Professional Documents
Culture Documents
AUSTRALIA
Content
OBJECTIVES...........................................................................................................................5
STRUCTURE............................................................................................................................5
AWARD....................................................................................................................................5
COURSE PLAN........................................................................................................................6
YEAR I......................................................................................................................................7
Core units ............................................................................................................................7
AFF1000 - Principles of accounting and finance...............................................7
BTF1010 - Commercial law...............................................................................8
ECF1100 - Microeconomics..............................................................................8
ETX1100 - Business statistics............................................................................9
MGF1010 - Introduction to management........................................................10
MKF1120 - Marketing theory and practice.....................................................11
Elective units......................................................................................................................12
MKC1200 - Principles of marketing................................................................12
MKW1601 - Introduction to e-business...........................................................13
MKX1500 - Retail management principles.....................................................14
MKX1501 - Buying for retail markets.............................................................14
YEAR II...................................................................................................................................15
Core units...........................................................................................................................15
MKF2111 - Buyer behaviour...........................................................................15
MKF2121 - Marketing research methods........................................................16
MKF2131 - Marketing decision analysis.........................................................17
Elective units......................................................................................................................17
MKF2401 - Marketing issues in packaging design..........................................18
MKW2211 - Advertising theory and practice..................................................18
MKW2221 - Public relations principles and practice......................................19
MKW2251 - Publicity and promotion.............................................................20
MKW2252 - Crisis and risk communication...................................................21
MKW2402 - Consumer behaviour...................................................................22
MKW2431 - Business marketing.....................................................................23
MKW2460 - Integrated marketing communication.........................................23
MKW2841 - E-business models and analysis..................................................24
MKX2521 - Brand management......................................................................25
MKX2300 - Professional services marketing..................................................26
MKX2241 - Advertising copywriting..............................................................27
MKX2231 - Advertising media strategy..........................................................28
YEAR III..................................................................................................................................29
Core units...........................................................................................................................29
MKF3121 - Marketing planning and implementation.....................................29
MKF3131 - Strategic marketing......................................................................30
MKF3461 - Marketing communication...........................................................30
BTF3181 - Marketing law................................................................................31
Elective units .....................................................................................................................32
MKC3500 - Survey data analysis....................................................................32
MKC3120 - Marketing implementation...........................................................33
MKC3130 - Strategic issues in marketing.......................................................34
MKC3220 - International marketing................................................................35
MKC3451 - Stakeholder analysis in marketing...............................................36
MKC3460 - Integrated marketing communication..........................................37
MKF3121 - Marketing planning and implementation.....................................38
MKF3131 - Strategic marketing......................................................................39
MKF3301 - Services marketing.......................................................................40
MKF3471 - Sales management and negotiation..............................................40
MKF3881 - Electronic marketing....................................................................41
MKW3121 - Marketing planning and implementation....................................42
MKW3261 - Public relations campaigns.........................................................43
MKW3231 - Public relations consulting..........................................................44
MKW3841 - E-business performance measurement.......................................45
MKX3621 - Advertising management.............................................................45
YEAR IV..................................................................................................................................46
Research method units......................................................................................................46
MKX4050 - Marketing theory.........................................................................46
MKX4080 - Quantitative research methods in marketing...............................48
Thesis.................................................................................................................................49
Bachelor of Business (Marketing)
Course Structure
Executive Summary
In this course, marketing studies are combined with a general business education to
ensure that graduates have a broad perspective of business from which to enter and
progress in their marketing careers. The program aims at developing a basis that will
enable the graduate to deal with change in a dynamic society and also provide a
foundation for further study. Students completing the course are expected to be well
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Bachelor of Business (Marketing)
Course Structure
OBJECTIVES
The Bachelor of Business (Marketing) aims to produce graduates who will:
are able to provide discipline based solutions relevant to the business, professional
and public policy communities that we serve
STRUCTURE
The course structure has three main components:
• a set of core units which provide an introduction to the key areas of business
study
• a major in marketing (all units taken as part of this major must be from the
student's campus of enrolment)
• Eight open electives which may be taken from any Faculty of Business and
Economics programs and campuses, or from disciplines offered by another
faculty. These open electives can, in some cases, form a second major.
