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Unit of study_

MMGT6008: Marketing

Intensive April, 2023 [Block mode] - Castlereagh St, Sydney

A core skill for managers in an increasingly competitive world is applying marketing principles within the context of the international marketplace. This unit equips students with key decision-making tools, helping them answer critical questions about managing the marketing effect in the global market place. The unit introduces fundamental marketing concepts and theories and demonstrates their practical application within the international arena. Topics include market and competitive analysis, market segmentation and product positioning, brand and product management, pricing issues, integrated marketing, communications, measuring return on marketing investment, and managing the international organisation and external relationships responsible for successful implementation. Case studies are used to illustrate concepts and their practical application.

Unit details and rules

Unit code MMGT6008
Academic unit Management Education
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
A minimum of 24 credit points of MMGT or CEMS units
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

No

Teaching staff

Coordinator Donnel Briley, donnel.briley@sydney.edu.au
Type Description Weight Due Length
Presentation group assignment Exercise
Analysis and solution
15% Week 01
Due date: 23 Feb 2023 at 17:00

Closing date: 07 Apr 2023
6 minutes maximum
Outcomes assessed: LO4 LO5
Assignment Individual assignment
Marketing strategy simulation
20% Week 03
Due date: 15 Mar 2023 at 23:59

Closing date: 22 Mar 2023
1,000 words
Outcomes assessed: LO2 LO3
Assignment group assignment Strategic marketing project - Written
Executive summary
5% Week 05
Due date: 22 Mar 2023 at 23:59

Closing date: 24 Mar 2023
750 words maximum
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Presentation group assignment Strategic marketing project - Oral
Presentation
20% Week 05
Due date: 23 Mar 2023 at 17:00

Closing date: 30 Mar 2023
20 minutes maximum
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Supervised exam
? 
Final exam
Written examination
40% Week 07
Due date: 05 Apr 2023 at 14:00
2 hours
Outcomes assessed: LO1 LO2 LO3
group assignment = group assignment ?

Assessment summary

Individual

  • Final exam (40%) 
  • Marketing strategy simulation (20%)

Group

  • Exercises (15%)
  • Project – Executve summary (5%)
  • Project – Presentation (20%)

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

Description

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. 

Distinction

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.

Credit

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.

Pass

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. 

Fail

0 - 49

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

For more information see sydney.edu.au/students/guide-to-grades.

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:

Late assessments will incur a penalty of 5% of total possible marks per day late.

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 Business environment and competition Lecture (8 hr) LO1 LO2 LO3 LO5
Week 02 Understanding and managing customers Lecture (8 hr) LO1 LO2 LO3 LO5
Week 03 Creating customer value Lecture (8 hr) LO1 LO2 LO3 LO5
Week 04 Branding and communications Lecture (8 hr) LO1 LO2 LO3 LO5
Week 05 Review and exam preview Lecture (8 hr) LO1 LO2 LO3 LO4

Attendance and class requirements

Lecture recordings: Lectures and seminars are recorded when possible and will be available on Canvas for student use. Please note that: 1) the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded; and 2) guest presenters may not be recorded. To insure access to all class content, students should be sure to 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

Readings for this unit can be accessed through the Library eReserve, available on Canvas.

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. Critically analyse important aspects of an organization's marketing environment
  • LO2. Understand the components comprising an international organization's marketing strategy, as well as the tools and frameworks for assessing strategies
  • LO3. Evaluate an international organization's existing operations and direction, and develop relevant strategic alternatives
  • LO4. Communicate strategic business analyses and actionable recommendations, in both oral and written formats
  • LO5. Effectively work in teams to analyze and solve complex business problems

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
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

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

Content and assessments have been updated.

Disclaimer

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.