Units in detail

This unit is designed to equip you with the latest knowledge for moving from 'research problems' to 'marketing insight'. It looks at a range of research techniques and analyses why some are better than others in different situations. You are given the opportunity to acquire a broad knowledge in both qualitative and quantitative research, while stripping away the mystique around the sometimes confusing term 'research methods'. The focus is on developing your critical thinking and analytical skills.

This is your opportunity to think deeply about the relevance to marketing of questions such as: 'Why do people buy?' 'What motivates buyers?' 'Why do people consume the way they do?' This unit aims to develop in you the ability to critically examine the role and contribution of the behavioural sciences to consumer behaviour. It involves reviewing and discussing compelling, handpicked articles. And there is a group project with case application. This case application uses a theory or theme from the consumer behaviour literature to analyse and compare two competing products or retailers.

The aim of this unit is to extend knowledge and understanding beyond that covered in introductory marketing communication theory, and to develop improved skills to apply this understanding to practical and challenging communication scenarios. In particular emphasis will be placed on critical analysis and insights gained from exposure to the literature and professional practice in marketing communication.

As you study the practices of leading edge organisations, in this unit you get exposed to the latest in contemporary thought and practice in logistics and supply chain management. There is special emphasis on exactly how organisations are using logistics and supply chain management as a competitive tool. The unit shows clearly just how logistics management extends across organisational boundaries. Through your assignment work, you have the opportunity to apply new concepts in case studies and in your own workplace.

All marketing practitioners, both in the consumer and business-to-business sectors, want to deliver value for their organisations. And they want access to a credible scorecard for measuring marketing success. This unit examines a range of contemporary tools that can be used for diagnosing, assessing, tracking and evaluating performance as well as modifying actions in order to improve future projects. Through in depth analysis of long-term and short-term sustainable competitive advantage, this is a unit that addresses a topic of enduring importance for all marketers.

Financial services organisations are striving to become more innovative and entrepreneurial. Right now they need qualified marketers who can energise them in new ways and show them how to turn challenges into opportunities in building stronger customer relationships. This unit starts with the essentials of marketing services. From there, it becomes specific with a detailed examination of the marketing of modern financial services. With many current examples to illustrate the concepts, we take a close look at contemporary providers and critically assess their marketing efforts.

This unit puts the blowtorch on the allimportant business-to-business segment that so many marketing practitioners are involved in. You have the opportunity to examine the distinct characteristics of business-to-business, the way business buyers make buying decisions and the characteristics of business decision makers. You analyse business-to-business marketing principles, you develop workable strategies, and you look at the options for applying practical business-to-business marketing tactics. This unit illustrates the business-tobusiness marketing mix, the challenge of managing multiple channels, and businessto business segmentation.

Using the case study method, this unit draws on, and integrates, the analysis techniques you have learned from all other units. It is structured to integrate the theoretical, functional and planning aspects of marketing (and other business disciplines) into a practical problem-solving framework. You carefully work through such fundamentals as objective setting, problem identification, internal and external environment analysis, strategy design and evaluation and strategy implementation. Essentially, this unit extends your understanding of the development, evaluation and implementation of strategies.

In demonstrating that marketing is an evolving and dynamic discipline, this unit discusses issues that are right now impacting marketing theory and practice or are likely to in the future. The issues uncovered include: sustainability, experiential retailing, strategy, branding and value exchange. In seminar format with guest presenters, this unit gives you the opportunity to consider how organisations manage or adapt to the impact of these issues in daily operations and in the development of marketing strategy. For assessment you research specific issues in detail.

Value is such a fundamental element of marketing. All customers want to receive value of one sort or another. Professional marketers appreciate the need to create value, whether they are offering products or services. This unit probes the real meaning of meeting customer needs through delivering value. You look at the whole question of how organisations can use 'value' to their advantage. And you spend time discussing the processes involved where business focuses on delivering value not only to customers, but to all players involved in the distribution chain.

