09 UC/10-PhD,MCom,BCom(Hons)/2
UNIVERSITY OF CANTERBURY
Te Whare Wānanga o Waitaha
CUAP Proposal-New Qualification/Subject
Section A
Proposal Description
Purpose of the proposal
To introduce a new subject, Marketing to the PhD, MCom and BCom(Hons)degrees.
Justification
The College of Business and Economics has reviewed the existing 6 subject majors and 13 specialist endorsements within
the Bachelor of Commerce (BCom) degree. In light of this exercise, the Faculty proposes to discontinue the specialist
endorsements and to replace them with a new, streamlined offering of 11 subject majors, one of which is in the area of
Marketing. As part of this process, a proposal has been put forward for the development of a BCom Major in Marketing.
This proposal extends this, and builds on the research profile of the Marketing Group (based in the Department of
Management), and seeks to introduce the subject of Marketing to the PhD, MCom and BCom(Hons) degrees offered by
the Department.
To date, the Marketing discipline has been embedded in the Management major offered by the University. Thus, even
though students have completed research topics in the discipline of Marketing at both the PhD and MCom level, their
degrees have been conferred in Management. At the MCom level, recent theses have examined topics such as social
marketing, advertising, retailing, online marketing, and consumer behaviour. At the PhD level, recent theses have been
completed on topics such as retailing, online marketing, social marketing, and consumer behaviour. Many of these
graduates have also gone on to work in Marketing departments in universities both in New Zealand and overseas. Courses
in Marketing are already offered as part of the BCom (Hons) in Management, and by introducing a separate Honours
degree; students with an interest in Marketing will be able to obtain a higher degree in their chosen discipline area.
Postgraduate qualifications in Marketing are offered by all other Universities in New Zealand, and this proposal seeks to
give the Marketing discipline more visibility and prominence at the University of Canterbury, rather than embedding it
within a general Management major.
This proposal also builds upon the research strength of the Marketing Group in the Department of Management. At the
present time, this group is comprised of nine full-time academic staff, all PhD qualified, ranging in level from Senior
Lecturer to Professor. All staff in this group have supervisory experience, with many staff currently supervising students
at both the PhD and MCom level, albeit under the “Management” umbrella. The research profile of the Marketing Group
is also evidenced by the fact that the University of Canterbury is hosting the ANZMAC 2010 conference, the largest
annual conference for Marketing academics in Australasia this December.
This proposal seeks to clearly identify the Marketing discipline in the Department of Management, and argues that the
subject of Marketing should be made available at the PhD, MCom and BCom(Hons) level.
Acceptability
The proposal was initiated by the Marketing group within the Department of Management, and has been consulted on and
discussed within the Department. It has also been approved by the Teaching and Learning Committee within the College
of Business and Economics. UC students and New Zealand Business School Deans have also been involved with the
consultative process. Consistent with University policy, this proposal has also been provided to the UC Postgraduate
Committee for approval.
The proposal has been forwarded to following groups for comment. Responses are available in Section B :
Within the University of Canterbury
The Commerce Faculty
Other UC Faculties
The University Library
Facilities Management
ICTS
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UCSA
External consultation
Other NZ Management Departments via the NZ Business Deans network
The College of Business and Economics Advisory Board
Goals of the programme
The objective of the introduction of a PhD, MCom and BCom(Hons) in Marketing (with a new course code MKTG) is to
highlight the opportunity for students to specialise in the study of marketing as an independent field, distinct from
Management, where marketing has traditionally been embedded at the University of Canterbury.
Graduate profile
On completion of their Doctor of Philosophy (Marketing) degree, graduates will have demonstrated the ability to:
- Generate and contribute to advanced knowledge of specific aspects of Marketing;
- Plan, execute and report original research;
- Access and critically evaluate published research and current understanding in the area or areas of Marketing to
which their investigation relates; and
- Articulate current issues and challenges in Marketing and strategies to address these.
The MCom graduate profile adopted by the Faculty of Commerce comprises the following four learning goals:
GOAL 1: Graduates can demonstrate higher level in-depth knowledge and understanding of contemporary thought and
developments within their specific research area.
GOAL 2: Graduates have the ability to evaluate the implications of their own research findings for the wider body of
relevant academic literature.
GOAL 3: Graduates are able to plan and undertake independent academic research that shows a sound understanding
of ethical practice.
GOAL 4: Graduates have the ability to synthesise academic literature and communicate research findings, both orally
and in written form, consistent with academics working in their chosen discipline.
The BCom (Hons) graduate profile adopted by the Faculty of Commerce comprises the following four learning goals:
GOAL 1: Graduates can demonstrate in-depth knowledge and understanding of current theoretical concepts and
frameworks within their major discipline.
