bachelor of marketing course structure

Bachelor of Business (Marketing)

Faculty of Business and Economics counter

Student Service Centre

Ground level Building A

27 Sir John Monash Drive,

Caulfield East Victoria 3145

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

informed and developed in their decision-making skills and approach to business

problems and issues.

4


OBJECTIVES

The Bachelor of Business (Marketing) aims to produce graduates who will:

(a.) be critical and creative scholars who:

• produce innovative solutions to problems• apply research skills to business challenges• communicate effectively and perceptively

(b.) be responsible and effective global citizens who:

• engage in an internationalised world• exhibit cross cultural competence• demonstrate ethical values

(c.) have a comprehensive understanding of their discipline and who

are able to provide discipline based solutions relevant to the business, professional and public policy communities that we serve

(d.) have a well developed understanding of multi disciplinary decision making in organisations.

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


COURSE PLAN

Semester 1 Semester 1

Year I

AFF1000 Principles of accounting and finance

MGF1010 Introduction to management

BTF1010 Commercial law MKF1120 Marketing theory and practice

ECF1100 Microeconomics One YEAR I elective unit

ETX1100 Business statistics One YEAR I elective unit

Year II

MKF2111 Buyer behaviour MKF2131 Marketing decision analysis

MKF2121 Market research methods Elective unit YEAR II

Elective unit YEAR II Elective unit YEAR II

Elective unit YEAR II Elective unit YEAR II

Year III

MKF3121 Marketing planning and implementation

MKF3131 Strategic marketing

MKF3461 Marketing communication Elective unit YEAR III

Elective unit YEAR III Elective unit YEAR III

Elective unit YEAR III Elective unit YEAR III

Year 4 (honors): business research methods and a combination thesis,

Prerequisite: GPA>75

6


YEAR I

Core units

AFF1000 - Principles of accounting and finance

SynopsisIntroduction 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.

Objectives

The learning goals associated with this unit are to:

• examine exploratory factor analysis and structural equation modelling

• explain how multiple regression and multivariate analysis of covariance can be

used to analyse survey data

• examine the use and importance of logistic regression in discrete-choice

modelling studies

• critically analyse the role of cluster analysis and multidimensional scaling and

correspondence analysis in understanding multivariate data

• apply a statistical package (SPSS) to a range of data.

Assessment

Within semester assessment: 40%

Examination (2 hours): 60%

Contact hours

3 hours class contact or equivalent per week

…………………………………………………………………………………………..

7


BTF1010 - Commercial law

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


• examine common commercial law scenarios relating to: the supply of

defective goods and services; contract disputes; misrepresentations; agency

relationships; partnership law; and company law

• identify legal problems and risks which arise in those scenarios

• describe the laws relevant to those scenarios

• analyse and apply the laws to predict possible legal outcomes.

Assessment


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.

8


Objectives


• understand the economic behaviour of individual consumers and producers

• understand concepts relating to the cost of production in both the short and

long run

• explain the determinants of price and output outcomes under different market

structures in both the short and long run and the welfare implications of these

outcomes

• describe the virtues and shortcomings of free markets

• have knowledge of remedies to overcome market failure.

Assessment

Within semester assessment: 50%, Examination (2 hours): 50%

Contact hours

3 hours per week

…………………………………………………………………………………………..

ETX1100 - Business statistics

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


• interpret business data using descriptive statistics techniques, including the use

of spreadsheet functions

9


• apply simple concepts of probability and probability distributions to problems

in business decision-making

• describe the role of statistical inference and apply inference methods to single

population means

• evaluate relationships between variables for business decision-making, using

the concept of correlation and simple linear regression

• apply time series techniques of indexing, deflating and forecasting to business

and financial series and interpret the results.

Assessment



Contact hours

Two 1-hour lectures and one 1-hour tutorial per week

…………………………………………………………………………………………..

MGF1010 - Introduction to management

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


• define management and summarise the evolution of management ideas on how

managers may influence, people, organisations and their contexts to achieve

organisational goals

• identify and discuss contextual factors in the organisations environment that

impact of how people, managers and organisations interact

10


• identify factors that influence individual and group behaviour in organisational

settings and illustrate how managers can make use of these factors

• describe how decision-making, planning, leading, organising and controlling

can be managed in organisations

• examine the impact on individuals and organisations of contemporary issues in

management including, stakeholder interests, ethics and social responsibility.

Assessment



Contact hours

3 hours per week

…………………………………………………………………………………………..

