Bachelor of Marketing Course Structure

Bachelor of Business (Marketing)
Faculty of Business and Economics counter
Student Service Centre
Ground level Building A
27 Sir John Monash Drive,
Caulfield East Victoria 3145
AUSTRALIA
Content
OBJECTIVES...........................................................................................................................5
STRUCTURE............................................................................................................................5
AWARD....................................................................................................................................5
COURSE PLAN........................................................................................................................6
YEAR I......................................................................................................................................7
Core units ............................................................................................................................7
AFF1000 - Principles of accounting and finance...............................................7
BTF1010 - Commercial law...............................................................................8
ECF1100 - Microeconomics..............................................................................8
ETX1100 - Business statistics............................................................................9
MGF1010 - Introduction to management........................................................10
MKF1120 - Marketing theory and practice.....................................................11
Elective units......................................................................................................................12
MKC1200 - Principles of marketing................................................................12
MKW1601 - Introduction to e-business...........................................................13
MKX1500 - Retail management principles.....................................................14
MKX1501 - Buying for retail markets.............................................................14
YEAR II...................................................................................................................................15
Core units...........................................................................................................................15
MKF2111 - Buyer behaviour...........................................................................15
MKF2121 - Marketing research methods........................................................16
MKF2131 - Marketing decision analysis.........................................................17
Elective units......................................................................................................................17
MKF2401 - Marketing issues in packaging design..........................................18
MKW2211 - Advertising theory and practice..................................................18
MKW2221 - Public relations principles and practice......................................19
MKW2251 - Publicity and promotion.............................................................20
MKW2252 - Crisis and risk communication...................................................21
MKW2402 - Consumer behaviour...................................................................22
MKW2431 - Business marketing.....................................................................23
MKW2460 - Integrated marketing communication.........................................23
MKW2841 - E-business models and analysis..................................................24
MKX2521 - Brand management......................................................................25
MKX2300 - Professional services marketing..................................................26
MKX2241 - Advertising copywriting..............................................................27
MKX2231 - Advertising media strategy..........................................................28
YEAR III..................................................................................................................................29
Core units...........................................................................................................................29
MKF3121 - Marketing planning and implementation.....................................29
MKF3131 - Strategic marketing......................................................................30
MKF3461 - Marketing communication...........................................................30
BTF3181 - Marketing law................................................................................31
Elective units .....................................................................................................................32
MKC3500 - Survey data analysis....................................................................32
MKC3120 - Marketing implementation...........................................................33
MKC3130 - Strategic issues in marketing.......................................................34
MKC3220 - International marketing................................................................35
MKC3451 - Stakeholder analysis in marketing...............................................36
MKC3460 - Integrated marketing communication..........................................37
MKF3121 - Marketing planning and implementation.....................................38
MKF3131 - Strategic marketing......................................................................39
MKF3301 - Services marketing.......................................................................40
MKF3471 - Sales management and negotiation..............................................40
MKF3881 - Electronic marketing....................................................................41
MKW3121 - Marketing planning and implementation....................................42
MKW3261 - Public relations campaigns.........................................................43
MKW3231 - Public relations consulting..........................................................44
MKW3841 - E-business performance measurement.......................................45
MKX3621 - Advertising management.............................................................45
YEAR IV..................................................................................................................................46
Research method units......................................................................................................46
MKX4050 - Marketing theory.........................................................................46
MKX4080 - Quantitative research methods in marketing...............................48
Thesis.................................................................................................................................49
Course Structure
Executive Summary
In this course, marketing studies are combined with a general business education to
ensure that graduates have a broad perspective of business from which to enter and
progress in their marketing careers. The program aims at developing a basis that will
enable the graduate to deal with change in a dynamic society and also provide a
foundation for further study. Students completing the course are expected to be well
informed and developed in their decision-making skills and approach to business
problems and issues.
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Course Structure
OBJECTIVES
The Bachelor of Business (Marketing) aims to produce graduates who will:
(a.) be critical and creative scholars who:
• produce innovative solutions to problems

• apply research skills to business challenges
• communicate effectively and perceptively
(b.) be responsible and effective global citizens who:
• engage in an internationalised world

