MARK5700 Elements of Marketing - 2019

Term 1
6 Units of Credit
On Campus
This course outline is for the current semester. To view outlines from other years and/or semesters, visit the archives

1. Course Details

Summary of Course

Marketing plays a key role in acquiring and retaining customers that is critical to the success of an organisation. Elements of Marketing examines how to attract and retain customers by understanding their expressed and latent needs, translating these needs into value offerings that customers want, creating brand awareness and communicating benefits of the value offerings, managing the delivery of value offerings to customers, and capturing value back to the organisation. The application of the theories, concepts, techniques and practices of modern marketing will be conducted via case studies, individual and group assessments.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

MARK5700 aims at developing an appreciation and understanding of fundamental elements of marketing function within an organisation. This course is an introductory course and is relevant to all students who wish to obtain a general understanding of marketing, irrespective of prior background and knowledge.

The primary aim of this course is to develop student understandings of (1) fundamental marketing theories and concepts, (2) relevant techniques and frameworks used in the marketing field, and (3) how the marketing process is used to effectively create, deliver, and exchange value with customers. By providing a broad overview of the marketing process, this course will provide students with a foundation upon which to build more in-depth knowledge and skills through subsequent courses offered in the program.

The aim is to prepare students for future roles as marketing managers, brand managers, sales managers or consultants.

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeMsPauline CampbellTBCTBCThursday 4.30pm-

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

The learning and teaching activities involved in Elements of Marketing (MARK 5700) are comprised of mainly lectures and tutorials. The collective aim of the learning and teaching activities is to help students become familiar with key marketing concepts and frameworks and build the skills required to critically evaluate real world marketing practices and develop successful marketing strategies.

Learning Activities and Teaching Strategies

This course applies an active learning pedagogy – that is, learning is student-centred and reliant on active motivational and cognitive engagement. This means that students must present to class with a positive attitude and willingness to learn. Essentials for noting that are specific to this course are listed below:

Peer Groups: Students will be allocated into peer study groups in tutorials. These groups will be useful for group study, case preparation and presentation, and preparation for the final assignment. Group composition cannot be changed.

Textbook: There is a prescribed text book for this course (also available as an ebook and SmartBook).

Lectures: The main lectures are structured to outline theories, concepts, and frameworks relevant to the marketing field. Lectures will be held weekly starting from Week 1 and will discuss different topics each week. The overall aim of the main lectures is to help students understand key marketing concepts and frameworks both theoretically and in application to real world marketing practices.

Tutorials : Tutorials are also an important component of the course structured to help students become more fluent in the use of marketing typologies and develop the ability to apply the concepts and frameworks discussed in the main lectures to concrete marketing problems. Tutorials will involve a combination of open discussions and small group activities. Tutorials are designed to supplement the lectures and encourage active learning and will be conducted in a comfortable yet challenging format. Students will be asked to explore and discuss concurrent marketing issues and cases, analyse and solve real world marketing problems, and develop marketing plans.

Lectures and tutorials combined will be devoted to probing, extending and applying theoretical concepts to assigned topics and students will be expected to attend fully prepared for robust conversation. Based on the assumption that students have read the allocated text and completed the allocated activities, class discussion will be a vital part of each class and student participation will be assessed. Students will be called upon to contribute and therefore, it is absolutely critical that you are sufficiently prepared to be able to follow the discussion, to synthesise and to evaluate various perspectives.

Concepts that are discussed and knowledge gained in class will be applied to the final assessment – the final report.

5. Course Resources

  • Textbook: Grewal D., Levy M., Mathews S., Harrigan P., Bucic T. and Kopanidis F (2017), Marketing (2e), McGraw-Hill Education. 9781760421816. Available in UNSW Bookshop; ask staff if you cannot locate it.
  • Required Readings:
  • Key lecture slides, updates, and other course materials can be found on the Moodle course website. You
  • should log in at least once a week to obtain updates.
  • Additional readings/ case studies that will be used in class will be available on Moodle.
  • Recommended Journal Readings : Journal of Marketing & Harvard Business Review
  • Students are also expected to keep up to date with topical news and issues via mainstream media and independent research.

