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Unit of study_

MKTG1001: Marketing Principles

Semester 1, 2023 [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,
Type Description Weight Due Length
Supervised exam
hurdle task
Final exam
Written exam
30% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Participation 1
Tutorial participation
5% Ongoing Ongoing
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Supervised test
Mid-semester exam
Written exam
28% Week 06
Due date: 30 Mar 2023 at 14:00
1 hour
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Presentation group assignment Presentation
Oral presentation
15% Week 11 10 mins
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Participation Participation 2
Research participation
2% Week 12 Ongoing
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Assignment group assignment Group project Report
Written report of the group project and presentation
20% Week 13
Due date: 26 May 2023 at 16:00
12 pages
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
hurdle task = hurdle task ?
group assignment = group assignment ?

Assessment summary

  • Group project: Student groups of up to 4 (max) members will accomplish a series of strategic tasks based on a market opportunity emerging from a trend(s) in the external environment. These tasks enable students to learn the marketing process in a dynamic and creative way where you will strategically market an offering that requires research, market justification and analysis. This group project is made up of the report due in wk 13 and a presentation due in wk 11.
  • Group presentation: Groups will submit (via Canvas) a 10-minute pre-recorded presentation on key areas of the group project, where they will receive feedback that will advance their final written report submission. 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.
  • Group project report: This is the finished product of the group presentation in a more comprehensive written version as a professional report, due on Friday 26 May at 4pm (AEST). The report should be 12 pages, based on 1.5 line spacing and size 12 font, inclusive of intext references but exclude 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 for the report, 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.
  • Mid-semester exam: The mid-semester exam will inclusively assess all materials from weeks 1-5, including relevant textbook chapters, lecture slides, tutorial activities and/or industry lectures (if applicable). The mid semester exam will be held during lecture time (Thursday 2pm AEST) in week 6. 
  • Participation 1: 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.  Students can be randomly asked to submit their tutorial work on any week as a record of their participation/preparation.
  • Participation 2: Students have two options for completing this assessment: Option 1 - participating in a research study or Option 2 - research paper review. Please refer to the Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment.
  • Final exam:  The final exam will inclusively assess all materials from weeks 7-13, including relevant textbook chapters, lecture slides, tutorial activities and/or industry lectures (if applicable). The exam will be held in the formal exam period.   This assessment is listed as HURDLE TASK, which means you must undertake the assessment and achieve at least 5% of the available marks in that assessment as a minimum standard. Students who fail to achieve this minimum standard in this assessment, even when their aggregate mark for the entire unit is above 50%, will be given a Fail grade for the unit. As a result the student's academic transcript will show a fail grade and the actual mark achieved if between 0-49 and a fail grade and a capped moderated mark of 49 for all other marks.

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 and overview (Please note that tutorials commence in wk 2) Lecture (2 hr) LO1
Week 02 Strategic Marketing Planning Lecture and tutorial (3 hr) LO2
Week 03 Trends and Environmental Analysis Lecture and tutorial (3 hr) LO1 LO2
Week 04 Consumer Behaviour Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 05 Segmentation, Targeting and Positioning Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 06 Mid-Semester Exam Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 07 Marketing Mix: Products, Services and Experiences Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 08 Marketing Mix: Developing New Products Lecture and tutorial (3 hr) LO1 LO4 LO5
Week 09 Marketing Mix: Promotion I Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 10 Marketing Mix: Promotion II Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 11 Marketing Mix: Price Lecture and tutorial (3 hr) LO1 LO4 LO5
Week 12 Marketing Mix: Place Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 13 Review and close Lecture and tutorial (3 hr) LO1 LO4 LO5

Attendance and class requirements

Lecture: All live lectures are recorded and will be available on Canvas for student use. Please note that the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded due to unforeseen technical issues.   Students should ensure they regularly attend, listen and make lecture notes on a weekly basis. Lectures may be supplemented by online modules and/or industry lectures.

Tutorials: Commence in week 2.  Please ensure you attend your timetabled tutorial time regularly as they are important to cement learning from the lectures, as well as housing the group project.  Groups will be formed and finalised in tutorials by wk 4.   It is your responsibility to ensure you are in a group in your timetabled tutorial, and not the teaching team.

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 textbook is a digital resource from Pearson called Revel which contains the author narrative from the textbook, embedded media, interactives and quizzes.  This digital resource is based on the physical text:

Armstrong, Denize, Volkov, Adam, Kotler, Ang, Love, Doherty and Van Esch (2021), Principles of Marketing, 8th edition, Pearson: Sydney.


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.