• exhibit cross cultural competence
• demonstrate ethical values
(c.) have a comprehensive understanding of their discipline and who
are able to provide discipline based solutions relevant to the business, professional
and public policy communities that we serve
(d.) have a well developed understanding of multi disciplinary decision making in

organisations.
STRUCTURE
The course structure has three main components:
• a set of core units which provide an introduction to the key areas of business
study
• a major in marketing (all units taken as part of this major must be from the
student's campus of enrolment)
• Eight open electives which may be taken from any Faculty of Business and
Economics programs and campuses, or from disciplines offered by another
faculty. These open electives can, in some cases, form a second major.
AWARD
5
Course Structure
COURSE PLAN
Semester 1 Semester 1
Year I
AFF1000 Principles of accounting and MGF1010 Introduction to management

finance
BTF1010 Commercial law MKF1120 Marketing theory and practice
ECF1100 Microeconomics One YEAR I elective unit
ETX1100 Business statistics One YEAR I elective unit
Year II
MKF2111 Buyer behaviour MKF2131 Marketing decision analysis
MKF2121 Market research methods Elective unit YEAR II
Elective unit YEAR II Elective unit YEAR II
Elective unit YEAR II Elective unit YEAR II
Year III
MKF3121 Marketing planning and MKF3131 Strategic marketing

implementation
MKF3461 Marketing communication Elective unit YEAR III
Elective unit YEAR III Elective unit YEAR III
Elective unit YEAR III Elective unit YEAR III
Year 4 (honors): business research methods and a combination thesis,

Prerequisite: GPA>75
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Course Structure
YEAR I
Core units
AFF1000 - Principles of accounting and finance
Synopsis
Introduction to multivariate statistical techniques for the analysis of survey data and
models to analyse the discrete choice behaviour of individuals.
• Topics include multivariate analysis of variance, principal components

analysis, factor analysis, correspondence analysis and models of discrete
choice behaviour.
• Statistical software and case studies will be utilised during this subject and
students will apply the techniques to a variety of practical problems.
Objectives
The learning goals associated with this unit are to:
• examine exploratory factor analysis and structural equation modelling

• explain how multiple regression and multivariate analysis of covariance can be
used to analyse survey data
• examine the use and importance of logistic regression in discrete-choice
modelling studies
• critically analyse the role of cluster analysis and multidimensional scaling and
correspondence analysis in understanding multivariate data
• apply a statistical package (SPSS) to a range of data.
Assessment
Within semester assessment: 40%
Examination (2 hours): 60%
Contact hours
3 hours class contact or equivalent per week
…………………………………………………………………………………………..
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Course Structure
BTF1010 - Commercial law
Synopsis
Liability for defective products; liability for misleading advice or information;
contract law; agency law; partnership law; introduction to company law; company
officers' duties.
Objectives
• examine common commercial law scenarios relating to: the supply of

defective goods and services; contract disputes; misrepresentations; agency
relationships; partnership law; and company law
• identify legal problems and risks which arise in those scenarios
• describe the laws relevant to those scenarios
• analyse and apply the laws to predict possible legal outcomes.
Assessment
Examination (2 hours and 30 minutes): 60%
Contact hours
3 hours per week
…………………………………………………………………………………………..
ECF1100 - Microeconomics
Synopsis
Economics as an area of knowledge. Economics in a business degree. Understanding
economic policy. An analysis of markets: supply and demand; consumer behaviour;
firm behaviour; cost of production and profit maximisation; behaviour of firms in
different market structures; evaluation of market capitalist economic systems,
economic efficiency, market failure, government failure; current economic policies,
competition policy, privatisation and the funding of education.
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Course Structure
Objectives
• understand the economic behaviour of individual consumers and producers

• understand concepts relating to the cost of production in both the short and
long run
• explain the determinants of price and output outcomes under different market
structures in both the short and long run and the welfare implications of these
outcomes
• describe the virtues and shortcomings of free markets
• have knowledge of remedies to overcome market failure.
Assessment
Within semester assessment: 50%, Examination (2 hours): 50%
Contact hours
3 hours per week
…………………………………………………………………………………………..
ETX1100 - Business statistics
Synopsis
Students will learn to use basic statistical techniques and their applications to
problems in accounting, finance, management, marketing and business in general.
Students should also be able to effectively communicate the results of their analyses.
This unit covers descriptive statistics for revealing the information contained in data;
probability as a tool for dealing with uncertainty and risk; probability distributions to
model business behaviour; estimation and hypothesis testing techniques for decision
making; simple tools for forecasting time series; and calculation and interpretation of
basic price indices. Excel is used extensively.
Objectives
• interpret business data using descriptive statistics techniques, including the use
of spreadsheet functions
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Course Structure
• apply simple concepts of probability and probability distributions to problems

