Otago MBA Jan/Feb 2017 Electives

Course Calendar

Dr Ben Wooliscroft:
Wednesday25 January 2017 / Marketing Past & Future
(20 contact hours, 10 points) / Dunedin
Thursday 26 January 2017
Friday 27 January 2017
Dr Tony Garry:
Monday30 January2017 / Services & Relational Marketing
(20 contact hours, 10 points) / Dunedin
Tuesday31 January 2017
Wednesday 1 February 2017
Professor Brendan Gray :
Tuesday7 February 2017 / Public Relations Theory
(20 contact hours, 10 points) / Dunedin
Wednesday8 February 2017
Thursday 9 February 2017
Professor Brendan Gray :
Friday 10 February 2017 / Public Relations Practice
(20 contact hours, 10 points) / Dunedin
Saturday 11 February 2017
Sunday 12 February 2017

PAPER CODES:

MART407: Topics in Advanced Marketing (20 pts) (combination of any two topics)

MART409: Topics in Advanced Marketing (30 pts) (combination of any three topics)

MARTXXX (code to be confirmed): Topics in Advanced Marketing (40 pts) (combination of all four topics)

Title: Marketing Past & Future: 25 – 27January 2017

20 contact hours, 10 points

Short Description:

Marketing past and future aims to create awareness and understanding of the different theoretical foundations of marketing thereby broadening and deepening your knowledge and perspective of marketing as an academic discipline, its role in organisations, as well as its broader social and economic functions.

Learning Outcomes:

This course will:

help integrate the different aspects of marketing learnt in previous marketingcourses;
provide an understanding of the historical development of marketing and investigate current issues and likely future developments in marketing;
explore the multidisciplinary foundations of marketing and show how new developments in other subjects may impact on the future of marketing.

Course Delivery:

The course will be taught over three consecutive days. The seminars will be supplemented by reading and individual study. Seminar sessions will be interactive discussion groups rather than lecture based. Students are expected to attend all classes to gain full benefit from the course

Recommended Reading:

Sheth, Jagdish N., David M. Gardner & Dennis E. Garrett. 1988. Marketing Theory:Evolution and Evaluation. New York: John Wiley & Sons.
Hunt, Shelby D. 1991. Modern Marketing Theory: Critical Issues in the Philosophy ofMarketing Science. Cincinnati, Oh: South-Western Publishing Co.
Baker, Michael and Saren, M. 2010. Marketing Theory, London, Sage.
Brownlie, D., Saren, M., Wensley, R. and R. Whittington. 1999. Rethinking Marketing.Sage.
Wooliscroft, Ben, Tamilia, Robert D. and Shapiro Stanley J. 2005. A Twenty-first CenturyGuide to Aldersonian Marketing Thought. New York, Springer

Assessment:

All material presented is examinable (except where stated otherwise) by assignments and the final examination. All important assessment information such as due dates and times, content, guidelines and so on will be discussed at lectures.

Topics / Assessment / Exam / Total
In class assessments (2 times 10%) You will be required to prepare two one page (maximum) briefing papers on topics introduced in class. / 20%
Final exam – take home (3 weeks to complete) An examination containing one integrating essay topic. / 80%
Total / 100%

Pre-requisites:None

Laptop required: No

Title: Services & Relational Marketing: 30 January-1 February 2017

20 contact hours, 10 points

Short Description:

Services and Relational Marketing aims to identify key elements of services and relational marketing and explores how these may be applied to different consumer and business market contexts to gain competitive advantage.

Learning Outcomes:

By the end of this course, students should be able to:

Differentiate between product and service characteristics.
Develop skills in service delivery design and problem diagnosis.
Understand the importance of customer retention and relationship development.
Consider how to manage different types of business relationships.

Course Delivery:

Recommended Reading:

Edgett, S. & Parkinson, S., (1993), Marketing for Service Industries- A Review, The Service Industries Journal, Vol. 13, No. 3, pp. 19-39
Grönroos, C., (1997), From Marketing Mix to Relationship Marketing- Towards a Paradigm Shift in Marketing, Management Decision, Vol. 35, No. 4, pp. 322-339
Anderson, J. & Narus, J., (1998), Business Marketing: Understand What Customers Value, Harvard Business Review, November-December 1998
Harwood, T. & Garry, T., (2006), Relationship Marketing: Why Bother? Handbook of Business Strategy, pp. 107-111

Assessment: type and due date/s

Topics / Assessment / Exam / Total
In class assessments (20%) / 20%
Take home assessment (3 weeks to complete) / 80%
Total / 100%

Pre-requisites: None

Laptop required: No

Title: Public Relations Theory: 7 February -9 February 2017

20 contact hours, 10 points

Short Description:

This 3-day intensive course explores key issues in public relations (PR) and organisational communication, including factors that influence relationships between an organisation and its internal and external stakeholders.

Learning Outcomes:

By the end of this course, students should be able to:

Understand key issues that influence communications and relationships between an organisation and its internal and external publics.
Understand key concepts, theories and methods used in public relations research.
Be able to write a critical literature review.

Course Delivery:

This course is taught in an intensive 3-day block course. Students will then be given three weeks to complete a take home assignment (a literature review on a PR-related topic).

Seminars present the key conceptual material through discussion and interaction between the lecturer, guest speakers and students. Seminars are supported by readings.