BUSINESS SCHOOL

Unit of Study Outline

Unit Code MKTG5001
Unit Title Marketing Principles
Semester 1, 2019
Pre-requisite Units:
Co-requisite Units:
Prohibited Units:
Assumed Knowledge and/or Skills:
Unit Coordinator: Mr Geoff Fripp
Address: Room 4055, Abercrombie Precinct(H70), The University of Sydney NSW 2006
Email: geoffrey.fripp@sydney.edu.au Phone:
Consultation Hours: Please go to CANVAS for details of all staff consultation times and contact details for the
various lecturers on this Unit. This information will also be provided in your first class.
Class Day(s): Please go to CANVAS for details of class times and locations.
Required Text / Resources:

Kotler and Armstrong (2018) "Principles of Marketing 17e" Pearson Education.

Available as hard copy or eBook - https://www.pearson.com.au/9781292220239

This unit of study outline MUST be read in conjunction with

The Business School Unit of Study Common Policy and implementation information that applies to every unit of study offered by the
Business School (http://sydney.edu.au/business/currentstudents/policy). All assessment rules, such as standards used, penalties etc, are
covered.

1. Unit of Study Information

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.

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2. Program Learning Outcomes and Unit Learning Outcomes

The Program Learning Outcomes for this Program are located at
http://sydney.edu.au/business/about/accreditations/AoL

Unit Learning Outcomes

Unit Learning Outcomes Program Learning Outcomes
On the successful completion of the Unit you should be able to:
Explain key marketing concepts and terminology and the role they play 1. Business Knowledge
within an organisation, and as part of a wider economy and society. 2. Critical Thinking
Demonstrate sound analytical and problem solving skills in developing 2. Critical Thinking
solutions for "real" marketing issues. 3. Business Analysis and
Problem-Solving
Discuss ideas and recommendations clearly and persuasively through 4. Communication
written and verbal channels.
Operate effectively and constructively in team assessments to produce a 4. Communication
quality group outcome. 5. Team Working

3. Assessment

Program
Assessment Assessment Individual/ Assessment Learning Due
Length Weight Due Date Closing Date
Title Type Group Conditions Outcomes Time
Assessed
In-Semester Mid Semester Mid Semester
Individual Compulsory 1, 2, 3 2 hours 25%
Test Exam Period Exam Period
3,000
Team Project Group Compulsory 1, 2, 3, 4, 5 30% 5:00pm 19-May-2019 25-May-2019
words
Class 1, 2, 3, 4, 5, As
Individual Compulsory 10% Weekly Weekly
Participation 6 required
Final Exam Final Exam
Final Exam Final exam Individual Compulsory 1, 2, 3 3 hours 35%
Period Period
Academic
Week 4
Honesty

Assessment details

In-Semester Test

● Task Description
The in-semester exam is scheduled in the formal mid-semester exam period. At this stage the official date is
not known as it needs to be determined by the Exams Office.
This mid-semester exam will consist of multiple choice questions only. It will cover assessment of all materials
covered in all the weeks prior to the exam. The exam questions will be drawn from lectures, discussions,
class exercises, and assigned textbook chapters.

The in-semester exam date, time and venue will be announed on Canvas as soon as it is finalised.

● Assessment Criteria
1. Use of literature/ Knowledge of theory
2. Conclusions
3. Analysis
4. Problem solving
5. Rationale
6. Reflection/evaluation
7. Time management/self management

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● Feedback - What, when and how feedback will be provided for this assessment
This exam will be computer marked. The marks will be provided to students via Canvas as soon as they are
returned, which is usually within 10 days.

Team Project

● Task Description
Students will form groups of 4-5 members (from the same lecture group) and complete a written assignment
which will require you to analyse customers and competitors of a business and identify opportunities for
growth.
A detailed brief will be posted on Canvas and discussed in class. Projects will be assessed on
effective use of course materials and application of marketing thinking to solve business problems. We will
look for strong supporting rationale behind your recommendations.
There will be specific in-class activities during the semester that are designed to contribute to this project.
More details of evaluation criteria will be posted on Canvas.

● Assessment Criteria
1. Conforming with instructions (e.g. word length, font, other instructions)
2. Presentation, communication & style (written)
3. Attention to purpose
4. Use of literature/ Knowledge of theory
5. Methodology used is the most appropriate to the aims and objectives of the task
6. Analysis
7. Rationale
8. Critical reasoning / critical thinking
9. Originality
10. Interactive and group skills (include. Teamwork, Negotiation/micro-politics & empathy)

● Feedback - What, when and how feedback will be provided for this assessment
Students will receive marks and written feedback via Canvas within two weeks of submission.

Class Participation

● Task Description
The participation mark consists of two components. The first is worth 8 marks for contribution to class
discussions. The second is worth 2 marks for research participation.

1. Contribution to class discussions (8 marks)

Active class participation will be used to assess your ability to think critically about the underlying concepts
and principles of marketing; and your ability to identify, access and communicate knowledge. Participation
includes the responsibility to read assigned material prior to class and share understandings and ideas in
order to advance the group's collective skills and knowledge.
Your overall class, group, and online discussion board involvement will be considered in assessing this mark.