GOAL 2: Graduates are able to think logically, analytically and critically with respect to the academic literature in their
major discipline.
GOAL 3: Graduates can plan and carry out a supervised programme of academic research that shows a sound
understanding of ethical practice.
GOAL 4: Graduates are able to synthesise academic or professional literature and effectively communicate research
orally and in written form.
Each of these learning goals will be addressed with the creation of a MCom and BCom(Hons) in Marketing, with
Marketing being the focal discipline of study.
Outcome statement
The same as for those Marketing students already completing the existing PhD or MCom or BCom(Hons) programmes in
Management, although their chosen discipline will now be clearly identifiable as a subject distinct from Management.
Programme overview
Consistent with the existing PhD/MCom/BCom(Hons) programmes offered in the Department of Management. The
purpose of this proposal is to introduce a new subject area in which these degrees can be awarded. Students will be
approved into the programmes by the HOD in accordance with UC regulations.
Students are admitted on a provisional basis into the PhD programme in accordance with UC regulations for the degree of
Doctor of Philosophy. Students are required to present a full research proposal within 6 months of their initial enrolment.
The proposal is prepared under the guidance of a Senior Supervisor, who is normally a senior, continuing academic staff
member. All students are also required to complete an appropriate induction course approved by the Dean of
Postgraduate Research. Students and supervisors are required to produce regular academic progress reports, initially
every six months and at least annually after the first year.
Students are approved into Part II of the MCom by the HOD in accordance with the degree regulations for the MCom.
Full-time Masters thesis students are required to submit a full research proposal within two months of their initial
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enrolment into the programme. (Part-time students must produce this proposal within four months of enrolment into the
programme). All students have a senior supervisor who is a senior academic staff member with relevant research
expertise in the field of Marketing and also have an additional supervisor. Students are required to meet with their
supervisor(s) on a regular basis (usually fortnightly). The Students’ academic progress is reviewed every six months;
written progress reports with contributions from the student, the supervisor and the HOD are reviewed by the Dean of the
Commerce Faculty.
Students enrolling for the Master of Commerce in Marketing Part 1 or BCom(Hons) will be required to meet the
following entry criteria:
P:
1) MKTG 302 (or equivalent), and an additional 60 points of 300-level MKTG courses; or
2) MSCI 210 and at least 84 points from MGMT 310-319 or MGMT 340-349
3) B+ average or better across all courses in (1) or (2) is required.
The BCom(Hons) in Marketing will require students to take courses worth a total of 120 points.
All students will be required to take a 30 point course on research methods (MKTG 620), which will serve as a
prerequisite for a 30 point research project (MKTG 680), where students carry out an independent piece of academic
research. In sum, these two courses are worth 60 points, or half of the requirements for the BCom(Hons) in Marketing.
Students will also be required to take 60 points from MKTG 601-619. Up to 15 points may be replaced by other
postgraduate courses (subject to the approval of the Head of Department).
Proposed new regulations and prescriptions (see Calendar Form at the end of Section A)
For the BCom (Hons):
The following courses are to be included in the BCom(Hons) in Marketing. The Course Schedule and Course Catalogue
for postgraduate subjects in Marketing is appended to this application.
MKTG 603 (Advanced Consumer Behaviour) replaces MGMT 423 (Advanced Consumer Behaviour)
MKTG 605 (Advanced Marketing Strategy) replaces MGMT 424 (Advanced Marketing Strategy)
MKTG 609 (Advanced Services and Tourism Marketing) replaces MGMT 421 (Advanced Services Marketing)
MKTG 611 (Current Topics in Marketing) replaces MGMT 452 (Current Topics in Marketing)
MKTG 620 (Research Methods) – New Course Proposal
MKTG 680 (Marketing Research Project) – New Course Proposal
*The following course will be discontinued: MGMT 422 (International Marketing).
Proposed teaching/delivery methods
The proposed qualifications draw on existing courses offered by the Department of Management. Teaching will primarily
be through classroom contact using lectures, seminars, and student led discussion. In MKTG 680, students will work on a
written research project under the supervision of an academic staff member. It will be a campus based programme, with
online facilities complementing rather than replacing regular classroom contact.
Assessment procedures
Both internal assessment and formal examinations will be used for assessing student performance. Multiple assessors
(from within the Marketing group) will grade the MKTG 680 research project. External assessors or examiners will be
involved as per University policy.
Predicted student numbers/EFTS
Between 2-4 per year (for both PhD and MCom degrees) based on historical numbers. Between 10-15 per year for the
BCom(Hons) based on current enrolments. This may rise due to the increased visibility of a distinct BCom(Hons) in
Marketing. There is no intention to limit enrolment numbers.
Resources
One new 30 pt course (MKTG 620: Research Methods in Marketing) will be introduced which will be compulsory for all
MCom Marketing and BCom(Hons) Marketing students. This course will be taught by existing staff.
