156

Marketing

156.200 Marketing for Non-Marketers 15 credits
An introduction to marketing management for students who do not intend to specialise in Marketing. The course is designed to develop an understanding of the marketing function and the application of marketing principles to the marketing of services, industrial and consumer goods, and not-for-profit organisations.
156.231 Strategic Marketing Management 15 credits
A study of the decisions required to allocate and manage marketing resources in a competitive business environment.
156.232 Consumer Behaviour 15 credits
A study of the theory and practice of changing consumer behaviour through marketing programmes. The course critically evaluates traditional cognitive models of consumer behaviour and alternative behaviourist approaches.
156.233 Marketing Research 15 credits
A study of the collection, analysis and interpretation of marketing information. Topics covered in the course include research methodology, experimentation, sampling, questionnaire design and the role of marketing research in managerial decision-making.
156.235 Social Media and Digital Marketing 15 credits
A study of the impact, application and evaluation of new digital media marketing strategies and techniques.
156.237 Marketing Communication and Advertising 15 credits
A study of advertising and other forms of marketing communication, including key theories of marketing communication, elements of the communication mix, and effective campaign design.
156.238 Marketing New Products 15 credits
A study of new product and service development processes from a marketing perspective.
156.331 Marketing Strategy 15 credits
Advanced study of marketing principles and practice, integrating the topics covered at 200-level.
156.333 Market Analysis 15 credits
The application of quantitative methods to the analysis of market structure and brand competition.
156.334 Marketing Consultancy Project 15 credits
A client driven marketing planning course that integrates marketing concepts and methods across the curriculum.
156.338 International Marketing 15 credits
A critical examination of issues in international marketing and their relevance to business and society.
156.339 Omni-Channel Retail Marketing 15 credits
A critical examination of marketing in an omni-channel retail environment.
156.340 Customer Intelligence 15 credits
This course teaches methods to convert organisations' large data sets about customers, competitors, channel partners and their own activities into information for improved marketing decision making.
156.341 Branding 15 credits
A critical examination of brands and issues in branding and their relevance to business and society.
156.700 Essentials of Marketing 30 credits
A study of the theory and practice of marketing. This course is designed for graduate students to provide a comprehensive knowledge in marketing.
156.742 Advanced Consumer Behaviour 30 credits
A study of the changing nature of consumer behaviour in a dynamic environment. Cognitive models and modes of information processing are studied in relation to various aspects of marketing management. How the study of consumer behaviours is used by academics, practitioners and policy makers is explained.
156.743 Advanced Marketing Planning and Strategy 30 credits
The focus is how firms use their limited resources to position their products or services to create a sustainable competitive advantage. The main goal of a marketing strategy is to create customer satisfaction so the 'how' of marketing strategy, which is the marketing plans and planning, is addressed.
156.744 Advanced Marketing Research and Analysis 30 credits
The focus is on the rationale for marketing research, the steps involved in marketing research and the type of methodologies used in qualitative and quantitative marketing research. Interpretation of results as well as analysis of data in marketing research is included.
156.755 Advanced Social Media and Mobile Marketing 30 credits
A critical evaluation of the impact of the digital and mobile environment on all aspects of the practice of marketing.
156.758 Advanced Social Marketing 30 credits
A detailed examination of the relationship between social marketing, social policy, and ethical issues.
156.761 Customer Insights 30 credits
A solid grounding in computerized approaches for obtaining insights on existing and potential customers. For existing customers, the link between marketing activities and customer lifetime value is assessed through the computer-based analysis of internal (within-organization) data on customer transactions and company records. To understand potential customers, external (outside-organisation) data (e.g., online data, census data) are collected through automated computer scripts and utilised to identify business opportunities. The course also covers computer-based techniques for segmenting customers.
156.762 Return on Marketing Investment 30 credits
The development of computer skills for the empirical analysis of the return of marketing investments on sales and profits, for the purpose of supporting marketing decision making. The coverage includes a wide variety of econometric methods, statistical programming approaches, types of marketing investments, and the reporting of the results.
156.775 Theory and Models of Marketing 30 credits
This course critically examines marketing theory and its application and aims to explain why the theory of knowledge is important to marketers and its implications for the study and practice of marketing and the evaluation of new ideas. It includes the study of consumer responses to marketing stimuli, using marketing models to measure, analyse and understand consumers.
156.776 Research Methods in Marketing 30 credits
This is an advanced research methods course. It covers critical thinking in marketing research and provides an in depth understanding of qualitative, quantitative and mixed methods approaches to marketing research. It provides a detailed examination of research design, construct measurement, methods of data collection and methods for analysing data.
156.799 Research Report 30 credits
156.800 MPhil Marketing 120 credits
156.850 Thesis 120 credits
The supervised undertaking of an original piece of research in marketing communication.
156.851 Thesis 120 Credit Part 1 60 credits
A supervised and guided independent study resulting in a published work.
156.852 Thesis 120 Credit Part 2 60 credits
A supervised and guided independent study resulting in a published work.
156.855 Master of Communication Research Project 60 credits
An applied research project involving the critical evaluation and application of selected research methodologies to address communication-related challenges.
156.893 Research Report 60 credits
Candidates are required to conduct a piece of independent research under supervision and to produce a report of the research for examination.
156.894 Professional Practice 60 credits
Candidates will undertake professional practice within the subject area in which the Master of Management is being completed. Professional Practice may be conducted either individually or in groups and assessment of the outcome of the investigation may be in a variety of ways including written and oral presentations and case studies.
156.897 Thesis 120 Credit Part 1 60 credits
A supervised and guided independent study resulting in a published work.
156.898 Thesis 120 Credit Part 2 60 credits
A supervised and guided independent study resulting in a published work.
156.899 Thesis 120 credits
A supervised and guided independent study resulting in a published work.
156.900 PhD Marketing 120 credits

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