2014 Unit of Study

The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).

The University of Sydney session calendar shows exact dates for sessions.

Marketing Principles
UoS Code MKTG5001
Credit points 6
Offered Semester 1 and Semester 2
Prerequisites None
Assumed Knowledge
Additional Information
Lectures 1x 3 hr seminar per week
Assessment case analysis presentation (10%), in-class discussion (8%), mid-term exam (20%), team presentation (15%), team marketing plan (25%), final exam (20%), and research participation (2%)
Description This unit introduces students to the 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. A strong emphasis is placed on strategy planning and the marketing decision process. Students learn via the analysis of case studies drawn from the Asia-Pacific region, as well as the USA. The unit is presented in four sections. These are: (a) introduction to marketing and the marketing management process, (b) strategic issues in marketing - focusing on the preliminary analyses that are required before a marketing decision can be made, (c) the marketing mix - a detailed look at the components that make up a marketing plan, and (d) marketing planning, implementation and control processes. Students gain practical experience in analysing marketing situations and developing a comprehensive marketing plan.