This is the unit where students can get a clear grasp of the fundamentals of direct marketing. The all-embracing emphasis on understanding the customer is dotted through this unit so that in the end, you are under no illusion that direct marketing starts and ends with the customer. In split block mode, you explore all the pillars of direct – targeting, media channels, offers, testing, measurement, lifetime value and database analysis. The unit includes a major study of a challenging direct marketing case.

This unit gives you the opportunity to study in split-block mode the creativity that makes direct marketing so powerful. Students look at what works and what's involved in evaluating creative work. You examine in detail the channels that direct marketing uses such as mail, email, telemarketing and mobile marketing. It's a hands-on unit where you hear from industry specialists and visit a facility that is doing truly innovative work. Plus, there is a real live not-for-profit case to get your teeth into.

This unit gives you an overview of the concepts, theories and issues associated with e-business. It raises a range of topics around e-business in order to illustrate the fundamentals that you need to consider as you advance your understanding of what e-business is, and how it works. This unit involves lectures, cases, class discussions and guest speakers. It is a dynamic subject area, and there is a real focus on the current marketplace to ensure that the material covered is in tune with the very latest implementations.

Traditional business disciplines, in general, now appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing, the most visible agent of change in recent memory has been the web. It has revolutionised whole sectors of the world economy. This unit takes traditional views of marketing and exposes them to critical analysis in the light of the technology change that is all around us. It explores how marketers can now utilise different ways of understanding, creating, communicating and delivering customer value.

Foundations of marketing gives you a fundamental framework for the Executive Certificate in Marketing and the Master of Marketing. You scrutinise current issues and trends while working through topics such as marketing planning, value exchange, forecasting, brand positioning, new product development, communications, pricing and demand chain management. This unit is presented from a marketing management perspective and examines the scope and role of the marketing discipline. It equips you with the essential tools for the management, analysis, development and implementation of effective marketing strategies.

As all professional marketing practitioners understand, a key element of logistics and supply chain management is the managing of orders and their physical fulfilment. In this unit the topics you investigate include strategic warehousing decisions, third party logistics, decision analysis techniques for facility locations, warehouse design, labour management, contingency planning and measuring performance. Understanding these processes is invaluable for all marketers, especially direct marketers. After all, both B-to-B and B-to-C marketing culminates in customer satisfaction only when something is delivered.

Integrated marketing communication is about understanding how organisations communicate brand value to their customers and prospects. To complete this unit and to be in touch with current marketing communications, you'll need to watch TV, read newspapers and magazines, listen to the radio, surf the net and check out your mailbox. In this unit you come to terms with the integration of the communication elements of advertising, direct response, the internet, publicity, event management, sales promotion and sponsorship as they all contribute to brand value.

International marketing involves establishing and coordinating marketing activities across national boundaries. This unit takes you a long way towards developing a global mindset. You analyse and evaluate the complexities of the ever-changing global marketing environment so that in your work you will be able to identify and profit from global marketing opportunities. And you develop an international marketing plan for a specific product or service. Topics covered include analysis of the global marketing environment, country profiling, evaluation of industry and market attractiveness and analysing market characteristics.

This unit reviews, researches and discusses the critical issues and opportunities facing retailers in Australia and around the world. In split block mode you have the opportunity to explore the developments in the internationalisation of the retail industry, and the essential nature and character of retailing. You penetrate into the key international trends, the strategies for international expansion and the critical success factors for growth and sustainability. The unit also covers buyer behaviour, retail operations, market entry strategies, and the impact and influence of culture on modern retailing.

The program is designed to expose students to the thinking of some of the world's leading marketers. Students are expected to understand the critical factors associated with marketing in an international arena such as culture, marketing communication, branding, sponsorship, globalisation, research, e-marketing, customer services and retailing. In addition to the standard unit fees payable for this unit, students are required to pay for airfares, transfer and accommodation.

