Bachelor of Business (Marketing)

Marketing Principles is an introductory subject that delivers an overview of the marketing process and how it works within the field of business. This subject examines how organisations use marketing decisions to satisfy customer needs and deliver value. Providing a foundation in marketing, students will explore market planning, branding, decision processes, distribution and customer information management.

This subject introduces students to customer experience fundamentals as a critical component in marketing philosophy, and is fundamental to the development of effective marketing strategies. The consumer context is examined through the application of concepts, theories and models derived from disciplines such as sociology, anthropology, psychology, economics, and mass communications. Students will also examine current and future consumer trends in various marketplaces.

Developing and managing an effective Integrated Marketing Communications (IMC) program is a vital part of a successful marketing strategy. This subject provides students with an understanding of IMC, marketing communication processes and coordinating major elements of the marketing communications mix – advertising, digital marketing, sales promotions, personal selling, sponsorship marketing, public relations and direct marketing.

Strategic Brand Management focuses on the process of planning and executing marketing strategies. This subject will cover brand and product management including the building, implementation and maintenance of brand development in a range of contexts. Utilising workshops and online activities, students will develop a critical view of the challenges organisations encounter in the creation and maintenance of a brand.

Customer Insights provides a comprehensive overview of methods, uses and limitations of contemporary marketing research. Students gain exposure to concepts such as research design, information collection, data processing and results communication involving qualitative and quantitative techniques.

Fundamentals of Marketing Analytics involves individuals or organisations promoting and selling products and/or services to other organisations. This subject will explore all aspects of B2B marketing including buying behaviour, B2B market research, management of the marketing mix, supply chain management and customer relationship management (CRM) strategies.

Strategic Marketing Management explores theories, concepts and practices that are integral to the success of a business. Marketing strategy is an important planning step for businesses and can contribute value to the determination of business scope, partnerships, product innovation and resource allocation. This subject is designed to enable students to make strategic marketing management decisions that add value for businesses of all sizes.

Skills in the field of services are transferable across a range of industries and roles, with modern economies becoming increasingly service-based. This subject aims to expose students to relevant theory and practices of the service industry, to prepare them for potential career opportunities in a service environment.

Statistics for Business introduces concepts and techniques of statistics in relation to problem-solving in business. This subject will provide students with basic knowledge of statistics and forecasting with more advanced study options available in the future. Topics include the presentation of data, descriptive statistics, the role of uncertainty in business decision-making, hypothesis testing and basic forecasting.

Design Thinking for Creativity introduces students to concepts and frameworks for the creation of innovative products, services and systems for a range of enterprises. Utilising practice based projects students will analyse business networks and ecosystems. Design thinking principles will be applied to develop business ideas, problem solve and discover new opportunities in strategy development.

Marketing Planning Project (MPP) integrates and builds on the wide range of marketing subjects that students have previously completed. MPP provides students with specialist knowledge through the use of real-life case studies. Students will demonstrate their mastery in marketing through the development and presentation of a professional marketing plan.