MARKETNG 1001 - Introduction to Marketing

North Terrace Campus - Semester 2 - 2024

This course is designed to provide students with an understanding of the principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to overall organisational functioning, including the management of exchange processes between business units and consumers and between firms. It will include topics such as environmental analysis, industry and competitor analysis, objective setting, marketing strategies and marketing mix components such as pricing, distribution, product and service development and promotion including both traditional and digital marketing communication. Additionally, the course will provide opportunities for the practical implementation of the concepts covered and the development of problem solving skills by means of face-to-face seminars and tutorials and online learning.

  • General Course Information
    Course Details
    Course Code MARKETNG 1001
    Course Introduction to Marketing
    Coordinating Unit Marketing
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Incompatible MARKETNG 1001OUA, MARKETNG 2500, WINEMKTG 1013
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: David Matthews

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    Students in this course are expected to attend one 2-hour lectures each week starting in Week 1; and a 1-hour tutorial each week starting in Week 2. A detailed timetable will be available on MyUni.

    Melbourne Campus students
    ◾Students in this course are expected to attend two 1-hour lectures and one 2-hour practical (tutorial) class each week.
    ◾PRACTICALS (tutorials) commence in WEEK 2 and ASSESSMENT in practicals BEGINS in WEEK 2.
    ◾Melbourne Campus students are asked to refer to MyUni for applicable timetable and assessment information.
  • Learning Outcomes
    Course Learning Outcomes
    Knowledge and Understanding
    This course provides an introduction to the fundamentals of marketing. Basic marketing concepts and elements of marketing practice are applied to marketing activities within Australia and the global economy. This course will introduce you to the principles of marketing and, through analyses of real-world marketing issues, will allow you to apply these concepts to address problems and opportunities facing Australian marketers, both domestically and internationally.
    Leaning Outcomes
    By the end of this course students will be able to:
    1. Understand the importance in business practice of being marketing oriented;
    2. Evaluate market conditions and customers needs when forming marketing strategies;
    3. Describe a range of common strategies for use with each of the various Marketing mix tools: product, pricing, promotion anddistribution;
    4. Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy to address given marketing tasks or situations;and
    5. Use examples from current events and real-world marketing situations to apply, illustrate and discuss different marketing strategies.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2, 3, 4

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    3, 4

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.


    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.


    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.


    Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency

    Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.


    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.


    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    3, 5, 6
  • Learning Resources
    Required Resources
    The textbook for the course will be Lamb, C.W., Hair, J.F., McDaniel, M., Summers, J., and Gardiner, M. (2023) MKTG5, 5th Asia-Pacific Edition, Cengage Learning Australia Pty Ltd 

    This text is also available as an e-book. The textbook has a related website address which provides additional and updated material including relevant websites and self-testing tools.

    Recommended Resources
    To be provided via MyUni page.
    Online Learning
    Resources for this course are available from the relevant MyUni site.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    As outlined in the course timetable, this course uses face-to-face lectures and tutorials.
    Specific details will be given in the first lecture (week 1) and also will be available on MyUni.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements. As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self-directed study).

    Students in this course are expected to watch all lectures throughout the semester plus attend one tutorial class each week.

    Tutorial classes will be held weekly commencing week 2. Membership of tutorial classes is to be finalised by the end of the third week of the semester.
    Learning Activities Summary
    Week Topic Tutorials
    1 Introduction No tutorial
    2 Marketing Strategy Tutorial 1
    3 Consumer Decision-making Tutorial 2
    4 Segmentation, Targeting & Positioning Tutorial 3
    5 Products & Packaging Tutorial 4
    6 No Lecture Tutorial 5
    7 Distribution & Pricing Tutorial 6
    8 Promotion Tutorial 7
    9 Services Marketing Tutorial 8
    10 Market Research Tutorial 9
    11 No lecture Tutorial 10
    12 Course Summary Tutorial 11
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment item
    Related Learning Outcome
    Tutorial Engagement 10% All
    Mid-semester test (Submit online- MyUni) 25% 3, 4, 5
    Marketing Mix Analysis - Group Report (Submit online) 20% All
    Fortnightly online MCQ quizzes 15% 1, 2, 3
    Final Exam
    2 hours; closed book
    30% All
    Total 100%
    Assessment Related Requirements
    • To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
    • All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
    • Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at:  Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.
    • Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted in the final examination because of poor hand-writing.
    • Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.
    • Assessment rubrics will be provided in the tutorials and posted on MyUni.
    Assessment Detail
    Tutorial Engagement (10%)
    Students will be assessed on their attendance and participation across all tutorials in the semester. This includes their attendance, preparation, quality (not just frequency) of contributions and overall attitude towards learning.

    Mid-semester Test (25%)
    Students are required to sit an open-book, take-home test. Students will have 48 hours to submit their responses to two short-answer and one long-answer question relating to course content covered in the first half of the semester.

    Marketing Mix Analysis (20%)
    In small groups, students are required to select an Australian brand and conduct an analysis of the brand's segmentation, positioning and marketing mix. Students must then provide recommendations to improve the marketing mix.

    Fortnightly online MCQ quizzes (15%)
    Students are required to complete five MCQ quizzes online across the duration of the semester. Quizzes relate to the previous fortnight's lecture, tutorial and textbook content.

    Final Exam (30%)
    Students are required to sit a 2-hour, closed-book exam during the University's official examination period. The examination will cover lecture, tutorial and textbook content from across the semester. More details about the examination will be provided during the semester.

    Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at:

    Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to:
    Quality of English expression is considered to be an integral part of the assessment process. Marks may be deducted because of grammar and spelling.

    Presentation of Assignments
    • Please retain a copy of all assignments submitted.
    • Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism:
    • For this course, students are required to submit their assignment via MyUni
    • It is the students’ responsibility to ensure that copies of assignments have been received by the teaching staff.
    Assignment Guidelines including Referencing Details

    A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

    Late Assignment Submission

    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.