MAORIDEV 732 : Whakatairanga Huanga Māori: Marketing

Business and Economics

2020 Quarter One (1202) (15 POINTS)

Course Prescription

Customer value and value-creation in markets and the implications for marketing, marketing decision-making with a focus on Māori enterprise.

Course Overview

This course outlines broad marketing concepts and the role of marketing to apply to Māori businesses and/or customers. It emphasises fundamental concepts including branding, positioning and the marketing mix. The course examines the marketing concept and process, the role of social marketing, identification of marketing opportunities, developing marketing strategies, planning marketing programmes and managing the marketing effort. 

This course is taught from an applied viewpoint, and is designed to provide a general framework for approaching marketing decision-making in a range of Māori business contexts. The key goals of the course are to introduce the marketing concept of creating customer value for competitive advantage as it relates to all facets of the organisation. An understanding of the theoretical fundamentals of marketing strategy and practice is important in this course along with a sound grasp of a general framework for analysing marketing situations and making strategic and tactical marketing decisions. On completion of this course you will have a broad understanding of what drives marketing activity within their industries and organisations, and you will be able to recognize the features of good (and bad) marketing planning and practices.

In all cases, we will consider the special circumstances, which may arise when Māori are product or service providers, and how they can most effectively interact with Māori and non-Māori customers.

Course Requirements

Restriction: BUSADMIN 762

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 3: Solution Seeking
Capability 4: Communication and Engagement

Learning Outcomes

By the end of this course, students will be able to:
  1. Outline the role of the key elements in developing marketing plans. (Capability 1)
  2. Apply appropriate decision support tools to assess marketing situations. (Capability 1 and 2)
  3. Evaluate information relevant to marketing decision-making. (Capability 2)
  4. Apply marketing principles effectively to develop appropriate marketing strategies and plans for specific situations and organisations (Capability 3 and 4.2)

Assessments

Assessment Type Percentage Classification
Individual reflection 5% Individual Coursework
Assignment 20% Individual Coursework
Team Project 35% Group & Individual Coursework
Final Test 40% Individual Test
Assessment Type Learning Outcome Addressed
1 2 3 4
Individual reflection
Assignment
Team Project
Final Test
The individual reflection (5%), due in Week 2, will provide formative feedback to students for their individual assignment (20%), due in Week 4. 

Workload Expectations

The class will meet in Room 325 for each four hour session. Class time will be used for a combination of lectures and applied discussions of case studies and exercises. In addition to attending classes, students should be prepared to spend an average of 11 hours per session on activities related to this course, preparatory reading, assignments, and reflection/self-study (standard workload for courses is 10 hours per point). These activities include carrying out the required readings and assignments, viewing video material, and preparing for the group assessment and the test.


Other Information

Lectures, discussions and assessments will rely on assigned readings of relevant academic articles downloaded from the the University Library electronic databases as well as popular press articles giving current examples of New Zealand marketing practice.
Recommended reading:
Elliot, G., Rundle-Thiele, S., Waller, D., Smith, S., Eades, E., & Bentrott, I. (2018). Marketing 4th edition. Milton, Qld: Wiley.

Digital Resources

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

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 their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Inclusive Learning

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website at http://disability.auckland.ac.nz

Special Circumstances

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page: https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.

This should be done as soon as possible and no later than seven days after the affected test or exam date.

Student Feedback

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

Student Charter and Responsibilities

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter (https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html).

Disclaimer

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.

Published on 13/01/2020 12:45 p.m.