Marketing Program
Subjects on offer
Subject descriptions
X3401 Foundations of Marketing
Marketing activities undertaken by business and non-business organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.
Back to the top ▲X3402 Theory and Process of Buyer Behaviour
This unit considers the what, why, where and how we as consumers and organisations, buy what we do. In examining buyer behavior we review a range of essential concepts from psychology, sociology, anthropology and economics that are relevant to the understanding of consumer and organisational buying behavior. The unit also uses the
value exchange framework along with models and concepts relevant to buying behavior from both individual and social perspectives. All of this is done as we develop an understanding of consumer and organisational decision
processes as well as how consumers and business respond to change, innovation and trends. On completion students will have developed considerable insight into their own buying behavior, the buying behavior of other consumers as well as that of organisations.
Back to the top ▲X3403 Marketing Research
This unit is relevant to all business students, whatever their discipline, and also to students in social and public policy. Topics include the nature and conceptualisation of marketing research problems; theory building and research design; secondary data methods; exploratory and conclusive research methods; measurement concepts; sampling and fieldwork; data analysis and report writing.
Back to the top ▲X3408 Integrated Marketing Communication
This unit focuses on the marketing communication mix and communication strategy based on a management perspective. It reviews the integration and role of advertising, sales promotion, publicity, direct marketing, and the interface with personal selling.
Back to the top ▲X3410 Assessing Marketing Performance
The aim of this unit is that students be able to conduct a comprehensive marketing audit; determine the adequacy of the existing organisational information systems and marketing effectiveness measures; complete a strategic marketing policy review and design information systems to improve control and modify analysis procedures; present the audit approach (philosophy); key information issues, control and modification procedures to class; to develop and adopt a marketing audit model.
Back to the top ▲X3412 Strategic Marketing Policy
After successful completion of this unit, students will be able to: use a pragmatic framework to determine environment specific marketing strategies; identify strategic issues that are relevant to a range of different competitive situations; evaluate strategic analysis tools for their validity and practical application; develop strategies to deliver superior value to targeted customers at a price allowing targeted profitability.
Back to the top ▲X3405 Product Management and Planning
New product development today is big business but risky with research showing that 70% of new products do not last more than two years post launch. To help optimise new product success rates the emphasis of this unit is on the processes shown to improve new product success. The key product development phases reviewed include; the identification, development, testing and the ultimate launch of new product and service ideas. Other selected topics covered range from current issues in the management of brands to the importance of speed to market and innovation.
Back to the top ▲X3413 Services Marketing
The service sector is one of the fastest growing sectors, not only in Australia but globally. Services currently account for approximately 70% of GDP in Australia and 75% of employment is within the service sector. This unit explores the pertinent issues related to the services sector gloabally. On completion of this unit students will be able to define a service and understand the implications of this on marketing research and buyer behaviour. Students will be able to develop and implement product, communication, pricing and distribution strategies for services, based on an understanding of demand management, customer satisfaction and service quality.
Back to the top ▲X3414 Developing a Marketing Orientation
On the completion of this unit students should be able to develop an understanding of what constitutes a marketing orientation; recognise the benefits to be derived from developing a marketing oriented culture; be able to evaluate the level of marketing orientation within an organisation; understand the impact of an organisational culture; be able to suggest and implement internal marketing strategies to develop a marketing orientation; have a deeper understanding of how environmental forces affect the development of a marketing orientation and the practice of marketing in organisations; and gain an understanding of contemporary marketing and management issues and their impact on the marketing orientation of the organisation.
Back to the top ▲X3415 E Marketing
The aim of this subject is to introduce students to the principles and practice of Electronic Marketing. Upon completion of this unit students will have achieved the following outcomes: gained an appreciation of the new electronic communication technologies and their potential as platforms for marketing applications; gained an understanding of the challenges presented to marketers by the emergence of information products; gained an insight into how traditional marketing structures,concepts, techniques and activities translate into the new market medium; have the ability to traverse the marketing/technology interface within organisations and to focus technological opportunities upon the generation of realisable benefits and customer value.
Back to the top ▲X3416 Corporate Project
The Corporate Project requires the student to conduct a practical study in marketing that will draw on many of the skills gained and concepts studied throughout the course. The project will challenge you to bring a combination of understandings to either, 1) a current marketing area or issue in the company you work for that is familiar to you and would benefit from research and resultant changes to strategy and action; or, 2) a current marketing area or issue that is unfamiliar to you and would benefit from research and resultant recommendations for strategy and action. The information provided to you as part of the corporate project includes a series of steps to follow including writing a proposal; conducting a thorough literature review; detailing the conceptualisation of the problem or opportunity to be investigated; articulating the research methodology to be actioned and developing strategic recommendations. The corporate project extends over two study sessions and accounts for two electives in the Master of Marketing.
Back to the top ▲X3417 Retailing
As a result of undertaking this unit, students will be able to: define retailing and its strategic development in Australia; demonstrate an awareness of the issues, problems and practices involved in managing a retail operation; describe the principles of retail merchandising, planning and control, buying, selling and controlling inventory and managing resources; assess career opportunities in retailing.
Back to the top ▲X3418 Sport Marketing and Sponsorship
The first half of the semester focuses on the marketing of sport including issues such as Fan (consumer) behaviour, value exchange between sport organisations, the media and other key stakeholder groups, and implications for sport marketing planning and strategy development. The second half of the subject is dedicated to studying sport sponsorship, a major facet of sport marketing strategy involving the broader business community. Attention is focussed on the nature of sponsorship as a communications vehicle, sponsorship planning, objective setting and evaluation. The subject is designed to appeal to those with an interest in marketing strategy and application as much as sport marketing and sponsorship.
Back to the top ▲X3419 International Marketing
This unit looks at non domestic market opportunities and appropriate techniques to identify, develop, monitor and manage the international environment.
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