Course Outline 2019
MKTG 702: ADVANCED MARKETING 2 (15 POINTS)
Semester 2 (1195)
Course prescription
An advanced study of marketing theory relating to contemporary issues. Emphasis is on
providing students with in-depth knowledge of key topics and asking them to critically
evaluate the field. Examples of topics covered include branding; customer relationship
management (CRM); marketing strategy, and corporate social responsibility and
sustainability.
Course advice
Admission to the Marketing postgraduate programmes requires BCom Hons. (Exchange
students with high grades in a marketing strategy course may also be eligible).
Goals of the course
The goal of the course is to examine current topics in Branding, Marketing Strategy and
Social Responsibility and CRM. Customers, Companies and other Stakeholders are facing
an increasingly dynamic and interactive business environment which is posing challenges
for branding and marketing strategy. Diverse issues are being faced such as digital
transformation, consequences of climate change, the introduction of new regulations and
instruments, changes in social expectations and values, and consumer’s reactions to
corporate behaviours and ethics. The course examines how these issues impact on, or
are impacted by, marketing practice, consumers’ response, and academic “thought”. By
examining various points of view, students will gain a better understanding of the
evolving role of marketing within companies and society.
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Learning outcomes (LO)
#
Learning outcome
Graduate profile capability*
LO1
In-depth understanding of range of
contemporary issues facing marketing
academics, practitioners and consumers
within the realm of marketing strategy,
branding, customer relationship
management, and social responsibility
and/or sustainability.
Ability to analyse research on branding,
customer relationship management, and
marketing’s impact on society and
organisational and societal approaches to
social responsibility and sustainability.
1. Disciplinary knowledge and
practice
Proficiency in applying selected concepts,
principles and frameworks of the course in
chosen contexts
2. Critical thinking
Enhanced skills in defending opinions
academically.
4a. Communication (Oral)
LO2
LO3
L04
2. Critical thinking
6. Social and environmental
responsibilities
1. Disciplinary knowledge and
practice
2. Critical thinking
3. Solution seeking
4b. Communication (Written)
5a. Independence
LO5
LO6
Extended personal boundaries on the
future role of marketing
5b. Integrity
Ability to communicate complex ideas in
an engaging manner
4a. Communication (Oral) and
engagement
6. Social and environmental
responsibilities
* See the graduate profile this course belongs to at the end of this course outline.
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Content outline
Week /
Module
Topic
Relevant learning
resources/activities
Module 1: Contemporary Branding
Research
Please see readings
below and on
Canvas
1
Branding Theory
2
Brand Equity and Co-branding
3
Branding in Online Environments
4
Brand Authenticity and Counterfeiting
Assessment
due this period
Group Article*
Review
(Module 1)
Group Article*
Review
(Module 1)
Module 2: Managing Customer
Experiences
1
2
Mapping the Customer’s Journey
Rise of the Robots
3
Managing customer-firm relationships
online
Group Article*
Review
(Module 2)
4
Loyalty Programmes
Group Article*
Review
(Module 2)
Module 3: Marketing Strategy and
Social Responsibility
1
Introduction: Social responsibility (SR),
Ethics and Business/Marketing
2
Incorporating SR into Marketing
Strategy
Group Article*
Review
(Module 3)
3
Consumer and Stakeholders Orientation
in SR Marketing Strategies
Group Article*
Review
(Module 3)
4
Towards New ‘Marketing Practice’:
Social Entrepreneurship & Business
Models
Essay Due Week
12
* Group Article Review Papers will be allocated to groups at the start of each
module
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Learning and teaching
Thursday from 11am-2pm in room 260-319.
The course runs for twelve weeks. Classes will meet for two to three hours each week.
Although your lecturers will provide an overview of topics, the course will primarily be
based on assigned readings with discussions facilitated by the lecturers. For these
discussion-based classes, each student will be expected to have read in advance the
relevant material as set out by the lecturer.
Teaching staff
Module 1 Contemporary Issues in Brand Research
Professor Rod Brodie r.brodie@auckland.ac.nz
Module 2 Managing Customer Experiences
Associate Professor Laszlo Sajtos l.sajtos@auckland.ac.nz
Module 3: Marketing Strategy and Social Responsibility
Dr Jenny Young jenny.young@auckland.ac.nz
Dr Biljana Juric b.juric@auckland.ac.nz
Assignments
Group Article Reviews (30%) (1 review per group per Module each worth 10%)
Groups will be required to present one review to the class and create class exercises.
The presentation should consider:
1.
Objectives
2.
Messages
3.
