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Marketing
Management
MKTG860
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,
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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.
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 . 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.
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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.
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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