MKTG 151/151G : Essential Marketing

Business and Economics

2022 Semester One (1223) (15 POINTS)

Course Prescription

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.

Course Overview

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.

Course Requirements

No pre-requisites or restrictions

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 3: Solution Seeking
Capability 6: Social and Environmental Responsibilities
Graduate Profile: Bachelor of Commerce

Learning Outcomes

By the end of this course, students will be able to:
  1. Recall and explain key attributes of fundamental marketing concepts and theories (Capability 1)
  2. Identify and explain the characteristics of responsible and sustainable marketing practice. (Capability 2 and 6)
  3. Integrate and apply the fundamental principles of marketing management (Capability 2 and 3)
  4. Develop solutions for contemporary marketing problems (Capability 3 and 6)


Assessment Type Percentage Classification
Canvas Quizzes 20% Individual Coursework
Assignments 30% Group & Individual Coursework
Final Exam 50% Individual Examination
Assessment Type Learning Outcome Addressed
1 2 3 4
Canvas Quizzes
Final Exam

Workload Expectations

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. 

Delivery Mode

Campus Experience

Attendance is expected at the scheduled two-hour lecture for activities to complete components of the course. Lectures will be available as recordings. Some limited types of learning activities may not always be available as recordings. The course may include live online events (e.g. a guest lecturer may not agree to be recorded so must be viewed live). Attendance on campus is required for the exam.
The activities for the course are scheduled as a standard weekly timetable.

Learning Resources

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.

Student Feedback

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 have commented that it is difficult to remain motivated to keep up with the online materials, particularly when government requirements mandate exclusively learning online. Thus the coursework has been adapted to include a weekly quiz that will test students' comprehension of the guided online material, before they move on to next material.

Academic Integrity

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

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.

Inclusive Learning

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

Special Circumstances

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.

Learning Continuity

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.

Student Charter and Responsibilities

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.