Business and Economics

2024 Semester Two (1245) (15 POINTS)

Develops knowledge in how to analyse, implement and evaluate advanced marketing strategies. Encourages the application and consideration of marketing strategies to solve real business challenges. Nurtures a strong appreciation for how marketing connects and relates to other business disciplines.

At the start of the marketing major, the required Stage 2 course of MKTG 203 “Strategic Marketing” takes a broad and holistic perspective in covering the central concepts in Marketing. The aim there is to provide all marketing major students with a firm foundation of basic knowledge and skills needed to succeed in the rest of the major. At the Stage 3 level of the marketing major, the elective course of MKTG 301 "Advanced Marketing Strategy"  now aims to offer students the opportunity to build directly on MKTG 203 by engaging with the topic of Marketing Strategy at a more advanced level. With a strong focus on empowering students to take control of their learning, MKTG 301 develops knowledge and skills in how to analyse, implement and evaluate marketing strategies.  

Prerequisite: MKTG 202 and 201 or 203

By the end of this course, students will be able to:

People vary in their use of time. However, 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.

Note that in MKTG 301, a 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.

Campus Experience

Attendance is expected at scheduled activities such as lectures, tests, and presentations to receive credit for components of the course.

Lectures will be available as recordings. Other learning activities such as in class workshops will not be available as recordings. 

The course will not include live online events unless necessitated by health and safety situations. 

Attendance on campus is required for the test. (Note that the University will provide further advice should the country not be Alert Level 1 at the time of the test.)

The activities for the course are scheduled as a standard weekly timetable.

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.

This course does not have an assigned textbook. Given the over-arching goal of this course is to serve as a capstone experience within the Marketing major, you can expect to draw on your knowledge from other previous and concurrent courses in the major. Beyond this, all other course readings are available via a comprehensive reading list in Canvas. 

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.

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 for potential plagiarism or other forms of academic misconduct, using computerised detection mechanisms.

Class representatives are students tasked with representing student issues to departments, faculties, and the wider university. If you have a complaint about this course, please contact your class rep who will know how to raise it in the right channels. See your departmental noticeboard for contact details for your class reps.

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

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.

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 .

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

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 course assessment continues to meet the principles of the University’s assessment policy. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator/director, and if disruption occurs you should refer to the university website for information about how to proceed.

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 .

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 students may be asked to submit 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. In exceptional circumstances changes to elements of this course may be necessary at short notice. Students enrolled in this course will be informed of any such changes and the reasons for them, as soon as possible, through Canvas.