Undergraduate unit of study descriptions

Please note: The Business School website (sydney.edu.au/business/ugunits) contains the most up to date information on unit of study availability and other requirements. Timetabling information for 2015 is available on this website (sydney.edu.au/business/timetable).

MKTG – Marketing

MKTG1001 Marketing Principles

Credit points: 6 Teacher/Coordinator: Dr Jeaney Yip Session: Semester 1,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prohibitions: MKTG2001 Assessment: group assignment (17%), mid-semester exam (25%), group presentation (21%), tutorial participation (5%), research component (2%), and final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit examines the relationships among marketing organisations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants, and creating value for consumers. While this unit is heavily based on theory, practical application of the concepts to "real world" situations is also essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.
MKTG2112 Consumer Behaviour

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001) Prohibitions: MKTG2002 Assessment: ongoing work portfolio (15%), class participation (15%), project interview transcripts (individual component) (15%), final project group presentation (10%), final project group report (20%), and midterm exam (25%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit examines the psychological, social, and cultural aspects of consumer behaviour on the marketing decisions of public and private organisations. Concepts and principles are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of consumer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.
MKTG2113 Marketing Research

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 Prohibitions: MKTG1002 Assessment: group project (planning and executing market research (18%) and analysing quantitative data (18%)), tutorial participation (10%), research participation (6%), and exams (mid-semester (20%) and final (28%)) Mode of delivery: Normal (lecture/lab/tutorial) day
Fundamental to marketing is a requirement to understand who your customers are and what they want. Marketing research is the essential activity of discovering information and presenting it in a useful format to marketing decision makers. This unit introduces the skills and knowledge necessary to allow students to accurately formulate research questions and then discover answers ensuring that these are accurate, reliable and timely. Particular focus is given to different approaches to and aspects of data collection, including: qualitative research; secondary data collection; questionnaire design; sampling; experimental design; validity and basic data analysis.
MKTG3110 Electronic Marketing

Credit points: 6 Session: Semester 1 Classes: 1x 2 hour lecture and 1x 50min tutorial per week - plus daily engagement is expected through technology. A number of the tutorials will be scheduled in the laboratories for hands-on sessions. Prerequisites: MKTG1001 (or MKTG2001) Prohibitions: MKTG3010 Assessment: examination (35%), tutorial work/participation (8%), digital engagement/participation (5%), reflective assessment (15%), research participation (2%), group/individual project (5%), and presentation (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
It is claimed that "Digital is like hydrochloric acid, it burns through everything". This unit explores how digital technologies can be embraced for effective marketing. You will be expected to take existing theory and data and advance current knowledge to help you explain how digital technology works as part of the marketing mix.
MKTG3112 Marketing Communications

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001) Prohibitions: MKTG3002 Assessment: week 1 quiz (3%), group presentation (35%), 5min presentation topic overview & workplan (5%), TV Buy case (20%), research participation (2%), and final 2hr exam (35%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit of study offers an introduction to and overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation.
MKTG3114 New Products Marketing

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001) Prohibitions: MKTG3004 Assessment: group project (40%), mid-semester exam (20%), tutorial participation (10%), research component (2%), and final exam (28%) Mode of delivery: Normal (lecture/lab/tutorial) day
New products and services are crucial to successful growth and increased profits in many industries. The goal is to help students learn how to develop and market new products and services in both the private and public sectors. A product development assignment is carried out to reinforce the material covered and to provide realistic examples of how new products are designed, tested and launched.
MKTG3116 International Marketing

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001) Prohibitions: MKTG3006 Assessment: participation (18%), case study presentation (15%), international marketing plan (written (20%) and presentation (15%)), examination (30%), and research component (2%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit introduces students to international marketing using the marketing concept. It firstly considers environmental factors and then studies how marketing strategies are affected by those environmental factors. It gives students an awareness and understanding of international marketing concepts and highlights their importance in a rapidly changing global economy. Additionally the unit develops students' skills in designing and implementing marketing strategies in diverse international contexts.
MKTG3117 Services Marketing

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001) Prohibitions: MKTG3007 Assessment: group project (assignment (25%), re-submission of group assignment (20%)), participation (15%), exam (38%), and research component (2%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit provides an understanding of the concepts and processes specifically applicable to services marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, relationship marketing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit.
MKTG3118 Marketing Strategy and Planning

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001), MKTG2112 (or MKTG2002), and (MKTG2113 or MKTG1002 or MKTG2003) Prohibitions: MKTG3201 Assessment: consultant group presentation (20%), rationale for strategies - consultant group (10%), reflective journal entries (18%), participation (10%), final exam (40%), and research component (2%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit will focus on strategic and managerial aspects of marketing. It will cover the development of innovative, business models; segmentation, positioning and lifecycle strategies; and key aspects of managing and organising marketing activities, and measuring performance. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment will reflect the Unit's strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.
MKTG3119 Public Relations Management

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week. Prerequisites: MKTG1001 (or MKTG2001) Assessment: group public relations proposal (5%), group public relations plan (35%), team marketing plan presentation (15%), online media assessment task (20%), and final exam (25%) Mode of delivery: Normal (lecture/lab/tutorial) day
Every organisation in the public and private sector makes use of public relations in some form or another. Indeed, for many organisations and marketing professionals, the marketing function is dominated by a mix of advertising, integrated marketing communications and public relations. This subject develops the theoretical and applied knowledge for students to better understand and use public relations. This subject provides a detailed inspection of communication processes necessary for the management of organizational relationships with publics by public relations practitioners. The subject addresses topics such as issues management, event management, media relations, ethics and public relations in commercial and not for profit entities to explore the foundations of contemporary public relations management.
MKTG3120 Building and Managing Brands

Credit points: 6 Teacher/Coordinator: Dr Jeaney Yip Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 (or MKTG2001) Assessment: tutorial work/participation (10%), blogs (15%), group presentation (15%) and report (30%), and final examination (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand's overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand's core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.
MKTG3121 Advertising: Creative Principles

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Assessment: group creative project (35%), assignment (20%), final 2hr exam (30%), participation (13%), and research component (2%) Mode of delivery: Normal (lecture/lab/tutorial) day
Most companies use advertising to introduce themselves, their products and services to existing and potential customers. Advertising is their public face and together with integrated marketing communications and public relations is one of the three pillars of commercial communication. This subject explores the creative material that is developed and produced to contact, inform, educate and influence consumer decisions. Advertising is the point where communication theory is put into practice. Understanding the creative principles and practices used by advertising personnel enables the marketer to commission, evaluate and produce creative material to professional industry standards. This subject addresses topics such as the importance of creativity; messaging issues, determining consumer insights; the creative potential and purpose of different media; developing creative concepts; determining the advertising idea; critiquing advertising; identifying key issues; producing the final creative material and taking it to the marketplace.