MKTG100-23S2 (C) Semester Two 2023

Principles of Marketing

15 points

Start Date: Monday, 17 July 2023
End Date: Sunday, 12 November 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 30 July 2023
  • Without academic penalty (including no fee refund): Sunday, 1 October 2023


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 estimated workload breakdown for MKTG100 is:
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.

    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


Course Coordinator / Lecturer

Joya Kemper


Assessment Due Date Percentage  Description
Tutorial Attendance 10% 5 tutorials throughout the semester
Test 24 Aug 2023 25% Test
Case Analysis 1 25 Aug 2023 12.5% Case Analysis 1
Case Analysis 2 13 Oct 2023 12.5% Case Analysis 2
Final Examination 40% Final Examination

Textbooks / Resources

Required Texts

Armstrong, Gary et al; Principles of marketing ; 8th edition; Pearson Australia (a division of Pearson Australia Group Pty Ltd), 2021.

Indicative Fees

Domestic fee $868.00

International fee $4,075.00

* 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