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

Previous students told us that:

  • 98% of them felt the course provided effective opportunities for active student learning, and the course was effective for developing their thinking skills (e.g. critical analysis, problem solving);
  • 96% of them felt that theory and practice were carefully inter-related in this course;
  • 91% of them felt they were given helpful feedback on how they were going throughout the course;
  • 90% of them felt part of a learning community and loved group works;
  • 85% of them felt the course was interesting and challenging;
  • They suggested that the course could be improved by more in-class work and less evaluation. Also, students generally feel stressful during final exam preparation and exam period;
  • They suggested the class size was large: it’s hard for each student to be heard of, and it took a lot of time for each group to present their ideas.
We have responded to these feedback by:
  • Individual Case Analysis to substitute final exam in exam period;
  • Splitting the class into smaller tutorials and introducing more group & class discussion in tutorial sessions;
  • Groups will present in tutorial sessions. As the tutorial class size is much smaller than lecturer class size, the number of group presentations will be significantly reduced.

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit:
Week Activity Topic Assessment/Other
Week 1: 18th of FebruaryLecture

Introduction to Marketing & Marketing Concepts



Chapter 1


Introduction to case method of analysis


Discussion of 1st assigned case

Week 2: 25th of FebruaryLecture

Analysing the Marketing Environment



Chapter 4


Case Discussion

Participation and Case leadership assessment begins

Week 3: 4th of MarchLecture

Consumer Behaviour

Chapter 5


Case Discussion

Participation and Case leadership assessment

Week 4: 11th of MarchLecture

Segmentation, Targeting and Positioning

Chapter 6

Stage 1 Group Marketing Plan due Friday 15/3/19 by 4pm


Case Discussion

Participation and Case leadership assessment

Week 5: 18th of MarchLecture

Marketing Research

(Note: This is the mid term break however owing to Easter later in the term, we will not have a mid term break)

Chapter 7


Case Discussion

Participation and Case leadership assessment

Week 6: 25th of MarchLecture

Product, Branding & New Product Development

Chapters 8 & 9


Class Discussion

Participation and Case leadership assessment

Week 7: 1st of AprilLecture


Marketing Promotion & Communication

Chapters 10, 2 & 13



Case Discussion

Participation and Case leadership assessment

Week 8: 8th of AprilLecture



Chapters 11 & 12

Stage 2 of Group Marketing Plan due Friday, 12/4/2019 by 4pm.


Case Discussion

Participation and Case leadership assessment

Week 9: 15th of AprilLecture

Marketing Ethics, Sustainability & CSR


Chapter 3

Presentations for Group Marketing Plan


Group Marketing Plan

Discussion of 12 hour report

Presentations for Group Marketing Plan and critique

Review activity

8. Policies and Support

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.



UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Centre.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload


Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g., tutorials, flipped classroom sessions, seminars, labs, etc.).

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School Education Quality and support Unit (EQS)
The EQS offers academic writing, study skills and maths support specifically for Business students. Services include workshops, online resources, and individual consultations.
Level 1, Room 1033, Quadrangle Building.
02 9385 7577 or 02 9385 4508

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning Centre
The UNSW Learning Centre provides academic skills support services, including workshops and resources, for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
02 9385 2060

Educational Support Service
Educational Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process. Check their website to request an appointment or to register in the Academic Success Program.
John Goodsell Building, Ground Floor.
02 9385 4734

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9385 2650

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Disability Support Services
UNSW Disability Support Services provides assistance to students who are trying to manage the demands of university as well as a health condition, learning disability or who have personal circumstances that are having an impact on their studies. Disability Advisers can arrange to put in place services and educational adjustments to make things more manageable so that students are able to complete their course requirements. To receive educational adjustments for disability support, students must first register with Disability Services.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418

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