Marilyn is a second-year Bachelor of Arts student majoring in Psychology, and hopes to become a Clinical Psychologist in the future. In her free time, she enjoys rowing and singing with the University choir.
Principles of Marketing is a first-year subject offered by the Faculty of Business and Economics. As its name implies, it teaches you the basic concepts in marketing, and gives you the background knowledge required to pursue more advanced marketing subjects in the future.
When Did I Take This Subject?
Semester 1, 2016
What Were the Contact Hours?
1 x 2-hour lecture
1 x 1-hour tutorial
What Textbooks Were Required?
Marketing Principles by Pride et al (2015) was a prescribed text when I took the subject. Our weekly readings came from this textbook, and it complemented the content covered in the lectures pretty well. It cannot be found as an e-book, but hard copies are available in the University Library.
What Topics Were Covered?
Many topics were covered throughout the semester, including value creation, consumer behaviour, product positioning, service failure and marketing communications, just to name a few. These were covered by the lecturers during the 2-hour lecture every week. For my year, the lecturers were Dr Simon Bell and Mr Samuelson Appau, and they took one lecture stream each. The lecture slides had less content than I would have liked, but the lecturing was pretty detailed, which I found rather beneficial.
During the tutorials, however, we worked on case studies which utilised the marketing concepts that we learnt about in the previous week’s lecture. This was done in groups, and we had to present our ideas to the rest of the class at the end of each tutorial. We had a separate set of readings for each tutorial, and these were articles that provided background information about the case study we were looking at that week.
What Type of Assessments Were There?
The style of assessment changed just this year, with research participation being 5% of the grade. This requires you to complete 4 credits worth of research studies (a list of available studies can be found on the research experience portal you will be given access to). On top of that, there is an individual essay worth 10% of your final grade. This involves finding an article about a particular brand’s marketing strategy and doing a write-up about it. The assignment itself wasn’t too difficult, but it would have been nice if we were given more guidance with it.
There is also a group assignment worth 25% of your grade. For this assignment, you will be grouped up with people from your tutorial to complete a 3000-word report about the launch of Coke Life, a new product by the Coca Cola company which uses stevia instead of sugar. Personally speaking, I found the assignment pretty manageable, as my group divided the tasks equally among us, leaving each person with approximately 750 words to write.
The last part of this subject is the exam, which is worth 60% of the final grade. You will be given 2 hours to complete three essay questions based on the course content. This means that you’ll have approximately 40 minutes per essay, which may be a little challenging if you’re not accustomed to writing essays in a relatively short amount of time. There is no upper and lower word limit for these essays, so just write as much as you see fit, but avoid taking longer than 40 minutes per essay.
Personally, I’d rate the subject a 3.5/5, and I’d recommend it to anyone interested in pursuing more advanced marketing subjects, or anybody interested in doing a commerce breadth subject that isn’t mathematical. However, if group projects aren’t your thing, this might not be your cup of tea. All the best to anyone who decides to do this subject!