Relevance and contribution to topic (academic and practical)
4.
Limitations and Further Research
The presenters are required to provide exercises for the class to work on to further
understand the article. Your presentation should take around 20-25 minutes and the group
exercise 20-25 minutes (no more 50 minutes total). Power point slides should be provided
for the class.
NB: It is required that everyone in the class will review all the assigned readings before
class and be prepared to discuss any aspect of the articles. Each article is expected to take
about an hour to review. You are encouraged to prepare summaries (objectives,
messages, relevance and contribution). These summaries will be useful for you in the
open book exam.
Essay (30%)
In discussion with your course coordinators you are required to develop an essay topic
For the developed topic: Write an essay using the following headings:
Introduction,
Purpose of essay,
Discussion (main content of selected topic),
Practical applicability (preferably applying the chosen topic in a firm context)
Your essay should be 10-12 pages, (12 pt, 1.5 spacing).
Your essay is due at the end of week 12.
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Learning Resources
Module 1: Contemporary Branding Research Readings
Topic 1: Branding Theory
Brodie R. J. (2009). From Goods to Service Branding: An Integrative Perspective.
Marketing Theory, 9 (1), 103-107
Merz, M.A., He, Y., & Vargo, S.L. (2009), The Evolving Brand Logic: a Service-dominant
Logic Perspective. Journal of the Academy of Marketing Science, 37, 328-344
Brodie, R. J., Benson-Rea, M., & Medlin, C. J. (2017). Branding as a dynamic capability:
Strategic advantage from integrating meanings with identification. Marketing
Theory, 17(2), 183-199.
Topic 2: Brand Equity and Co-Branding
Keller, K.L. (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity." Journal of Marketing. 57, 1 January, 1-22.
Brodie R. J. and Benson-Rea M., (2016). Country of Origin Branding: An Integrative
Perspective. Journal of Product and Brand Management 25 (4) 322 - 336
Motion J., Leitch S., and Brodie R. J. (2003). Equity in Corporate Co-branding: The Case
of adidas and the All Blacks. European Journal of Marketing, 37 (7/8), 10801094.
Topic 3: Branding in Online Environments
Davis, R., Buchanan-Oliver, M. & Brodie R. J., (2000) Retail Service Branding in
Electronic-Commerce Environments. Journal of Service Research, 3(2), 178-186.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in
social media: Conceptualization, scale development and validation. Journal of
Interactive Marketing, 28(2), 149-165.
Topic 4: Brand Authenticity and Counterfeiting
Starr, R. G., & Brodie, R. J. (2016). Certification and authentication of brand value
propositions. Journal of Brand Management, 23(6), 716-731.
Evans, B. P. Starr, R. G., & Brodie, R. J. (2019) "Counterfeiting: conceptual issues and
implications for branding", Journal of Product & Brand Management,
https://doi.org/10.1108/JPBM-12-2017-1706.
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Module 2: Managing Customer Experiences
Topic 1: Mapping the Customer’s Journey
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout
the customer journey. Journal of Marketing, 80(6), 69-96.
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic
customer journey map. Business Horizons, 60(1), 143-150.
Topic 2: Rise of the Robots
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A.
(2018). Brave new world: service robots in the frontline. Journal of Service
Management, 29(5), 907-931.
André, Q., Carmon, Z., Wertenbroch, K., Crum, A., Frank, D., Goldstein, W.& Yang, H.
(2018). Consumer choice and autonomy in the age of artificial intelligence and
big data. Customer Needs and Solutions, 5(1-2), 28-37.
Topic 3: Managing customer-firm relationships online
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship
marketing. Journal of the Academy of Marketing Science, 47(3), 369-393.
Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of
proactive versus reactive webcare interventions in consumer-generated and
brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.
Topic 4: Loyalty Programmes
Henderson, C. M., Beck, J. T., & Palmatier, R. W. (2011). Review of the theoretical
underpinnings of loyalty programs. Journal of Consumer Psychology, 21(3), 256276.
Danaher, P. J., Sajtos, L., & Danaher, T. S. (2016). Does the reward match the effort for
loyalty program members? Journal of Retailing and Consumer Services, 32, 2331.
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Module 3 Marketing Strategy and Social Responsibility Readings
Topic 1: Introduction and Reflections on Ethics, Social Responsibility (SR),
Sustainability, Business and Marketing
Robin, D. P. and R. E. Reidenbach (1987). “Social Responsibility, Ethics and Marketing
Strategy”. Journal of Marketing, Vol. 51, January, 44-58.
