1 Marketing
Management

MKTG860


Trimester 3, 2021



C
O
U
R
SE STU
D
Y G
U
ID
E
2

Contents
Welcome to Marketing Management .................................................................................................................... 3
Success in your course ............................................................................................................................................ 3
Course Information ................................................................................................................................................ 3
Pre-requisite/Co-requisite/Restriction requirements ........................................................................................ 3
Course Aim ......................................................................................................................................................... 4
Learning Outcomes ............................................................................................................................................ 4
Content ............................................................................................................................................................... 4
Blackboard Programme Organisation .................................................................................................................... 4
Required Texts and Recommended Reading ......................................................................................................... 4
Weekly Programme ................................................................................................................................................ 5
Assessment Information......................................................................................................................................... 7
Extensions and other Special Consideration Applications (SCAs) ...................................................................... 7
Penalty for late submission of assessment items .............................................................................................. 7
Assessment Structure ......................................................................................................................................... 8
Reconsideration .................................................................................................................................................. 8
Pass requirements .............................................................................................................................................. 8
Assessment event details: .................................................................................................................................. 9

Disclaimer: Although every effort is made to ensure accuracy, the information in this document is
subject to alteration. The information in this document was accurate at the time of publication,
October, 2021.
3

Welcome to Marketing Management
You are expected to read the contents of this study guide, also available on Blackboard under “All My
Courses”.
This is a level 8 Course, worth 15 points. This Course runs for 10 weeks and has one lecture session and one
workshop session per week.
This course uses Flexible Delivery Mode.
Teaching team and contact details:
Lecturer and Course Coordinator Email Virtual Office Hours
Dr Drew Franklin drew.franklin@aut.ac.nz By appointment

Success in your course
Academic study is intellectually challenging. To come to grips with the content in your course, what it means,
and how it is applied, you need to do the following:

• engage with all lectures and hear key concepts and theories explained by your lecturers, who are
experts on their subjects
• participate in discussions and/or workshops to make sense of what you’ve learned and to apply it to
authentic scenarios
• read all material given by your lecturers, make notes on it and make sure that you have grasped the
information
• have a study plan – aim to undertake three hours study for every one hour of lectures. Draw up a
weekly timetable to help with scheduling your study time
• complete and submit all assessments

All your lecturers want you to do well and to be well. Make sure you use the many student support services on
offer at AUT, if you feel that you are struggling with your studies.

• For support within the Faculty, see information on your Blackboard programme organisation.
• For AUT-wide academic and wellbeing support, visit the Student Digital Workspace, under the Learning
Support and Student Life tabs.

Course Information
Trimester 3 starts on the week beginning October 26th, 2021. Please check Blackboard for details of your
allocated online workshop stream and time.

Pre-requisite/Co-requisite/Restriction requirements
There are no pre-requisites/co-requisites/restrictions for this course.
4


Course Aim
A critical review of the key principles of marketing management including core theories, frameworks and tools
for formulating marketing strategy.

Learning Outcomes
1. Critically reflect on and discuss the concepts, tools, frameworks, theories, and techniques that can be
employed in marketing management
2. Devise, evaluate and recommend marketing tactics and strategies appropriate to current situations
3. Consider, argue and defend core theories in marketing

Content
• Introduction to Marketing Concepts; Strategies & Tactics
• The Marketing Environment
• Segmentation, Targeting & Positioning & Strategic Matrices
• The Product Concept
• The Price Concept
• The Place Concept
• The Promotion Concept
• Industrial Marketing; Business-to-Business Marketing & Relationship Marketing
• Leveraging the Business and Creating New Business
• Managing Marketing Relationships; Internal Marketing
Blackboard Programme Organisation
Details of all courses, major requirements, full course descriptors, assessment forms, timetables and all other
information relevant to current students can be found on Blackboard (https://blackboard.aut.ac.nz) under:
“My Organisations” Business MBA & Professional Masters Programme Information.

Required Texts and Recommended Reading
You will be supplied with the course text book for this course (in eText format), and will be given a code by
your course coordinator, with instructions on how to download and access this eText:

Elliott, Rundle-Thiele, Waller, Bentrott, Hatton-Jones, Jeans: Marketing (AU), 5th Edition, Wiley
Publishing

Other additional readings may feature within the Journal Readings Course Materials Folders on
Blackboard. You will also receive an electronic code for the SmartSims Music2Go marketing decision-
making simulation from your course coordinator with further instructions detailed on page 6 of the
study guide.


