Marketing is an integral part of today’s business world. Essential Marketing is designed for non-business students and provides an inside view of the world of marketing. We explore basic marketing principles and examine contemporary business issues related to marketing theory and practice.
This course aims to provide students with a sound knowledge and understanding of important aspects of entrepreneurial marketing, and to stimulate critical thinking and curiosity about the place of business and society. Exposing students from different disciplines to marketing aims to supplement, extend and reinforce the knowledge, attributes and skills gained within other specialised and technical fields.
By the end of this course it is expected that students will be able to:
1.
Recognise key attributes of fundamental marketing concepts and theories;
2.
Identify the characteristics of responsible and sustainable marketing practice;
3.
Integrate the fundamental principles of marketing management (i.e. buyer and market insight, value proposition development);
4.
Design a coherent entrepreneurial marketing proposal.
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Week 10
Week 11
Week 12
Introduction & course overview
The marketing environment, society and sustainability
The value proposition - segmentation & targeting, branding & positioning
Buyer insight - consumers
Buyer insight - businesses
Terms test – in class
Innovating the value proposition
Delivering value - channels, supply chain & retailing
Realising value - pricing, margins & profit
Communicating value - selling & sales management
Communicating value - marketing communications
Summary & exam review

The course covers both traditional (large firm) and entrepreneurial (small-medium size or
SME firm) marketing. To provide students with an opportunity to engage with both the theory and the practice of marketing, the course is integrated with the SPARK business entrepreneurship programme.
An on-line platform (Canvas or Piazza TBC) supports class discussion. Questions, tweets, and comments will attract rapid response from your colleagues and the teaching team.
Lectures: Monday 3-5pm (lecture and tutorial) and Tuesday 4-5pm (lecture)
(Large Chem G050 TBC).
The lecture engages students with traditional marketing ideas, supporting development of a basic marketing proposal.
The course project applies the content. Working in teams of 5-6, students will develop a proposal for a new product or service. The proposal is both the major course assignment and the basis for an entry into the SPARK $1000 Ideas Challenge (should students so choose).
Further details will be provided in class. Video clips, supporting cases, and guest speakers will supplement the lectures. Course delivery is interactive, you are supported in applying theories and concepts to your marketing proposal.
The tutorials feature ‘Essential Marketing Skills’ aimed at supporting the project and future business careers:
Workshop
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Focus
Team formation and profile diagnosis
Developing buyer insight (1)
Developing buyer insight (2)
Writing value propositions (1)
Writing value propositions (2)
Basic negotiating skills
Forecasting sales & profits
Presenting ideas (1)
Presenting ideas (2)
Students are required to attend at the designated times. This course is taught only at the city campus.
Office hours will be held to assist your learning. Times and locations will be announced in lectures and via Canvas.
Inclusive Learning
Students are urged to discuss privately any impairment-related requirements with the course coordinator – we are motivated to help you maximise your learning experience.
Student Feedback
Three course representatives will be elected to solicit student feedback during the semester. Wherever possible, this feedback will be used to fine tune the course to better support learning. Students are also given the opportunity to provide feedback via formal evaluations at the end of the semester. This feedback is used (where possible) to improve the course in subsequent semesters.

Course Coordinator & lecturer:
Dr. Vicki Little
260-406, Level 4, OGGB
Office Hours:
Lecturer:
Professor Rod Brodie
260-409, Level 4, OGGB
Office Hours: v.little@auckland.ac.nz
Ph 923 3412
Thursdays 2:30-3:30 r.brodie@auckland.ac.nz
Ph 373 7599, x 8
TBA
Graduate Teaching Assistant:
TBA
Office Hours: TBA
General course administration coordinator:
Ms. Christina Huang
260-431, Level 4, OGGB christina.huang@auckland.ac.nz
Ph 923 7479
Required text:
Grewal, D., & Levy, M. (2014). M:Marketing 4 th Ed. New York:McGraw-Hill/Irwin
This course is designed to encourage participation and active learning. To ensure this outcome, you are expected to read the relevant chapters of the required text prior to lectures. Where necessary, supplementary readings may also be supplied. The text is packaged with ‘Connect’, and Learnsmart, an interactive learning tool that will help you make the most of your study time.
Lecture Recordings
Lectures will be recorded and made available via Canvas. NB1: Recordings are a study aid, and should be viewed as a support rather than a substitute for attending lectures. NB2:
Technology can fail.
Course Library Page
Extra resources can be found on the course library page:
Canvas
Canvas will be used to send important course announcements and enable students to view and check assignment marks. Additional useful material may be posted on Canvas from time to time. Students should check their university email account regularly. The home page of this paper on Canvas gives you access to the course website and to any lecture recordings and other materials that are available.
Other Resources
The library holds a number of marketing textbooks and business journals that may help you in your studies. Magazines, such as Marketing Magazine, will also provide you with relevant up-to-date New Zealand examples of marketing practice.

Assessment
Terms test (MCQ)
Team assignment (Marketing proposal)*
Final exam (MCQ)
TOTAL
Learning Outcome Terms test
20%
30%
50%
_______
100%
1
2
3
4
X
X
X
X
Team Assignment*
X
X
Final
Exam
X
X
X
X
* Individual marks for the team assignment will be moderated by a peer assessment mechanism to ensure equitable rewards for member contribution.
Students are urged to discuss privately any impairment-related requirements with the course coordinator – we are motivated to help you maximise your learning experience.
We will elect two course representatives to capture and communicate your feedback timely, and we will act on this feedback where we can (if not we will let you know why we cannot).
We appreciate your input into the formal evaluation at the end of the semester – we use it to improve the course in subsequent semesters.
As the university is motivated to continuously improve the quality of teaching and learning, your teaching team is performance reviewed based on your thoughtful and constructive feedback.