MKTG100 to MKTG313

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.

MKTG304 Marketing Models                                                                                                                 10 cp

Prerequisites MKTG200 Marketing Research and MKTG201 Consumer Behaviour

Teaching Organisation 3 hours per week for 12 weeks or equivalent.

Students are exposed to the basic philosophies and methods that underlie the development and use of quantitatively based marketing models.

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.

MKTG307 Business Marketing                                                                                                              10 cp

Prerequisites MGMT203 Managing Organisations

Teaching Organisation This unit is taught in the distance education mode and is presented in two parts. Part one consists of six modules presented over 12 weeks. There will be a new module (topic) every two weeks. Part two consists of residential school sessions. Each module consists of required reading, outcomes, key terms, summary of required reading and an assessment item. The required reading for each module will be found in the unit’s book of readings.

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 practised 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.

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.