MARK1012 Marketing Fundamentals - 2019

Subject Code
Study Level
Commencing Term
Term 1
Total Units of Credit (UOC)
Delivery Mode
On Campus

1. Course Details

Summary of Course

This course introduces the student to the major concepts and theories, reflecting the breadth and diversity of marketing. It provides insights into where marketing fits within an organisation, its contributions to business in general, describes frameworks supporting marketing activities, and helps with challenges in the ever changing market place. It discusses the application of this understanding to consumer goods, as well as service, business-to-business, industrial and non-profit organizations, and to the growing area of e-commerce. Topics include: marketing processes and planning, the use of market research, an understanding of consumers and customers, decision-making and the marketing mix, market segmentation, positioning and product differentiation, the changing global environment.

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

By the end of this course, you should be able to:
1.    Describe core marketing concepts
2.    Understand the notion of value creation, value delivery and value capture
3.    Make marketing-based decisions

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeAProfTania BucicQuadrangle Building, Room 30319385 3315By appointment

​All tutors are available for consultation. Please email your tutor to arrange a suitable meeting time.

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

​MARK1012 is a “hands on” course. The delivery of this course follows the format of a  weekly x2 hour lecture (each week from week 1-10 inclusive) and a weekly x2 hour tutorial (each week from week 2-8 inclusive). The in-class contact hours are supplemented by material made available via the course website on Moodle – that students are expected to consume/complete prior to attending the weekly face to face classes.

The face-to-face classes comprise a combination of class discussions, case discussions, and class exercises. The assigned cases and reading materials focus in-class discussions and provide theoretical grounding for application of new concepts. Marketing problems, in the form of cases, are assigned to enable students to apply knowledge and use critical thinking to make decisions. The pre-assigned study groups (usually 4 students per group) are a major support structure for this course and should be convened on a regular weekly basis. In addition, independent study is vital and is guided by the McGraw Hill suite of products complementing the text book and available to you via Moodle. Successful completion of MARK1012 requires about 30 hours per week of study time.

In this course, there are dual responsibilities: Staff are responsible for providing a learning direction (project opportunity and access, theoretical information and assessment); Students are responsible for reading recommended materials prior to weekly meetings, making intelligent contributions to discussions, clarifying ambiguities, demonstrating willingness to learn and to undertake activities that are important for learning. Students must complete set tasks and be active participants in MARK1012 and must show initiative by being proactive in their own learning.

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:

Students will be requested to complete a survey (via Moodle link) in Week 0 for the purpose of being allocated into peer study groups in tutorials (no more than 3 students per group). If students do not complete the survey by the requested date, they will be manually allocated into groups. These groups will be useful for group study, case preparation and presentation, and preparation for the final assignment. Group composition cannot be changed.

There is a recommended text book for this course (also available as an ebook and SmartBook) as well as digital tools supporting the textbook that are accessible via Moodle. Students must register (once only) online using their UNSW Student ID number to access digital resources. Formal assessment tasks will be conducted using this medium. If you do not register using your Student ID number, your scores will not be recorded and you will receive a ZERO grade for the online assessment tasks. Additional learning activities have also been designed to scaffold learning in this course and are important for timely knowledge development. All activity is monitored and will be automatically reported back to the LIC. Students are also expected to read and complete all allocated materials including case studies, prior to attending tutorials and lectures.

Lectures and tutorials 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

​The course website is on Moodle at:

You will need to access the course website regularly (at least once per week) as some formal assessments will be conducted online and you will be expected to participate in online learning activities accessible via the course website. Further details will be provided in Week 1.

The textbook for this course is:

Grewal D., Levy M., Mathews S., Harrigan P. and Bucic T. (2015), Marketing (1e), McGraw-Hill Education.

NOTE: There is an ebook available (Smart Book, via Moodle on the McGraw Hill Campus, Connect site) at a reduced cost compared to the hard copy. Hard copies are also available at the UNSW library for reference. To purchase the ebook, you need to use your UNSW Student ID number. Further details will be provided in Week 1 lecture.

Additional readings/ case studies that will be used in class will be available on Moodle.

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.

​Students have indicated that they enjoy and find value in the case based approach to learning and teaching, and the Connect online learning materials by McGraw Hill. We have been able to retain these learning tools - which are generously funded by the PVCE and UNSW Business School.