5

Weekly Programme
Week Topic Textbook Readings
1 Course Introduction and Introduction to Marketing Chapter 1
2 The Marketing Environment Chapter 2
3 Segmentation, Targeting and Positioning Chapter 6
4 The Product Concept Chapter 7
5 The Price Concept Chapter 8
6 The Place Concept Chapter 10
7 The Promotion Concept Chapter 9
8 Business Buying Behaviour Chapter 5
9 Leveraging the Business and Creating New Business Chapter 13
10 Managing Marketing Relationships Chapter 15















6

Getting Started with Music2Go Marketing Simulation Software

Music2Go is an online Marketing Simulation. Music2Go will give you the opportunity to run your own virtual
marketing campaign while competing against other student-run companies. The success of your company will
be measured by the amount of Total Marketing Contribution (TMC) you can create compared to your
competitors.
1. To get started go to www.smartsims.com and log in using:

Website Login: stuaut
Website Password: music2go

Select the “Click here to register” link. After you have entered your details you will be required to enter your
prepaid access code (included with your textbook).

Please Note: DO NOT purchase a license to Music2Go. Please use the code you have received with your class
textbook (or from your lecturer directly) for free access.

2. Once registered navigate to the Manuals and Videos menu. You should begin by viewing the Tutorial Videos
and reading the Player’s Manual.

3. When your account has been setup by Smartsims, the providers of Music2Go, they will send you an email
with your personal login and password.

4. Your Music2Go experience will begin with the Single-Player (practice) version where you will be competing
individually against a computer controlled opponent. In the Single-Player you control rollovers to progress
through decision periods (virtual years) to test different strategies and decisions at your own pace.

5. Later in the course the Multi-Player (competitive) version will begin. In the Multi-Player you will be placed
into management teams to compete against other student-run companies in your course. Your team must
have their final decisions entered prior to each scheduled decision deadline (rollover).

If you have any questions, please email help@smartsims.com.



7

Assessment Information
All students should obtain a copy of either the Business Programmes Assessment and Study Handbook
or the Law Programmes Assessment and Study Handbook, which include information on:
• Academic Integrity
• Attendance
• Assignments (Format, Presentation, Referencing, Submission)
• Assessment (Return of Assessments; Review/Reconsideration, Uncollected Assessments)
• Results
These handbooks are available online from “My Organisations” on Blackboard
(https://blackboard.aut.ac.nz)
Please note: Assessments may be copied and kept for moderation and programme administration
purposes. Presentations may also be videoed.

Extensions and other Special Consideration Applications (SCAs)
Students may apply for an extension or for special consideration where there are exceptional
circumstances.
The SCA online request form is available through Blackboard. Access the form via the “Special
Consideration” tab at the top of the Blackboard home page once you have logged in. Follow the
instructions provided.


Penalty for late submission of assessment items
The penalty for late submission will be a reduction by 5% or one grade (e.g. B+ to B) per day up to a
maximum of five days. An assessment item will not be marked if it is more than five days late.


8

Assessment Structure

Item % of Mark
Allocation
Maximum
Mark
Group/Individual Due date
Assessment One:
Weekly, Online Reading
Content Quizzes
Up to 40%
(Up to 4% per
quiz)
40 Individual, submit
online.

By the end of Week(s)
1 – 10, before 11:59pm
each respective Sunday
night(s), submitted
online through
Blackboard.
Assessment Two:
Music2Go Online Quiz
10% 10 Individual, submit
online.
By the end of Week 2, by
11:59pm Sunday 7th
November, 2021,
submitted online through
Blackboard.
Assessment Three:
Marketing Plan
30% 30 Individual, submit
online.
By the end of Week 10,
by 11:59pm Sunday 23rd
January, 2022, submitted
online through Turnitin.
Assessment Four:
Music2Go Group Video
Presentation
20% 20 Group,
presentations pre-
recorded and
submitted online.
By the end of Week 11,
by 11:59pm Sunday 30th
January, 2022, pre-
recorded and submitted
online through
Blackboard.

