University of Sydney Handbooks - 2020 Archive

Download full 2020 archivePage archived at: Tue, 27 Oct 2020


The units of study listed in the following table are those available for the current. Students may also include any units of study, which are additional to those currently listed, which appear under these subject areas in the Business School handbook/website in subsequent years (subject to any prerequisite or prohibition rules).

Table A - The University of Sydney Business School


1000-level units of study

MKTG1001 Marketing Principles

Credit points: 6 Session: Intensive January,Intensive July,Semester 1,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Assessment: project (20%), presentation (15%), participation (7%), mid-semester exam (28%), final exam (30%)
Note: The Intensive January and July sessions of this unit are only available to Study Abroad students. All other students should enrol in Semester 1 and Semester 2 sessions.
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.
MKTG1002 Marketing Research

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 2 hour lecture and 1x 1 hour lab/tutorial per week Prerequisites: MKTG1001 Assessment: tutorial participation (10%); mid-semester exam (25%); group presentation (10%); research proposal (25%); final exam (30%)
Note: For students commencing from 2018 only. For pre-2018 continuing students, this unit cannot be taken in replacement of MKTG2113.
Marketing research is an essential research activity which provides objective, accurate and timely information to entities (e.g. government, businesses and not-for-profit organisations) to help reduce the uncertainty and risk associated with decision-making. This unit introduces students to the preparation and planning work required when initiating a marketing research project. Conducting market research requires a thought process to formulate research questions, and propose a research strategy adhering to best practices that answer the research questions posed. Particular emphasis is given to the initial stages of the market research process involving problem identification, problem contextualisation and conceptualisation, developing a research proposal, conducting exploratory research through secondary data and administering a pilot survey as well as conducting some basic analysis.

2000-level units of study

MKTG2112 Consumer Behaviour

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 Assessment: participation and engagement (15%), mid-semester exam (20%), assignment (20%), presentation (15%), final exam (30%)
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 Insights

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 and MKTG1002 Assessment: tutorial participation (10%), mid-semester exam (20%), presentation (10%), research report (30%), final exam (30%)
Fundamental to marketing is a requirement to understand the environment and how to establish an on-going connection with customers in order to meet ever-changing needs and wants more effectively. Marketing insights address such dynamism and interplay in the marketplace by engaging in applied research to generate insights and conveying them in a meaningful and useful way to aid marketing decisions. This unit equips students with the practical knowledge and technical skills necessary to see through the entire research process involving project planning, collecting and analysing data, and generating insights. Particular focus is given to the use of different qualitative and quantitative research strategies for data collection, including: secondary data collection, observation and projective techniques, questionnaire design, and experimental design.

3000-level units of study

MKTG3110 Digital Marketing

Credit points: 6 Session: Semester 1 Classes: 1x2-hr lecture and 1x50min 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 Assessment: tutorial participation (10%), report (20%), presentation (10%), project (25%), final exam (35%)
This unit explores how marketing campaigns are designed, conceptualised and executed digitally. Particular attention is given to techniques unique to digital technologies and the networked nature of social media platforms. Their applications to marketing strategy specifically to do with brand building, target audiences, public relations and communications are covered with an aim to equip students to understand the digital consumer journey.
MKTG3112 Marketing Communications

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 Assessment: participation and engagement (8%), group class project (25%), individual class projects (10%), presentation (15%), research participation (2%), final exam (40%)
This unit of study offers an introduction to an 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 Assessment: tutorial participation (10%), mid-semester test (20%), presentation (10%), project (30%), final exam (30%)
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 Assessment: mid-semester test (23%), participation (10%), assignment (25%), research component (2%), final exam (40%)
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.
MKTG3118 Marketing Strategy and Planning

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 Assessment: tutorial participation (10%), assignment (15%), presentation (10%), project (25%), final exam (40%)
This unit focuses on strategic and managerial aspects of marketing. It covers the development of innovative, business models; segmentation, positioning and lifecycle strategies; 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 this strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.
MKTG3120 Building and Managing Brands

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 Assessment: project (30%), presentation (15%), tutorial participation (10%), reflective assignment (15%), final exam (30%)
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 Assessment: tutorial participation (10%), fortnightly work-in-progress reports (15%), midterm exam (28%), group project (30%), group presentation (15%), research component (2%)
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.
MKTG3123 Strategic Social Marketing

Credit points: 6 Session: Semester 2 Classes: 1 x 2hr lecture and 1 x 1hr tutorial per week Prerequisites: MKTG1001 Assessment: group project (30%), presentation (20%), participation and engagement (15%), final exam (35%)
This unit highlights the scope and application of marketing skills beyond the commercial context and focuses on its potential in pursuing the societal marketing concept. At the core of this unit is the understanding and use of marketing methods which are guided by ethical principles and delivers social change that is for the benefit of individuals and communities rather than being solely driven by a corporate profit motive. This unit examines marketing as a set of tools and concepts that can be applied to non-traditional contexts such as in campaigns involving social attitudes, political issues, environmental awareness, non-profit and charity promotion and health behaviour changes. This unit equips students to apply marketing in the planning, analysis, execution and evaluation of programs designed to influence and persuade target audiences to behave in ways that changes their individual/group behaviour which leads to societal structural changes that positively transform societal wellbeing.
MKTG3400 Industry and Community Project

Credit points: 6 Session: Intensive February,Intensive July,Semester 1,Semester 2 Classes: 3 hrs weekly Prerequisites: 72 credit points Prohibitions: BUSS3110 or ACCT3400 or BANK3400 or CLAW3400 or FINC3400 or IBUS3400 or INFS3400 or QBUS3400 or WORK3400 or WORK3401 Assumed knowledge: MKTG1001 and MKTG1002 and (MKTG2112 or MKTG2113) Assessment: group plan (20%); individual statement (20%); group report (50%); group presentation (10%)
This unit allows students to undertake an interdisciplinary project, working with one of the University's industry and community partners. This experience allows students to address a complex problem set out by the partner by integrating their academic skills and knowledge from more than one discipline. Students also have the opportunity to build their interpersonal and transferable skills required in their professional life.
MKTG3600 Marketing in Practice

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1 x 1.5 hr lecture and 1 x 1.5 hr tutorial per week Prerequisites: Students commencing from 2018: completion of at least 120 credit points including MKTG1001, MKTG1002, MKTG2112 and MKTG2113. Pre-2018 continuing students: completion of at least 120 credit points including MKTG1001 and MKTG2112 and MKTG2113 Assumed knowledge: Students are assumed to understand the key principles of marketing knowledge gained from the core units of the major and be able to apply them in various marketing contexts. Assessment: individual assignment (30%), group assignment (30%), final exam (40%)
Note: This unit should only be undertaken by students in their final semester of the Marketing major. This unit of study must be completed at the University of Sydney Business School.
This capstone unit bridges the gap between theory and practice by integrating knowledge and consolidating key skills developed across the Marketing major. It aims to provide students with practical experience in identifying, analysing, and solving contemporary marketing problems. Much of this unit is dedicated to a problem-based/experiential approach to learning. Students ensure their career-readiness by demonstrating their ability to apply concepts, theories, frameworks, methodologies, and skills to authentic problems and challenges faced in the field of marketing.