Course Outline

MKTG 308 Marketing of New Zealand Products and Services

Semester 2, 2022
For information on Student Support and Wellbeing, exams and assessment, academic
integrity, policies and procedures, Codes of Conduct, Covid-19 alert levels and Safe LU, please
refer to the appropriate links on your My Akoraka | Learn dashboard page.

Examiner/ Lecturer Dr. Paula Arbouw

Building/Office Number: C205
Email: Paula.Arbouw@lincoln.ac.nz
Office hours: Monday 10-11am.
Activity Day Time Room
Lecture Monday 1.10-2.00pm C2
Lecture Tuesday 10.00-10.50am C2
Lecture Wednesday 12.00-12.50pm B4
Teaching on Field Trip Days
Face-to-face activities and office hours will not be held on field trip days with exception of 8th
August which is reserved for a guest lecture slot. Any student who feels that they might be
disadvantaged by this should contact the examiner so that alternative arrangements can be made.
Resources: Textbook
The textbook used in the MKTG308 course is:
Armstrong, G., Denize, S., Volkov, M., Adam, S., Kotler, P., Ang, S. H., Love, A., Doherty, S., & P. van
Esch, P. (2021). Principles of Marketing (8th ed.). Pearson Education Australia.

This textbook is available from the Lincoln University library and the campus bookstore.
An electronic copy can be rented from:
https://www.pearson.com/store/p/principles-of-marketing-ebook---180-day-
rental/GPROG_A103000234184_learnernz-availability/9780655703761?tab=table-of-contents
Or an electronic copy can be purchased from
https://www.vitalsource.com/en-au/products/principles-of-marketing-ebook-armstrong-denize-
volkov-v9781488626227

Course prescription An analysis of strategic marketing management as it relates to the

marketers of New Zealand products and services.
Prerequisites Either (a) COMM202 or (b) MKTG101 or MKTG102 plus two courses at the
200 level.
Recommended Preparation MKTG 205
Restrictions None

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Course Aims and Learning Outcomes
Aims
The main aims of this course are:

To develop analytical techniques and skills for analysing the complex internal and external factors
affecting the marketers of New Zealand products and services.

Learning outcomes
After successfully completing this course, students will be able to:

LO1. Evaluate the external market environmental factors that affect marketers.

LO2. Evaluate the internal factors that affect marketers.

LO3. Recognise the importance of ethical and culturally acceptable behaviour in the marketplace.

Course Content
The following table gives an indication of the timing of the content for this course. It may be necessary
to make adjustments to the timetable.

Week – commencing Topics / Module Reading Assessment

1 Module 1: Introduction
18 July Introduction to MKTG308
APA Referencing
New Zealand: An Exporting Nation
2 Strategic Marketing Fundamentals Chapters 1
25 July Food & Beverage Trends and 2
(Wednesday 27 July Field Trip Day)

3 How to write a Marketing Plan Chapter 3

1 August Module 2: Analysis of the External
Market Environment
Market Environment (Political)
Market Environment (Legal)
4 Guest Speaker Session Chapter 3
8 August Market Environment (Economic)
(Monday 8 August Field Trip Day)
Market Environment (Technological)
5 Market Environment (Social-Cultural) Chapter 3
15 August Market Environment (Demographics)
Market Environment (Physical
Environment])
6 Test preparation Online Term Test 1
22 August Wednesday 24th
(Tuesday 23 August Field Trip Day) August at 12pm NZT
Monday 29 August – Mid Semester Break
Friday 10 September
7 Module 3: Other Analysis Chapters 4
12 September Consumer Analysis and 6
Market Segmentation (Part 1)
Market Segmentation (Part 2)

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 8 Market Analysis Chapters 4
19 September Internal Analysis and 6
Competitor Analysis
9 Module 4: Analysis of Marketing Chapters 6, 7
26 September Strategies and 9
Competitive Advantage
Competitive Strategies (Cost
Leadership)
Competitive Strategies
(Differentiation)
10 Branding and Brand Equity Chapters 6, 7
3 October Brand Strategies and 9
Brand Strategies (Country of Origin)
11 Implementation and Control Chapters 13
10 October CSR & Socially Responsible Marketing and 14
Digital Marketing
12 Test preparation Online Term Test 2
17 October Wednesday 19th
October 12pm
Group Marketing Report due Friday 21st October at 10pm (NZT)

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Learning and Teaching Arrangements

Learning and Teaching Approach

 The course provides a range of delivery methods and learning opportunities for students
including lectures, online Q&A sessions, self-study material, interactive online material, group
work, and a n office hour. Students are strongly advised to make full use of all available learning
opportunities.
 The teaching/learning format for MKTG308 is based on a maximum of three lectures per week
as needed to cover the required course content. There are no tutorials, but an office hour will be
provided at least once a week. Attendance at lectures is important because of the interactive
nature of some sessions.