MKF1120 - Marketing theory and practice

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


• 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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• discuss how key marketing concepts can be used in analysing a range of

marketing problems.

Assessment



Contact hours


…………………………………………………………………………………………..

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


• 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.

12


Assessment



Contact hours


…………………………………………………………………………………………..

MKW1601 - Introduction to e-business

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


• define the purpose and scope of e-Business

• identify the technology that underpins e-Business environment

• examine the impact of marketing and strategy development in this

environment

• examine the impact of policy and the future of e-Business.

Assessment



13


Contact hours


…………………………………………………………………………………………..

MKX1500 - Retail management principles

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


• 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



Contact hours


…………………………………………………………………………………………..

MKX1501 - Buying for retail markets

SynopsisBuying 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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The influence of developing technologies on the merchandise planning process. The supply chain and the buying process. Merchandise planning as a component of the retail strategic planning process.

Sourcing merchandise and negotiation practices. Stock management principles and practices in relation to just-in-time practice, stock keeping unit performance measures and profitability analysis.

AssessmentWithin semester assessment: 60%Examination (3 hours): 40%

Contact hours3 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


• demonstrate a detailed understanding of the basic concepts of consumer

behaviour describe how this knowledge can be used by marketers

• demonstrate ability to segment markets using consumer behaviour

concepts/constructs

• identify and illustrate how these concepts can be used to explain the decisions

buyers make in the marketplace

15


• 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


Examination: (2 hours): 50%

Contact hours


…………………………………………………………………………………………..

MKF2121 - Marketing research methods

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


• provide a working knowledge of key concepts and methods used in marketing

research

• develop a capability in formulating a theoretical framework for a marketing

problem/opportunity

• provide an understanding of how to formulate a research design

• develop an ability to apply SPSS statistical software

• develop an ability to interpret statistical output from a marketing perspective.

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Assessment



Contact hours


…………………………………………………………………………………………..

MKF2131 - Marketing decision analysis

Synopsis

Quantitative analysis for marketing, response models, segmentation and targeting,

positioning analysis, decision analysis, conjoint analysis; advertising decision models,

pricing decisions.

Objectives


• develop a capability for applying marketing models to a range of marketing

phenomena

• equip students with the ability to interpret output and develop management

recommendations

• appreciate the assumptions and limitations of marketing models.

Assessment



Contact hours


…………………………………………………………………………………………..

Elective units

17


MKF2401 - Marketing issues in packaging design

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


• identify the importance of packaging as an element of product design

• describe the legislative requirements and production requirements associated

with packaging

• appreciate some of the problems and opportunities facing marketers and

designers, as part of the product design process

• implement packaging strategies

• appreciate the relationship between packaging and branding.

Assessment



Contact hours


…………………………………………………………………………………………..

MKW2211 - Advertising theory and practice

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

18


processes for evaluating creative success or failure. Production concepts for

television, radio, print. Retail advertising. Social and ethical issues in advertising.

Objectives


• understand theories, concepts and elements related to advertising and

marketing communication management

• apply this material to the decisions of an advertising account executive or

brand manager

• employ current practices and concepts related to this unit in an innovative,

creative and industry relevant manner

• further develop verbal and written communication skills.

Assessment



Contact hours


…………………………………………………………………………………………..

MKW2221 - Public relations principles and practice

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


• describe the major public relations concepts, theories and contexts

• analyse and interpret current issues for business communication, public

relations practice and relationship management issues

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• 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



Contact hours


…………………………………………………………………………………………..

MKW2251 - Publicity and promotion

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


• identify the strategic differences between publicity and promotion as public

relations tools

• conceptualise and plan campaigns to meet objectives

• develop suitable and measurable objectives for publicity and promotion

campaigns

• identify research which may be used in planning and evaluating publicity and

promotion

• demonstrate awareness of a range of case studies regarding publicity and

promotion.

20


Assessment



Contact hours


…………………………………………………………………………………………..

MKW2252 - Crisis and risk communication

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


• identify issues and crises

• understand and explain the role and purposes of issue identification to modern

organisations

• critically analyse information relating to issues or crises

• develop plans to manage the issues and crises

• conduct appropriate literature searches.

Assessment



Contact hours


…………………………………………………………………………………………..

21


MKW2402 - Consumer behaviour

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


• demonstrate a detailed understanding of the basic concepts of consumer

behaviour describe how this knowledge can be used by marketers

• demonstrate ability to segment markets using consumer behaviour

concepts/constructs

• identify and illustrate how these concepts can be used to explain the decisions

buyers make in the marketplace

• 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



Contact hours


…………………………………………………………………………………………..

