MKTG100-16S2 (C) Semester Two 2016

Principles of Marketing

15 points

Start Date: Monday, 11 July 2016
End Date: Sunday, 13 November 2016
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 22 July 2016
  • Without academic penalty (including no fee refund): Friday, 7 October 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.

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

24 (12x2) hours of in class lectures
24 (12x2) hours of lecture preparation
50 hours of Test preparation
2 hours of Test writing
50 hours of Exam preparation
3 hours of Exam writing

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 Learning Goals
    Goal 1: Graduates can demonstrate advanced knowledge of their selected subject
    major, informed by the broader context of Commerce;
    Goal 2: Graduates are able to use analytical thinking and problem-solving skills to
    address specific problems;
    Goal 3: Graduates can understand issues from a range of ethical, global and
    multicultural perspectives;
    Goal 4: Graduates are able to communicate effectively both orally and in written

    Learning Goal  Assessed with:
    All learning goals are assessed in term tests and final exam.



Equivalent Courses


Timetable Note

No tutorials.

Course Coordinator / Lecturer

Ekant Veer


Assessment Due Date Percentage  Description
Online Quizzes 50% Online Quizzes (completed weekly)
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 assessment on schedule,
• Regularly attend lectures

Weightings and descriptions of the various pieces of assessment are as follows:

Online Quizzes – 50%
There are 8 online quizzes in the course which are to be completed on Learn.  
These quizzes will be timed, giving students a chance to complete the quiz before being closed for grading.  Students can choose when to do the quizzes, but it all quizzes must be submitted by the due date to receive a grade.  Any quizzes not completed by the due date will receive a zero grade for that week.  More information about the quizzes will be given in class.

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 covered in all lectures during the semester.

All marks will be scaled in line with University of Canterbury regulations. You should not regard 50% as a pass mark.

Please Note
In order to pass this course students MUST pass the final exam.  If a student does not pass the final exam they will fail the course, irrespective of their internal assessment grade.

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 Entrepreneurship .

All MKTG100 Occurrences