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Unit of study_

MKTG1001: Marketing Principles

Semester 2, 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 John Parker,
Lecturer(s) Vince Mitchell,
Type Description Weight Due Length
Final exam (Open book) Type C final exam hurdle task Final exam
30% Formal exam period 1 hour
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Presentation group assignment Presentation
Oral presentation
15% Multiple weeks 5 and 3-minutes
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Participation 1
Tutorial participation
5% Ongoing Ongoing
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
In-semester test (Record+) Type B in-semester exam Mid-semester exam
28% Week 08
Due date: 22 Oct 2020 at 10:00

Closing date: 22 Oct 2020
50 minutes
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Presentation group assignment Group project
Oral presentation
20% Week 11
Due date: 09 Nov 2020 at 09:00
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Participation 2
Research participation
2% Week 11
Due date: 13 Nov 2020 at 17:00

Closing date: 13 Nov 2020
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
hurdle task = hurdle task ?
group assignment = group assignment ?
Type B in-semester exam = Type B in-semester exam ?
Type C final exam = Type C final exam ?

Assessment summary

  • Group project: Students will work in groups of 5-6 students and build a marketing plan for a small to medium (SME) that has been commercially affected by COVID-19. Students may choose a company where they have a contact, or a business they think would be interesting to work on. The final marketing plan will be presented as a pre-recorded video.


  • Group presentation: Groups will present two short pre-recorded video presentations on two key areas of their group project, where they will receive feedback that will advance their final marketing plan. The first 5-miniute video presentation will focus on discussing how the market in which the groups chosen firm competes can be segmented, what segment(s) they are targeting and how their firm is competitively positioned. The second 3-miniute video presentation will present the groups integrated marketing communications (IMC) plan.


  • Mid-semester exam: Students will respond to questions in a multiple choice exam. The exam will cover materials up to and including week 6 and all exam questions will relate to the textbook chapters and lecture materials covered over those weeks. The exam will be held online in the timetabled week 8 lecture time slot.


  • Participation: Participation will be based on students contribution in tutorials to a number of activities designed to reinforce key learnings and to assist in the development of the group project. Participation will not simply be a measure of how much students contribute to class discussion, but more importantly whether comments are thoughtful and stimulating, provide insight into the topics of investigation, pose interesting questions to peers and provide relevant examples to illustrate a clear point of view.


  • Business research: Students will have the opportunity to participate in two research options: option 1 – participating in a research study or option 2 – a research paper review.


  • Final exam: The final exam will consist of multiple choice and short-answer questions. The multiple-choice questions will cover the textbook chapters of weeks 9 – 12. The short-answer questions will be based on the lecture materials covering weeks 1 – 12.


  • Detailed information for each assessment task 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 following penalties apply when assessment tasks are submitted after the due date and time: Deduction of 5% of the maximum mark for each calendar day from the due date and time. After ten calendar days late, a mark of zero will be awarded.

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 Welcome to the world of marketing Lecture and tutorial (3 hr) LO1
Week 02 Strategic marketing planning Lecture and tutorial (3 hr) LO2
Week 03 Segmentation, targeting & positioning Lecture and tutorial (3 hr) LO1 LO3
Week 04 Consumer behaviour Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 05 Marketing research and data Lecture and tutorial (3 hr) LO1 LO3 LO5
Week 06 Branding Lecture and tutorial (3 hr) LO1 LO4
Week 07 Brand you Lecture and tutorial (3 hr) LO1 LO4
Week 08 Mid-Semester exam Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 09 IMC tools and digital marketing Lecture and tutorial (3 hr) LO1 LO4 LO5
Week 10 Products and services Lecture and tutorial (3 hr) LO1 LO4 LO5
Week 11 Developing new products Lecture and tutorial (3 hr) LO1 LO4
Week 12 Price and place mix & Course revision Lecture and tutorial (3 hr) LO1 LO4 LO5

Attendance and class requirements

Lecture recording: All lectures are pre- recorded and will be available on Canvas for student use. Students should ensure they listen to the lectures prior to their tutorials.

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

Prescribed Text:

Solomon M., Marshall G., Stuart E. (2017) Marketing: Real People, Real Choices, Global Edition, 9th Edition Pearson Higher Ed USA

Additional Reading:

Solomon M., Marshall G., Stuart E., Barnes B., Mitchell V., Trabrizi W. (2019) Marketing: Real People, Real Decisions, European Edition, 3rd Edition Pearson Higher Ed UK


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.


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.