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MKT1001 Introduction to Marketing

Semester 1, 2019 Online
Short Description: Introduction to Marketing
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise
Student contribution band : Band 3
ASCED code : 080505 - Marketing
Grading basis : Graded


Examiner: Frances Woodside

Other requisites

Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at


Marketing is a central function of all organisations that serve a client base. Identifying and meeting the needs of key customer groups is critical to achieving organisational objectives. This course provides an overview of the theories and principles of marketing required for effective business practice.


This course provides an introduction to the marketing function of the organisation. This course has been specifically designed for a dynamic learning journey through guided exploration and practical interactive activities. The focus is on how organisations identify the needs and behaviour of their target markets, understand the context of various markets, and develop a marketing mix (comprising product, price, promotion and placement) to satisfy the needs and wants of these markets. While the course has a theoretical base, practical application of the concepts of marketing to 'real-world' situations is an essential element.


On successful completion of this course students should be able to:

  1. introduce, explore and synthesise marketing knowledge, marketing concepts, theories, principles and processes
  2. obtain, analyse and interpret marketing issues, constructively and logically
  3. find and evaluate business information using appropriate and relevant resources
  4. communicate straightforward marketing ideas clearly and concisely to a range of audiences
  5. develop and present a new creative marketing strategy.


Description Weighting(%)
1. Module 1: What is marketing 24.00
2. Module 2: Context of marketing 16.00
3. Module 3: How to market. 60.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Kotler, P & Armstrong, G 2017, Principles of marketing, 17th edn, Prentice Hall, Upper Saddle River, New Jersey.
Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2013, Marketing, 9th edn, Pearson, Frenchs Forest, New South Wales.
Lamb, CW, Hair, JF, McDaniel, C, Summers, J & Gardiner, M 2016, MKTG3, Cengage Learning, Australia.
Summers, J & Smith, B 2014, Communication skills handbook, 4th edn, John Wiley & Sons, Milton, Queensland.

Student workload expectations

Activity Hours
Assessments 30.00
Directed Study 70.00
Private Study 60.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 - ONLINE TEST 20 10 20 Mar 2019
ASSIGNMENT 2 - TEMPLATE 100 30 24 Apr 2019
ASSIGNMENT 3 - PRESENTATION 100 60 05 Jun 2019

Important assessment information

  1. Attendance requirements:
    Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at