Plans for monitoring programme quality
Programme quality will continue to be monitored according to existing Faculty and University processes and policies.
Confirmation that Section B has been prepared and is available to CUAP on request
Yes.
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Calendar Form
New Qualification Regulations
For the PhD in Marketing:
General Degree Regulations, PhD
1. Nature of the Degree (UC 2010 Calendar, Page 424)
In Regulation 1 (c), add Marketing (MKTG) after the Maori (MAOR) entry.
For the MCom in Marketing:
General Degree Regulations, MCom
Schedule to the Regulations for the Degree of Master of Commerce (UC 2010 Calendar, Page 95)
Insert after the regulations for “Management Science” the following:
Marketing
Part I:
MKTG 620, MKTG 680 and 60 points from MKTG 601-619. Up to 15 points from MKTG 601-619 may be replaced by
other graduate courses with the approval of the Head of Department of Management.
P:
1) MKTG 302 (or equivalent), and an additional 60 points of 300-level MKTG courses; or
2) MSCI 210 and at least 84 points from MGMT 310-319 or MGMT 340-349
3) B+ average or better across all courses in (1) or (2) is required.
Part II: A thesis (MKTG 695).
The weighting of Parts I and II in the assessment is 1:1.
The Degree of Bachelor of Commerce with Honours (BCom (Hons))
(p.86 in 2010 Calendar)
1. Subjects in which the Degree may be awarded
Please replace the existing text with:
‘The degree of BCom(Hons) may be awarded in the following subjects: Accounting and Information Systems,
Economics, Finance, International Business, Human Resource Management, Management, Marketing, Strategy and
Entrepreneurship, Management
UC Calendar 2010 p.86
2. Schedule to the Regulations for the degree of BCom(Hons), p.88 UC Calendar 2010:
Please insert after Management Science:
Marketing
MKTG 620, MKTG 680 and 60 points from MKTG 601-619. Up to 15 points from MKTG 601-619 may be replaced by
other graduate courses with the approval of the Head of Department of Management.
P:
1) MKTG 302 (or equivalent), and an additional 60 points of 300-level MKTG courses; or
2) MSCI 210 and at least 84 points from MGMT 310-319 or MGMT 340-349
3) B+ average or better across all courses in (1) or (2) is required.
4. Update the Course Catalogue to include under Management (2010 UC Calendar, p.707)
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Marketing
Department of Management
MKTG 603 Advanced Consumer Behaviour
15 Points 0.125 EFTS
The purpose of this course is to introduce students to advanced consumer behaviour and research, and for students to
develop the ability to integrate the various theories and research findings presented.
P: Subject to approval of the Head of Department. R: MGMT 423
MKTG603-11S2 (C) Semester 2
MKTG 605 Advanced Marketing Strategy
15 Points 0.125 EFTS
This paper examines marketing strategy as a market-driven process of strategy development that delivers superior
customer value and ensures satisfactory organisational performance including sustained competitive advantage. A
special focus of the paper is the examination and critical analysis of classic and the latest literature in strategic
marketing against an environment that is dynamic and hugely challenging.
P: Subject to approval of the Head of Department. R: MGMT 424
MKTG605-11S1 (C) Semester 1
MKTG 609 Advanced Services and Tourism Marketing
15 Points 0.125 EFTS
This course covers the principles and theories of advanced services and tourism marketing.
P: Subject to approval of the Head of Department. R: MGMT 421
MKTG609-11S1 (C) Semester 1
MKTG 611 Current Topics Marketing
15 Points 0.125 EFTS
An advanced examination of contemporary issues in marketing.
P: Subject to approval of the Head of Department. R: MGMT 452
MKTG611-11S2 (C) Semester 2
MKTG 620 Research Methods
30 Points 0.250 EFTS
A core course for all postgraduate students in marketing. This paper provides an overview of the research process, and
examines the different types of research philosophies used to help develop theory. An in-depth examination of
qualitative and quantitative research techniques is provided to assist students when designing their own research
study.
P: Subject to approval of the Head of Department.
MKTG620-11S1 (C) Semester 1
MKTG 680 Marketing Research Project
30 Points 0.250 EFTS
A course where students complete a written project based upon their research proposal developed in MKTG 620.
P: MKTG 620
MKTG680-11S2 (C) Semester 2
MKTG 695 MCom Marketing Thesis
120 Points 1.000 EFTS
P: Subject to approval of the Head of Department.
MKTG690-11W (C) Whole year course
MKTG 790 Marketing PhD
120 Points 1.000 EFTS
P: Subject to approval of the Head of Department.
MGMT 695-09A(C) Starts any time
Note: Part-time enrolment (0.65 EFTS) is available on approval
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