Courses - Faculty of Business And Economics
Marketing
Stage I
Essential Marketing
Introduces fundamental marketing ideas and skillsets. Explores the world of customer value creation and marketing communications through the eyes of marketing and creative experts. Covers current topics in marketing including digital and social media, social entrepreneurship, big data analytics, green marketing and sustainability.
Restriction: BUSINESS 111, 112, MKTG 203
Stage II
Marketing Research
Focuses on the critical role and importance of information in marketing. Covers the fundamental concepts of marketing research in traditional and digital environments and examines how these can be used to assist companies in their decision-making.
Prerequisite: MKTG 201 or 203, and 15 points from ECON 221, ENGSCI 211, STATS 100, 101, 108
Strategic Marketing
A comprehensive overview of the central principles and concepts of marketing strategy and management. Highlights the challenges that marketing managers face in planning and implementing effective marketing mix strategies.
Prerequisite: 15 points from BUSINESS 102, 103, 112, 113, MGMT 101
Restriction: MKTG 201
Stage III
Advanced Marketing Strategy
Develops knowledge in how to analyse, implement and evaluate advanced marketing strategies. Encourages the application and consideration of marketing strategies to solve real business challenges. Nurtures a strong appreciation for how marketing connects and relates to other business disciplines.
Prerequisite: MKTG 202 and 201 or 203
Advanced Marketing Research
A case-based course in which students conduct live research for a client and work with mentors from industry. Theory and practice are intertwined to provide students with understanding and experience in key aspects of quantitative market research, including advanced questionnaire design skills, online research methods, data analytics and deriving and communicating insights.
Prerequisite: MKTG 202 and 201 or 203
Consumer Behaviour
Focuses on understanding customers. Applies psychology to how people make consumption decisions and interpret advertising. Includes a consideration of individual differences and environmental/situational influences on consumers.
Prerequisite: MKTG 201 or 203
Digital Marketing
Examines how digital devices and applications are transforming the way organisations engage with consumers and how consumers search for, compare and select products. Develops understanding of how organisations use emerging technologies and how these influence consumer preference and decision-making. Builds skills in online data analytics and conducting research with an industry partner.
Prerequisite: MKTG 202 and 201 or 203
Restriction: INFOSYS 344
Services Marketing and Management
Focuses on services, service design, and service innovation, with the aim of developing empathy for customers and understanding the customer experience. Takes an active and process-oriented approach to achieving these aims, including the application of tools such as design thinking.
Prerequisite: MKTG 202 and 201 or 203
Advertising and Branding
Focuses on how a business can take an integrated approach to communicating with its customers and with other key stakeholders. Explores traditional tools such as advertising, sales promotion, public relations, personal selling, and direct marketing, as well as newer forms of communicating within digital and social media environments.
Prerequisite: MKTG 202 and MKTG 201 or 203, or COMMS 100, 104, MKTG 151 with a B grade or higher and COMMS 202 or 204
Customer Insights
The contemporary big-data revolution requires the integration of marketing strategy, tactical marketing insights and analytical skills. Employs real-life data sets for enhancing strategic and tactical decisions about customers and the market. Collaborates with leading business partners to develop highly sought after practical marketing skills.
Prerequisite: BUSAN 200 or MKTG 202
Social and Sustainable Marketing
Explores how marketers can contribute to a healthy, sustainable, equitable and ethical society. Discusses how marketers need to be aware of the impact of their actions, and teaches how to embed such issues into marketing decisions and use marketing for positive societal change.
Prerequisite: MKTG 201 or 203
Customer Insights and Marketing Intelligence
The contemporary big-data revolution requires the integration of marketing strategy, tactical marketing insights and analytical skills. Employs real-life data sets for enhancing strategic and tactical decisions about customers and the market. Collaborates with leading business partners to develop highly sought after practical marketing skills.
Customer Value Management
Value creation is a fundamental part of modern marketing and firms increasingly utilise technology for this purpose. Explores cutting edge theory and the practice of customer-centricity, customer relationship management (CRM), customer information management, and sales and field force automation, as well as new models of organisational relationship and customer experience management (CEM).
Prerequisite: MKTG 201 or 203
Postgraduate 700 Level Courses
Developing Research Ideas in Marketing
A critical precursor to the dissertation, this course provides the ground work to transform students into professional researchers. Working critically with the literature and being aware of ethical implications are integral parts of any research. This course provides the necessary skills related to the literature review and ethical conduct that will prepare students for carrying out their own empirical research work in marketing.
Prerequisite: MKTG 701, 703, 705
Corequisite: MKTG 704
Restriction: MKTG 788
Marketing Theory and Practice
A core course providing an introduction to marketing philosophy, theory, current debate and advancements in the field. Emphasis is on developing the critical thinking and analytical skills necessary to undertake postgraduate research.
Contemporary Marketing Issues
An advanced study of marketing theory relating to contemporary issues. Emphasis is on providing students with in-depth knowledge of key topics, and asking them to critically evaluate the field. Topics covered include anti-consumption and consumer resistance, corporate social responsibility, ethics, sustainability, and marketing strategy.
Advanced Consumer Research
A core course in the postgraduate programme, providing a foundation for a deeper understanding of buyers. This is an advanced study of fundamental theories in buyer behaviour, where both classical and contemporary theories are evaluated.
Advertising and Social Media
Examines advertising, with an emphasis on digital communication. Explores how digital trends, such as social media and influencers, are impacting the dynamics between consumers and firms. Develops students' critical thinking and research skills and their ability to develop solutions to advertising challenges.
Technology and Customer Relationships
Analyses and critically evaluates customer relationship management processes and provides insights into the application of digital technologies in managing customer relationships. Develops conceptual frameworks for data selection to enhance customer insights and the management of customer relationships.
Digital Marketing Strategy
Critically evaluates the processes and mechanisms of digital platforms. Develops skills in devising a digital marketing strategy, including product design and pricing.
Market Innovation and Design
Critically evaluates the processes that underlie market-based innovations. Explores key issues and tools to create market-focused innovation to transform experiences, organisations, and societies.
Dissertation - Level 9
Prerequisite: MKTG 700
To complete this course students must enrol in MKTG 791 A and B, or MKTG 791
Thesis - Level 9
To complete this course students must enrol in MKTG 794 A and B
