Principles of Marketing (MKTG10001)
Undergraduate level 1Points: 12.5On Campus (Parkville)
About this subject
Contact information
Summer Term
Summer: jingjing.wang@unimelb.edu.au
Semester 1
Semester 1: simonb@unimelb.edu.au
Head tutor: kanika.meshram@unimelb.edu.au
Semester 2
Semester 2: nicole.mead@unimelb.edu.au
Head Tutor: kanika.meshram@unimelb.edu.au
Overview
| Availability | Summer Term Semester 1 Semester 2 |
|---|---|
| Fees | Look up fees |
The basic theoretical framework of marketing, including segmentation, buyer behaviour, product management, market communications, channel management and pricing decisions are introduced in this subject. Students are also introduced to basic concepts in market research and management of marketing programs.
Intended learning outcomes
On completion of this subject, students should:
- Have knowledge and comprehension of basic theories and models within marketing
- Be able to analyse and critically evaluate marketing practice and explain why some marketing activities are more successful than others
- Be capable of applying major theories and models to marketing problems presented in case studies and assignments
- Gain first-hand knowledge of emerging marketing theories through participation in marketing research studies
Generic skills
- High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources.
- Moderate level of development: oral communication; receptiveness to alternative ideas.
- Some level of development: use of computer software, participation and engagement in research studies
Last updated: 20 March 2025
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
Students may not gain credit for both 325-211 Principles of Marketing and MKTG10001 Principles of Marketing.
Recommended background knowledge
Please refer to Prerequisites and Corequisites.
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 20 March 2025
Assessment
Semester 1
| Description | Timing | Percentage |
|---|---|---|
1000 word individual essay, due in Week 5 (10%)
| Week 5 | 10% |
2500 word group essay (2-4 students), due in Week 10 (25%)
| Week 10 | 25% |
Research component- Participation in – and learning about – marketing research throughout the semester (5%)
| Throughout the semester | 5% |
A 2-hour examination, during the exam period, (60%)
| During the examination period | 60% |
Semester 2
| Description | Timing | Percentage |
|---|---|---|
1000 word individual essay, due in Week 5 (10%)
| Week 5 | 10% |
2500 word group essay (2-4 students), due in Week 10 (25%)
| Week 10 | 25% |
Research component- Participation in – and learning about – marketing research throughout the semester (5%)
| Throughout the semester | 5% |
A 2-hour examination, during the exam period, (60%)
| During the examination period | 60% |
Summer Term
| Description | Timing | Percentage |
|---|---|---|
1000 word individual essay, due in Week 2 (10%)
| Week 2 | 10% |
2500 word group essay (2-4 students), due in Week 5 (25%)
| Week 5 | 25% |
Research component- Participation in – and learning about – marketing research throughout the semester. Research activities TBA.
| Throughout the semester | 5% |
A 2-hour examination, during the exam period, (60%)
| During the examination period | 60% |
Last updated: 20 March 2025
Dates & times
- Summer Term
Principal coordinator Jingjing Wang Mode of delivery On Campus (Parkville) Contact hours Semester 1 and 2: One 2-hour lecture and one 1-hour tutorial per week; Summer Semester: Two 2-hour lecture and one 2-hour tutorial per week for six weeks Total time commitment 170 hours Teaching period 2 January 2018 to 16 February 2018 Last self-enrol date 11 January 2018 Census date 12 January 2018 Last date to withdraw without fail 9 February 2018 Assessment period ends 24 February 2018 Summer Term contact information
Summer: jingjing.wang@unimelb.edu.au
- Semester 1
Principal coordinator Simon Bell Mode of delivery On Campus (Parkville) Contact hours Semester 1 and 2: One 2-hour lecture and one 1-hour tutorial per week; Summer Semester: Two 2-hour lecture and one 2-hour tutorial per week for six weeks Total time commitment 170 hours Teaching period 26 February 2018 to 27 May 2018 Last self-enrol date 9 March 2018 Census date 31 March 2018 Last date to withdraw without fail 4 May 2018 Assessment period ends 22 June 2018 Semester 1 contact information
Semester 1: simonb@unimelb.edu.au
Head tutor: kanika.meshram@unimelb.edu.au
- Semester 2
Principal coordinator Nicole Mead Mode of delivery On Campus (Parkville) Contact hours Semester 1 and 2: One 2-hour lecture and one 1-hour tutorial per week; Summer Semester: Two 2-hour lecture and one 2-hour tutorial per week for six weeks Total time commitment 170 hours Teaching period 23 July 2018 to 21 October 2018 Last self-enrol date 3 August 2018 Census date 31 August 2018 Last date to withdraw without fail 21 September 2018 Assessment period ends 16 November 2018 Semester 2 contact information
Semester 2: nicole.mead@unimelb.edu.au
Head Tutor: kanika.meshram@unimelb.edu.au
Time commitment details
170 Hours
Last updated: 20 March 2025
Further information
- Texts
- Subject notes
- Related Handbook entries
This subject contributes to the following:
Type Name Breadth Track Marketing Strategy Breadth Track Marketing Communications and Branding Breadth Track Product Management Breadth Track The Mind of the Consumer - Breadth options
This subject is available as breadth in the following courses:
- Bachelor of Arts
- Bachelor of Biomedicine
- Bachelor of Design
- Bachelor of Environments
- Bachelor of Music
- Bachelor of Science
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 20 March 2025