Recommended Study Sequence

This unit introduces marketing management to post-graduate students whose previous studies and current occupations can be quite diverse. It provides students with an appreciation of marketing concepts and principles as part of their marketing studies. In addition, it exposes students to a systematic thinking approach expected from them in postgraduate studies in marketing.

This unit introduces buyer or consumer to customer behaviour analysis and encompasses the study of the processes that buyers go through when they make purchase decisions.

This unit builds on previous coursework in marketing by developing analytical skills that address the development of strategic marketing plans for a given product-market entry and for portfolios of product-market entries. It stresses customer, competitor and environmental analysis, and analysis of market segmentation and product positioning. A continual focus is made on the interrelations between marketing performance objectives, strategy selection, and strategic orientations implicit within marketing programs. Topics include organisational strategy, market opportunity analysis, and situation-specific strategy selection. In addition to conceptual discussion, case analysis is an important unit component.

This unit covers the nature of the social, economic, political and business environment in international markets; dynamic interrelationships between the environment, marketing strategies, and practices; global market opportunity assessment, alternative entry strategies, global marketing strategy formulation, problems and current issues affecting international marketing with emphasis on the Asia-Pacific region.

This unit provides students with the opportunity to apply the knowledge and skills gained in previous sessions to solve a real-world business problem. This would be an action-learning project with the employee (normally a part-time student acting as a group leader) working closely with his or her student team (consisting mostly of full-time students) and executives inside the company to undertake an assignment for the company (e.g. evaluation of a particular international business opportunity culminating in specific recommendations for future action).

This unit aims to provide students with the tools needed to undertake and critically evaluate marketing research projects. Emphasis will be placed on the nature, functions and limitations of different research designs, data collection methods, statistical techniques for data analysis, interpretation of results, report preparation and application of research findings to marketing decision making.

This unit covers promotion strategies as translations of the marketing strategy; constructing a behavioural sequence model to profile the target audience; using management judgment and econometric models to set the budget; formulating copy, sales promotion, publicity/public relations and media strategies; testing promotion strategies; tactical executions of promotion strategies; evaluating copy, sales promotion program, public relations campaign, media plan; working harmoniously with advertising agencies, sales promotion and public relations consultants.

This unit builds on previous coursework in marketing by developing analytical skills that address the development of strategic marketing plans for a given product-market entry and for portfolios of product-market entries. It stresses customer, competitor and environmental analysis, and analysis of market segmentation and product positioning. A continual focus is made on the interrelations between marketing performance objectives, strategy selection, and strategic orientations implicit within marketing programs. Topics include organisational strategy, market opportunity analysis, and situation-specific strategy selection. In addition to conceptual discussion, case analysis is an important unit component.

This unit covers the nature of the social, economic, political and business environment in international markets; dynamic interrelationships between the environment, marketing strategies, and practices; global market opportunity assessment, alternative entry strategies, global marketing strategy formulation, problems and current issues affecting international marketing with emphasis on the Asia-Pacific region.

In this unit, students are exposed to a rigorous and practical approach to business-to-business marketing (B2B). B2B Marketing encompasses those management activities which enable a supplier firm to understand, create and deliver value to other businesses, governments and/or institutional customers.

This unit provides students with the opportunity to learn about the cultural orientations of different groups of people. The course is designed specifically to assist students in developing a genuine appreciation for other cultures apart from one's own. It is hoped that the end result will be the attainment of a level of empathy that may assist in one's adaptation to another culture.

Candidates develop an understanding of the basic building blocks underlying services marketing (viz the consumer and the worker) and they sharpen skills in developing appropriate marketing management strategies for service operations. Candidates study environment and employees, formulating communication and pricing strategies, reasoning carefully about strategic options, and making marketing-mix decisions. Candidates learn implementation issues in services marketing -- customer retention, service recovery, service quality, and building a customer-focused service organisation.

When a firm enters a foreign market, it enters an unfamiliar context. What leads firms to make such moves, what opportunities and challenges does it present to the firm, how does the international business environment differ from the domestic environment, and what are the problems managers experience in trying to exploit opportunities and respond to challenges!! These are the questions addressed in this unit which gives a thorough background to the trading, regulatory, ethical, political, economic and cultural environment of international business.

This unit will focus on how the promotional mix should be modified when promoting overseas and how each element of the promotional mix needs to be adjusted to take account of different political, economic, legal and cultural requirements in individual overseas markets. In addition, availability of media, media infrastructure and promotion intermediaries will be explored as will the different drivers of purchasing behaviour.

This unit will provide sufficient insights concerning the application of advanced research methods to different aspects of marketing without being a marketing research specialist. Emphasis will be placed on the functions and limitations of the methods used in conducting research on the different aspects of marketing, the interpretation of results and their application to marketing decision making.

This unit explores on an empirical and conceptual basis the influence governments have on doing business overseas, the opportunities and constraints that arise from international trade relations (ITR) activities and the techniques used for lobbying governments to improve access to markets overseas.

This unit explores the conceptual and empirical issues involved in the marketing of services overseas, particularly given that such services can be delivered in both the overseas country and in Australia as with tourism and education. It also explores issues associated with being involved in and winning major projects overseas and explores in detail the project cycle and the funding of such projects.