Looking for an opportunity to dissect a marketing challenge from your own workplace? Maybe the major project is the answer, for this is an independent research unit. You identify the topic or problem to be tackled, you do the research (stretched over one or two semesters) and you produce the final report. To do the job properly, of course, you take a broad view to reach a comprehensive solution calling on your learnings from the other units you have studied.

Once you have completed the introductory unit, Supply Chain Logistics (MKX 9610), you are ready to advance your specialist logistics knowledge with this unit. Here you examine in detail different techniques for managing inventories along the whole supply chain and explore the relationship of inventory planning with manufacturing, distribution and supply. You carefully study techniques such as control point models, MRP, MRPII, ERP, DRP and JIT/TQC. You also investigate the sales and operations planning process as an integrative mechanism for bringing customer demand closer to the inventory management role.

The ability to evaluate and anticipate the marketing department's contribution within the organisation is of growing importance. Increasingly, organisation boards are requiring marketing to provide greater rigour and accountability. This unit explores the use of marketing models and metrics as a means of analysing performance and demonstrating the expected return on marketing investment, thereby enabling effective decision making.

This unit prepares students to work in a business environment where the sustainability of marketing practices is a source of competitive advantage. It examines the 'green' consumer and provides students with a framework to develop a marketing strategy within a world that is increasingly concerned with the environmental impact of business decisions.

This unit gives you an understanding and appreciation of how the innovative mind works. You learn how to blend innovative thinking with the disciplines of planning a new venture. You consider the entrepreneurial mind and the differences between an idea and an opportunity. With an innovative approach, this unit stretches your thinking – so be prepared to challenge standard business norms and be involved! Feedback from previous students indicates that the newfound knowledge on offer here can help you in business as well as in life.

Marketing research is a critical part of the marketing information system. It can improve marketing decisions by providing the practitioner with information and insight relating to consumer needs. With examples of industry applications, this unit gives you a comprehensive overview of all forms of research as used by marketers. Some of the topics examined include the nature of research problems, exploratory and qualitative research, collection methods, measurement concepts, sampling and fieldwork, sources of error, evaluation of statistical and practical significance, data analysis and interpretation.

If you want to understand the role of merchandising within a corporate and supply chain environment, this unit is exactly what you need. You'll learn how to apply standards of ethical behaviour in a retail environment, develop and present a merchandising plan and develop and present a balanced assortment plan. In essence, this unit covers the A – Z of merchandising, it takes a close look at how the various merchandising components fit together and lets you analyse the complexities and challenges within a critically important supply chain.

This program is designed to expose students to the thinking of some of Australia's leading marketers. Students are expected to gain an in-depth understanding of critical factors that impact on marketing strategy decision making including marketing communication, branding, sponsorship, globalisation, research, customer services and retailing within the context of the Australian domestic business environment. In addition to the standard unit fees payable for this unit, students are required to pay for airfares, transfer and accommodation.

This unit explores the similarities, differences and challenges of marketing in fields such as social and political marketing, government and education marketing, and arts and culture marketing. With numerous local and overseas examples, an interactive seminar approach gives you the opportunity to develop an in-depth appreciation of nonprofit marketing. In this diverse sector, commercially derived marketing concepts have played an important role, but marketing also faces special challenges. The focus is on the unique features of nonprofit marketing and the role of social marketing concepts.

New product development today is big business but risky. Research shows that 70% of new products do not last more than two years. To get to know what exactly optimises new product success, the emphasis of this unit is on the processes that are known to work. You study key product development phases such as the identification, development, testing and launch of new product and service ideas. Plus, you scrutinise current issues in the management of brands and investigate the importance of speed to market.

With many contemporary examples, this unit is essentially a total critique of relationship marketing. In both B-to-B and B to C, relationships have always been important. The current interest in relationship marketing is a reflection of the focus that managers now place on establishing, maintaining, enhancing and even, where necessary, terminating relationships. In this unit you get to examine the origins of relationship marketing, the variety of relationships involved and how value is added through relationships. You also analyse the options for implementing relationship marketing.

