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24108 Marketing Foundations

Course area

UTS: Business


Spring 2016; standard mode; City

Credit points 6cp


26100c Integrating Business Perspectives

These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Result type

Grade and marks

Subject coordinator
Name: Dr Ingo Bentrott
Office: CB08.10.14 Dr Chau Chak Wing Building

Teaching staff
Subject Lecturer:
Dr Ingo Bentrott
Dr Paul Burke
Atieh Fallahi
Atya Zeb
Belinda Barton
Cecilia Howard
Chloe Dawes
Dush Sharma
Edgardo Martinez
Ekaterina Napolova
Han Ayshan
Joshua Smith
Juliet Tan
Karen Soo
Lisa Khatri
Ljubomir Pupovac
Mark Cario
Megan Bridge
Peter Rodgers
The Marketing Foundations Team requires that you follow strict protocol when you have a question or query.
In most cases, the information that you require is available in the subject outline, or on the Marketing Foundations
UTSOnline website. After checking the above, including the Discussion Board on UTSOnline, if you cannot find the
answer, you are required to post all questions and queries (unless they are of a personal nature) on the relevant
Discussion Board area on the UTSOnline website. This policy aims to benefit everyone, as questions and answers can
be shared among all students. We also expect you to help each other. If you think you know the answer to someones
question, feel free to offer your own response. The discussion boards are monitored by the Marketing Foundations
teaching team and we aim to respond to your posts within 48 hours.
For questions of a personal nature only, please use the dedicated email address for this subject
( To assist in identifying and sorting emails, please ensure that your email subject
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line begins with; your student number, tutorial time and tutor's name, followed by a short statement of email
purpose.</p> <p>Issues regarding special considerations, including exam attendance, should not be sent to the
Marketing Foundations email address, as all special considerations are required to be processed via the UTS Student
Administration Unit (SAU). More information, as well as links to the relevant forms, can be viewed on the UTS Student
Administration Unit (SAU) website (see
All correspondence with students will only be accepted from and made to UTS student email accounts.

Subject description
This subject covers the basic principles of marketing. It develops an understanding of the overall process of marketing
planning, implementation and control in the contemporary business environment and also develops a basic
understanding of marketing information systems; market research and marketing ethics; market segmentation; buyer
behaviour; product development; and the development of product, distribution, promotion and pricing strategies for
both goods and services domestically and internationally. The aforementioned principles of marketing are
demonstrated using situations that students will encounter in their professional practice of marketing.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. explain the concepts of marketing and how these apply to profit and not-for-profit organisations involved in the
domestic, international and global markets
2. evaluate the factors that influence demand for products and services in order to facilitate exchanges between
buyer and seller
3. critically analyse business situations and recommend appropriate strategic changes for development and
implementation based on theoretical and practical dimensions of marketing.

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:
Business knowledge and concepts
Critical thinking, creativity and analytical skills
Business practice oriented skills
This subject introduces students to marketing-oriented decision-making. It provides the theoretical building blocks for
further marketing study. The subject develops skills linked to the Faculty's graduate attribute that looks at developing
critical, creative and analytical thinking by performing a marketing analysis that results in a practical marketing plan.
The marketing plan will focus on the introduction of a product based on an existing brand in the marketplace, which
places students in a real-world business scenario. Students will be placed into groups to work on a marketing plan.
Each group members will be assigned an individual marketing plan topic as well as topics that must be completed by
the group as a whole. The group members must work together to put all their individual and group topics into a
cohesive and well-researched marketing plan.
This subject contributes specifically to introducing the following program learning objectives for the Bachelor of
1.1 Critically analyse relevant concepts to understand practice in business and related professions in a global
2.2 Apply critical and creative thinking to address issues in business.
5.1 Apply technical and professional skills necessary to operate effectively in business and related professions.
It also contributes to introducing the following program learning objective for the Bachelor of Management:
2.1 Apply innovative problem solving processes to address management issues in a specific industry context