22


MKW2431 - Business marketing

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


• define and explain the dynamic nature of business marketing

• illustrate the organisational buying decision process and the role of buying

centre in buying decisions

• develop competencies in business marketing strategy components

• demonstrate application of marketing theories and concepts in the

management of business marketing functions

• critically evaluate the techniques that can be used to assess market

opportunities.

Assessment



Contact hours


…………………………………………………………………………………………..

MKW2460 - Integrated marketing communication

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.

23


It is further designed to assist business managers to make choices regarding which

marketing tools to use under a variety of dynamic environments. Topics covered

include: advertising, PR, personal selling, direct selling, Internet marketing,

sponsorship, sales promotion, emerging technologies and their potential.

Objectives


• demonstrate a detailed understanding of the marketing communication

strategies used to build brands

• understand and apply marketing communication functions

• analyse and apply the marketing communication processes as they apply to

specific targets

• analyse the social, legal, and ethical issues associated with marketing

communication from both a national and international perspective

• determine and apply the processes associated with evaluating the effectiveness

of marketing communications across a range of media vehicles.

Assessment



Contact hours


…………………………………………………………………………………………..

MKW2841 - E-business models and analysis

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.

Dissection of application of e-business principles, and specifically e-business models

through an examination of how e-businesses are designed and interact with business

24


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.

Dissection of application of e-business principles, and specifically e-business models

through an examination of how e-businesses are designed and interact with business

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.

Assessment



Contact hours

3 hours per week

…………………………………………………………………………………………..

MKX2521 - Brand management

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.

It provides an extra element of understanding or meaning, for customers as they form

opinions and make purchase decisions from a variety of competing offerings. There is

strong industry demand for graduates with a thorough understanding of branding.

25


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


• examine the brand and the various functions of brand management

• describe the various components of a brand and how they interact

• analyse branding techniques and apply them to a variety of different issues

• generalise and hypothesise from branding theory into banding practice

Assessment



Contact hours


…………………………………………………………………………………………..

MKX2300 - Professional services marketing

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.

Students will be able to identify particular characteristics and skills relevant to

marketing the professional services. Students will become aware of client studies and

market research techniques currently in use within professional services environment.

Case studies of successful marketing activities is critical, professional, and ethical

debates, in relation to marketing professional services will be introduced.

Objectives


26


• 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



…………………………………………………………………………………………..

MKX2241 - Advertising copywriting

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


• provide solid understanding of all aspects of creative strategy development

and creative brief interpretation

• apply communication theory and models to solving specific advertising

objectives

• critique creative executions according to contemporary creative philosophy

• provide understanding of the roles of all people involved in the creative

process

• generate concepts and critique them.

27


Assessment



Contact hours


…………………………………………………………………………………………..

MKX2231 - Advertising media strategy

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


• analyse the media planning and buying function

• illustrate how research is used in the media planning and buying process

• formulate a media plan by setting media objectives, determining a media

strategy as well as evaluating and selecting media categories/media vehicles

• evaluate media use decisions and campaign tracking options post analysis

• critically analyse media buying issues and the media evaluation process.

Assessment



Contact hours


…………………………………………………………………………………………..

28


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


• define the relationship between corporate planning and marketing planning in

a business environment

• demonstrate the relationship between corporate objective setting and

marketing objective setting

• construct or prepare a marketing plan, which incorporates the specific

elements of the marketing mix to achieve specific marketing objectives

• develop and enhance appropriate written and oral communications and

analytical skills required for the effective presentation of a marketing plan

• understand how a marketing plan is implemented in practice

Assessment



Contact hours


29


…………………………………………………………………………………………..

MKF3131 - Strategic marketing

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


• integrate the theoretical and functional aspects of marketing (and other

business disciplines) into a practical problem-solving framework

• analyse information supplied from a case and identify the core marketing

problem

• design, evaluate and recommend marketing strategies that solve the identified

core marketing problem

• source and select relevant marketing theories and marketing tools to support

analysis and recommendations.

Assessment



Contact hours


…………………………………………………………………………………………..

MKF3461 - Marketing communication

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

30


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


• use a conceptual framework for the planning, integrating, control and

effectiveness evaluation of the marketing communication process for any

brand

• construct realistic communication objectives and demonstrate the strategic use

of individual and integrated communication elements to achieve these

objectives

• set a marketing communication budget and allocate resources to the

communication elements within this budget

• provide relevant input towards creative and media strategy

• formulate relevant ideas on communication issues, present and discuss them.

