University of Technology Sydney

21493 Principles of Marketing

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Business
Credit points: 6 cp
Result type: Grade and marks

There are course requisites for this subject. See access conditions.


This subject covers the basic principles of marketing. It develops an understanding of the overall process of marketing planning, implementation and control in the contemporary business environment. It also develops a basic understanding of marketing information systems; market research and marketing ethics; market segmentation, targeting and positioning; buyer behaviour; product development; and the development of marketing mix strategies for goods and services.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Describe, discuss and apply in a practical way the key concepts of marketing
2. Competently undertake a thorough and critical marketing analysis for a business enterprise
3. Enable critical analysis of competitive markets, with the express purpose of securing a competitive advantage to a business enterprise
4. Determine ways by which sustainable value may be created for small business enterprises

Contribution to the development of graduate attributes

The contribution of this subject is to foster a stimulating, self-learning environment and culture. Learning opportunities will be provided through student papers, formal lectures, case studies, and team assignments. In addition, the designation of required textbooks and some additional recommended reading materials will be included. Much of learning takes place in an informal environment and students are encouraged to get to know each other’s backgrounds and interests. Furthermore, it allows discussion of the issues raised in class as well as the project they are working with other students.

This subject contributes to developing the following graduate attributes:

  • Intellectual rigour and innovative problem solving
  • Communication and collaboration

This subject also contributes specifically to introduce the following Program Learning Objective(s):

  • Communicate information verbally and in written form for a business audience (2.1)

Teaching and learning strategies

The subject is presented in seminar format. Essential principles are presented and analysed and students are led through practical application exercises.

Content (topics)

  • Introduction to Marketing
  • Consumer Behaviour
  • Marketing Research
  • Target market and Positioning
  • Product Plan
  • Pricing Plan
  • Distribution
  • Marketing Communication
  • Services and other 3 P’s
  • Implementation and Overview


Assessment task 1: In-Class Test (Individual)*


This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 40%

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 2: Case Study (Individual)


This addresses subject learning objective(s):

1, 2 and 3

Weight: 30%

Assessment task 3: Marketing Plan (Group)


This addresses subject learning objective(s):

1, 2 and 3

Weight: 30%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

Elliott, Rundle-Thiele, Waller, Bentrott, Hatton-Jones, and Jeans (2020) Marketing, 5th edition, John Wiley & Sons, Brisbane.

Hard copy or e-copy is acceptable to use.


Ferrell, O. C., Brian, L., Schembri, S., and Niininen, O., (2012), Marketing Principles, Cengage Learning.

Grewal, Levy, Mathews, Harrigan, and Bucic (2105), Marketing (Australian Edition), McGraw-Hill, Australia & New Zealand

Kotler, P. and Keller, K.L. (2015), Marketing Management, 15th edn, USA, Pearson