in business decision-making
• describe the role of statistical inference and apply inference methods to single
population means
• evaluate relationships between variables for business decision-making, using
the concept of correlation and simple linear regression
• apply time series techniques of indexing, deflating and forecasting to business
and financial series and interpret the results.
Assessment
Contact hours
Two 1-hour lectures and one 1-hour tutorial per week
…………………………………………………………………………………………..
MGF1010 - Introduction to management
Synopsis
On completion of this unit students should have an understanding of: the nature of
managerial work in organisations; theories of management and their historical
development; contemporary issues and practices relating to managing people and
organisation's; key factors in the organisation's environment that impact on how
managers and the organisations work.
Objectives
• define management and summarise the evolution of management ideas on how

managers may influence, people, organisations and their contexts to achieve
organisational goals
• identify and discuss contextual factors in the organisations environment that
impact of how people, managers and organisations interact
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Course Structure
• identify factors that influence individual and group behaviour in organisational

settings and illustrate how managers can make use of these factors
• describe how decision-making, planning, leading, organising and controlling
can be managed in organisations
• examine the impact on individuals and organisations of contemporary issues in
management including, stakeholder interests, ethics and social responsibility.
Assessment
Contact hours
3 hours per week
…………………………………………………………………………………………..
MKF1120 - Marketing theory and practice
Synopsis
Introduction to marketing activities undertaken by a wide range of organisations
(business, government, profit, non profit); examines marketing theory, the marketing
concept and its evolution from a strategic and applied perspective. The development
of corporate and marketing strategic plans; analysis of an organisation and
marketing's role, value-exchange processes, buyer behaviour, marketing research and
market analysis, the marketing environment, the use of marketing decision making
tools; product concepts, strategies and development; distribution, pricing and
communication mix strategies; services marketing; marketing management,
implementation and control processes and procedures.
Objectives
• describe the key concepts upon which the practice of marketing is based
• recognise these concepts in the marketplace and in everyday life
• discuss the role and influence of marketing in the organisational environment
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Course Structure
• discuss how key marketing concepts can be used in analysing a range of

marketing problems.
Assessment
Contact hours
…………………………………………………………………………………………..
Elective units
MKC1200 - Principles of marketing
Synopsis
This unit introduces students to the broad discipline of marketing. It encompasses
marketing's role in a dynamic business environment and introduces students to the
concepts and strategies employed by marketers in facing the challenges presented by
the ever-changing world of business. The aim of the unit is to provide students with
the conceptual skills necessary to identify and solve marketing problems. The unit
provides a foundation for those students seeking to pursue further study in marketing;
however it covers the broad scope of marketing for those students undertaking only
one marketing unit.
Objectives
• describe the key concepts upon which the practice of marketing is based
• recognise these concepts in the marketplace and in everyday life
• discuss the role and influence of marketing in the organisational environment
• discuss how key marketing concepts can be used in analysing a range of
marketing problems.
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Course Structure
Assessment
Contact hours
…………………………………………………………………………………………..
MKW1601 - Introduction to e-business
Synopsis
Introduction to e-business and its enabling technologies including email, EDI, EFT,
bar-coding, electronic catalogues, smart cards and CALS. Associated electronic
processes and systems including on-line business, the Internet and World Wide Web
(WWW).
Other issues include international standards, ethics, privacy, accounting, legal and
security issues; the impact on the workplace; corporate, national and global
information infrastructures; aligning information technology to business strategy;
electronic marketing worldwide; internationalization, government policies, strategies
and leadership.
Objectives
• define the purpose and scope of e-Business

• identify the technology that underpins e-Business environment
• examine the impact of marketing and strategy development in this
environment
• examine the impact of policy and the future of e-Business.
Assessment
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Course Structure
Contact hours
…………………………………………………………………………………………..
MKX1500 - Retail management principles
Synopsis
An overview of retailing from a management perspective. The development of
retailing; the Australian retail industry and its environment; merchandising planning,
control and distribution; pricing merchandise; selling and sales promotion; store
location, layout and presentation.
Objectives
• provide students with a broad appreciation of the business of retail now and in
the future
• provide students with a working knowledge of retail processes and procedures
• develop in students an understanding of how the industry is structured
• equip students with the skills necessary to analyse a retail business
• provide students with an understanding of the various retail formats in
Australia and internationally.
Assessment
Contact hours
…………………………………………………………………………………………..
MKX1501 - Buying for retail markets
Synopsis
Buying for different retail markets including retail formats catering for new consumer
buying preferences, different merchandise categories, direct marketing and niches
such as specialty goods etc.
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Course Structure
The influence of developing technologies on the merchandise planning process. The