Assessment



Contact hours


…………………………………………………………………………………………..

BTF3181 - Marketing law

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

31


practices. The unit places the laws controlling unfair and anti-competitive practices

within the wider economic context.

Objectives


• 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


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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Objectives


• examine exploratory factor analysis and structural equation modelling

• explain how multiple regression and multivariate analysis of covariance can be

used to analyse survey data

• examine the use and importance of logistic regression in discrete-choice

modelling studies

• critically analyse the role of cluster analysis and multidimensional scaling and

correspondence analysis in understanding multivariate data

• apply a statistical package (SPSS) to a range of data.

Assessment



Contact hours


…………………………………………………………………………………………..

MKC3120 - Marketing implementation

Synopsis

Introduction to the recent literature relating to implementation, evaluation and control

of marketing strategies. Current concepts, theories and applications are addressed in

the areas of market orientation, internal marketing, customer service and loyalty

issues in marketing, brand equity, relationship marketing, marketing productivity

analysis, marketing financial performance analysis, marketing organisation, database

marketing, the use of technology information processes and marketing performance

assessment.

Objectives


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• 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



Contact hours


…………………………………………………………………………………………..

MKC3130 - Strategic issues in marketing

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




• analyse a marketing problem based on supplied information

• design and recommend marketing strategies within a given context

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• source and select relevant marketing theories to support analysis and

recommendations.

Assessment



Contact hours


…………………………………………………………………………………………..

MKC3220 - International marketing

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


• analyse and evaluate how a range of international marketing criteria (culture

and so on) impact on a chosen and specific foreign market

• develop, analyse, justify and evaluate market entry and longer term foreign

marketing plans for a specific market

• understand how current issues, trends and research in international marketing

impact on designated foreign market segments

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• 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



Contact hours


…………………………………………………………………………………………..

MKC3451 - Stakeholder analysis in marketing

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


• develop the critical thinking perspective of stakeholder theory and its

relationship to marketing and business performance

• effectively recognise define, describe, analyse and apply the different

philosophical perspectives that inform contemporary approaches to the

analysis of stakeholder relationships

• to critically evaluate and be able to effectively track and analyse, current

stakeholder relationship issues as reported in the media and relate these to

theory as presented in the academic literature

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• be able to prepare a 'stakeholder map', analyse its components, and develop

marketing strategies and tactics to address the needs of the various

stakeholders identified

• be able to develop and present effective stakeholder marketing orientated

communications.

Assessment


Examination: (3 hours): 50%

Contact hours

3 hours per week or equivalent

…………………………………………………………………………………………..

MKC3460 - Integrated marketing communication

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


• critically evaluate the role of Integrated Marketing Communication in building

brand equity

• employ a conceptual framework for the planning, integrating and control of

the marketing communication process

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• demonstrate the strategic use of each of the communication elements --

advertising, direct marketing, sales promotion and PR/publicity

• formulate relevant ideas on campaign message and creative strategies and

discuss them

• recommend appropriate ways to evaluate a marketing communication

campaign.

Assessment



Contact hours

3 hours per week or equivalent

…………………………………………………………………………………………..

MKF3121 - Marketing planning and implementation

Synopsis


evaluation and control in marketing planning; Australian case studies in corporate

marketing planning and strategy. Concepts of product management; designing a


Objectives











38


Assessment



Contact hours


…………………………………………………………………………………………..

MKF3131 - Strategic marketing

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




• analyse information supplied from a case and identify the core marketing

problem

• design, evaluate and recommend marketing strategies that solve the identified

core marketing problem

• source and select relevant marketing theories and marketing tools to support

analysis and recommendations.

Assessment



Contact hours


39


…………………………………………………………………………………………..

MKF3301 - Services marketing

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


• define a service and understand the implications of this on marketing research,

buyer behaviour, classification of services and internationalising services

• design a service using blueprinting and the servuction model

• develop and implement promotional, pricing, product, distribution strategies

for a service giving consideration to the demand management implications

• explain the importance of the measurement of service quality, giving

consideration to relationship marketing theory.

Assessment



Contact hours


…………………………………………………………………………………………..

MKF3471 - Sales management and negotiation

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.

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It covers areas of management, which focus on buying-centre/selling team

relationships. There is a focus on the relationship between the functions of marketing

and sales within organisations and the effect on corporate performance.

