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Unit of study_

MKTG5001: Marketing Principles

This unit introduces students to basic principles and language of marketing theory and practice. Marketing principles are examined in relation to a wide variety of products and services, in both commercial and non-commercial domains. An emphasis is placed on strategy planning and the marketing decision process. It is an introduction to the issues and terminology of marketing that can serve as a standalone understanding of the basics of marketing or as a foundation unit for further study in marketing. The unit focuses on the practical analysis marketing and the marketing management process and the development of the marketing mix the components that make up a marketing plan.


Academic unit Marketing
Unit code MKTG5001
Unit name Marketing Principles
Session, year
Semester 2, 2020
Attendance mode Normal day
Location Camperdown/Darlington, Sydney
Credit points 6

Enrolment rules

Available to study abroad and exchange students


Teaching staff and contact details

Coordinator Paul Henry,
Lecturer(s) Robyn Martin ,
Paul Conrad Henry,
Type Description Weight Due Length
Online task Class participation
15% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6
Assignment Individual Assignment (end of semester)
Individual reflection
30% Ongoing
Due date: 30 Nov 2020 at 17:00

Closing date: 07 Dec 2020
1000 words
Outcomes assessed: LO1 LO2 LO3 LO6
Assignment Individual Assignment (in-semester)
"Where are we now"
25% Ongoing
Due date: 21 Sep 2020 at 09:00

Closing date: 25 Sep 2020
4 pages max.
Outcomes assessed: LO1 LO2 LO3 LO6
Assignment group assignment Team project
End of semester project plan
30% Week 12
Due date: 24 Nov 2020 at 17:00

Closing date: 24 Nov 2020
3000 words
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
group assignment = group assignment ?

Group work: this project will run across the semester to identify an opportunity and develop a plan to realise the opportunity.

Class participation: degree of active engagement with both online activities and workshop exercises.

Individual assignment (in semester): Prepare a customer profile and competitive analysis to identify an opportunity.

Individual assignment (end of semester): Prepare a reflective task to demonstrate progressive learning across the semester.

Detailed information for each assessment 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

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.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, 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 dishonesty or plagiarism seriously.

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

WK Topic Learning activity Learning outcomes
Week 01 Setting up for Learning. Complete topic 0 in O-Week. "What is Marketing" Complete topic 1 before Workshop 1. Lecture and tutorial (3 hr)  
Week 02 "Understanding Consumers: Developing Customer Profiles" Complete topic 2 before Workshop 2. Lecture and tutorial (3 hr)  
Week 03 "Understanding Consumers: Buyer Decision-Making Process, Motivations and Emotions" Complete topic 3 before Workshop 3. Lecture and tutorial (3 hr)  
Week 04 "The Marketing Environment: With a Focus on Competition" Complete topic 4 before Workshop 4 Lecture and tutorial (3 hr)  
Week 05 "Strategic Marketing and Planning: How to Grow Revenue" Complete topic 5 before Workshop 5. Lecture and tutorial (3 hr)  
Week 06 "Marketing Strategy: Creating Value for Targeted Customers" Complete topic 6 before Workshop 6. Lecture and tutorial (3 hr)  
Week 07 "Products, Goods, Services, Experiences (and Brands)" Complete topic 7 before Workshop 7. Lecture and tutorial (3 hr)  
Week 08 "New Products" Complete topic 8 before Workshop 8 Lecture and tutorial (3 hr)  
Week 09 "Promotion: Integrated Marketing Communications Part I" Complete topic 9 before Workshop 9. Lecture and tutorial (3 hr)  
Week 10 "Promotion: Integrated Marketing Communcations Part 2" Complete topic 10 before Workshop 10. Lecture and tutorial (3 hr)  
Week 11 "Place and Price" complete topics 11 and 12 before Workshop 11. Lecture and tutorial (3 hr)  
Week 12 "Pulling it all together" Workshop 12 Workshop (3 hr)  

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

Principles of Marketing, 7e. Armstrong, Adam, Denize, Volkov, Kotler. Pearson publishing  ISBN: 9781488611841

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. Understand the concepts and terminology of marketing and their role in the organisation, the economy and society. Students should be able to correctly use the terms and concepts of marketing in their assessments, as well as bringing these into their professional engagements either as marketers themselves in their exchanges with marketers.
  • LO2. Demonstrate and apply sound analytical and problem-solving skills in developing solutions for "real" marketing issues
  • LO3. Relate course material to everyday life and see your everyday experiences through the eyes of a marketer.
  • LO4. Evaluate the marketing options, in a real-life marketing example. Formulate and implement your plan that will effectively deliver on evaluated marketing options.
  • LO5. Operate effectively and constructively in a team environment to produce a quality group outcome by discussing ideas and recommendations clearly and persuasively through written channels
  • LO6. Communicate your ideas and solutions effectively through written and verbal channels.

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
Nature of the project has been changed. The mechanism to assign participation points has been changed.


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