AWARD
Bachelor of Business (Marketing)
5
Bachelor of Business (Marketing)
Course Structure
COURSE PLAN
Semester 1 Semester 1
Year I
Year II
Year III
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Bachelor of Business (Marketing)
Course Structure
YEAR I
Core units
AFF1000 - Principles of accounting and finance
Synopsis
Introduction to multivariate statistical techniques for the analysis of survey data and
models to analyse the discrete choice behaviour of individuals.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 40%
Examination (2 hours): 60%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
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Bachelor of Business (Marketing)
Course Structure
Synopsis
Liability for defective products; liability for misleading advice or information;
contract law; agency law; partnership law; introduction to company law; company
officers' duties.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 40%
Examination (2 hours and 30 minutes): 60%
Contact hours
3 hours per week
…………………………………………………………………………………………..
ECF1100 - Microeconomics
Synopsis
Economics as an area of knowledge. Economics in a business degree. Understanding
economic policy. An analysis of markets: supply and demand; consumer behaviour;
firm behaviour; cost of production and profit maximisation; behaviour of firms in
different market structures; evaluation of market capitalist economic systems,
economic efficiency, market failure, government failure; current economic policies,
competition policy, privatisation and the funding of education.
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Bachelor of Business (Marketing)
Course Structure
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%, Examination (2 hours): 50%
Contact hours
3 hours per week
…………………………………………………………………………………………..
Synopsis
Students will learn to use basic statistical techniques and their applications to
problems in accounting, finance, management, marketing and business in general.
Students should also be able to effectively communicate the results of their analyses.
This unit covers descriptive statistics for revealing the information contained in data;
probability as a tool for dealing with uncertainty and risk; probability distributions to
model business behaviour; estimation and hypothesis testing techniques for decision
making; simple tools for forecasting time series; and calculation and interpretation of
basic price indices. Excel is used extensively.
Objectives
The learning goals associated with this unit are to:
• interpret business data using descriptive statistics techniques, including the use
of spreadsheet functions
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (3 hours): 50%
Contact hours
Two 1-hour lectures and one 1-hour tutorial per week
…………………………………………………………………………………………..
Synopsis
On completion of this unit students should have an understanding of: the nature of
managerial work in organisations; theories of management and their historical
development; contemporary issues and practices relating to managing people and
organisation's; key factors in the organisation's environment that impact on how
managers and the organisations work.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours per week
…………………………………………………………………………………………..
Synopsis
Introduction to marketing activities undertaken by a wide range of organisations
(business, government, profit, non profit); examines marketing theory, the marketing
concept and its evolution from a strategic and applied perspective. The development
of corporate and marketing strategic plans; analysis of an organisation and
marketing's role, value-exchange processes, buyer behaviour, marketing research and
market analysis, the marketing environment, the use of marketing decision making
tools; product concepts, strategies and development; distribution, pricing and
communication mix strategies; services marketing; marketing management,
implementation and control processes and procedures.
Objectives
The learning goals associated with this unit are to:
• describe the key concepts upon which the practice of marketing is based
• recognise these concepts in the marketplace and in everyday life
• discuss the role and influence of marketing in the organisational environment
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Elective units
MKC1200 - Principles of marketing
Synopsis
This unit introduces students to the broad discipline of marketing. It encompasses
marketing's role in a dynamic business environment and introduces students to the
concepts and strategies employed by marketers in facing the challenges presented by
the ever-changing world of business. The aim of the unit is to provide students with
the conceptual skills necessary to identify and solve marketing problems. The unit
provides a foundation for those students seeking to pursue further study in marketing;
however it covers the broad scope of marketing for those students undertaking only
one marketing unit.
Objectives
The learning goals associated with this unit are to:
• describe the key concepts upon which the practice of marketing is based
• recognise these concepts in the marketplace and in everyday life
• discuss the role and influence of marketing in the organisational environment
• discuss how key marketing concepts can be used in analysing a range of
marketing problems.
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Introduction to e-business and its enabling technologies including email, EDI, EFT,
bar-coding, electronic catalogues, smart cards and CALS. Associated electronic
processes and systems including on-line business, the Internet and World Wide Web
(WWW).
Other issues include international standards, ethics, privacy, accounting, legal and
security issues; the impact on the workplace; corporate, national and global
information infrastructures; aligning information technology to business strategy;
electronic marketing worldwide; internationalization, government policies, strategies
and leadership.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (3 hours): 50%
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Bachelor of Business (Marketing)
Course Structure
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
An overview of retailing from a management perspective. The development of
retailing; the Australian retail industry and its environment; merchandising planning,
control and distribution; pricing merchandise; selling and sales promotion; store
location, layout and presentation.