Porter, M.E. and M. R. Kramer (2006). “Strategy and Society- The Link between
Competitive Advantage and Social Responsibility”, Harvard Business Review,
December, 78-92.
Topic 2: Incorporating SR into Marketing Strategy
Menon, A. and A. Menon (1997). "Enviropreneurial Marketing Strategy: The Emergence
of Corporate Environmentalism as Market Strategy”, Journal of Marketing, 61 (1),
51-67.
Galbreath, J. (2009). “Building Corporate Social Responsibility into Strategy”, European
Business Review, 21 (2), 109-127.
Raghubir, P., Roberts, J., Lemon, K.N. and R.S. Winer (2010). “Why, When and How
Should the Effect of Marketing Be Measured? A Stakeholders Perspective for
Corporate Social Responsibility”, Journal of Public Policy and Marketing, 29 (1),
66-77.
Topic 3: Consumer and Stakeholders Orientation in SR Marketing Strategies
Sheth, J.S., Sethia, N.K. & S. Srinivas (2011). “Mindful Consumption: a Customer-centric
Approach to Sustainability, Journal of the Academy of Marketing Science”, 39 (1),
21–39.
Bhattacharya, C.B.and S. Sen (2004). “Doing Better at Doing Good: When, Why and
How Consumers Respond to Corporate Social Initiatives,” California Management
Review, 47 (1), 9-24.
Case Study New consumer segments (e.g., aspirationals, voluntary simplifiers, consumer
activists)
Topic 4: Towards New ‘Marketing Practice’: Social Entrepreneurship, Business
Political Activism & Business Models
Santos, F. M. (2012). A positive theory of social entrepreneurship. Journal of Business
Ethics, 111(3), 335-351.
Pedersen, E. Gwozdz, W. & Hvass, K. K. (2018). “Exploring the Relationship Between
Business Model Innovation, Corporate Sustainability, and Organisational Values
within the Fashion Industry” Journal of Business Ethics, 149 (2), 267-284
Case Study Business Political and Social Activism TBA
Canvas: Canvas will be used to communicate important information and distribute
lecture slides and other useful material.
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Assessment information
Assessment task
Weight %
Group and/or
individual
Submission
MODULE 1:
Group Article
Reviews
30%
(3 x 10%)
Group
In class
Essay
30%
Individual
Email
Final Exam
40%
Individual
Exam venue
Total
100%
Description of assessment tasks
Assessment task
Learning outcome to be assessed
Group Article Reviews
LO2, LO3, LO5, LO6
Essay
LO1, LO2, LO3, LO4, L05, LO6
Final Exam
LO1, LO2, LO3, LO5
Inclusive learning
Students are urged to discuss privately any impairment-related requirements face-toface and/or in written form with the course convenor/lecturer and/or tutor.
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 his or her learning.
Where work from other sources is used, it must be properly acknowledged and
referenced. This requirement also applies to sources on the worldwide web. A student’s
assessed work may be reviewed against electronic source material using computerised
detection to provide an electronic version of their work for computerised review.
Student feedback
Students of this course will be asked to complete three types of evaluations: Three
teaching evaluations and one course evaluation. Your feedback will help us improve the
course and our teaching in the future.
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 your
assessment is fair, and not compromised. Some adjustments may need to be made in
emergencies. In the event of a disruption, the University and your course coordinators
will make every effort to provide you with up to date information via Canvas and the
University website.
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Graduate profile: MCom
The following six themes represent the capabilities that the Business School seeks to
foster in all of its graduates. The development of these capabilities does not come all at
once, but rather is expected to build from year to year. Each course is not expected to
contribute to all capabilities, but each course will have its own goals and learning
outcomes that relate to the overall development of this profile.
Graduate Profile
1. Disciplinary knowledge and practice
Graduates will be able to apply highly specialised knowledge within the discipline
to demonstrate an advanced awareness and understanding in a global context.
2. Critical thinking
Graduates will be able to analyse and evaluate the relevant literature, and design
and develop scholarly arguments that demonstrate advanced and diverse
thinking.
3. Solution seeking
Graduates will be able to creatively research and analyse complex issues, and
develop innovative solutions.
4. Communication and engagement
Graduates will be able to engage, communicate, and collaborate with diverse
groups using multiple formats and effectively address a range of professional and
academic audiences.
5. Independence and integrity
Graduates will be able to demonstrate advanced independent thought, selfreflection, ethics, and integrity.
6. Social and environmental responsibility
Graduates will consider, in relation to their discipline, the potential significance of
the principles underpinning both the Treaty of Waitangi and sustainability.
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