MKTG100 to MKTG608
MKTG100 Principles of Marketing
10 cp
Prerequisites Nil
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The unit aims to introduce students to the ideas, concepts, theories and principles of marketing in today’s world. By utilizing theoretical and practical teaching approaches the subject focuses on developing a broad understanding of the marketing environment and the activities of a marketing manager operating within the individual firm.
MKTG101 Business Marketing
10 cp
Prerequisites BUSO102 Business Administration
Teaching Organisation This unit is taught in the distance education mode and is presented in two parts. Part one consists of 12 topics presented over 12 weeks. There will be a new module (topic) every week. Each module consists of required reading, outcomes, key terms, summary or required reading and an assessment item. Part two consists of residential school sessions.
In today's complex business world it is important for business practitioners to analyse their markets and respond in ways that are practical and effective. This unit aims to provide students with a clear understanding of marketing concepts as practiced in Australia's business environment. It focuses on the development of practical marketing skills and strategies. A feature of this unit is the inclusion of 'real-world' case studies examining the marketing initiatives of Aboriginal and Torres Strait Islander enterprises.
MKTG200 Marketing Research
10 cp
Prerequisites MKTG100 Principles of Marketing and STAT102 Business Statistics
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The unit is designed to introduce students to the concepts of marketing research as it is practiced today and to develop skills in using important marketing research techniques for quantitative and qualitative marketing research.
MKTG201 Consumer Behaviour
10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The unit is designed for business students who already have some elementary understanding of the principles and practice of marketing. It explores the buying processes and the factors that drive consumers to behave the way they do. The unit focuses on the key issues in understanding contemporary consumer behaviour such as consumer learning processes, attitudes, group influences, culture, classes, organisational and personal buying decision making.
MKTG202 Marketing Communication
10 cp
Prerequisites MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The unit is designed to introduce students to the field of marketing communications – the process of communicating marketing messages to promote companies, products, services, issues. Students will develop understanding of the whole range of marketing communications tools, media and communication techniques. The importance of an Integrated Marketing Communications (IMC) approach in achieving message consistency and maximum impact will be stressed.
MKTG301 International Marketing
10 cp
Prerequisites MKTG100 Principles of Marketing and ECON104 Business Economics
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit is intended to give students an exposure to and an appreciation of international marketing as a discipline within the wider discipline of marketing. It takes a managerial focus in highlighting key themes and issues in international marketing and aims to equip students with some of the fundamentals of international marketing decision making. The emphasis is on decision-making processes, strategy and performance of the individual firm operating (or seeking to operate) in the international environment.
MKTG302 Retail Marketing
10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The unit introduces students to conceptual models of retailing. Marketing issues relating to strategy, planning, competitive environments, store development, operations, channels, merchandising, marketing communications, location and analysis, etc are addressed. Emerging trends such as demographic changes, technology, globalisation, labour shifts are discussed in view of their potential to significantly impact on the retail industry in the future.
MKTG303 Marketing Theory
10 cp
Prerequisites MKTG200 Marketing Research and MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit focuses on the theoretical literature in marketing and some of the philosophy of science literature. It deals with the history of marketing thought and marketing research and a number of the “classic” articles in the discipline of marketing are reviewed. It is particularly useful for students who have a specialist or academic interest in marketing.
MKTG305 Services Marketing
10 cp
Prerequisites MKTG100 Principles of Marketing and MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
Services Marketing highlights strategic and tactical marketing practice in a services context. The unit provides an insight into marketing practice in the services sector: how it differs from the marketing of tangible goods, and the strategies employed by successful services businesses.
MKTG306 Channels Management
10 cp
Prerequisites MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
Once considered just an after-thought, today marketing channels management is an area gaining greater prominence and importance in every business sector. Management’s realisation of the vast benefits an efficient and effective distribution system can provide, continues to redefine marketing channels. The unit aims to stress the importance of superior marketing channel structure as a source of sustainable competitive advantage of the modern organisation.
MKTG308 Business to Business Marketing
10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit is designed to give students exposure to and understanding of the processes and marketing issues involved in business to business marketing. The unit will provide broad understanding of the Business Marketing environment, making and moving business goods and services, promoting and selling business goods and services, contemporary issues in business marketing and ethical considerations in business marketing.
MKTG309 Product Management
10 cp
Prerequisites MKTG100 Principles of Marketing MKTG200 Marketing Research, MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit will provide students with a detailed description and accompanying analysis of the major marketing tasks undertaken by marketing managers in the area of product management. Concepts and issues that will be covered include new product development processes, product life cycle, brand building and equity, products positioning, and products in cyberspace. Students in the first instance will be provided with a theoretical understanding of the key concepts and issues, followed by a practical description of the tasks performed by product managers. Illustrations of the latter would be provided through applied examples and case studies.
MKTG310 Consumer Power and Culture
10 cp
Prerequisites MKTG100 Principles of Marketing, MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit is intended to provide students with an understanding of the relationship between marketing as a discipline and consumer rights and responsibilities. It looks at marketing from the consumer’s point of view rather than the traditional marketing manager’s point of view. As such it draws from a particular school of marketing thought known as the Activist School. It also draws on the Macro Marketing School of thought. Topic areas covered include the “culture” of consumption of products and services in developed markets, and the history of the consumer rights movements in the United States and Australia. Relevant Federal and State legislation and regulations are reviewed, as are marketeers multiple responses to consumer pressures and the challenges posed by technology.