Objectives
The learning goals associated with this unit are to:
• provide students with a broad appreciation of the business of retail now and in
the future
• provide students with a working knowledge of retail processes and procedures
• develop in students an understanding of how the industry is structured
• equip students with the skills necessary to analyse a retail business
• provide students with an understanding of the various retail formats in
Australia and internationally.
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Buying for different retail markets including retail formats catering for new consumer
buying preferences, different merchandise categories, direct marketing and niches
such as specialty goods etc.
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 60%
Examination (3 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
YEAR II
Core units
MKF2111 - Buyer behaviour
Synopsis
Studies of the factors that influence, explain and help predict consumption behaviour
for both individuals and organisations. How concepts and theories developed in the
social sciences provide the theoretical background to understand individual, cultural
and group influences on the behaviour of consumers. The use marketers make of this
information in developing marketing strategies, predicting behaviour and influencing
consumers.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
• analyse the behaviour profiles of specific market segments and understand the
basic aspects of strategy development as it applies to specific target groups
• explain and apply marketing communication in relation to consumer
behaviour.
Assessment
Within semester assessment: 50%
Examination: (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
• The process of marketing research.
• Role of research in the marketing decision process.
• Developing key outputs -- brief, proposal, report.
• Planning and managing a research project.
• Qualitative and quantitative research techniques.
• Statistical analysis, marketing interpretation and reporting.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (3 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Quantitative analysis for marketing, response models, segmentation and targeting,
positioning analysis, decision analysis, conjoint analysis; advertising decision models,
pricing decisions.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 40%
Examination (2 hours): 60%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Elective units
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Bachelor of Business (Marketing)
Course Structure
Synopsis
This unit is run jointly between the Department of Design and the Department of
Marketing. The unit reviews the history of packaging, and the dual use of package in
today's environment, specifically focusing on both the legal and social requirement of
packages, alongside the branding implications. This unit features a studio component
in which students are encouraged to design and create their own packages.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The institutions of advertising - advertising agencies, their clients and the media. The
uses of the media of advertising - television, radio, newspapers, magazines, outdoor,
cinema, etc. The economics of advertising. The planning of advertising -- from
marketing strategy to advertising strategy. Establishing advertising objectives.
Budgeting for advertising. Advertising creativity -- message strategy. Criteria and
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Bachelor of Business (Marketing)
Course Structure
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The primary aim of this unit is to introduce students to the range and depth of
contemporary theory and practice of public relations in an organisational setting.
Applications of stakeholder theory and communication theory. The contributions
which public relations can make to an organisation's performance.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
• identify the legal, social and ethical implications for public relations activities
• understand and identify publics for public relations clients, issues and
activities
• develop and use stakeholder mapping techniques.
Assessment
Within semester assessment: 70%
Examination (2 hours): 30%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Theory and practice of publicity and promotion as public relations tools. Through
exposure to practitioner accounts and critical analysis of case studies, students will
plan and coordinate effective publicity and promotion campaigns that support
strategic objectives.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The dynamics of issues management, risk communication and crisis management in
internal and external environments. Research tools and methods to assess stakeholder
views and values, both for strategic planning and campaign evaluation purposes. How
communication technologies can support or impede communication management.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (3 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
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Bachelor of Business (Marketing)
Course Structure
Synopsis
Behavioural concepts and theories relating to consumer behaviour and consumer
decision making process. Study of consumer behaviour influenced by individuals'
socio-cultural factors such as family, social groups and group processes, social class,
culture and subculture and consumers' individual factors such as motivation and
needs, perception, learning, personality and lifestyle attitudes. Overview of
organisational buying.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (3 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
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Bachelor of Business (Marketing)
Course Structure
Synopsis
Topics include the nature and environment of business marketing, buying process in
business marketing, marketing intelligence and business market targeting, networking
and relationship, planning a business marketing mix strategy, ethical issues in
business marketing.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (3 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
This unit is designed to provide students with a theoretical and practical appreciation
of the central role marketing communication plays in the general business
environment. The unit provides a framework for examining, analysing and evaluation
various aspects of the marketing communications process and the relevant marketing
communications tools most commonly used.
