115.726 Marketing (15 credit)

This single semester course will explore the principles of marketing management. The focus is on how to use marketing principles strategically across your organisation and ensure the overall performance of the marketing function.

It is being offered to MVM students in conjunction with Massey University’s MBA programme and will be taught through the MBA programme.

What will you learn?

On this course you will:

  • develop an understanding of the principles of marketing strategy and marketing management;
  • learn to apply marketing principles in groups and as individuals;
  • experience making marketing decisions;
  • demonstrate your knowledge and understanding of the principles of marketing strategy and marketing management.

How the course works

This course is taught via distance learning by a recognised international expert in the field. It also has a block course in Christchurch – attendance at this block course is compulsory.

The text book is supported by a study guide that integrates personal study and reading with online activities including class discussion, library research and case-based exercises.

Your lecturer

Lecturer: Penny Robson MBA BComm(Hons)

Penny has been a marketing practitioner for over 25 years and still maintains a presence in the management consulting industry. Her specialties include marketing, branding, change management and organizational development. As well as her current position as Marketing Lecturer at Massey University, Penny has taught marketing and management at tertiary level at other institutions both in Canada and New Zealand.

Course features

In-depth part-time study spread over 3 months

Learning materials and facilities

  • Study guide
  • 3 day compulsory block (contact) course face-to-face
  • Electronic library access

Learning community

  • Online learning activities
  • Lecturer facilitation of case discussions


  • Concept test
  • Individual marketing assignment
  • Group assignment - marketing plan

Course requirements

  • Internet access
  • Textbook:

    Marketing management(14th Global edition). P Kotler and KL Keller (2012)
    Publishers: Pearson Education publishing as Prentice Hall.

    The textbook by Kotler has been chosen as a solid introductory text and it is a commonly used textbook for MBA programmes around the world. It is an excellent marketing reference text post-MBA.

Contact course

There is a compulsory three day block (contact) course held in Christchurch, New Zealand. This will build on the knowledge you’ve gained on the course through small group teaching, practical sessions / visits and discussions of experiences in your own practice.

It is also a great opportunity to meet those you will work with on the course, and experience the beauty of New Zealand

Dates and timings

New international students Enrolments open from 1 October 2014. Please note: there is no online enrolment for this course.
Please contact Frances Little at mvm@massey.ac.nz and she will facilitate the enrolment process in conjunction with the MBA office.
New domestic students
Returning international students
Returning domestic students
Course start Semester 2 start date
Contact course 13-15 November 2015
Course end Semester 2 end date

Please note: the above dates are subject to change

For more information on delivery and cost please visit the Massey University course site (detailed offering information for 2020 courses will be available from October 2019).

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