2. Research participation (2 marks)

You have two options for the Research Component Assessment;

Option #1: Participating in a Research Study (2%)

You will be required to spend approximately 45 minutes participating in ONE research study. Please go to
http://marketing-usyd.sona-systems.com/ to register a new account (your login/passwords from last semester

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won’t work) and sign-up for a study.

Studies will be available for sign-up from Week 1 and run on different dates throughout the semester. Please
login to website listed above to find out when studies are running. You must sign-up for a study via this
website in order to be able to participate in a study (you SHOULD NOT share study links with other
students).You must complete this assessment by the end of week 12, the 24th May 2019 (by 5pm).
Refer to the Assessment folder à Research Component file on CANVAS for more information about how to
sign-up for a study and for details on how to add/change courses for the award of your 2 marks (IMPORTANT:
please make sure you pick the correct marketing course code and subject name so your marks are assigned
to the right subject. Please refer to the instructions on CANVAS if you need to add missing courses or
change/reassign marks to a different marketing course. If you are taking more than one marketing course that
includes the Research Component as an assessment, please note you will need to participate in a separate
study for EACH of your marketing courses.

Option #2: Research Paper Review (2%)

As an alternative to participating in a research study (Option #1 above) you have the option of writing a review
about a research article from a scholarly marketing journal. Information about how to complete and submit
Option 2 are located in the Assessment folder à Research Component file on CANVAS. Due end of Week 12,
24th May 2019 (by 5pm).

* Assessment Criteria
Option 1: Participation in a Marketing Discipline research study.
Option 2: Critically prepare a review of a marketing journal paper.

* Other information
This assessment is independently administered by Dr. Christina Anthony (Discipline of Marketing Subject Pool
Co-ordinator). ALL questions about this assessment should be directed to
Business.ResearchComponent@sydney.edu.au (please do NOT email your lecturer about this assessment).

● Assessment Criteria
1. Use of literature/ Knowledge of theory
2. Problem solving
3. Rationale
4. Critical reasoning / critical thinking
5. Synthesis
6. Imagination / Creativity
7. Self-criticism (include. reflection on practice)
8. Interactive and group skills (include. Teamwork, Negotiation/micro-politics & empathy)
9. Initiative (imagination, leadership, taking action, independence)
10. Presentation / communication (oral)

● Feedback - What, when and how feedback will be provided for this assessment
Participation marks will posted via Canvas at the end of the semester.

Final Exam

● Task Description
The final exam will assess students understanding of the concepts and tools covered in the course. The
exam will test students appreciation of marketing thinking and practices. Materials covered will include all
lecture materials, class discussions, in-class exercises and prescribed readings in the textbook. That is,
everything covered in weeks 1 through 13.

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The exam will be closed book and will consist of both multiple choice and written response questions.

The exam will be scheduled during the formal examination period.

● Assessment Criteria
1. Presentation, communication & style (written)
2. Clarity of expression (incl. accuracy, spelling, grammar, punctuation)
3. Attention to purpose
4. Use of literature/ Knowledge of theory
5. Analysis
6. Rationale
7. Critical reasoning / critical thinking
8. Synthesis
9. Reflection/evaluation
10. Time management/self management

● Feedback - What, when and how feedback will be provided for this assessment
As this is the final task for the unit, marks can only be released when the final marks/grades are formally
approved.

4. Other Resources for Students

All lectures and seminars are recorded and will be available within the LMS for student use. Please note the
Business School does not own the system and cannot guarantee that the system will operate or that every
class will be recorded. Students should ensure they attend and participate in all classes.

The course has only one required text, although a number of additional readings may be posted on Canvas for
class discussion (see unit schedule for assigned reading preparation).

Other optional readings to gain a deeper understanding of certain topics will be suggested during lecture
presentation and discussion.

Readings
Unit readings are available on the LMS

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5. Unit Schedule

Week List of Topics Assessments Due

Introduction to the unit and assessment tasks.
1
Fundamental marketing concepts
25 Feb 2019
Please review Chapter 1
The marketing environment
2
Marketing information
4 Mar 2019
Please review Chapters 3 and 4
Consumer/buyer behaviour
3
Differences between consumer and business markets Form Groups
11 Mar 2019
Please review Chapters 5 and 6
4 Segments, target markets and positioning
18 Mar 2019 Please review Chapter 7
Marketing strategy
5
Competitive advantage
25 Mar 2019
Please review Chapters 2 and 18
6 Products and brands
1 Apr 2019 Please review Chapter 8
No scheduled classes this week (except for the Friday class
which will still run).
7 Mid-semester exam (date to be
8 Apr 2019 determined by the Exams Office).
Please note that times will be made available for exam
preparation consultation this week.
New products and the PLC
8 Please review Chapter 9
15 Apr 2019 (Note there will be no Friday class this week due to a public
holiday.)
Pricing
9
Place and retailing decisions
29 Apr 2019
Please review Chapters 11, 12 and 13
10 Fundamentals of marketing communication (IMC)
6 May 2019 Please review Chapter 14
11 Traditional marketing communication tools
13 May 2019 Please review Chapters 15 and 16
Group Report due.
12 Digital marketing tools Final week for Research
20 May 2019 Please review Chapter 17 Participation (2%), but try to
complete much earlier.
13 Final exam will be held in the
Subject review
27 May 2019 formal exam period.

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