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Unit of study_

MKTG5001: Foundation in Marketing

Semester 2, 2022 [Normal day] - Remote

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.

Unit details and rules

Unit code MKTG5001
Academic unit Marketing
Credit points 6
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator James Watson,
Type Description Weight Due Length
Online task Class participation
15% Ongoing Ongoing
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
Assignment Individual Assignment (end of semester)
Individual reflection
30% Ongoing
Due date: 15 Nov 2022 at 17:00

Closing date: 20 Nov 2022
1000 words
Outcomes assessed: LO1 LO6 LO3 LO2
Assignment Individual Assignment (in-semester)
Where are we now?
25% Week 05
Due date: 01 Sep 2022 at 14:00

Closing date: 06 Sep 2022
4 pages max.
Outcomes assessed: LO1 LO2 LO3 LO6
Assignment group assignment Team project
End of semester project plan
30% Week 13
Due date: 08 Nov 2022 at 17:00

Closing date: 08 Nov 2022
3000 words
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6
group assignment = group assignment ?

Assessment summary

Group work: This project will run across the semester to identify an opportunity and develop a plan to realise the opportunity utilising theory and frameworks from the course supported by evidence of customer and competitor understanding.

Class participation: Degree of active engagement with both online activities and workshop exercises including >50% completion of module reflections. You will also have two options for completing the 2% business research component of your participation mark. Option 1 – participate in a research study. Option 2 – complete a research paper review. For more detailed information about how to complete the business research component, please refer to the Assignments tab on the course CANVAS site.

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 marketing learning across the semester utilising module reflections as evidence.

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

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.

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 Setting up for Learning. Complete module 0 in O-Week. "What is Marketing" Complete module 1 before Workshop 1. Lecture and tutorial (3 hr) LO3 LO6
Week 02 "Understanding Consumers: Segmentation & Customer Profiles" Complete module 2 before Workshop 2. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO6
Week 03 "Understanding Consumers: Buyer Decision-Making Process, Motivations and Emotions" Complete module 3 before Workshop 3. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO6
Week 04 "The Marketing Environment: With a Focus on Competition" Complete module 4 before Workshop 4. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO6
Week 05 "Sharing task 1a assignments and completion of task 1b". Workshop (3 hr) LO1 LO2 LO3 LO6
Week 06 "Strategic Marketing and Planning: How to Grow Revenue" Complete module 5 before Workshop 6. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 07 "Marketing Strategy: Creating Value for Targeted Customers" Complete module 6 before Workshop 7. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 08 "Products, Goods, Services, Experiences (and Brands)" Complete module 7 before Workshop 8. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 09 "New Products" Complete module 8 before Workshop 9. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 10 "Promotion: Integrated Marketing Communications Part I" Complete module 9 before Workshop 10. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 11 "Promotion: Integrated Marketing Communications Part 2" Complete module 10 before Workshop 11. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 12 "Place and Price" Complete module 11 before Workshop 12. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 13 "Pulling it all together" Complete module 12 before Workshop 13. Workshop (3 hr) LO1 LO2 LO3 LO6

Attendance and class requirements

You are required to attend the weekly workshop that is usually held every Friday. You must complete the associated on-line learning module and weekly reflections relating to that module BEFORE each scheduled workshop. 

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

No textbook is required.

Students are encouraged to review the topic information in any standard marketing text. Look for one that is no more than 8 years old. I recommend any of the Principles of Marketing text with Kotler as one of the authors. These are more the same than they are different so you should be able to find the topic being covered and get further background information.


Such as:

Principles of Marketing 8th edition Armstrong, Adam, Denize, Volkov, Adam, Kotler, Ang, Love, Doherty and Van Esch


Principles of Marketing, Global edition  Kotler and Armstrong 

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

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

This is CLAS course and hence we are working to make it consistent across terms, hence there have been few changes to the class structure.


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.