Reconsideration
You are entitled to make a formal request for reconsideration of marks in cases where you believe your
assessment work has not been marked in accordance with published marking criteria. This request can
only be made when assessed work is returned, or during review/reconsideration. There is a strict process
to follow – refer to the Business Programmes Assessment and Study Handbook or the Law Programmes
Assessment and Study Handbook for details. Note that, where assessments have been submitted
electronically, you normally only have 24 hours from the time the graded assessment is made available
on Blackboard to apply for reconsideration.
Pass requirements
Students are expected to attempt every assessment event. In order to gain a pass in this course you
must obtain at least 50% overall in the course.

9

Assessment Event Details:

Assessment One: Weekly, Online Reading Content Quizzes


Due Date: By the end of Week(s) 1 – 10, before 11:59pm each respective Sunday
night(s), submitted online through Blackboard.

Weighting:

40% of final grade; Up to 4% per quiz

Type:

Online quizzes. Individual Assessment.
Length: Available from 12:30am on the Monday morning before the quiz is due, access to quiz closing at 11:30pm on the following Sunday.

Submission: Quizzes can be found under the Assessments tab on Blackboard.

Requirements:
Each quiz is based on the textbook and other required readings for the current
week only.
20 multi-choice questions will be randomly selected from a test bank for
each student. This means that each student will not have the exact same
questions.
You will have 40 minutes from the time you begin the quiz (the length of
time that the test is open) to answer the questions and may use your
textbook and readings as a reference.
You will only have one chance for each question. You will be presented with
one question at a time to enter your answer.
Programme
Learning Goals:

1. Be self-aware, critically reflective and ethical marketing professionals
2. Be effective thinkers and problem-solvers
3. Be effective communicators (written and oral)
4. Be able to apply marketing knowledge to issues in professional
marketing practice
Course Learning
Outcomes:
1. Critically reflect on and discuss the concepts, tools, frameworks,
theories, and techniques that can be employed in marketing
management
2. Devise, evaluate and recommend marketing tactics and strategies
appropriate to current situations
3. Consider, argue and defend core theories in marketing


10
Assessment Two: Music2Go Online Quiz

Due Dates: By the end of Week 2, by 11:59pm Sunday 7
th November, 2021, submitted online
through Blackboard.
Weighting: 10% of final grade.
Type: Open Resource Quiz. Individual assessment. Multiple choice quiz, 10 questions. Submitted online through Blackboard.
Length: 20 minutes allowed to complete.
Requirements: You will be given a full brief for this assessment during week one of class.
Programme
Learning Goals:
1. Be self-aware, critically reflective and ethical marketing professionals
2. Be effective thinkers and problem-solvers
3. Be effective communicators (written and oral)
4. Be able to apply marketing knowledge to issues in professional marketing
practice
Course
Learning
Outcomes:
1. Critically reflect on and discuss the concepts, tools, frameworks, theories,
and techniques that can be employed in marketing management
2. Devise, evaluate and recommend marketing tactics and strategies
appropriate to current situations
3. Consider, argue and defend core theories in marketing






11
Assessment Three: Marketing Plan


Due Dates: By the end of Week 10, by 11:59pm Sunday 23
rd January, 2022, submitted online
through Turnitin.
Weighting: 30% of final grade.
Type: Marketing Plan. Individual assessment.
Length: Up to 3,500 words

Requirements:
Choose a business or marketing idea (i.e., new product/service) to launch within
the New Zealand marketplace. Your business or marketing idea must take place
in New Zealand. As your first step in your marketing plan, you must choose a
new product (either goods- or services-centric) to launch in one of the following
businesses in New Zealand:

1. A new product/service by McDonalds New Zealand
2. A new product/service by Air New Zealand
3. A new product/service by Spark New Zealand
4. A new product/service by New World Supermarkets
5. A new product/service by Icebreaker
6. A new product/service by Mitre 10 Ltd.
7. A new product/service by Havana Coffee Works
8. A new product/service by Fonterra
9. A new product/service by Auckland City Council
10. A new product/service by Kiwibank
Throughout each week you will learn the concepts to be able to complete a
marketing plan for this new product in the New Zealand market.
Your textbook features a suggested template to consider populating, each
week, with the focal information and insights we discuss in class and that you
are introduced-to through your assigned readings.
A key element of your marketing plan is to conduct secondary research through
the library database, or online, from reputable sources. Please do not
approach the business(es) directly, only use information that is publicly
available or secondary research through databases in the AUT Library.



