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Unit of study_

NYUS1201: Intro to Marketing

Semester 1, 2024 [Normal day] - Camperdown/Darlington, Sydney

This unit of study is only available to students approved to be participating in the NYU Sydney Program.

Unit details and rules

Unit code NYUS1201
Academic unit Business School
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
None
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Yuri Ogura, yuri.ogura@sydney.edu.au
Lecturer(s) Andrew West, andrew.west@sydney.edu.au
Type Description Weight Due Length
Small test Final Exam
The exam will cover the entire course made up of short questions and essay
25% Formal exam period 120 minutes
Outcomes assessed: LO1 LO4 LO3 LO2
Participation Class Participation
Your active participation in class and attendance will be required
10% Ongoing Ongoing
Outcomes assessed: LO1 LO3 LO2
Assignment Online reflection
Students will write an online reflection of themselves as a consumer.
5% Week -03
Due date: 05 Mar 2024 at 23:59
500 words
Outcomes assessed: LO1 LO2 LO3 LO4
Assignment Written Case Study Report
Follow a typical marketing case analysis procedure to analyse case assigned
20% Week 05
Due date: 19 Mar 2024 at 23:59
2500 words
Outcomes assessed: LO1 LO4 LO3 LO2
Small test Midterm Exam
Consist of multiple-choice and short answer questions, brief essay question
15% Week 08
Due date: 16 Apr 2024 at 15:30
90 minutes
Outcomes assessed: LO1 LO4 LO3 LO2
Small test Quantitative Quiz
The quiz will be drawn from quantitative exercises during the semester
10% Week 10
Due date: 30 Apr 2024 at 15:00
60 minutes
Outcomes assessed: LO2 LO4 LO3
Presentation group assignment Case Study Group Presentation
Groups will analyse, present and make recommendations for their own cases
15% Week 11
Due date: 07 May 2024 at 14:00
20 minutes
Outcomes assessed: LO1 LO2 LO3 LO4
group assignment = group assignment ?

Early feedback task

This unit includes an early feedback task, designed to give you feedback prior to the census date for this unit. Details are provided in the Canvas site and your result will be recorded in your Marks page. It is important that you actively engage with this task so that the University can support you to be successful in this unit.

Assessment summary

  • Class Participation: You are expected to attend class in person. Your active participation in class and attendance will be reflected in this part of the course requirements.
  • Online Reflection: Students will be required to write an online reflection of themselves as a consumer
  • Midterm Exam: This will consist of multiple-choice questions, short answer questions and a brief essay question on materials drawn from the textbook, cases, lectures, field trips and guest speakers.
  • Written Case Study Report: You will follow a typical marketing case analysis procedure to analyse the case assigned, undertaking background research on their assigned organisation by exploring, evaluating and recommending a course of action.
  • Case Study Group Presentation: Each group will have their own individual case to analyse, make recommendations and present to the class.
  • Marketing Quantitative Quiz: The quiz will be drawn from quantitative exercises during the semester.
  • Final Exam: The exam will cover the entire course.

Assessment criteria

Letter grades for the entire course will be assigned as follows:

Letter Grade Explanation of Grade
A Excellent work showing a thorough knowledge and understanding of the topics, with excellent use of scientific language, detailed analysis and clear logical explanations, showing insight, independent, original thought and reasoning.
B Good work with good general knowledge and understanding of the topics, accurate use of scientific language, good general analysis and coherent explanations showing some independent reasoning, reading and research.
C Satisfactory work, broadly correct both factually and analytically, with some explanation and reasoning: the work will typically demonstrate a basic understanding of the topic.
D Passable work, showing a general, superficial knowledge and understanding of the topic, lacking satisfactory use of scientific language or adequate analysis.
F

Unsatisfactory work in all criteria. The minimum requirements for the course have not been met.

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.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Week 01 Course Introduction and Overview; Creating Value through Marketing; Ethics in Marketing Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 02 Scanning the Marketing Environment; Competitor and Industry Analysis Developing Marketing Strategy Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 03 Individual Consumer Decision Making; Marketing Research Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 04 Segmenting, Targeting and Positioning; Branding Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 05 Product Development; Innovations and New Products Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 06 Pricing Issues in Marketing; Pricing Analytics Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 07 Integrated Marketing Communications and Direct Marketing; Advertising, Sales Promotion and PR Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 08 Branding Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 09 Social Media and Mobile Marketing; Multichannel Marketing Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 10 Servicescapes of Retail Environment Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 11 Online and Traditional Distribution; Online and Traditional Retailing Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 12 Services and Event Marketing Seminar (3.5 hr) LO1 LO2 LO3 LO4
Week 13 Putting it all together; Subject review and exam revision Seminar (3.5 hr) LO1 LO2 LO3 LO4

Attendance and class requirements

Attendance: Studying at NYU Sydney is an academically intensive and immersive experience, in which students from a wide range of backgrounds exchange ideas in discussion-based seminars. Learning in such an environment depends on the active participation of all students. And since classes typically meet once or twice a week, even a single absence can cause a student to miss a significant portion of a course. To ensure the integrity of this academic experience, class attendance at NYU Sydney is expected promptly when class begins. Attendance will be checked at each class meeting.

Unexcused absences may be penalized with a two percent deduction from the student’s final course grade for every week's worth of classes missed, and may negatively affect your class participation grade. Four unexcused absences in one course may lead to a Fail in that course. Being more than 15 minutes late counts as an unexcused absence.

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

R. Kerin, S. Hartley & W. Rudelius, Marketing (2022), 16th edition, Irwin/McGraw-Hill.

 

 

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. Appreciate the role of marketing as an organisation-wide philosophy and understand that marketing begins and ends with the customer.
  • LO2. Critically analyse, discuss, evaluate and integrate the literature on marketing theories to create a coherent and theoretically rigorous argument.
  • LO3. Critically evaluate and reflect upon specific marketing decisions and marketing strategies using applied questions and case study analysis.
  • LO4. Critically examining problem areas, developing feasible marketing investment decision options, developing key recommendations, and communicating this strategic thinking to others using quantitative and qualitative methods.

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.

Updates to assessment dates to reflect semester 1

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.