Bachelor of Business (Marketing)

The subject introduces students to the core concepts associated with business analytics in general, and marketing analytics in particular. The subject aims to provide students foundational knowledge of the range of marketing problems for which business analytics can facilitate solutions.

In doing so, the subject develops an understanding of the role and tools of analytics and how they can be applied to key elements of marketing strategy frameworks from a largely non-mathematical and non-statistical perspective.

Customer experiences occur through interactions between a company and its customers. As these interactions have become increasingly digital, buyer expectations have shifted, and communication is no longer a one-way process.

As a result, the customer journey is shaped by an ongoing exchange between customers and organisations. Internal factors, such as attitudes, learning and emotions, interact with external influences including culture, social communities and global networks, all of which play a role in decision making.

This subject introduces the complexity of technology-driven relationships, where customers become co-creators of their own personalised experiences and organisations play an active role in shaping those experiences. Students will learn the importance of creating positive customer experiences and how this adds value to an organisation’s strategy.

Marketers collect and analyse data to address specific marketing challenges. Through a structured marketing research process, they develop actionable insights that support informed marketing decision making in an ethical and responsible manner.

This subject focuses on data analysis and evidence-based reasoning as core components of insight-driven business practices. Students will explore various sources of marketing information, evaluate technologies that facilitate high-quality data collection and analysis, and engage with the research process in diverse contexts.

Practical activities in data visualisation and the use of digital platforms, including social media, will prepare students to critically assess and communicate insights, equipping them for success in diverse contemporary business environments.

Customer-centric marketing strategies are vital for capturing competitive advantage and sustaining business success. In this subject, students will explore the core concepts and tools of contemporary strategic marketing management.

The subject will focus on the skills required to develop and manage an integrated marketing strategy that creates value for customers and generates business growth in both online and offline environments. Using a marketing simulation, students will be given the opportunity to make a series of complex, real-world marketing decisions in a competitive environment.

The subject focuses on the practical application of digital marketing strategies in real-world contexts. Students will work on hands-on projects using the latest tools and platforms to plan, execute and evaluate integrated digital marketing campaigns.

Emphasis is placed on data-driven decision making, audience targeting, campaign optimisation, and the use of digital channels such as social media, search, email and content marketing. Students completing the subject will be able to develop and manage end-to-end digital marketing strategies that respond to real business challenges and consumer behaviours.

Technology advances are changing customer value requirements. As a result, customers expect an efficient, insightful and tailored service, which requires personalised selling processes through high-performance technology and customer-centred business models.

Multiple touchpoints and digitally driven processes are created to reach them in the right place at the right time. Omnichannel marketing is now central to business transactions. This subject provides students with an understanding of the dynamics and complexities in creating value across various touchpoints in the business-to-business space.

It considers the need to develop an enterprise-wide digital strategy and align technology, organisational structure and processes to develop an omnichannel approach to provide consistent and seamless engagement with buyers.

Consumer brand interaction in the marketplace is shaped by a digital and technology-driven marketing environment. Integrated brand strategies that ensure customer interaction across all branding touchpoints are the key for a consistent consumer experience.

Students will acquire the knowledge and skills to create cohesive brand strategies that build desired brand salience and associations, and that foster brand loyalty. Industry-relevant activities and authentic assessments, such as the development of a brand portfolio and brand strategy enhance, marketing student employability. The use of engaging workshop sessions and interactive online activities provide a dynamic and skills-focused learning environment.

Marketing Planning Project draws together and builds on the wide range of marketing subjects students have completed previously. It brings their specialist knowledge from earlier subjects into a ‘real-life’ case context, where they will demonstrate their marketing expertise through the development and presentation of a professional marketing plan.