APMG 8117 Marketing Strategy (Master of Business) 2012 – Final Case Company Fisher and Paykel Healthcare

On 24th May 2012, 8 students of APMG 8117 Marketing Strategy (Master of Business) 2012 finished their final case company presentations for Fisher and Paykel Healthcare. This was the 5th. Well done!!!

This is a masters level course so their are high expectations in terms of the level of work students are required to submit. In the course we work directly with 5 of New Zealand’s leading companies and their senior executives on advanced marketing problems from a practical as well as theoretical perspective. The problems have wide implications for business and the students are expected to explore non-marketing issues.

For example in 2012 we have looked at marketing and business issues related to; online service provision and brand development, social media and community, sustainability in business, business models, business to business marketing, consumer to consumer communications, business to consumer marketing, new market and business development and finally, the effect of international policy/economic and political change on international markets.

Students are encouraged to think outside the box and challenge themselves and the companies we work with. Students in collaboration with the company, lecturer and other students come up with solutions based on the 5 company cases that are presented and then reported on. This process of reporting is simulated and the same as what students should expect in a business context. There is extensive feedback at all stages of the learning; there is feedback at the company briefing, during the solution development, at the initial presentation and then finally, post reporting.

This semester we have worked with Air New Zealand, Trademe, Altezano, The Human Interface and Fisher and Paykel Healthcare. Last semester (2011) Super Liquor, Rakon and Turners and Growers were part of the course. The class concludes with a reflection by the student on their own professional and personal development with the course.

This course is for those students who want to learn out in the business context rather than; (1) sit in the classroom, (2) learn from textbooks and Powerpoint slides and (3) be challenged to think about business and value creation. Most students who go through this course are well prepared at a high level for continue their careers at a middle and senior management level. The course also prepared students for the rigors in thinking related to masters thesis research that works closely with real business problems. As the Lecturer and Course Co-ordinator I leverage my corporate and research-based background as well as extensive linkages with business.

Associate Professor Dr Robert Davis

Lecturer and Course Co-ordinator: APMG 8117 Marketing Strategy

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