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Bachelor of Business (Marketing)
Course Structure
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Includes concepts of analysing an e-business for viability using logical value chain
assessment. Examines an e-business' value creation capacity, value delivery
likelihood, and value capturing ability. Analysis of e-businesses in Australasia and
around the world.
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Bachelor of Business (Marketing)
Course Structure
partners, channel members and suppliers. Also covered are customer profitability
analysis, cost of sales, customer valuation, online behaviour and purchase propensity
assessment and use. Lecture and partially case discussion based.
Objectives
Includes concepts of analysing an e-business for viability using logical value chain
assessment. Examines an e-business' value creation capacity, value delivery
likelihood, and value capturing ability. Analysis of e-businesses in Australasia and
around the world.
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours per week
…………………………………………………………………………………………..
Synopsis
A brand is much more than a logo, a symbol, a sign or device, or simply the result of
clever advertising. It helps to communicate value and create and deliver that value.
Branding is a promise of value for customers. It helps to attract and, if it is true and
accurate, keep customers.
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Bachelor of Business (Marketing)
Course Structure
While this unit is primarily for students undertaking a major in marketing it is offered
to any student with a prerequisite of an introductory marketing unit.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 40%
Examination (3 hours): 60%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The unit is designed to develop students understanding of the role of marketing in
contemporary professional service organisations (including legal, medical and
institutional services) and to introduce basic concepts in marketing management in
these types of organisations.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
• examine the role and influences of marketing in the professional service firm
and context
• explain the key concepts upon which the practice of professional service
marketing is based
• apply key concepts in analysing a range of professional services marketing
problems and issues.
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
…………………………………………………………………………………………..
Synopsis
Communication theory applied to advertising copywriting primarily for television,
radio and print media. Theory and practice of television and radio production.
Students will be taught to work from well focused briefs to generate creative
executions which produce targeted audience response, while working within ethical
and legal frameworks.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Media research methods in the world's major advertising regions -- US, Europe, Asia
and Australia. The advantages and problems offered by media planning computer
programs. Interpersonal and inter-organisational skills in negotiating between media
and advertising agencies.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
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Bachelor of Business (Marketing)
Course Structure
YEAR III
Core units
MKF3121 - Marketing planning and implementation
Synopsis
The development of corporate marketing strategies; marketing planning procedure;
evaluation and control in marketing planning; Australian case studies in corporate
marketing planning and strategy. Concepts of product management; designing a
product strategy; monitoring planning/marketing.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
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Bachelor of Business (Marketing)
Course Structure
…………………………………………………………………………………………..
Synopsis
Using the case study method this unit provides an analytical framework from which
students can explore how marketing strategy is applied throughout a variety of
industries. Students will be taught how to analyse, evaluate and implement marketing
strategy. A theoretical grounding in introductory marketing, marketing research,
buyer behaviour and communications is essential to students undertaking this unit.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 55%
Examination (2 hours): 45%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The primary aim of this unit is to explore the use of marketing communication to
build and sustain brands, based on knowledge of how communication works, the
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Bachelor of Business (Marketing)
Course Structure
institutions which participate in the process and the practical business processes
necessary to achieve and measure defined communication goals. In particular,
students will be able to understand the integrated nature of communication and
develop a full appreciation of advertising, sales promotion, public relations, publicity
and direct marketing in a digital and contemporary environment.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The legal framework which operates in relation to marketing decisions and practice.
Topics discussed include unfair trading practices, intellectual property rights (patents,
trade marks, copyright and designs), anti-competitive conduct and new marketing
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Bachelor of Business (Marketing)
Course Structure
practices. The unit places the laws controlling unfair and anti-competitive practices
within the wider economic context.
Objectives
The learning goals associated with this unit are to:
• identify and analyse the consumer protection laws and apply those laws to a
range of marketing and advertising strategies
• identify and analyse the laws protecting intellectual property and apply those
laws to the development and marketing of new products and ideas
• identify, analyse and apply the laws regulating a range of competition
practices including pricing and distribution
• critically evaluate a contemporary marketing law development and write a
research paper on the topic.
Assessment
Within semester assessment: 30%
Examination (3 hours, open-book): 70%
Contact hours
3 hours per week on-campus and/or intensive mode over summer (both 39 hours in
total)
…………………………………………………………………………………………..