supply chain and the buying process. Merchandise planning as a component of the
retail strategic planning process.
Sourcing merchandise and negotiation practices. Stock management principles and

practices in relation to just-in-time practice, stock keeping unit performance measures
and profitability analysis.
Assessment
Contact hours
…………………………………………………………………………………………..
YEAR II
Core units
MKF2111 - Buyer behaviour
Synopsis
Studies of the factors that influence, explain and help predict consumption behaviour
for both individuals and organisations. How concepts and theories developed in the
social sciences provide the theoretical background to understand individual, cultural
and group influences on the behaviour of consumers. The use marketers make of this
information in developing marketing strategies, predicting behaviour and influencing
consumers.
Objectives
• demonstrate a detailed understanding of the basic concepts of consumer

behaviour describe how this knowledge can be used by marketers
• demonstrate ability to segment markets using consumer behaviour
concepts/constructs
• identify and illustrate how these concepts can be used to explain the decisions
buyers make in the marketplace
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Course Structure
• analyse the behaviour profiles of specific market segments and understand the
basic aspects of strategy development as it applies to specific target groups
• explain and apply marketing communication in relation to consumer
behaviour.
Assessment
Examination: (2 hours): 50%
Contact hours
…………………………………………………………………………………………..
MKF2121 - Marketing research methods
Synopsis
• The process of marketing research.
• Role of research in the marketing decision process.
• Developing key outputs -- brief, proposal, report.
• Planning and managing a research project.
• Qualitative and quantitative research techniques.
• Statistical analysis, marketing interpretation and reporting.
Objectives
• provide a working knowledge of key concepts and methods used in marketing

research
• develop a capability in formulating a theoretical framework for a marketing
problem/opportunity
• provide an understanding of how to formulate a research design
• develop an ability to apply SPSS statistical software
• develop an ability to interpret statistical output from a marketing perspective.
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Course Structure
Assessment
Contact hours
…………………………………………………………………………………………..
MKF2131 - Marketing decision analysis
Synopsis
Quantitative analysis for marketing, response models, segmentation and targeting,
positioning analysis, decision analysis, conjoint analysis; advertising decision models,
pricing decisions.
Objectives
• develop a capability for applying marketing models to a range of marketing

phenomena
• equip students with the ability to interpret output and develop management
recommendations
• appreciate the assumptions and limitations of marketing models.
Assessment
Contact hours
…………………………………………………………………………………………..
Elective units
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Course Structure
MKF2401 - Marketing issues in packaging design
Synopsis
This unit is run jointly between the Department of Design and the Department of
Marketing. The unit reviews the history of packaging, and the dual use of package in
today's environment, specifically focusing on both the legal and social requirement of
packages, alongside the branding implications. This unit features a studio component
in which students are encouraged to design and create their own packages.
Objectives
• identify the importance of packaging as an element of product design

• describe the legislative requirements and production requirements associated
with packaging
• appreciate some of the problems and opportunities facing marketers and
designers, as part of the product design process
• implement packaging strategies
• appreciate the relationship between packaging and branding.
Assessment
Contact hours
…………………………………………………………………………………………..
MKW2211 - Advertising theory and practice
Synopsis
The institutions of advertising - advertising agencies, their clients and the media. The
uses of the media of advertising - television, radio, newspapers, magazines, outdoor,
cinema, etc. The economics of advertising. The planning of advertising -- from
marketing strategy to advertising strategy. Establishing advertising objectives.
Budgeting for advertising. Advertising creativity -- message strategy. Criteria and
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Course Structure
processes for evaluating creative success or failure. Production concepts for

television, radio, print. Retail advertising. Social and ethical issues in advertising.
Objectives
• understand theories, concepts and elements related to advertising and

marketing communication management
• apply this material to the decisions of an advertising account executive or
brand manager
• employ current practices and concepts related to this unit in an innovative,
creative and industry relevant manner
• further develop verbal and written communication skills.
Assessment
Contact hours
…………………………………………………………………………………………..
MKW2221 - Public relations principles and practice
Synopsis
The primary aim of this unit is to introduce students to the range and depth of
contemporary theory and practice of public relations in an organisational setting.
Applications of stakeholder theory and communication theory. The contributions
which public relations can make to an organisation's performance.
Objectives
• describe the major public relations concepts, theories and contexts

