MKTG100-16S1 (C) Semester One 2016

Principles of Marketing

15 points

Start Date: Monday, 22 February 2016
End Date: Sunday, 26 June 2016
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 4 March 2016
  • Without academic penalty (including no fee refund): Friday, 20 May 2016


This course aims to enable students to understand the fundamental concepts and theories of marketing and how they may be applied to the marketplace in a modern and dynamic environment. By the end of the course, students should appreciate the various concepts and theories of marketing and understand how these may be appropriately applied in achieving marketing objectives in a variety of contexts and environments.

The foundations of marketing are explored. Lectures and practical exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.

The course is designed to help you develop marketing related skills as well as knowledge about marketing topics.  The assigned readings and lectures will help to familiarise you with critical marketing terminology and concepts.

Relationship to Other Courses
This course is a prerequisite for all stage two marketing courses and any advanced study in marketing.

Learning Outcomes

  • At the completion of the course, successful students should be able to:
  • Understand and explain the four components of the marketing mix.
  • Recognise the role of marketing in the strategic planning process of a firm.
  • Link the marketing mix elements to a firm’s marketing strategy.
  • Apply marketing concepts to specific business cases and situations.

    BCom Graduate Profile
    MKTG100 addresses the BCom learning goals in the following manner:

    Goal 2: Graduates are able to use analytical thinking and problem-solving skills to address specific problems.

    The tests require the use of analytical skills in interpreting marketing scenarios presented in the tests, and the application of marketing knowledge and problem-solving skills to address the issues and problems presented.



Equivalent Courses


Course Coordinator / Lecturer

Lucie Ozanne


Girish Prayag


Assessment Due Date Percentage  Description
Test 1 23 Mar 2016 25% Test 1
Test 2 16 May 2016 25% Test 2
Final Examination 50% Final Examination

Assessment in this course is designed to measure the extent to which a student is able to recognise and apply marketing concepts. It is also intended to reward those who:
Consistently do the readings and other assignments on schedule,
Regularly attend lectures

Weightings and descriptions of the various pieces of assessment are as follows:
Term Tests 1 & 2 25% each (50% total)
Term tests will be two hours long (closed book) and cover the concepts discussed in class. The material for Term Test 1 will include specific chapters as described in class. The Term Test will be composed of multiple choice and short essay questions.

Final Exam 50%
The final exam will be three hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. The final exam covers material found in all assigned chapters during the semester.

The marks for the term test and final exam will be scaled to a mean of 65 and a standard deviation of 18 before a final grade is determined. You should not regard 50% as a pass mark.

Textbooks / Resources

Required Texts

Fahy, John,1962- , Jobber, David; Foundations of marketing ; 5th ed; McGraw-Hill Education, 2015.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Coversheets - Group and Individual

Indicative Fees

Domestic fee $759.00

International fee $3,125.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG100 Occurrences