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: Wednesday 18th February 2019Lecture 1- Wednesday

Assessing the marketplace

Marketing Essentials

Analysing the Marketing Environment

Chapters 1, 2, 3 & 4


Online introductory activity (survey)


Week 2: Lecture 2

Understanding and Targeting the Market:

Consumer Behaviour

Chapter 5

o Via email: Group allocations advised (groups (4 students maximum per group) are for peer learning purposes, not group assessment – all assessment is at individual level)

In tutorials:

o First hour: Chapter 4: Case Study: Mc Internet: Opportunities and Challenges of the Marketing Environment (page 120)

o First hour: Introduction to the case method of teaching & learning

o First hour: Introduction to marking rubric (practice)

o Tutor lead: Chapter 5: Case Study: Flirting with Memes: vitaminwater (page 159)

o Tutor to lead the case study using the case method of teaching

o Participation not graded

Groups allocated to presentation weeks (students are allocated to peer learning groups – students present in the group but each student has unique questions and is marked individually. There is no group mark.)

Week 3: Lecture 3

Understanding and Targeting the Market:

Segmentation, Targeting and Positioning

Chapter 6



In tutorials:

10 Minute Debrief (4%)

o Tutor to lead: Chapter 6: Case Study: Markets for Visual Art: Insight into a University Gallery (page 194);

A class case-based discussion will ensue – this will be graded.

Week 4: Lecture 4

Understanding and Targeting the Market:

Marketing Research

Chapter 7


**Individual progress quiz – Early stage 15% [Monday 11th March 2019 9am-9pm online, Moodle/Connect]

In tutorials:

o Chapter 7: Case Study: The NZTA and ‘bloody legend’: the value of marketing research (page 231);

o The allocated group (#1) must present this case (5 min (max) per presenter). All questions must be answered. The case leadership presentation is graded.

A class case based discussion will ensue – this will be graded.

Week 5: Lecture 5

Value Creation:

Product and Branding Decisions

Chapter 8

In tutorials:

o Chapter 8: Case Study: A Recipe of success: Recipe to Riches (page 261);

o The allocated group (#2) must present this case (5 min (max) per presenter). All questions must be answered. The case leadership presentation is graded.

A class case based discussion will ensue – this will be graded.

Week 6: Lecture 6

Value Creation:

Developing New Products

Chapter 9

In tutorials:

o Chapter 9: Case Study: The 3R Group (page 299);

o The allocated group (#3) must present this case (5 min (max) per presenter). All questions must be answered. The case leadership presentation is graded.

o A class case based discussion will ensue – this will be graded.

Week 7: Lecture 7

Value Creation:


Chapter 10

In tutorials:

o Chapter 10: Case Study: Tiger Airways Suspension Crisis (page 331);

o The allocated group (#4) must present this case (5 min (max) per presenter). All questions must be answered. The case leadership presentation is graded.

Week 8: Lecture 8

Value Capture and Delivery:


Supply chain

Chapters 11 & 12

In tutorials:

o Chapter 11: Case Study: Kustom Cupcakes: In search of the Optimal Pricing Level (page 374);

o The allocated group (#5) must present this case (5 min (max) per presenter; total for each group=15min). All questions must be answered. The case leadership presentation is graded.

o A class case based discussion will ensue – this will be graded.

o Tutor to lead: Chapter 12: Case Study: From online shopping to virtual shopping: the case of the supermarket Virtual Store (page 416);

o The allocated group must present this case (5 min (max) per presenter). All questions must be answered. The case leadership presentation is graded.

Week 9: Lecture 9

Value Capture and Delivery:

IMC, Advertising, PR

Chapter 13


**Individual progress quiz – Late stage 20% [Monday 15th April 2019 9am-9pm online, Moodle/Connect]

In tutorial:

o Chapter 13: Case Study: My Food Bag (page 464);

o The allocated group (#6) must present this case (5 min (max) per presenter; total for each group=15min). All questions must be answered. The case leadership presentation is graded.

o A class case based discussion will ensue – this will be graded.

All grades are returned in this tutorial to students who are present ONLY. It is the student’s responsibility to check awarded grades.


NOTE: Any tutorials falling on Public Holidays will be made up in Week 10.

Week 10: Lecture 10

Course review


**Individual 12 hour report 30%

[submitted only via Moodle/Turnitin]



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 EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations.
Level 1, Room 1035, Quadrangle Building.
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