MKTG100-18S2 (C) Semester Two 2018

Principles of Marketing

15 points
16 Jul 2018 - 18 Nov 2018


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.

24 (12x2) hours of in class lectures
5 (5 x 1) hours of tutorials
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 2: Graduates are able to use analytical thinking and problem-solving skills to
    address specific problems;

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

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.



Equivalent Courses


Timetable 2018

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Tuesday 16:00 - 18:00 C2 Lecture Theatre 16 Jul - 26 Aug
10 Sep - 21 Oct
Tutorial A
Activity Day Time Location Weeks
01 Wednesday 14:00 - 15:00 Jack Erskine 445 16 Jul - 26 Aug
10 Sep - 21 Oct
02 Friday 10:00 - 11:00 Link 309 Lecture Theatre 16 Jul - 26 Aug
10 Sep - 21 Oct
03 Friday 09:00 - 10:00 Jack Erskine 244 16 Jul - 26 Aug
10 Sep - 21 Oct
04 Wednesday 09:00 - 10:00 Ernest Rutherford 140 16 Jul - 26 Aug
10 Sep - 21 Oct
05 Friday 10:00 - 11:00 Jack Erskine 445 16 Jul - 26 Aug
10 Sep - 21 Oct
06 Wednesday 15:00 - 16:00 Jack Erskine 445 16 Jul - 26 Aug
10 Sep - 21 Oct
07 Tuesday 10:00 - 11:00 Ernest Rutherford 225 16 Jul - 26 Aug
10 Sep - 21 Oct
08 Thursday 11:00 - 12:00 John Britten 117 HP Seminar Room 16 Jul - 26 Aug
10 Sep - 21 Oct

Examination and Formal Tests

Test A
Activity Day Time Location Weeks
01 Thursday 18:30 - 20:30 A2 Lecture Theatre (23/8)
C2 Lecture Theatre (23/8)
C3 Lecture Theatre (23/8)
20 Aug - 26 Aug

Course Coordinator / Lecturer

Lucie Ozanne


Samantha White


Assessment Due Date Percentage  Description
4 Case Analyses (6% each) 24% 4 Case Aalyses (6% each)
Tutorials Participation (2% each) 10% Tutorials Participation (2% each)
Term Test 1 23 Aug 2018 26% Term Test 1
Final Examination 40% 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:

Case Analysis (4 cases, 6% each) 24%
Students are required to read assigned cases before the bi-weekly tutorial. They are then required to provide a written answer for the assigned questions for each case.  It may be necessary to do some additional reading and research to adequately answer each case question. The cases are due on Monday by 5pm on the week of the next tutorial. The case analyses need to be uploaded to Learn..  The cases will then be discussed in the tutorials. The first tutorial will provide you with the necessary skills to understand how to analyse cases and answer case questions, and you will have a practice case to familiarise yourself with this approach before the graded cases.  

Participation (5 tutorials, 2% each) 10%
Students will be required to attend tutorials. You will need to self-assign yourself into a tutorial group on Learn and you are allowed only to attend that tutorial. Your tutor will be responsible for grading your written answers to the case, hence the importance of attending the tutorial that you have signed up for.  During each tutorial roll will be taken and those in attendance will be given marks for attendance. Students are also strongly encouraged to participate in the tutorials and to ask questions about concepts and theories covered in class that you feel you don’t understand.

Term Test 26%
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 and posted on Learn. The Term Test will be composed of multiple choice and short essay questions.

Final Exam 40%
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, if necessary, according to the requirements of the board of examiners, before a final grade is determined. You should not regard 50% as the overall pass mark for the course.


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.

Indicative Fees

Domestic fee $790.00

International fee $3,350.00

* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.

For further information see Management, Marketing and Entrepreneurship.

All MKTG100 Occurrences