MKTG311 Internet Marketing
10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit provides students with an introduction to the tools and resources that are available to marketing managers. More specifically, use of the internet and web‑based technologies to structure successful marketing strategies, minimise costs and increase effectiveness of marketing programs will be addressed. By developing awareness and understanding of the internet and the world-wide web, students will learn to recognise the potential that this fast growing area of business offers marketing managers today. Through the study and analysis of applications of electronic marketing, students will develop a hands-on approach to using the internet and the world-wide web for the benefit of their customers, business and society. Attention will be paid to the ethical and legal issues arising from the use of the internet and World Wide Web and the implementation of web-based e-commerce.
MKTG312 Corporate Brand Management
10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit is designed to introduce students to the concepts of corporate identity and corporate branding as they relate to the way in which corporations are marketing themselves. Issues to be covered include the historical development of the concepts of corporate identity, corporate image and corporate reputation, and schools of thought on corporate identity, types of identities, changes in identity, communication of the corporate brand, and managing and evaluating corporate identity programs. Students learn to research the corporate brand and reputation of companies by conducting behavioural, visual and communication audits. Case studies involving corporate identity crisis issues are presented to enable students to learn how to minimise their occurrence by effective corporate brand management, and how to deal with unexpected crises in corporate branding.
MKTG313 Strategic Marketing
10 cp
Prerequisites MKTG200 Marketing Research, MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
Strategic marketing is concerned with the long-term viability of a business and even the organisation as a whole. The unit will provide broad understanding of the processes involved in strategic marketing planning, design of competitive marketing strategies, achieving competitive advantage, implementation and control of strategic marketing plans. Through an integration of marketing theories, concepts, and models studied in previous marketing units the students will develop more advanced level analytical, planning and implementation skills in the find of marketing management.
MKTG600 Marketing Management
10 cp
Prerequisites Nil
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit is designed to provide you with sufficient knowledge of marketing principles that will enable you to understand the basic role and operation of a marketing manager. You will also develop skills necessary to analyse marketing problems leading to the development of strategic and tactical plans consistent with your analysis.
MKTG601 Corporate Marketing
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit focuses on marketing at the corporate level. The societal marketing concept discussed in Marketing Management is one of the motivations for organisations to market the corporation as a brand. Other motivations are the need to present a consistent image to the many organisational stakeholders, globalisation of companies and the economies of scale realised by marketing the organisation rather than individual brands. Topics discussed include the historical development of the concepts of corporate identity, visual identity, corporate brand, corporate image and corporate reputation. Schools of thought on corporate identity, types of identities and managing and evaluating corporate identity change are discussed using case examples. Managing the communication of the corporate brand to different stakeholders is also covered. Research will be undertaken by students, to determine the consistency of the corporate brand message, using visual and behavioural audits.
MKTG602 International Marketing
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
International Marketing is defined and explored as it relates primarily to Australia and its relationship with its principal trading partners with specific emphasis on the nations of the Asia-Pacific region. Manufactured products as well as services are considered and the objectives and strategies of both private and public sector organisations are investigated. The nexus between the international cultural environment, international marketing management theory and practice is explored.
MKTG603 Marketing Research
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The task of marketing research is to provide management with relevant, reliable, valid and current information. This unit introduces students to concepts of marketing research practice and develops skills in market research techniques for qualitative and qualitative marketing research. The role of marketing research in management practice is explored.
MKTG604 International Consumer Behaviour
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
The key to a successful marketing strategy, both domestically and globally, is often based on a thorough understanding of consumer behaviour. This unit explores the buying processes and the factors that drive consumers to behave the way they do in various market contexts domestically and internationally. The unit investigates key issues in understanding contemporary consumer behaviour such as attitudes, group influences, culture, social class, consumer learning processes, organisational and personal buying decision making.
MKTG605 Marketing Communication
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit explores the promotion aspect of the marketing mix and the process of communicating marketing messages internally and externally to enable organisations to interact with decision makers and users of products and services. The range of marketing communications tools, media and communication techniques will be introduced. The unit will focus on an Integrated Marketing Communications (IMC) approach and promotion in overall marketing strategy.
MKTG606 Strategic Marketing
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours of lectures and tutorials per week, over 12 weeks.
Strategic marketing examines the concepts and processes for gaining competitive advantage in the marketplace. Marketing as a major stakeholder in key organisational core processes such as new product development, sales and fulfilment, and customer support are explored. This unit will provide understanding of the processes involved in strategic marketing planning, design of competitive marketing strategies, achieving competitive advantage, implementation and control of strategic marketing plans. The integration of marketing theories, concepts, and models will help students develop analytical, planning and implementation skills in the field of marketing management.
MKTG607 Internet Marketing
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
This unit discusses internet marketing techniques and how to use them to their maximum effect in a commercial or non-business setting. Use of the internet and web-based technologies in conjunction with more traditional approaches to marketing to structure successful marketing strategies will be addressed.
MKTG608 Services Marketing
10 cp
Prerequisites MKTG600 Marketing Management
Teaching Organisation 3 hours per week for 12 weeks or equivalent.
Services marketing recognises special challenges that exist in the marketing of services compared to the marketing of physical products. Issues such as service design, dealing with intangibilities, the inability to inventory, difficulties in synchronising demand and supply, and controlling the performance quality of human interactions are addressed.
Page last updated: 2017-06-28
Short url: https://handbook.acu.edu.au/61523
Page last updated: 2017-06-28
Short url: https://handbook.acu.edu.au/61523