This unit provides a complete overview of all that's important about retailing. You pursue the critical issues, problems and practices involved in managing a retail operation. You get the opportunity to study close up the management of retail organisations within a changing retail landscape and the application of strategic and financial planning in this sector. The unit carefully details such issues as the role of the retailing industry in distribution, its structure and its dynamics, retail merchandise planning, and the current techniques used in the formulation of retail strategies.

With marketing and selling so indelibly intertwined, professional marketers must appreciate the sales process. This is the unit that gives you a comprehensive understanding of sales management. You penetrate into the real meaning of all the vital elements of modern sales management. The topics examined include: the selection, recruitment, training and development of sales people, the sales process, forecasting and estimating market potential, sales budgeting and profitability, planning sales territories, determining sales quotas and the optimum allocation of sales effort and resources.

From financial services to professional services to the rapidly expanding fields of telecommunications and technology, services marketing today is everywhere. And it is a continually expanding sector that most marketing practitioners are likely to be involved in for at least part of their careers. This unit provides an in-depth analysis of the marketing techniques that apply to service organisations and industries. It takes you into the mind of the services marketer while analysing service design and delivery, customer service, service quality measurement and internal marketing.

This unit reflects on the omnipresence of sport in Australian society, the interconnectedness of sport and business, particularly marketing, and those factors that differentiate sport marketing from mainstream marketing. Important issues covered include sport marketing planning and strategy development, stakeholder analysis and developing the sport marketing brand. You also study closely a range of sponsorship issues including sponsorship linked strategy development and sponsorship evaluation. This unit is valuable whether you have an interest in marketing strategy and application or sport marketing.

Implementing effective marketing that creates demand is only part of the business challenge for marketers. Clearly, customer demands must be satisfied. We can only satisfy customers through using an appropriate channel of distribution – and managing the logistics of that channel. This is the unit that gives you an overview of modern logistics as they operate in the marketplace today. Topics discussed in detail include distribution cost analysis and strategic profit models, channel structure, function and design, the evolution of vertical marketing systems, and performance management.

With thought-provoking case studies and exercises, this unit introduces multivariate statistical techniques. These are techniques that are currently used by modern marketers in analysing business and marketing survey data. You review the statistical tools available, while uncovering topics such as factor analysis, structural equation modelling, cluster analysis, discriminant analysis, correspondence analysis and multivariate analysis of variance. The emphasis throughout this unit is on understanding, interpreting and reporting analysis results and on the proper use of techniques. SPSS software is used for problem solving.

This unit will cover customer-based brand equity; brand vision, positioning and values; components of a brand, services branding; planning brand marketing programmes; points of parity and points of difference; implementing and resourcing brand marketing programmes; measuring and evaluating brand equity, its sources and outcomes; building a consistent integrated brand strategy and brand extensions; branding of new products; international brand management; reinforcing, revitalising, and retiring brands; and overall strategic brand management.

In this unit you take a step back for a comprehensive overview of marketing, while you carry out a critique of current directions and a critical review of traditional theories. Specific topics include strategy and its role in the organisation, ethics, and exchange theory and process. You also examine the impact of technology on marketing and strategy implementation. You use case studies that require strategy development to integrate a range of analysis approaches learned both in this unit and in your other marketing studies.

This unit seriously probes buyer behaviour. It gives you the opportunity to understand the buying behaviour and motivation of individual buyers as well as organisational buyers. You review a range of essential concepts from psychology, sociology, anthropology and economics. The unit also uses the value exchange framework along with models and concepts relevant to buying behaviour. There is special emphasis on developing an understanding of decision processes and examining exactly how consumers and businesses respond to change, innovation and trends.

With the Minor thesis you can experience the benefits of independent research as a rewarding method of extending your marketing knowledge. You choose your topic, being as specific as you want, in conjunction with the unit coordinator or a prospective supervisor. Through this unit, you develop your ability to think about and reflect on issues in marketing, you get immersed in a specialised area and you make your own contribution to our shared marketing knowledge.