MKTG100-21S2 (C) Semester Two 2021

Principles of Marketing

15 points

Start Date: Monday, 19 July 2021
End Date: Sunday, 14 November 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 1 August 2021
  • Without academic penalty (including no fee refund): Friday, 1 October 2021


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.

Lectures 24 hours
Case Analysis 12 hours
Class Test 2 hours
Final Exam 3 hours
Tutorials 9 hours
Class Test + Exam Preparation 76 hours
Lecture Preparation 24 hours
Total 150 hours

Learning Outcomes

  • 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 overall marketing strategy.
  • Apply marketing concepts to specific business cases and situations.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.

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

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



Equivalent Courses


Timetable 2021

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Thursday 08:00 - 10:00 Haere-roa 118 Ngaio Marsh Theatre
19 Jul - 29 Aug
13 Sep - 24 Oct
Tutorial A
Activity Day Time Location Weeks
01 Friday 09:00 - 10:00 A9 Lecture Theatre
19 Jul - 29 Aug
13 Sep - 24 Oct
02 Monday 14:00 - 15:00 A8 Lecture Theatre
19 Jul - 29 Aug
13 Sep - 24 Oct
03 Tuesday 09:00 - 10:00 A9 Lecture Theatre
19 Jul - 29 Aug
13 Sep - 24 Oct
04 Tuesday 10:00 - 11:00 Rehua 328 Visual Arts
19 Jul - 29 Aug
13 Sep - 24 Oct
05 Friday 11:00 - 12:00 Jack Erskine 111
19 Jul - 29 Aug
13 Sep - 24 Oct
06 Thursday 12:00 - 13:00 Rehua 427 Technology Workshop
19 Jul - 29 Aug
13 Sep - 24 Oct
07 Friday 12:00 - 13:00 Rehua 329
19 Jul - 29 Aug
13 Sep - 24 Oct
08 Monday 12:00 - 13:00 Jack Erskine 111
19 Jul - 29 Aug
13 Sep - 24 Oct
09 Tuesday 11:00 - 12:00 Rehua 329
19 Jul - 29 Aug
13 Sep - 24 Oct
10 Thursday 13:00 - 14:00 Rehua 427 Technology Workshop
19 Jul - 29 Aug
13 Sep - 24 Oct

Examination and Formal Tests

Test A
Activity Day Time Location Weeks
01 Tuesday 18:30 - 20:30 Online Delivery
23 Aug - 29 Aug

Timetable Note

Lectures for MKTG100-21S2 are recorded using the ECHO360 lecture recording system.
Attend 5 tutorials throughout the semester. Tutorials start in week 2.

Course Coordinator / Lecturer

Lucie Ozanne


Sussie Morrish


Assessment Due Date Percentage  Description
Tutorial Attendance 10% 5 tutorials throughout the semester
Test 24 Aug 2021 30% Test
Case Analysis 14 Sep 2021 10% Case Analysis
Case Analysis 11 Oct 2021 10% Case Analysis
Final Examination 40% Final Examination

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

Participation (9 tutorials but only 5 will be counted, 2% each) 10%
Students will be required to attend 5 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. Only five tutorials will count towards the 10%; however, students are encouraged to attend all tutorials to assist you with answering the case questions and preparing for the final exam. 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 30%
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 answer questions.

Case Analysis (2 cases analysis, 10% each) 20%
Students are required to read the assign case before the tutorials. They are then required to provide a written answer for the assigned questions for the case in term 1 and term 2.  It may be necessary to do some additional reading and research to adequately answer each case question. The cases are due by 5pm on Tuesday 14 September and Monday 11 October (please see the teaching schedule). The case analyses need to be uploaded to Learn.  The first tutorial will provide you with the necessary skills to understand how to analyse cases and answer case 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.

Textbooks / Resources

Required Texts

Pride, William M. et al; Marketing principles; 3rd Asia-Pacific edition; Cengage, 2018.


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.

Citations and referencing

Indicative Fees

Domestic fee $831.00

International fee $3,875.00

* 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