MKTG 301 : Marketing Strategy
Business and Economics
2020 Semester One (1203) (15 POINTS)
Course Prescription
Course Overview
An integrated capstone experience fostering student centred learning. Develops knowledge in how to analyse, implement and evaluate marketing strategies. Nurtures a strong appreciation for how marketing connects and relates to other business disciplines.
MKTG 301 “Marketing Strategy” is designed to provide a capstone experience within the Marketing major that is all about empowering students to take control of their learning.
At the start of your major in Marketing, MKTG 201 “Marketing Management” took a broad perspective in covering the central concepts in Marketing and providing a firm foundation for the rest of the major. Now, at the end of the major, MKTG 301 takes a similar big picture perspective, but this time by getting students to integrate and apply the knowledge and skills that they have been developing throughout the major.
Capabilities Developed in this Course
| Capability 1: | Disciplinary Knowledge and Practice |
| Capability 2: | Critical Thinking |
| Capability 3: | Solution Seeking |
| Capability 4: | Communication and Engagement |
| Capability 5: | Independence and Integrity |
| Capability 6: | Social and Environmental Responsibilities |
Learning Outcomes
- Develop knowledge in how to analyse, implement and evaluate marketing strategies by applying new learning from this course and by consolidating your learning from previous courses. (Capability 1 and 2)
- Explain how Marketing connects and relates to other business disciplines. (Capability 1)
- Draw conclusions and make informed decisions based upon the types of internal and external data that are used within real-world companies to support executive-level strategic decision making. (Capability 3)
- Collaborate effectively in formulating strategy/tactics in a group environment that involves completing one’s own tasks to schedule while building relationships aimed at improving the productivity and functionality of the team as a whole. (Capability 4.1, 4.2 and 4.3)
- Be resilient, deal with the ambiguity that always exists in dynamic business contexts, and respond to setbacks by reflecting upon them as learning experiences. (Capability 5.1 and 5.2)
- Analyse and reflect upon the challenges involved in considering corporate social responsibility when making strategic business decisions at a Senior Manager level within a large organisation. (Capability 5.2 and 6)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Reports | 25% | Group Coursework |
| Report, presentation, and poster | 30% | Group & Individual Coursework |
| Final Exam | 45% | Individual Examination |
| 3 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |||||
| Reports | ||||||||||
| Report, presentation, and poster | ||||||||||
| Final Exam | ||||||||||
Students must achieve at least 50 of the total 100 weighted course assessment marks above in order to pass this course.
With regards to the group project, since all team members should aim to contribute equally in terms of quality and quantity, each team member will be evaluated by every other team member. These peer evaluations will be conducted anonymously online and will remain CONFIDENTIAL (only the teaching team, HOD, or course administrators will have access to these peer evaluations). Peer evaluations may then influence the proportion of marks each student may receive for their group project.
Workload Expectations
Whilst, people vary in their use of time, University guidelines are that a 15-point course should equate to about 150 hours of learning. For 'typical' students this can be broken down to approximately:
• 3 scheduled contact hours per week
• 7-8 hrs of self-study, team assignment research and related work.
However, the team self-selection process has been designed to place equivalently engaged students into the same teams by aligning student goals and acknowledging that a diverse student cohort will have differing priorities.
Learning Resources
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
The streaming system described above is is designed to support inclusive learning. It takes into account our student population, which comprises people from diverse backgrounds who are living and dealing with a variety of circumstances and priorities.
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.
Hearing the voice of students is therefore extremely important to us. We have made several changes and improvements this semester based upon previous feedback, e.g. reintroducing the exam in order to prioritise the group project during the teaching term and providing more guest lecturers.
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.