Teaching and learning strategies

The subject will be taught using a combination of large lectures and smaller tutorials. The lectures provide the
structure of the topic area, discussion of the theory and some practical examples. In addition to assigned textbook
readings, videos and/or case studies will be provided online prior to the lectures. Students are expected to review the
readings as well as online materials and to be able to discuss the material with other students during the course of the
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Tutorials provide an opportunity to discuss ideas, issues and make practical application of the theory, as well as
encouraging students to think in a creative manner to solve real world problems, using learning from other core
subjects. Students are expected to prepare answers to the discussion questions before attending each tutorial.
Discussion questions and case studies will be provided to students before each tutorial and feedback and collaborative
learning will be provided by other students and staff in the tutorials. To promote active peer learning, students may be
put into groups before during the tutorials to workshop their answers prior to classroom discussion.
The UTS web-based communication tool UTSOnline is used extensively; which will be used to share information,
provide feedback and encourage interaction between staff and students. Flipped learning will be implemented by
providing videos of marketing topics before classes to give students time to formulate thoughts for discussion and
prepare to engage in group discussions. Students will also use appropriate computer software to complete assigned
group and individual tasks.
All students will be provided with initial feedback about their performance on or before the census week. The initial
feedback will provide each student a list of themes from the course that they are having difficulties with (thematic
analysis). The more trouble a student is having with a particular theme, this theme will appear larger in the graphic
presented to the student. Students will learn in both group and individual formats, and assessment and feedback about
student creativity will be given in tutorial during the semester.

Content (topics)
The role of marketing
Strategic marketing and planning
Market research
Customer behaviour
Market segmentation, targeting and positioning
Products and pricing
Distribution channels and placement
Integrated marketing communications and electronic marketing
International marketing, compliance and ethics




Orientation & Preparation Week

25 Jul

Preparing for Marketing Foundations

1 Aug

L1: Introduction to Marketing; The Marketing Environment and

Market Analysis
Readings: Elliott, Ch. 1 & Ch. 2
T1: Introduction to Marketing Foundations
T1 Activity: Assignment Groups Formed

8 Aug

L2: Market Research

Readings: Elliott, Ch. 3
T2: Introduction to Marketing and the Marketing Environment

15 Aug

L3: Consumer Behaviour

Readings: Elliott, Ch. 4
T3: Market Research

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22 Aug

L4: Markets: Segmentation, Targeting and Positioning

Readings: Elliott, Ch. 6
T4: Consumer Behaviour
Activity: Quiz 1; Group Assignment Topics distributed

29 Aug

L5: Product
Readings: Elliott, Ch. 7; Barron, Ch. 25
T5: Markets: Segmentation, Targeting and Positioning

5 Sep

L6: Price
Readings: Elliott, Ch. 8; Barron, Ch. 25
T6: Product
Activity: Quiz 2; Group Assignment Proposals Due


12 Sep

L7: Promotion
Readings: Elliott, Ch. 9; Barron, Ch. 24
T7: Price
T7 Activity: Group Proposal feedback handed back
There will be lectures and tutorials for MF this week due to the
October 3 holiday

19 Sep

L8: Distribution (Place)

Readings: Elliot, Ch. 10
T8: Promotion
Activity: Quiz 3

26 Sep

L9: Services, Social, and Not-for-profit Marketing

Readings: Elliott, Ch. 11 & 14
T9: Distribution (Place)

3 Oct

No lectures or tutorials
Notes: Holiday Week
Online Submission of Group Assignment Plans and Presentations

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due this week


10 Oct

L10: Business Buying Behaviour

Readings: Elliott, Ch. 5
T10: Online Tutorial
T10 Activity: Group Presentations for GroupCode MF_XX_01,
MF_XX_02 and MF_XX_03


17 Oct

L11: Digital and International Marketing

Readings: Elliot, Ch. 12 & 13; Barron, Ch. 26
T11: Online Tutorial
T11 Activity: Group Presentations for GroupCode MF_XX_04,
MF_XX_05 and MF_XX_06

Final StuVac

24 Oct

L12: Revision Lecture

Revision lecture is non-compulsory but strongly encouraged
T12: Online Tutorial
Online Submission of Individual Assignment Surveys due this week

Final Examination to be held during Sat 29 Oct 2016 Sat 12 Nov

Students must be able to undertake exams during this period

In addition to the program provided, important information about lectures, tutorials, and the assessments for
this subject will be placed on UTSOnline. Students must review this information, which is regularly updated
throughout the semester.
NOTE: The dates listed in the Program are the dates for the Monday of each week, and are not meant to represent
the lecture or tutorial dates. The above program may change. All changes will be announced in class and/or on
UTSOnline. It is your responsibility to note any changes and stay informed. Further details regarding specific tutorial
activities, topics, and reading assignments will be provided to you during the semester. This information will be made
available in class and/or on UTSOnline.
There are four lectures each week. Please attend your allocated lecture only.
City 1 Mon, 11:30-13:00 hrs
City 2 Mon, 18:00-19:30 hrs
City 3 Tue, 12:00-13:30 hrs
City 4 Tue, 18:00-19:30 hrs

Additional information
Lectures and Tutorials
Please see for lecture/tutorial timings and locations.

