Marketing

Marketing

MKTG1001 Marketing Principles

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prohibitions: MKTG2001 Assessment: project (20%), presentation (15%), participation (7%), mid-semester exam (28%), final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit examines the relationships among marketing organisations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants, and creating value for consumers. While this unit is heavily based on theory, practical application of the concepts to "real world" situations is also essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.
MKTG2112 Consumer Behaviour

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Prohibitions: MKTG2002 Assessment: participation and engagement (15%), mid-semester exam (20%), assignment (20%), presentation (15%), final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit examines the psychological, social, and cultural aspects of consumer behaviour on the marketing decisions of public and private organisations. Concepts and principles are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of consumer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.
MKTG2113 Marketing Research

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 Prohibitions: MKTG1002 Assessment: tutorial participation (10%), mid-semester exam (20%), presentation (10%), research report (30%), final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
Fundamental to marketing is a requirement to understand who your customers are and what they want. Marketing research is the essential activity of discovering information and presenting it in a useful format to marketing decision makers. This unit introduces the skills and knowledge necessary to allow students to accurately formulate research questions and then discover answers ensuring that these are accurate, reliable and timely. Particular focus is given to different approaches to and aspects of data collection, including: qualitative research; secondary data collection; questionnaire design; sampling; experimental design; validity and basic data analysis.
MKTG3112 Marketing Communications

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Prohibitions: MKTG3002 Assessment: participation and engagement (8%), group class project (25%), individual class projects (10%), presentation (15%), research participation (2%), final exam (40%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit of study offers an introduction to and overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation.
MKTG3114 New Products Marketing

Credit points: 6 Session: Intensive December,Intensive July,Intensive November,Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Prohibitions: MKTG3004 Assessment: tutorial participation (10%), mid-semester exam (20%), presentation (10%), project (30%), final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day, Block mode
Note: Department permission required for enrolment
New products and services are crucial to successful growth and increased profits in many industries. The goal is to help students learn how to develop and market new products and services in both the private and public sectors. A product development assignment is carried out to reinforce the material covered and to provide realistic examples of how new products are designed, tested and launched.
MKTG3116 International Marketing

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Prohibitions: MKTG3006 Assessment: mid-semester exam (23%), participation (10%), assignment (25%), research component (2%), final exam (40%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit introduces students to international marketing using the marketing concept. It firstly considers environmental factors and then studies how marketing strategies are affected by those environmental factors. It gives students an awareness and understanding of international marketing concepts and highlights their importance in a rapidly changing global economy. Additionally the unit develops students' skills in designing and implementing marketing strategies in diverse international contexts.
MKTG3117 Services Marketing

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Prohibitions: MKTG3007 Assessment: class participation (18%), research component (2%), group project (20%), group presentation (20%), final exam (40%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit provides an understanding of the concepts and processes specifically applicable to services marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, relationship marketing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit.
MKTG3118 Marketing Strategy and Planning

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: (MKTG1001 or MKTG2001) and (MKTG2112 or MKTG2002) and (MKTG2113 or MKTG1002 or MKTG2003) Prohibitions: MKTG3201 Assessment: tutorial participation (10%), assignment (15%), presentation (10%), project (25%), final exam (40%) Mode of delivery: Normal (lecture/lab/tutorial) day
This unit will focus on strategic and managerial aspects of marketing. It will cover the development of innovative, business models; segmentation, positioning and lifecycle strategies; and key aspects of managing and organising marketing activities, and measuring performance. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment will reflect the Unit's strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.
MKTG3119 Public Relations Management

Credit points: 6 Session: Semester 2 Classes: 1x 2hr lecture and 1x 1hr tutorial per week. Prerequisites: MKTG1001 or MKTG2001 Assessment: project (20%), presentation (15%), tutorial participation (10%), online quiz (25%), final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
Every organisation in the public and private sector makes use of public relations in some form or another. Indeed, for many organisations and marketing professionals, the marketing function is dominated by a mix of advertising, integrated marketing communications and public relations. This subject develops the theoretical and applied knowledge for students to better understand and use public relations. This subject provides a detailed inspection of communication processes necessary for the management of organizational relationships with publics by public relations practitioners. The subject addresses topics such as issues management, event management, media relations, ethics and public relations in commercial and not for profit entities to explore the foundations of contemporary public relations management.
MKTG3120 Building and Managing Brands

