MKTG100-19S1 (C) Semester One 2019

Principles of Marketing

15 points

Start Date: Monday, 18 February 2019
End Date: Sunday, 23 June 2019
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 1 March 2019
  • Without academic penalty (including no fee refund): Friday, 10 May 2019


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 tutorial 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
6 (6 x 1) hours of tutorials
24 (12x2) hours of lecture preparation
50 hours of Test preparation
2 hours of Test writing
51 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 overall 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 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.

      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 Note

Girish Prayag Office Hours: Tuesday 12:00-1:00pm (or by appointment, please email)

Course Coordinator / Lecturer

Girish Prayag


Lucie Ozanne


Samantha White


Assessment Due Date Percentage  Description
4 Case Analyses (6% each) 24% 4 Case Analyses (6% each)
Tutorial Participation (2% each) 10% Tutorial participation (2% each)
Term Test 1 26 Mar 2019 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 assignments on schedule,
 Regularly attend lectures and tutorials

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 (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, and you will have a practice case to familiarise yourself with this approach before the graded cases.

Participation (6 tutorials but only 5 will be counted, 2% each) 10%
Students will be required to attend 6 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 (Tutorials 1-5 will count towards the 10%). 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 answer 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

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.

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 $806.00

International fee $3,513.00

* 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