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Lectures: conducted every week, and one and a half (1.5) hours in duration. Students are strongly urged to attend the
lecture every week.
Tutorials: conducted every week, and are one and a half (1.5) hours in duration. Tutorials begin in Week 1. Tutorial
classes are designed to be interactive and to engage students in the learning process through topic discussions and
debates, case study analysis, and/or group learning activities. Your tutor will expect you to analyse key discussion
questions from the preceding week's lecture. The discussion questions from the tutorials might be included as
short-answer essay questions in the examinations. Information about tutorial tasks for each week will be posted
on UTSOnline.
NOTE: Tutorial attendance will be recorded each week. You have been allocated to a specific tutorial slot. You MUST
attend the tutorial to which you are formally allocated. Do NOT ask any member of the Marketing Foundations
Team to change your tutorial time, as this matter is beyond our control. For more information regarding
tutorial allocation, please see the UTS Student Administration Unit (SAU) website (
Audio or Visual Recording of Classes
Audio or visual recording of classes for this subject is strictly prohibited unless written approval is sought and given in
advance by the Subject Coordinator. Approval for audio or visual recording will usually be limited to medical or
hardship reasons, and if approved, must be arranged by the student.
If approval is granted by the Subject Coordinator, then students may only use the audio or visual recording for private
study purposes and (to avoid any legal action) permission must be obtained from the Subject Coordinator for any other
usage. Given the interactive nature of classes, any student who does not wish to be audio-taped must advise the
Subject Coordinator in advance otherwise permission from students is assumed.

In addition to all the assessment information provided in this subject outline, guidelines, instructions, and
specific criteria for the assessments will be placed on UTSOnline, at an appropriate time during the semester.
Assessment security: Group assessment will be secured through a combination of continual updating of assessment
tasks across semesters, multiple topic choice within semesters, and/or plagiarism detection software. Examinations
will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure
NOTE: Marks for this subject may be scaled to ensure consistency. The subject coordinator reserves the right
to scale marks for this subject.

Assessment task 1: Tutorial Quizzes (Individual)

Objective(s): This addresses subject learning objective(s):
1, 2 and 3



In tutorial quiz in weeks 4, 6, and 7

See also Further information.

There will be three (3) quizzes administered within tutorials. Each quiz is worth 15% of a students
information: course mark and students mark for this assessment task will be calculated as the best 2 marks from
the 3 quizzes. Each quiz will only cover materials from the three preceding lectures. Students are
required to be present at quizzes at the correct tutorial location and at the correct tutorial time.
Assessment Security: The tutorial quizzes will be in accordance with UTS Student Rules Section
9 - Examination of coursework and students must bring an official UTS Student ID card.
Alternative assessment item: No makeup quizzes will be given. If a student misses a quiz, fails to
bring their UTS Student ID card, or does not attend their correct tutorial, they will receive a mark of 0
for that quiz.

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Assessment task 2: Marketing Analysis (Group and Individual)

Objective(s): This addresses subject learning objective(s):
1, 2 and 3



The objective of 'Marketing Analysis' is to provide students with the opportunity to demonstrate that
they understand and can apply marketing concepts, critically evaluate business situations, and
recommend appropriate strategic changes for development and implementation based on theoretical
and practical dimensions of marketing.
Students are to work in groups to develop a marketing plan for a new product offering (i.e. a good or
service). The groups will be allocated a product category/theme that does not currently exist in the
international or domestic market. The marketing plan will be presented by all group members in
tutorial later in the semester. Specific due dates and additional information will be posted on
UTSOnline in an Assignment 2 Guidelines document. This document will detail the steps students
will need to follow to complete the marketing analysis assessment item and how it introduces the
graduate attributes of PLO 1.1, 2.2, and 5.1.
Groups Groups will be created in Week 4 based on the official tutorial class allocations. Students
can only work in groups from the same tutorial class. The groups will be organised by the academic
staff and groups will be required to submit a proposal and charter in their Week 7 tutorial. No
adjustment will be made on the basis of group size should a group member withdraw from the subject.
Individuals An individual group member must demonstrate the capacity to work collaboratively.
Each individual group member will complete an online survey to comment on their specific research
and demonstrate how they contributed to their group's marketing plan and presentation.



Special Consideration: Any student who has a difficulty with this assessment task should apply for
information: special consideration and must do so before the due date of the assessment item. For full details of
the special consideration application process, and to apply, go to
Late Submissions: Late submissions of any component of the assessment will be heavily penalised.
As the assignment is designed as a week-by-week exercise, extensions for this assessment task
will not be granted.