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Assessment: project (30%), presentation (15%), tutorial participation (10%), reflective assignment (15%), final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand's overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand's core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.
MKTG3121 Advertising: Creative Principles

Credit points: 6 Session: Semester 1 Classes: 1x 2hr lecture and 1x 1hr tutorial per week Prerequisites: MKTG1001 or MKTG2001 Assessment: tutorial participation (10%), fortnightly work-in progress reports (15%), midterm exam (28%), group project (30%), group presentation (15%), research component (2%) Mode of delivery: Normal (lecture/lab/tutorial) day
Most companies use advertising to introduce themselves, their products and services to existing and potential customers. Advertising is their public face and together with integrated marketing communications and public relations is one of the three pillars of commercial communication. This subject explores the creative material that is developed and produced to contact, inform, educate and influence consumer decisions. Advertising is the point where communication theory is put into practice. Understanding the creative principles and practices used by advertising personnel enables the marketer to commission, evaluate and produce creative material to professional industry standards. This subject addresses topics such as the importance of creativity; messaging issues, determining consumer insights; the creative potential and purpose of different media; developing creative concepts; determining the advertising idea; critiquing advertising; identifying key issues; producing the final creative material and taking it to the marketplace.
BUSS4000 Honours in Business

Session: Semester 1,Semester 2 Mode of delivery: Normal (lecture/lab/tutorial) day
Note: Department permission required for enrolment
This unit is administrative only and serves as a consolidation for all marks to represent a single final mark for students undertaking Honours. Marks will be drawn from BUSS4001, BUSS4002, BUSS4003 and BUSS4004.
BUSS4001 Business Honours Research Methods

Credit points: 12 Session: Semester 1,Semester 2 Mode of delivery: Normal (lecture/lab/tutorial) day
This unit is an introduction to research methods used in business disciplines. The unit provides students with an understanding of the range of methods that may be used to answer research questions, their strengths and weakness and underlying philosophical assumptions. Key elements of the research process are addressed, including: the purpose of the research; devising the research questions and hypotheses; selecting a research strategy; methods and procedures for data collection and analysis; and interpreting and reporting the results. Students learn important research terminology, how to write a research proposal and ethical considerations in conducting research.
BUSS4602 Marketing Honours A

Credit points: 12 Session: Semester 1 Classes: Intensive - lecture, seminar, tutorial and workshop Assessment: minor individual assignment (30%), major individual assignment (70%) Mode of delivery: Normal (lecture/lab/tutorial) day, Block mode
Note: Prerequisites: Students will meet the entry requirements to the Honours program, including completion of a pass undergraduate degree and a major in the specialisation area.
This unit covers advanced research-integrated coursework topics mostly from leading journal articles in Marketing such as consumer behaviour, strategy, and international marketing. The topics revolve around products, branding, pricing, distribution channels and retailing, and promotions. The unit runs in seminar style.
BUSS4603 Marketing Honours B

Credit points: 12 Session: Semester 2 Classes: Intensive - lecture, seminar, tutorial and workshop Prerequisites: BUSS4602 Assessment: minor individual assignment (30%), major individual assignment (70%) Mode of delivery: Normal (lecture/lab/tutorial) day, Block mode
Note: Prerequisites: Students will meet the entry requirements to the Honours program, including completion of a pass undergraduate degree and a major in the specialisation area.
This unit covers advanced research-integrated coursework topics in Marketing such as consumer behaviour, strategy, and international marketing. The course delves into research design, data collection, and analysis.
BUSS4004 Business Honours Thesis

Credit points: 12 Session: Semester 1,Semester 2 Mode of delivery: Normal (lecture/lab/tutorial) day
This unit comprises the research and writing of a supervised thesis on an approved topic in business. A written Honours Thesis and presentation of the research work is undertaken.