MKTG600 to MKTG608

MKTG600 tO MKTG608

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

Prerequisite 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.