• analyse and interpret current issues for business communication, public
relations practice and relationship management issues
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Course Structure
• identify the legal, social and ethical implications for public relations activities
• understand and identify publics for public relations clients, issues and
activities
• develop and use stakeholder mapping techniques.
Assessment
Contact hours
…………………………………………………………………………………………..
MKW2251 - Publicity and promotion
Synopsis
Theory and practice of publicity and promotion as public relations tools. Through
exposure to practitioner accounts and critical analysis of case studies, students will
plan and coordinate effective publicity and promotion campaigns that support
strategic objectives.
Objectives
• identify the strategic differences between publicity and promotion as public

relations tools
• conceptualise and plan campaigns to meet objectives
• develop suitable and measurable objectives for publicity and promotion
campaigns
• identify research which may be used in planning and evaluating publicity and
promotion
• demonstrate awareness of a range of case studies regarding publicity and
promotion.
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Course Structure
Assessment
Contact hours
…………………………………………………………………………………………..
MKW2252 - Crisis and risk communication
Synopsis
The dynamics of issues management, risk communication and crisis management in
internal and external environments. Research tools and methods to assess stakeholder
views and values, both for strategic planning and campaign evaluation purposes. How
communication technologies can support or impede communication management.
Objectives
• identify issues and crises

• understand and explain the role and purposes of issue identification to modern
organisations
• critically analyse information relating to issues or crises
• develop plans to manage the issues and crises
• conduct appropriate literature searches.
Assessment
Contact hours
…………………………………………………………………………………………..
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Course Structure
MKW2402 - Consumer behaviour
Synopsis
Behavioural concepts and theories relating to consumer behaviour and consumer
decision making process. Study of consumer behaviour influenced by individuals'
socio-cultural factors such as family, social groups and group processes, social class,
culture and subculture and consumers' individual factors such as motivation and
needs, perception, learning, personality and lifestyle attitudes. Overview of
organisational buying.
Objectives
• demonstrate a detailed understanding of the basic concepts of consumer

behaviour describe how this knowledge can be used by marketers
• demonstrate ability to segment markets using consumer behaviour
concepts/constructs
• identify and illustrate how these concepts can be used to explain the decisions
buyers make in the marketplace
• analyse the behaviour profiles of specific market segments and understand the
basic aspects of strategy development as it applies to specific target groups
• explain and apply marketing communication in relation to consumer
behaviour.
Assessment
Contact hours
…………………………………………………………………………………………..
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Course Structure
MKW2431 - Business marketing
Synopsis
Topics include the nature and environment of business marketing, buying process in
business marketing, marketing intelligence and business market targeting, networking
and relationship, planning a business marketing mix strategy, ethical issues in
business marketing.
Objectives
• define and explain the dynamic nature of business marketing

• illustrate the organisational buying decision process and the role of buying
centre in buying decisions
• develop competencies in business marketing strategy components
• demonstrate application of marketing theories and concepts in the
management of business marketing functions
• critically evaluate the techniques that can be used to assess market
opportunities.
Assessment
Contact hours
…………………………………………………………………………………………..
MKW2460 - Integrated marketing communication
Synopsis
This unit is designed to provide students with a theoretical and practical appreciation
of the central role marketing communication plays in the general business
environment. The unit provides a framework for examining, analysing and evaluation
various aspects of the marketing communications process and the relevant marketing
communications tools most commonly used.
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Course Structure
It is further designed to assist business managers to make choices regarding which

marketing tools to use under a variety of dynamic environments. Topics covered
include: advertising, PR, personal selling, direct selling, Internet marketing,
sponsorship, sales promotion, emerging technologies and their potential.
Objectives
• demonstrate a detailed understanding of the marketing communication

strategies used to build brands
• understand and apply marketing communication functions
• analyse and apply the marketing communication processes as they apply to
specific targets
• analyse the social, legal, and ethical issues associated with marketing
communication from both a national and international perspective
• determine and apply the processes associated with evaluating the effectiveness
of marketing communications across a range of media vehicles.
Assessment
Contact hours
…………………………………………………………………………………………..
MKW2841 - E-business models and analysis
Synopsis
Includes concepts of analysing an e-business for viability using logical value chain
assessment. Examines an e-business' value creation capacity, value delivery
likelihood, and value capturing ability. Analysis of e-businesses in Australasia and
around the world.
Dissection of application of e-business principles, and specifically e-business models

