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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.
This course explores the foundations of marketing. Lectures introduce students to the marketing concept, marketing environments, marketing strategy, the Four Ps, Consumer Behaviour and Marketing Research. The result is a broad understanding of the field that students can use as a basis for further study in marketing.
By the end of the course students will have a board understanding of many different aspects associated with marketing. Specifically, students should be able to:Understand and explain the four components of the marketing mix and how they relate to managerial decisions.Recognise the role of marketing as part of the strategic planning of a firm.Link the marketing mix elements to a firm’s marketing strategy.Apply marketing concepts to specific business cases and situations.Students will be expected to attain these outcomes through lecture attendance, participation in class, outside class preparation and assessment revision. It is likely that students that engage with the material in class and actively participate will have a better understanding of the material than those that do not.
Ekant Veer
The two tests will be used to assess students’ knowledge of the material covered in specific classes (to be identified by the lecturer). The exam is comprehensive and can cover any aspect of the course. The tests and exam format will be discussed in class.
Kotler, Philip; Marketing ; 8th ed; Pearson Australia, 2009.
Dishonest PracticeThe 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. Departmental Academic Policies If you want a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 35 of the Enrolment Handbook 2010 (also in UC Calendar under “General Course and Examination Regulations”).Coversheets - Group and Individual
Domestic fee $593.00
International fee $2,538.00
* 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.
Maximum enrolment is 350
For further information see Management, Marketing and Tourism .