Assessment task 3: Final Examination (individual)

Objective(s): This addresses subject learning objective(s):
1, 2 and 3



UTS Exam Period; see Further information

The final examination is a centrally-conducted examination and subject to the strict rules of the UTS
information: Student Administration Unit (SAU). These rules cover how students are assessed and what you must
do in order to sit an examination. There are also processes to help you if you want to query your
results or if you need to ask for special consideration. More information, as well as links to the
relevant forms, can be viewed on the UTS Student Administration Unit (SAU) website (see
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Special Conditions for the Final Examination: Special conditions arrangements for the final
examination must be made in accordance with University Examination rules. Please contact the UTS
Student Administration Unit (SAU) regarding this.
Scheduling Difficulties for the Final Examination: Students with a scheduling difficulty with
respect to the final examination must contact the UTS Student Administration Unit (SAU) and
complete an application form.
Special Exam: If you fail to sit the final examination through illness, or other circumstances beyond
your control on the day of the exam, you should apply for a special exam. You must do so no later
than two working days after the date of the examination. For full details, please visit the UTS Student
Administration Unit (SAU) website.
Special Consideration: If you have attempted any part of the final examination, and feel that your
performance was affected by circumstances beyond your control, you must apply for special
consideration no later than two working days after the date of the examination. For full details of the
special consideration application process, and to apply, please visit the UTS Student Administration
Unit (SAU) website.
Assessment Security: The final examination will be conducted under University examination
conditions, and hence thoroughly addresses concerns regarding secure assessment.

Minimum requirements
Students must achieve at least 50% of the subjects total marks.

Required texts
1. Elliott, Greg, Rundle-Thiele, Sharyn, and Waller, David, (2014). Marketing, 3rd Edition. Milton: John Wiley & Sons,
ISBN 978-0-730-309178 (iStudy Pack). For the Elliott textbook you can buy either the e-book or the textbook pack.
2. Barron, M. (2014) Fundamentals of Business Law for University of Technology, Sydney. McGraw Hill, ISBN
(Seventh Edition) 97-817-437-61250

Other resources
Further information and documentation regarding this subject can be found on UTSOnline. It is vital that you source
and read this information carefully in order to understand subject requirements, and to get the most out of your learning
UTSOnline is a web-based tool used at UTS to provide online learning to students. UTSOnline is accessible by most
web browsers, and provided you have access to an Internet connection you can access UTSOnline anywhere via You can also access UTSOnline via the ' Blackboard Mobile Learn' app.
We use UTSOnline to:
keep you up-to-date (via announcements and email)
provide answers to common questions
provide an area for groups to communicate
provide additional information regarding assessments, discussion forum, links and general student administration
information, etc.
Due to the fact that we use UTSOnline so much, we expect that you REGULARLY (twice a week as a recommended
minimum) check it for important announcements, supplementary subject documents, subject tips, and assignment and
tutorial details.

Academic liaison officer

Dr Maria Ossimitz, Accounting Discipline Group, telephone 9514 3069
Mr Harry Tse, Economics Discipline Group, telephone 9514 7786 or 9514 5456
Associate Professor Jianxin Wang, Finance Discipline Group, telephone 9514 9744
Dr Paul Wang, Marketing Discipline Group, telephone 9514 3692
Dr Katie Schlenker, Management Discipline Group, telephone 9514 5303
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Dr Katie Schlenker, Management Discipline Group, telephone 9514 5303

Any arrangements should be negotiated within the first six weeks of session.

Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services
to support different aspects of your life and learning at UTS. These services include counselling for personal and
learning problems or issues. If you are experiencing difficulties with your overall study program, for whatever reason,
phone 9514 1177 (City campus).
Students with disabilities or ongoing medical conditions: If you are a student who has a disability or ongoing
medical condition that requires support services you are encouraged to contact the disability support officers or
Special Needs Service (phone 9514 1177) for a confidential interview. Supporting documentation regarding your
disability or ongoing medical condition is required if you wish to apply for assessment adjustments, including
alternative assessment conditions. Each faculty has appointed academic liaison officers (ALOs) who are responsible
for approving assessment adjustments. Meeting with the disability support officers or Special Needs Service before
seeking assessment adjustments from your ALO is required.
Improve your academic and English language skills: Marks for all assessment tasks such as assignments and
examinations are given not only for what you write but also for how you write. If you would like the opportunity to
improve your academic and English language skills, make an appointment with the HELPS (Higher Education
Language and Presentation Support) service in Student Services.
HELPS (Higher Education Language and Presentation Support): HELPS provides assistance with English
language proficiency and academic language. Students who need to develop their written and/or spoken English
should make use of the free services offered by HELPS, including academic language workshops, vacation intensive
courses, drop-in consultations, individual appointments and Conversations@UTS. HELPS is located in Student
Services, on level 3 building 1 at City campus.
Study skills / learning support: If you are experiencing difficulty with your studies or need to develop the necessary
study skills you require for your course, there is a host of useful information and websites to help you on the UTS
Business School, Teaching And Learning website. Links on how to write better, study more effectively, available
support services/staff to help, how to complete assignments; as well as tips for successful study and online study skills
resources can all be accessed.
Special consideration: Special consideration consists of the exercise of academic discretion to provide equitable
treatment to students whose performance in an assessment item is affected by illness, misadventure or work-related
circumstances. You should only apply for special consideration when your performance in an assessment item,
including examinations, has been affected by extenuating or special circumstances beyond your control. Special
consideration is not automatically guaranteed and may not result in a mark adjustment
Careers Service: The UTS Careers Service aims to actively support the career development needs of all UTS

Statement about assessment procedures and advice

Assessment of coursework subjects
All staff and students involved in the assessment of coursework subjects at UTS are subject to the Policy for the
Assessment of Coursework Subjects. The policy is applicable to the assessment of all coursework subjects. This
policy does not apply to thesis subjects that are taken by students enrolled in research degrees, but does apply to any
coursework subjects undertaken by research degree students. It does not describe policy that relates to academic
progression through a course of study.
The policy should be read in conjunction with the Procedures for the Assessment of Coursework Subjects.

Statement on copyright
Australian copyright law allows you as a student or researcher to copy and use limited amounts of other people's
material in your study or research without their permission and free of charge.
This applies to any sort of published or unpublished work, and includes written material, tables and compilations,
designs, drawings (including maps and plans), paintings, photographs, sculpture, craft work, films (such as feature
films, television programs, commercials and computer video games), software (such as computer programs and
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films, television programs, commercials and computer video games), software (such as computer programs and
databases), sound recordings, performances and broadcasts (including podcasts and vodcasts of these) and text,
including books, journals, websites, emails and other electronic messages.
It is important to remember that you can only use a limited amount for your study or research purposes and that
you need to correctly acknowledge the author and reference their material when you use it in your work.
Incorrect or improper use of copyright protected material could result in breaking Australian copyright law, for which
significant penalties apply. Incorrect or improper use of copyright protected material at UTS would result in
consideration under the UTS Student Misconduct rules.
UTS Rules and the UTS Student Charter require that students familiarise themselves and comply with UTS student
policies and procedures. Students should also see the copyright information advising what you can copy and how
much you can use.

Statement on plagiarism
At UTS, plagiarism is defined in rule 16.2.1(4) as: 'taking and using someone else's ideas or manner of expressing
them and passing them off as his or her own by failing to give appropriate acknowledgement of the source to seek to
gain an advantage by unfair means'.
The definition infers that if a source is appropriately referenced, the student's work will meet the required academic
Plagiarism is a literary or an intellectual theft and is unacceptable both academically and professionally. It can take a
number of forms including but not limited to:
copying any section, no matter how brief, from a book, journal, article or other written source without duly
acknowledging the source
copying any map, diagram or table of figures without duly acknowledging the source
paraphrasing or otherwise using the ideas of another author without duly acknowledging the source.
Other breaches of academic integrity that constitute cheating include but are not limited to:
copying from another student, recycling another student's work, recycling previously submitted work, and working
with another student in the same cohort in a manner that exceeds the boundaries of legitimate cooperation
purchasing an assignment from a website and submitting it as original work
a student requesting or paying someone else to write original work for them, such as an assignment, essay or
computer program, and submitting it as their own work.
Students who condone plagiarism and other breaches of academic integrity by allowing their work to be copied are
also subjected to severe disciplinary action.
Where proven, plagiarism and other breaches of academic integrity are penalised in accordance with UTS Student
Rules Section 16 Student misconduct and appeals.
Avoiding plagiarism is one of the main reasons why the UTS Business School is insistent on the thorough and
appropriate referencing of all written work. Students may seek assistance regarding appropriate referencing through

Statement on UTS email account

Email from the University to a student will only be sent to the student's UTS email address. Email sent from a student
to the University must be sent from the student's UTS email address. University staff will not respond to email from
any other email accounts for currently enrolled students.

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