through an examination of how e-businesses are designed and interact with business
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Course Structure
partners, channel members and suppliers. Also covered are customer profitability
analysis, cost of sales, customer valuation, online behaviour and purchase propensity
assessment and use. Lecture and partially case discussion based.
Objectives
Includes concepts of analysing an e-business for viability using logical value chain
assessment. Examines an e-business' value creation capacity, value delivery
likelihood, and value capturing ability. Analysis of e-businesses in Australasia and
around the world.
Dissection of application of e-business principles, and specifically e-business models

through an examination of how e-businesses are designed and interact with business
partners, channel members and suppliers. Also covered are customer profitability
analysis, cost of sales, customer valuation, online behaviour and purchase propensity
assessment and use. Lecture and partially case discussion based.
Assessment
Contact hours
3 hours per week
…………………………………………………………………………………………..
MKX2521 - Brand management
Synopsis
A brand is much more than a logo, a symbol, a sign or device, or simply the result of
clever advertising. It helps to communicate value and create and deliver that value.
Branding is a promise of value for customers. It helps to attract and, if it is true and
accurate, keep customers.
It provides an extra element of understanding or meaning, for customers as they form

opinions and make purchase decisions from a variety of competing offerings. There is
strong industry demand for graduates with a thorough understanding of branding.
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Course Structure
While this unit is primarily for students undertaking a major in marketing it is offered
to any student with a prerequisite of an introductory marketing unit.
Objectives
• examine the brand and the various functions of brand management

• describe the various components of a brand and how they interact
• analyse branding techniques and apply them to a variety of different issues
• generalise and hypothesise from branding theory into banding practice
Assessment
Contact hours
…………………………………………………………………………………………..
MKX2300 - Professional services marketing
Synopsis
The unit is designed to develop students understanding of the role of marketing in
contemporary professional service organisations (including legal, medical and
institutional services) and to introduce basic concepts in marketing management in
these types of organisations.
Students will be able to identify particular characteristics and skills relevant to

marketing the professional services. Students will become aware of client studies and
market research techniques currently in use within professional services environment.
Case studies of successful marketing activities is critical, professional, and ethical
debates, in relation to marketing professional services will be introduced.
Objectives
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Course Structure
• examine the role and influences of marketing in the professional service firm
and context
• explain the key concepts upon which the practice of professional service
marketing is based
• apply key concepts in analysing a range of professional services marketing
problems and issues.
Assessment
…………………………………………………………………………………………..
MKX2241 - Advertising copywriting
Synopsis
Communication theory applied to advertising copywriting primarily for television,
radio and print media. Theory and practice of television and radio production.
Students will be taught to work from well focused briefs to generate creative
executions which produce targeted audience response, while working within ethical
and legal frameworks.
Objectives
• provide solid understanding of all aspects of creative strategy development

and creative brief interpretation
• apply communication theory and models to solving specific advertising
objectives
• critique creative executions according to contemporary creative philosophy
• provide understanding of the roles of all people involved in the creative
process
• generate concepts and critique them.
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Course Structure
Assessment
Contact hours
…………………………………………………………………………………………..
MKX2231 - Advertising media strategy
Synopsis
Media research methods in the world's major advertising regions -- US, Europe, Asia
and Australia. The advantages and problems offered by media planning computer
programs. Interpersonal and inter-organisational skills in negotiating between media
and advertising agencies.
Objectives
• analyse the media planning and buying function

• illustrate how research is used in the media planning and buying process
• formulate a media plan by setting media objectives, determining a media
strategy as well as evaluating and selecting media categories/media vehicles
• evaluate media use decisions and campaign tracking options post analysis
• critically analyse media buying issues and the media evaluation process.
Assessment
Contact hours
…………………………………………………………………………………………..
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Course Structure
YEAR III
Core units
MKF3121 - Marketing planning and implementation
Synopsis
The development of corporate marketing strategies; marketing planning procedure;
evaluation and control in marketing planning; Australian case studies in corporate
marketing planning and strategy. Concepts of product management; designing a
product strategy; monitoring planning/marketing.
Objectives
• define the relationship between corporate planning and marketing planning in

