314730 v.1 Marketing Major (MCom)
Major/Stream Overview
This major/stream is part of a larger course. Information is specific to the major/stream, please refer to the course for more information.
This major provides 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 curriculum is industry-focused, with an emphasis on topics of relevance to the marketing profession.
Major/Stream Organisation
Major/Stream Learning Outcomes
A graduate of this course can:
1. 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
2. critically analyse the marketing environment and think creatively to generate strategic solutions; apply logical and rational processes in high level decision making
3. use a variety of methodologies to assess informational requirements, acquire and evaluate information from multiple sources, and synthesise this knowledge to make supported judgments relevant to marketing strategy
4. develop marketing plans, reports and presentations to effectively communicate problems and solutions to internal managers and external stakeholders; engage in successful negotiation with supply-chain members, channel partners and customers to create value in long term relationships
5. use appropriate technologies, electronic resources 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
6. 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
7. 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
8. 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
9. 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
| Course Structure | Hrs/Wk | Credit | |||
|---|---|---|---|---|---|
| Year 1 Semester 1 | |||||
| 314190 | v.1 | Marketing Management 510 | 3.0 | 25.0 | |
| 5762 | v.9 | Global Marketing Communications 530 | 3.0 | 25.0 | |
| 5518 | v.9 | Marketing Intelligence and Research 540 | 3.0 | 25.0 | |
| 5761 | v.8 | Buyer Behaviour and Analysis 520 | 3.0 | 25.0 | |
| 100.0 | |||||
| Year 1 Semester 2 | |||||
| 12471 | v.4 | Marketing of Services 560 | 3.0 | 25.0 | |
| 12473 | v.3 | Tourism and Event Marketing 570 | 3.0 | 25.0 | |
| 12474 | v.4 | International Marketing 580 | 3.0 | 25.0 | |
| 12477 | v.5 | Public Relations Contemporary Practice 550 | 3.0 | 25.0 | |
| 100.0 | |||||
| Year 2 Semester 1 | |||||
| 314711 | v.1 | Culture and Ethics in Business 500 | 3.0 | 25.0 | |
| 314712 | v.1 | Business Research Methods 500 | 3.0 | 25.0 | |
| 5283 | v.9 | Advanced Marketing and Business Strategies 640 | 3.0 | 25.0 | |
| 5519 | v.10 | Digital and Interactive Marketing 630 | 3.0 | 25.0 | |
| 100.0 | |||||
| Year 2 Semester 2 | |||||
| 12199 | v.3 | Marketing Project 692 | 3.0 | 50.0 | |
| 314189 | v.1 | Marketing and Sustainability 670 | 3.0 | 25.0 | |
| 314191 | v.1 | Customer Relationship Management 680 | 3.0 | 25.0 | |
| 100.0 | |||||
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