Elective units
MKC3500 - Survey data analysis
Synopsis
Introduction to multivariate statistical techniques for the analysis of survey data and
models to analyse the discrete choice behaviour of individuals. Topics include
multivariate analysis of variance, principal components analysis, factor analysis,
correspondence analysis and models of discrete choice behaviour. Statistical software
and case studies will be utilised during this subject and students will apply the
techniques to a variety of practical problems.
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Bachelor of Business (Marketing)
Course Structure
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 40%
Examination (2 hours): 60%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
• provide students with a first hand appreciation of the current role of marketing
in organisations; and provide them with the skills to apply the academic
knowledge gained at university
• critically evaluate and appreciate the change in marketing emphasis away from
a functional approach (eg four Ps) towards a more market-oriented and
market-driven approach
• identify, analyse and apply appropriate measurement criteria to assess the
implementation and effectiveness of the marketing strategies
• distinguish between the strategic (soft) and operational (hard) aspects of
implementation
Assessment
Within semester assessment: 60%
Examination (3 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
This subject integrates the conceptual knowledge and skills developed in earlier
marketing subjects and sharpens students' abilities to analyse, evaluate and implement
marketing strategies. The subject emphasises strategic analysis and the process of
decision making in a marketing management context.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
In a largely deregulated economy companies which retain a domestic focus have
found themselves facing increasing international competition and declining market
opportunities. Thus, no market can exist without acknowledging international forces,
trends and pressures.
International trade, investment and service markets have been the fastest growing
sectors of the world economy since the end of WWII. The dynamic growth of
international markets and global marketing has evolved in a context of fundamental
underlying forces and concepts. Electronic marketing; globalisation; standardisation;
customisation; and horizontal management structures are some of those influences.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
• identify and evaluate how a range of specialised, localised and specific issues
might impact upon business activity within a designated foreign market
segment
• utilise independent critical thinking and applied learning skills to develop an
international marketing orientation in terms of a chosen market context.
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Organisations typically have many different stakeholders and more often than not,
meeting the needs of one stakeholder group may disadvantage another. This unit
provides students with a theoretical and applied understanding of the concepts and
applications of stakeholder marketing, equipping them to undertake stakeholder
analysis and to develop appropriate stakeholder responses. This unit is suitable for
students from a wide range of disciplines.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination: (3 hours): 50%
Contact hours
3 hours per week or equivalent
…………………………………………………………………………………………..
Synopsis
Conceptual framework for the planning, integration and control of the communication
process; determining the communication options available to organisations;
developing realistic communication objectives for different types of marketing
communication; budgeting and allocating resources to the communication elements
within the budget.
Evaluating the effectiveness of the marketing communication plan and the strategic
use of the techniques of advertising, sales promotion, publicity/PR and personal
selling, sponsorship, direct marketing and the use of communication in electronic
commerce.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours per week or equivalent
…………………………………………………………………………………………..
Synopsis
The development of corporate marketing strategies; marketing planning procedure;
evaluation and control in marketing planning; Australian case studies in corporate
marketing planning and strategy. Concepts of product management; designing a
product strategy; monitoring planning/marketing.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Using the case study method this unit provides an analytical framework from which
students can explore how marketing strategy is applied throughout a variety of
industries. Students will be taught how to analyse, evaluate and implement marketing
strategy. A theoretical grounding in introductory marketing, marketing research,
buyer behaviour and communications is essential to students undertaking this unit.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 55%
Examination (2 hours): 45%
Contact hours
3 hours class contact or equivalent per week
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Bachelor of Business (Marketing)
Course Structure
…………………………………………………………………………………………..
Synopsis
An in-depth analysis of the marketing techniques that apply to service organisations
and industries including service design and delivery, customer service, service quality
measurement and internal marketing.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Customer contact and relations. A broad overview of the sales area focusing on
business to business and person to person activities. Issues include interpersonal
persuasion and influence. In addition to these knowledge-based topics, the unit
exposes students to practical interpersonal skills involving persuasive group
presentations, negotiations and sales.
40
Bachelor of Business (Marketing)
Course Structure
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (3 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
Traditional business disciplines are starting to appreciate the fundamental challenges
presented by the application of technology to their knowledge base. In marketing the
most visible agent of change has been www and online transacting which has already
revolutionised a number of sectors of the world economy. This subject takes
marketing and traditional views of marketing and exposes them to critical analysis in
the light of technological change. It explores how marketers can utilise different ways
of understanding, creating, communicating and delivering customer value in the
marketplace.