a business environment
• demonstrate the relationship between corporate objective setting and
marketing objective setting
• construct or prepare a marketing plan, which incorporates the specific
elements of the marketing mix to achieve specific marketing objectives
• develop and enhance appropriate written and oral communications and
analytical skills required for the effective presentation of a marketing plan
• understand how a marketing plan is implemented in practice
Assessment
Contact hours
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Course Structure
…………………………………………………………………………………………..
MKF3131 - Strategic marketing
Synopsis
Using the case study method this unit provides an analytical framework from which
students can explore how marketing strategy is applied throughout a variety of
industries. Students will be taught how to analyse, evaluate and implement marketing
strategy. A theoretical grounding in introductory marketing, marketing research,
buyer behaviour and communications is essential to students undertaking this unit.
Objectives
• integrate the theoretical and functional aspects of marketing (and other

business disciplines) into a practical problem-solving framework
• analyse information supplied from a case and identify the core marketing
problem
• design, evaluate and recommend marketing strategies that solve the identified
core marketing problem
• source and select relevant marketing theories and marketing tools to support
analysis and recommendations.
Assessment
Contact hours
…………………………………………………………………………………………..
MKF3461 - Marketing communication
Synopsis
The primary aim of this unit is to explore the use of marketing communication to
build and sustain brands, based on knowledge of how communication works, the
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Course Structure
institutions which participate in the process and the practical business processes
necessary to achieve and measure defined communication goals. In particular,
students will be able to understand the integrated nature of communication and
develop a full appreciation of advertising, sales promotion, public relations, publicity
and direct marketing in a digital and contemporary environment.
Objectives
• use a conceptual framework for the planning, integrating, control and

effectiveness evaluation of the marketing communication process for any
brand
• construct realistic communication objectives and demonstrate the strategic use
of individual and integrated communication elements to achieve these
objectives
• set a marketing communication budget and allocate resources to the
communication elements within this budget
• provide relevant input towards creative and media strategy
• formulate relevant ideas on communication issues, present and discuss them.
Assessment
Contact hours
…………………………………………………………………………………………..
BTF3181 - Marketing law
Synopsis
The legal framework which operates in relation to marketing decisions and practice.
Topics discussed include unfair trading practices, intellectual property rights (patents,
trade marks, copyright and designs), anti-competitive conduct and new marketing
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Course Structure
practices. The unit places the laws controlling unfair and anti-competitive practices
within the wider economic context.
Objectives
• identify and analyse the consumer protection laws and apply those laws to a
range of marketing and advertising strategies
• identify and analyse the laws protecting intellectual property and apply those
laws to the development and marketing of new products and ideas
• identify, analyse and apply the laws regulating a range of competition
practices including pricing and distribution
• critically evaluate a contemporary marketing law development and write a
research paper on the topic.
Assessment
Examination (3 hours, open-book): 70%
Contact hours
3 hours per week on-campus and/or intensive mode over summer (both 39 hours in
total)
…………………………………………………………………………………………..
Elective units
MKC3500 - Survey data analysis
Synopsis
Introduction to multivariate statistical techniques for the analysis of survey data and
models to analyse the discrete choice behaviour of individuals. Topics include
multivariate analysis of variance, principal components analysis, factor analysis,
correspondence analysis and models of discrete choice behaviour. Statistical software
and case studies will be utilised during this subject and students will apply the
techniques to a variety of practical problems.
32
Course Structure
Objectives
• examine exploratory factor analysis and structural equation modelling

• explain how multiple regression and multivariate analysis of covariance can be
used to analyse survey data
• examine the use and importance of logistic regression in discrete-choice
modelling studies
• critically analyse the role of cluster analysis and multidimensional scaling and
correspondence analysis in understanding multivariate data
• apply a statistical package (SPSS) to a range of data.
Assessment
Contact hours
…………………………………………………………………………………………..
MKC3120 - Marketing implementation

