MKTG 151/151G : Essential Marketing

Business and Economics

2023 Semester One (1233) (15 POINTS)

Introduces fundamental marketing ideas and skillsets. Explores the world of customer value creation and marketing communications through the eyes of marketing and creative experts. Covers current topics in marketing including digital and social media, social entrepreneurship, big data analytics, green marketing and sustainability.

This course provides students from different disciplines with a sound knowledge of important aspects of marketing theories and practice. It covers the integral role of marketing within an organisation and the need for a consumer centric approach. It also stimulates critical thinking and curiosity about the place of marketing in business and in society and raises awareness of ethical considerations for fostering sustainability. By taking the course students will supplement, extend and reinforce knowledge and skills developed in other specialisations by gaining innovative perspectives to assist decision-making capabilities in an unknown and complex future.

No pre-requisites or restrictions

By the end of this course, students will be able to:

This course is a standard 15 point course and students are expected to spend 10 hours per week involved in each 15 point course that they are enrolled in. During a typical teaching week there will be 2 hours of lectures, and 1 hour of guided online activities. For the 12 teaching weeks, this totals to 36 hours. Since the course as a whole represents approximately 150 hours of study, that leaves a total of 114 hours across the entire semester for independent study, e.g. reading, thinking about and engaging with course resources and content, and/or preparing for, and working on, assessments. 

Campus Experience

Attendance by on-shore students is expected at the scheduled two-hour lecture for activities to complete components of the course. Lectures will be available as recordings to students enrolled offshore. 

The activities for the course are scheduled as a standard weekly timetable.

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

There is a required text book for this course which can be purchased from the University Book Store.

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

Prior students commented that it was very difficult to participate in a group assignment with students from different year levels and from different disciplinary backgrounds, particularly when lockdown meant that the team members could never meet in real life. Secondly, the large majority of first year students in the class expressed anxiety about the nature of the final exam. Because of this, the team assignment has been replaced with a mid-semester test. The mid semester test will also give students prior experience with the format, nature and technology that may be required for the final exam.

The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Class representatives are students tasked with representing student issues to departments, faculties, and the wider university. If you have a complaint about this course, please contact your class rep who will know how to raise it in the right channels. See your departmental noticeboard for contact details for your class reps.

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page .

This should be done as soon as possible and no later than seven days after the affected test or exam date.

In the event of an unexpected disruption, we undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions the University has contingency plans to ensure that access to your course continues and course assessment continues to meet the principles of the University’s assessment policy. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator/director, and if disruption occurs you should refer to the university website for information about how to proceed.

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter .

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course students may be asked to submit coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. In exceptional circumstances changes to elements of this course may be necessary at short notice. Students enrolled in this course will be informed of any such changes and the reasons for them, as soon as possible, through Canvas.