Online Learning Activities

 Self-study material, other relevant course material, and assessment activities will be made
available on the MKTG308 Akoraka | Learn page. Akoraka | Learn will also be used as a means
of communication with the class and students are advised to check their course page, the My
Akoraka | Learn dashboard, and their “@lincolnuni.ac.nz” email regularly.

 Classes are NOT recorded, but all class content will be recorded separately, and these recordings
will be available on the MKTG308 Akoraka | Learn course page.

Lecture Notes
Lecture notes will be posted on Akoraka | Learn in PPT format. It is important to note that the images
shown in lectures will not all be available in the online version of the notes, as copyright regulations
prevent this. Some readings will be placed on the relevant Akoraka | Learn course page.

Assessments
The schedule of assessments and their contribution to the overall mark for the course is as follows:

Assessment Weighting Due date Learning Outcomes covered

Online Term Test 1 30% 24th August at LO1, LO2, LO3
12pm (NZT)
Online Term Test 2 30% 19th October LO1, LO2, LO3
at 12pm (NZT)
Group Marketing 40% 21st October LO1, LO2, LO3
Plan at 10pm (NZT)

Assessment details

Note: all assessments will be either completed or submitted electronically.

Assignment
The Group Marketing Plan assignment is to be submitted electronically to the Turnitin dropbox via the
MKTG308 Akoraka | Learn course page by Friday 21st October at 10pm (NZT). As this assignment is a
group effort, the workload is expected to be shared equally amongst all group members. Groups must
be formed by the end of Week 5 of the course (Friday 19th August at 5pm) and the details of each group
(Names and Student IDs) emailed to Paula.Arbouw@lincoln.ac.nz. Anyone not in a group will be
assigned a group. This Group Marketing Plan assignment contributes to a maximum of 40 percent of the
final grade. Instructions will be made available on the Akoraka | Learn course page.

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Term Tests
Both of the Online Term Tests will be will be held during the scheduled lecture time at 12pm (NZT) via
the Akoraka | Learn course page on Wednesday 24th August and 19th October. These tests are both
open book. Each test contributes to a maximum of 30 percent of the final grade.

Academic Penalties
 In order to be awarded a pass grade in the course students must attain 50 percent or more in the
course overall.

Late Submission of Assessment

All Term Tests must be sat at the times and dates stated in this Course Outline. University regulations
apply for all term tests.

Unless alternative arrangements have been made with the Examiner, items of assessment that are
submitted after the due date and time will be awarded a mark of zero. If there are any reason you
cannot submit/ conduct an assessment by the due date, you must contact the lecturer PRIOR to the due
time. University regulations apply where a final examination is scheduled.

Mandatory Course Requirements

The following assessment item is mandatory: The group marketing plan. Failure to work in a group and
submit the group marketing plan will result in the student not being eligible to achieve a passing grade in
this course.

Academic Dishonesty
The examiner will apply the discipline regulations to any incidents of academic dishonesty, e.g. cheating
or plagiarism. Your attention is drawn to the Universal Course Regulations.

Student Workload
At a minimum, 150 hours for 15-credit courses or 200 hours for 20-credit courses represents the amount
of time that an average or B grade student might be expected to spend to receive a passing grade. The
total student workload for a course is not spread evenly from week to week and students are expected
to proactively manage their workload throughout the semester. Achievement in a course is based on
student performances, not on the time committed to studying the course. No matter how many hours a
student puts into this course, they are not guaranteed a pass. The following time-use guidelines are
provided as an example of how the 150/200 hours may be allocated in this course.

Contact Hours Total hours (over semester)

Face to face contact, e.g. lectures and Q&A 48
sessions. This includes recorded online lectures or
other classes.
Non-contact Hours
Self-directed learning, e.g. group project and test 102
preparation.
Total Student Workload 150

Feedback Opportunities
There will be an opportunity to formally evaluate the course at the end of the semester; however
constructive feedback is welcomed and appreciated throughout the semester. This may be provided in any
format e.g. in person, with a support person, through a student rep, via a note, or email.