Objectives


• evaluate different selling situations and select appropriate selling approaches

to implement

• demonstrate an ability to communicate and negotiate persuasively and

professionally in a sales setting

• apply the key elements of sales management, personal selling and negotiation

theory, specific to business relationships

• recommend appropriate sales management strategies for recruitment,

selection, development, supervision, motivation and evaluation of salespeople.

Assessment



Contact hours


…………………………………………………………………………………………..

MKF3881 - Electronic marketing

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


Objectives


• illustrate insight into how traditional marketing structures and concepts,

techniques and activities translate into the electronic marketing medium

• demonstrate an integrated perspective of how electronic marketing contributes

to value creation for all stakeholders

• illustrate an ability to analyse the market and to create and develop innovative

electronic solutions to fulfil identifiable needs

• combine theory with the pragmatism required to effectively traverse the divide

between marketing and delivering an electronic solution to market needs.

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


…………………………………………………………………………………………..

MKW3121 - Marketing planning and implementation

Synopsis


evaluation and control in marketing planning; international case studies in corporate

marketing planning and strategy; concepts of product management; designing a


Objectives




42









Assessment



Contact hours


…………………………………………………………………………………………..

MKW3261 - Public relations campaigns

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


• identify the theoretical background necessary for the development of an

effective public relations campaign

• analyse and evaluate critically a range of case studies regarding public

relations campaigns

• design and implement a public relations campaign to meet client objectives

• demonstrate effective group/team work by contributing to the planning,

research, analysis, and reporting components of a group project, and

encouraging other group members.

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Assessment



Contact hours


…………………………………………………………………………………………..

MKW3231 - Public relations consulting

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


• understand the roles and responsibilities of PR consultants and client managers

in the field

• develop experience in key consulting techniques and management processes

• evaluate campaigns/programs/ operations of a consultancy from both 'owner'

and 'client' perspectives

• apply academic and industry research in the formulation of business

presentations.

Assessment



Contact hours


…………………………………………………………………………………………..

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MKW3841 - E-business performance measurement

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.

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.

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



Contact hours


…………………………………………………………………………………………..

MKX3621 - Advertising management

Synopsis

This unit explores advertising management issues. Topics include: the structure and

responsibilities of the advertising industry and its controls. Management of

45


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


• explain the advertising management process within a client organisation,

media group or an advertising agency

• formulate an appropriate approach for the selection, evaluation, briefing and

remuneration of an advertising agency

• explain the various relationships within the agency/client/media roles

• critically evaluate creative concepts and executions

• critically assess ideas associated with advertising management issues.

Assessment



Contact hours


…………………………………………………………………………………………..

YEAR IV

Research method units

MKX4050 - Marketing theory

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


common in marketing as they are in management, economics, or sociology -- for

example.

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


• critically analyse the origins and history of marketing thought, including

continuities and discontinuities with the past

• explain the major schools of thought in marketing

• compare a range of select theories from other disciplines and evaluate if these

theories might be useful in a marketing context

• critically review a number of methods of inquiry and explanation utilised in

the discovery and confirmation of knowledge

• compare explanatory philosophies within marketing and their relevance to

changes in marketing

• explain critical thinking in marketing theory use apply and its use to interpret

and integrate findings into a broader theoretical framework.

Assessment



Contact hours

3 hours per week

…………………………………………………………………………………………..

47


MKX4080 - Quantitative research methods in marketing

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.

In this unit, we place emphasis on understanding the underlying assumptions required

to conduct such analyses, appropriate interpretation and reporting of results and the

use of these techniques in informing decision makers and academics.

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.

The aim is to provide knowledge of available data analysis techniques to address

specific research questions, their strengths and weaknesses (limitations). The

relevance to research design and sampling issues.

Upon successful completion of this unit students will:

• have an understanding of a range of data analysis procedures that may be

appropriate when examining marketing issues.

• be able to identify, specify and run the various software programs.

• be able to interpret the output of these data analysis procedures.

• demonstrate an understanding of designing quantitative research and

implications for sampling and sampling units.

• design research instruments to achieve validity and reliability and

generalisability.

Assessment


Contact hours

3 hours each week over a 13 week semester

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………………………………………………………………………………………

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


• identify and conduct supervised independent research in an appropriate area of

interest to academic marketers

• critically evaluate the literature relevant to the selected area of interest

• broaden and deepen understanding of research methods in marketing

• contribute to marketing knowledge.

Assessment


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bachelor of marketing course structure

Documents