Programme
Learning Goals:

1. Be self-aware, critically reflective and ethical marketing professionals
2. Be effective thinkers and problem-solvers
3. Be effective communicators (written and oral)
4. Be able to apply marketing knowledge to issues in professional marketing
practice
Course Learning
Outcomes:
1. Critically reflect on and discuss the concepts, tools, frameworks, theories,
and techniques that can be employed in marketing management
2. Devise, evaluate and recommend marketing tactics and strategies
appropriate to current situations
3. Consider, argue and defend core theories in marketing

11

Marketing Plan: Marking Guide Only
Criteria A range B range C range D range
Situation
Analysis
Good understanding of
the concepts/
information and how
they are applied to the
context in question

Good balance of theory
and application
Adequate understanding
of the concepts/
information and how they
are applied to context in
question

Mostly adequate balance of
theory and application
May not address all
areas of the
assignment
adequately

Poor understanding of the
concepts/information and
may not apply them to the
context well enough. May
focus too much on either
the theory or the context
Does not address all areas
of the assignment
accurately or adequately

Inadequate understanding
of the
concepts/information and
fails to apply them to the
context
Market
Analysis and
Strategies
Good understanding of
the concepts/
information and how
they are applied to the
context in question

Good balance of theory
and application
Adequate understanding
of the concepts/
information and how they
are applied to context in
question

Mostly adequate balance of
theory and application
May not address all
areas of the
assignment
adequately

Poor understanding of the
concepts/information and
may not apply them to the
context well enough. May
focus too much on either
the theory or the context
Does not address all areas
of the assignment
accurately or adequately

Inadequate understanding
of the
concepts/information and
fails to apply them to the
context
Tactical Plans Good understanding of
the
concepts/information
and how they are
applied to the context in
question

Good balance of theory
and application
Adequate understanding
of the
concepts/information and
how they are applied to
context in question

Mostly adequate balance of
theory and application
May not address all
areas of the
assignment
adequately

Poor understanding of the
concepts/information and
may not apply them to the
context well enough. May
focus too much on either
the theory or the context
Does not address all areas
of the assignment
accurately or adequately

Inadequate understanding
of the
concepts/information and
fails to apply them to the
context
Executive
Summary
Good presentation of an
overview of the main
insight gathered
including findings and
conclusions

A good summary of
the essence of the

Good presentation of an
overview of the main insight
gathered including findings
and conclusions

Mostly adequate summary of
the essence of the marketing
plan
May not address the main
insight gathered including
findings and conclusions

Poor understanding of the
purpose of the report and
essence of the marketing
plan
Does not address the main
insight gathered including
findings and conclusions

Inadequate understanding
of the purpose of the
report and essence of the
marketing plan
Referencing More than adequate referencing (has gone
beyond course readings
and lecture notes).
Includes in-line citations

Conventions of references,
citations are followed
meticulously (i.e., APA
style)
Adequate referencing
(lecture notes and course
readings). Includes in-line
citations

Conventions of references,
citations are followed apart
from the occasional oversight
(i.e., APA style)
Poor attempt to
reference (only one
source or sources may
not be academic). May
be no in-line citations

Conventions of references,
citations are followed but
show errors and
inconsistencies (i.e., APA
style)
No attempt to reference
No in-line citations

Does not adhere to the
conventions of references,
citations (i.e., APA style)
Organisation Good use of paragraphing format

Ideas flow logically
Adequate use of paragraphing
format

Ideas flow reasonably
logically
Paragraphing may be
inadequate Ideas do not
always flow logically
No paragraphing (e.g. may
be bullet points)

No sense of an overall
organisational pattern
Presentation Good presentation (title page, correctly
formatted, fulfils the
page limit)

Accurate language
used
Adequate presentation
(title page, correctly
formatted, may be
under or over page limit)

Readable, although some
errors may still be noticeable
Inadequate presentation
(may be no title page,
under or over length
and/or not correctly
formatted)

Language errors cause
problems with readability
Very poor presentation
(e.g. no title page, severely
under length, not correctly
formatted)

Language errors cause
severe problems with
readability
12
Assessment Four: Music2Go Group Video Presentation





Due Dates:

By the end of Week 11, by 11:59pm Sunday 30th January, 2022, pre-recorded and
submitted online through Blackboard.

