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Unit of study_

MKTG1001: Marketing Principles

Semester 1, 2020 [Normal day] - Camperdown/Darlington, Sydney

This unit examines the relationships among marketing organisations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants and creating value for consumers. While this unit is heavily based on theory, practical application of the concepts to "real world" situations is also essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.

Unit details and rules

Unit code MKTG1001
Academic unit Marketing
Credit points 6
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Jeaney Yip,
Lecturer(s) Geoffrey Fripp,
Type Description Weight Due Length
Assignment group assignment Group project
Written report
23% -
Due date: 29 May 2020 at 16:00

Closing date: 29 May 2020
12 pages
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Final exam hurdle task Final exam
35% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Participation 1
Tutorial participation
8% Ongoing Ongoing
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
In-semester test Mid-semester exam
20% Week 07
Due date: 08 Apr 2020 at 12:00

Closing date: 08 Apr 2020
1 hour
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Presentation group assignment Presentation
Oral presentation
12% Week 11 10 mins
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Participation 2
Research participation
2% Week 12
Due date: 22 May 2020 at 17:00

Closing date: 22 May 2020
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
hurdle task = hurdle task ?
group assignment = group assignment ?

Assessment summary

  • Group project: This group project report is the finished product of the group presentation in a more comprehensive version, written in a professional report format. The report should be 12 pages, based on 1.5 line spacing and size 12 font, inclusive of in-text references but excluding the reference list at the end of the report, appendices and group diary. The diary records all events, time and date, action points that took place during group meetings, detailing clearly 'who did what'. Where a group exceeds the page limit, students will lose 10% of the total marks when the submission is 10% above the page limit and for each 10% over limit thereafter. Peer evaluation is used for all group assessments which can affect an individual student's total marks for the group presentation in week 11 as well as the final group project report. The peer evaluation form must be submitted to your tutor in week 13 otherwise your group report will not be marked.
  • Group Presentation: Student groups of up to 3 members (from the same tutorial, no exceptions) will accomplish a set of creative and strategic tasks that enable students to learn the marketing process in a dynamic way. You will strategically market an offering that requires research, market justification and analysis. The specified tasks are related to a marketing opportunity. The 10 mins presentation will be submitted via Canvas as a recording.  A 2 page (max) presentation portfolio comprising of all presentation materials used including slides as well as supplementary notes must be submitted to your tutor. No email attachments or hard copies can be submitted after the deadline.
  • Participation 1: Students will be awarded marks for their engagement online, preparation and participation during tutorials towards assigned activities. Students will be asked to submit their written work to any assigned activities as a record of preparation and participation. Simply turning up to classes does not guarantee any marks, neither are vague or irrelevant comments/written work.
  • Participation 2: Students will have two options for completing this assessment: Option 1 - participating in a research study or Option 2 - research paper review.  Please refer to the new Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment. Any correspondence on this specific assessment item should be directed to and NOT ANYBODY ON THE MKTG1001 TEACHING TEAM.
  • Mid-semester exam: The mid-semester exam will cover all materials from weeks 1-6 inclusive, including tutorial activites. The exam will be delivered online via Canvas on Wednesday 8 April at 12pm Sydney time.
  • Final exam: The final exam will cover all materials from weeks 8-13 inclusive, including tutorial activities and guest lectures (if applicable). The final exam is listed as a HURDLE TASK which means you must undertake the assessment and achieve at least 5% of the available marks in that assessment. Students who fail to achieve this minimum standard in this assessment, even when their aggregate mark for the entire unit of study is above 50%, will be given a Fail grade for this unit. As a result a student's academic transcript will show a Fail grade and the actual mark achieved if the final mark of the unit is between 0-49 and a Fail grade and a capped moderated mark of 49 for all other final marks

Detailed information for all assessments can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range


High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

The 5% late penalty (of the awarded mark per day), applies to the group project report if it is submitted after the 29 May 4pm deadline.

Academic integrity

The Current Student website  provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.  

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 1. Introduction to unit: structure and assessments; 2. The marketing process: key concepts (chapter 1) Lecture (3 hr) LO1
Week 02 Marketing strategy (chapter 2) Lecture and tutorial (3 hr) LO2
Week 03 Environments, trends and insights which affect marketing strategy (chapter 3) Lecture and tutorial (3 hr) LO1 LO2
Week 04 Understanding consumers and their behaviours (chapter 5) Lecture and tutorial (3 hr) LO3
Week 05 Segmenting, targeting and positioning 1 (chapter 6) Lecture and tutorial (3 hr) LO1 LO3
Week 06 Segmenting, targeting and positioning 2 (chapter 6) Lecture and tutorial (3 hr) LO1 LO3
Week 08 Marketing mix: Products and services (chapter 7) Lecture and tutorial (3 hr) LO1 LO4
Week 09 Marketing mix: Developing new products (chapter 8) Lecture and tutorial (3 hr) LO1 LO4 LO5
Week 10 Marketing mix - Promotion: advertising, public relations, sales promotion (chapter 11 and 12) Lecture and tutorial (3 hr) LO1 LO4
Week 11 Marketing mix - Promotion: personal selling, direct and digital marketing (chapter 12 and 13) Lecture and tutorial (3 hr) LO1 LO4 LO5
Week 12 Marketing mix: Price (chapter 9) Lecture and tutorial (3 hr) LO1 LO4
Week 13 1. Marketing Mix: Place (chapter 10); 2. End of unit wrap up Lecture and tutorial (3 hr) LO1 LO4

Attendance and class requirements

Lecture recording: All lectures are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

The prescribed resource for this unit is not a physical text book, but a digital resource from Pearson called RevelRevel contains the author narrative from the textbook, with embedded media, interactives and quizzes.  Feedback is provided allowing you to learn in your own time outside the classroom.   

This digital version is based on the physical text:

Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2018), Principles of Marketing, 7th edition, Pearson: Sydney. 

This book is available in the library, online and second hand bookshops, should you prefer it rather than the digital version. 


Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. describe and conceptualise appropriately the foundations of marketing from a marketer's point of view
  • LO2. identify market opportunities through a comprehensive environmental scan
  • LO3. segment the market and effectively profile target consumers
  • LO4. apply strategically the marketing process in marketing an offering to a specific target audience using a set of relevant marketing strategies
  • LO5. analyse effectively a marketing problem and recommend suitable actions.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities

This section outlines changes made to this unit following staff and student reviews.

No macro changes have been made since this unit was last offered. Feedback was taken on board with regards to some operational and micro level details implemented in the tutorials.

Groups formation: Groups exceeding the size of 3 is only strictly allowed due to class numbers (and is an exception to the norm) which require special permission from both the tutor and lecturer. Groups are finalised in week 3 in tutorials. It is every student's responsibility to ensure that they are in a group by week 3 or risk withdrawing from the unit and forfeit the right to complete this group assessment.  It is not the teaching team's responsibility to 'find you a group'.  Under no circumstances can you complete the presentations and/or the report on your own (ie, you do not belong to a group) as it is a group assessment. 


The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.