Marketing Principles (MKTG5001)


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.

Further unit of study information


1x 3 hr seminar per week


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%)

Faculty/department permission required?


Study this unit outside a degree

Non-award/non-degree study

If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.

Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.