Marketing

Overview

Overview

This course provides you with a comprehensive and in-depth coverage of the principles of marketing management and strategy, buyer behaviour and marketing research as well as key specialist topics relevant to contemporary marketing theory and practice.

The course covers aspects of marketing communication, digital marketing and the application of marketing in particular industries, such as tourism.

As part of your studies, you will undertake a significant research project providing the opportunity to pursue a topic of your particular professional interest.

The course is industry-focused and relevant to the marketing profession. There is regular interaction with industry through guest speakers and practical workplace projects. You will have the opportunity to apply your critical thinking and analytical abilities to modern marketing challenges, with a particular focus on marketing in an international context.

Note: This major differs from the Master of Marketing, which is tailored towards graduates with substantial experience in marketing. If you have substantial experience, please apply for this course instead.

This major sits within the Master of Commerce degree. To apply for this major, you will apply for the Master of Commerce.

Please refer to the handbook for additional course overview information.

What you'll learn

• apply principles and concepts in marketing theory and practice to describe, understand, analyse and evaluate marketing issues; and to provide innovative solutions to marketing problems within traditional and contemporary paradigms and practices
• critically analyse the marketing environment and think creatively to generate strategic solutions; apply logical and rational processes in high level decision making that are ethical, responsible and sustainable.
• apply a variety of methodologies to assess informational requirements, acquire and evaluate information from multiple sources, and synthesis this knowledge to make supported judgments relevant to marketing strategy in local and global contexts.
• develop marketing plans, reports and presentations to effectively communicate problems and solution to internal managers and external stakeholders; engage in successful negotiation with supply-chain members, channel partners and customers to create value that meets internationally recognised ethical and sustainability standards.
• apply appropriate technologies, electronic resources including digital and new interactive media to effectively collect and analyse marketing data; adopt an appropriate blend of new and traditional technologies to implement coherent strategic initiatives in marketing to engage with stakeholders in a responsible manner.
• employ an intellectual curiosity that is able to Integrate new information with existing knowledge, and develop a lifelong attitude of continuing professional development in the marketing discipline including formulation of strategic solutions to diverse problems related to marketing services and products in consumer, business to business and social responsibility contexts.
• apply an international perspective to marketing issues, and adapt marketing models and strategies for competitive advantage and success in the global environment; Account for contemporary developments in world forums to implement socially responsible and sustainable marketing efforts
• recognise the nature of cultural trends and diversity in market segmentation and analysis to develop culturally sensitive efforts in marketing; adapt marketing strategies to cultural segments for competitive advantage; understand local norms for marketing and logistics in international marketing
• apply an ethical approach in dealing with various stakeholders in the marketing environment, and demonstrate leadership and professional integrity in all aspects of marketing strategy development, communications and negotiations; develop marketing artefacts for a range of professional purposes and audiences.