Weighting:

20% of final grade

Type:

Group presentation, all members must present during the course of the pre-
recorded presentation and must all contribute to the final submission.

Length:

15-minute (max) group presentation, digital submission of presentation slides and
video file through Blackboard by the team leader.

Requirements:
You will be given a full briefing on this assessment during your first class. We
will be utilising a marketing simulation this term, as part of our assessment
structure – of which includes a number of marketing decisions and insight
gathering exercises in order to make informed decisions in the marketplace
based on competitive activity, market research, product development and
consumer/retailer feedback. You will have opportunity to form into groups
during the first week of class.

Each team will be assigned a particular marketing concept to explore during
the course (by your course coordinator) to apply theory and concepts toward
(covered during the lecture sessions and activities) and how an
understanding of these concepts (such as pricing, competitive analysis,
market research, retailing support, etc.) were considered and applied during
the course of the marketing simulation, Music2Go, over the course of the
term. Additionally, an application of how these insights and understandings
can be applied to real-life marketing situations/contexts will feature in this
presentation.
Programme
Learning
Goals:

1. Be self-aware, critically reflective and ethical marketing professionals
2. Be effective thinkers and problem-solvers
3. Be effective communicators (written and oral)
4. Be able to apply marketing knowledge to issues in professional marketing
practice
Course
Learning
Outcomes:
1. Critically reflect on and discuss the concepts, tools, frameworks, theories,
and techniques that can be employed in marketing management
2. Devise, evaluate and recommend marketing tactics and strategies
appropriate to current situations
3. Consider, argue and defend core theories in marketing

13
Music2Go Group Video Presentation: Marking Guide Only


Grade

Definition
A+ This work could not have been done better. Work of this quality is extremely rare and is of a standard far
beyond normal expectations.
A An excellent quality is achieved in all areas of the assessment and it is exceptional in some aspects. This
reflects a considerably greater level of motivation, effort, research and achievement than might
reasonably be expected from the assignment.
A- The learning outcomes have been achieved to an excellent standard and is as good as can be reasonably
expected from the student given the difficulty of the assignment and the length of time available to
undertake it. The work displays excellent use of conceptual frameworks, strong analysis of the problem or
issue and well-researched conclusions and relevant recommendations. There are strong linkages of theory
to practice. Presentation is flawless.
B+ This assessment is strong in all areas and excellent in some. It reflects hard work and should be well
researched. A very good level of analysis has been achieved but there are gaps. In some cases, B+ may
reflect a piece that is brilliant in some respects but also has considerable flaws. There are good linkages
between theory and practice.
B This assessment reflects a good effort on the part of the student. The assessment work is thorough and
competent but could have been pushed further. Alternatively, it is strong in some areas but uneven in
others. It is a more than average overall result. Application of theory to practice is not consistent
throughout the assessment.
B- The assessment has met the learning outcomes overall, in some areas with merit. B- is still better than
average work, but there may be some aspects that are lacking or that have not been extended as far as
the student is capable of. In some cases, a good result may have been achieved without sufficient
research, or alternatively good research may have yielded a somewhat disappointing overall conclusions
or recommendations. Presentation of the assignment is good but needs further attention to detail.
C+ This work is of an average standard. The problem/issue has been understood and an adequate level of
work is displayed. Nonetheless, the problem and issue could certainly have been taken further with more
analysis and stronger managerial relevance. Alternatively, this subject may not be an area of strength for
the student, in which case, C+ is still a good grade.
C Whilst this work is still of an acceptable standard, there may be some concerns about it. These may
relate to the effort involved, or the quality of research, analysis or presentation. Alternatively, the
student may have produced an assignment that has partly missed the point.
C- This assessment has met the learning outcomes overall to a pass standard. The grade reflects serious
concern about the way the assignment was handled. There are major gaps in linking theory to practice.
Whilst the final result does display application, it is only just adequate. Presentation of the assignment is
also just adequate with grammatical, spelling and layout mistakes evident.
D This assessment has not met any, very few or only some of the assessment criteria. The student has not
demonstrated a grasp of the topic, nor carried the groundwork needed to make any meaningful insight
or recommendations. A greater effort is needed to understand what is required and to ensure that these
requirements are fulfilled to a professional standard. Overall approach is superficial. There is little
attempt to link theory to practice and major sections of the assessment may not have been attempted.
Presentation is very poor.