41
Bachelor of Business (Marketing)
Course Structure
Objectives
The learning goals associated with this unit are to:
Assessment
Students will choose an assessment regime from the following:
a) Examination (3 hours): 100%;
b) Within semester assessment: 50% and Examination (2 hours): 50%;
c) Within semester assessment: 100%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The development of corporate marketing strategies; marketing planning procedure;
evaluation and control in marketing planning; international case studies in corporate
marketing planning and strategy; concepts of product management; designing a
product strategy; monitoring planning/marketing.
Objectives
The learning goals associated with this unit are to:
42
Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
An integrative experience using the theory and processes to which students have been
exposed through their course. Students will further study and use campaign planning
and management tools. They will create from briefs one major PR campaign with
target groups involving multiple groups of stakeholders.
Objectives
The learning goals associated with this unit are to:
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Bachelor of Business (Marketing)
Course Structure
Assessment
Within semester assessment: 70%
Examination (2 hours): 30%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
The operation of specialist PR consultancies, and PR units within organisations
(business, government departments and non-profit organisations). Through
consideration of a range of such situations, students will be able to demonstrate their
ability to utilise knowledge and skills developed in earlier subjects towards the
effective and efficient management of such units and the issues with which they deal.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 70%
Examination (2 hours): 30%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
44
Bachelor of Business (Marketing)
Course Structure
Synopsis
This is a capstone unit in assessing whether an e-business is achieving its goals.
Linking online activities to business performance. Feedback mechanisms in an online
performance measurement environment. Establishing benchmarks. Strategic
marketing decisions.
Objectives
This is a capstone unit in assessing whether an e-business is achieving its goals.
Linking online activities to business performance. Feedback mechanisms in an online
performance measurement environment. Establishing benchmarks. Strategic
marketing decisions. Performance measures for external and internal operations:
transactions with customers and suppliers as well as efficiency gains within the
organisation. Explicitly includes measurement principles, measurement error, and its
impact on performance assessment. Cost-benefit assessments. Teaching is case
method based.
Assessment
Within semester assessment: 50%
Examination (2 hours): 50%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
Synopsis
This unit explores advertising management issues. Topics include: the structure and
responsibilities of the advertising industry and its controls. Management of
45
Bachelor of Business (Marketing)
Course Structure
advertising within the agency and within the client and the relationship between these
two parties. The issues faced by clients and their agencies in maximising the
effectiveness of an advertising budget, including the choice of advertising research
techniques, media developments, production and international advertising
considerations.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
YEAR IV
Synopsis
Some say marketing has 'borrowed' excessively from other disciplines (from both
within and outside the social sciences). As a result, home-grown theories are less
46
Bachelor of Business (Marketing)
Course Structure
Unlike the Academy of Management Review, marketing does not have a dedicated
theory journal. Notwithstanding, there is ample opportunity for the marketing
discipline to consolidate and then advance its theoretical boundaries and thereby grow
in both stature and rigour.
This unit will equip graduate students with the necessary skills to conduct scholarly
research that will legitimately advance the boundaries of marketing knowledge.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 60%
Examination (3 hours): 40%
Contact hours
3 hours per week
…………………………………………………………………………………………..
47
Bachelor of Business (Marketing)
Course Structure
Synopsis
This unit introduces both multivariate statistical techniques for the analysis of survey
data and models to analyse the discrete choice behaviour of individuals. These
techniques enable the researcher to effectively analyse survey data and aid in the
understanding of markets and of consumer behaviour.
Objectives
The aim of this unit is to provide students with knowledge regarding multivariate data
procedures in conduct of academic research in marketing. This unit is designed to fill
the gaps in data analysis using sophisticated approaches and data collection methods.
Assessment
Within semester assessment: 100%
Contact hours
3 hours each week over a 13 week semester
48
Bachelor of Business (Marketing)
Course Structure
………………………………………………………………………………………
Thesis
Synopsis
A research report in an advanced area of interest applying the knowledge, concepts,
tools and techniques acquired in other units in the program to a business-oriented
research project.
Objectives
The learning goals associated with this unit are to:
Assessment
Within semester assessment: 100%
49