-creation of Value

4. 24 April Brands, Brand Kotler & Keller 6-8

Management, and
Introduction to Value

5. 01 May Value creation through Kotler & Keller 9-10 Individual

Innovation in Products Assignment
and Services #1 Due

6. 08 May Pricing Considerations Kotler & Keller 11

7. 15 May Value Delivery through Kotler & Keller

Distribution Channels 12-13

8. 22 May Value Communication: Kotler & Keller Group

Integrated Marketing 14, 15, 17 Assignment
Communication, Due
Advertising, Sales
Promotion and Personal
Selling

9. 29 May Digital Marketing and Kotler & Keller 16

the Collaborative
Economy

10. 5 June Marketing in a Broader Kotler & Keller 18

Social Context: Societal
Considerations and

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 Relevant learning Assessment
Week / Module Topic resources/activities due this
period
Marketing Ethics, Course
Revision.

13 June, by Individual Assignment 2 Individual

5:00pm Assignment
#2 due via
Canvas

Learning and teaching

Class meets Tuesday evenings, from 5:30-8:30pm over 10 weeks beginning Tuesday
3 April (a total of 30 contact hours). Classes will meet in the Owen G. Glenn Building
(City Campus) in Case Room 1 (room 260-005), Level 0.

In addition to attending classes, students should be prepared to spend about 9-10 hours
per week on activities related to this course. These activities include preparing for lectures,
reading the course materials, solving recommended practice problems, working on the
assessment for this course, etc.

Students are expected to have read and digested the assigned textbook chapters and
other readings before class, and be ready to discuss them.

Teaching staff
Dr. Rick Starr
Senior Lecturer in Marketing, Graduate School of Management
Office: 376 Owen Glenn Building, University of Auckland City Campus, OGGB 376
Tel: 09 923 2403
Mobile: 021 637 915
Email: rg.starr@auckland.ac.nz

Dialogue is important for learning. Feel free to email me with questions or comments.
However, I generally find that most of your questions are too complex to answer fully via
email. Unless the answer is really simple (such as yes or no), I will usually call you back
to discuss them. I am happy to speak on the phone as needed, or to see you in person by
appointment.

Learning resources
Optional text:
P. Kotler & K.L. Keller (2015), A Framework for Marketing Management, 6th edition,
Pearson Education (Available from the University Book Shop in the Kate Edger Building).

Additional resources:
Assigned readings will be advised on CANVAS.

Assessment information

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 Group and/or
Assessment task Weight % Submission
individual

Individual Assignment #1 30% Individual Week 5, 01 May

Group Assignment 25% Group Week 8, 22 May

Class Participation and Continuous Weeks

10% Individual
Attendance 1-10

Individual Assignment #2 Due 13 June, by

35% Individual
5:00pm, via Canvas

Total 100 %

Pass requirements
The purpose of this course is to develop fluency with marketing ideas, and students are
expected to be engaging with the material at a level significantly above mere passing. To
attain a passing mark in the course, students are required to 1) complete all three
assessments (two individual assignments and one group assignment) and 2) attain a
passing average on the aggregate of the three assessments of at least 50%.

Description of assessment tasks

Learning outcomes
Assessment task
to be assessed
Individual Assignment L04, L03, L02, L01

Group assignment L03, L02, L04, L05

Class Participation and Attendance L01, L02, L03, L05

Individual Assignment #2 L04, L03, L02, L01

Inclusive learning
The University of Auckland is committed to providing an equitable and inclusive learning
environment. Students are encouraged to discuss any special requirements or learning-
related issues in confidence, either in person or via email.

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
detection to provide an electronic version of their work for computerised review.

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Student feedback
Students will be provided with clear written feedback on the Individual and Group
assignments. Additional feedback can be discussed in person with the lecturer via
appointment.

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 Postgraduate Diploma in Business

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

1. Disciplinary knowledge and practice

Graduates will be able to demonstrate advanced knowledge of general
management theory and apply this effectively in a range of contexts.

Critical thinking
Graduates will be able to effectively evaluate and synthesise evidence from
multiple sources to develop coherent and evidence-based arguments.

Solution seeking
Graduates will be able to frame and analyse complex problems, develop practical
solutions, and understand the impact and implications of planned implementation.

Communication and engagement

Graduates will be able to work effectively in teams and engage varied audiences
by communicating professionally using multiple formats.

Independence and integrity

Graduates will be able to engage in independent and ethical decision-making and
behaviour, demonstrating self-reflection and self-management in complex and
ambiguous situations.

Social and environmental responsibility

Graduates will recognise, in relation to their field, the potential significance of the
principles underpinning the Treaty of Waitangi and sustainability, and
demonstrate capability to shape business practice accordingly where appropriate.

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