Synopsis
Introduction to the recent literature relating to implementation, evaluation and control
of marketing strategies. Current concepts, theories and applications are addressed in
the areas of market orientation, internal marketing, customer service and loyalty
issues in marketing, brand equity, relationship marketing, marketing productivity
analysis, marketing financial performance analysis, marketing organisation, database
marketing, the use of technology information processes and marketing performance
assessment.
Objectives
33
Course Structure
• provide students with a first hand appreciation of the current role of marketing
in organisations; and provide them with the skills to apply the academic
knowledge gained at university
• critically evaluate and appreciate the change in marketing emphasis away from
a functional approach (eg four Ps) towards a more market-oriented and
market-driven approach
• identify, analyse and apply appropriate measurement criteria to assess the
implementation and effectiveness of the marketing strategies
• distinguish between the strategic (soft) and operational (hard) aspects of
implementation
Assessment
Contact hours
…………………………………………………………………………………………..
MKC3130 - Strategic issues in marketing
Synopsis
This subject integrates the conceptual knowledge and skills developed in earlier
marketing subjects and sharpens students' abilities to analyse, evaluate and implement
marketing strategies. The subject emphasises strategic analysis and the process of
decision making in a marketing management context.
Objectives

• analyse a marketing problem based on supplied information
• design and recommend marketing strategies within a given context
34
Course Structure
• source and select relevant marketing theories to support analysis and

recommendations.
Assessment
Contact hours
…………………………………………………………………………………………..
MKC3220 - International marketing
Synopsis
In a largely deregulated economy companies which retain a domestic focus have
found themselves facing increasing international competition and declining market
opportunities. Thus, no market can exist without acknowledging international forces,
trends and pressures.
International trade, investment and service markets have been the fastest growing
sectors of the world economy since the end of WWII. The dynamic growth of
international markets and global marketing has evolved in a context of fundamental
underlying forces and concepts. Electronic marketing; globalisation; standardisation;
customisation; and horizontal management structures are some of those influences.
Objectives
• analyse and evaluate how a range of international marketing criteria (culture

and so on) impact on a chosen and specific foreign market
• develop, analyse, justify and evaluate market entry and longer term foreign
marketing plans for a specific market
• understand how current issues, trends and research in international marketing
impact on designated foreign market segments
35
Course Structure
• identify and evaluate how a range of specialised, localised and specific issues
might impact upon business activity within a designated foreign market
segment
• utilise independent critical thinking and applied learning skills to develop an
international marketing orientation in terms of a chosen market context.
Assessment
Contact hours
…………………………………………………………………………………………..
MKC3451 - Stakeholder analysis in marketing
Synopsis
Organisations typically have many different stakeholders and more often than not,
meeting the needs of one stakeholder group may disadvantage another. This unit
provides students with a theoretical and applied understanding of the concepts and
applications of stakeholder marketing, equipping them to undertake stakeholder
analysis and to develop appropriate stakeholder responses. This unit is suitable for
students from a wide range of disciplines.
Objectives
• develop the critical thinking perspective of stakeholder theory and its

relationship to marketing and business performance
• effectively recognise define, describe, analyse and apply the different
philosophical perspectives that inform contemporary approaches to the
analysis of stakeholder relationships
• to critically evaluate and be able to effectively track and analyse, current
stakeholder relationship issues as reported in the media and relate these to
theory as presented in the academic literature
36
Course Structure
• be able to prepare a 'stakeholder map', analyse its components, and develop

marketing strategies and tactics to address the needs of the various
stakeholders identified
• be able to develop and present effective stakeholder marketing orientated
communications.
Assessment
Examination: (3 hours): 50%
Contact hours
3 hours per week or equivalent
…………………………………………………………………………………………..
MKC3460 - Integrated marketing communication
Synopsis
Conceptual framework for the planning, integration and control of the communication
process; determining the communication options available to organisations;
developing realistic communication objectives for different types of marketing
communication; budgeting and allocating resources to the communication elements
within the budget.
Evaluating the effectiveness of the marketing communication plan and the strategic
use of the techniques of advertising, sales promotion, publicity/PR and personal
selling, sponsorship, direct marketing and the use of communication in electronic
commerce.
Objectives
• critically evaluate the role of Integrated Marketing Communication in building

brand equity
• employ a conceptual framework for the planning, integrating and control of
the marketing communication process
37
Course Structure
• demonstrate the strategic use of each of the communication elements --

advertising, direct marketing, sales promotion and PR/publicity
• formulate relevant ideas on campaign message and creative strategies and
discuss them
• recommend appropriate ways to evaluate a marketing communication
campaign.
Assessment
Contact hours
3 hours per week or equivalent
…………………………………………………………………………………………..
MKF3121 - Marketing planning and implementation
Synopsis
evaluation and control in marketing planning; Australian case studies in corporate
marketing planning and strategy. Concepts of product management; designing a
Objectives

38
Course Structure
Assessment
Contact hours
…………………………………………………………………………………………..
MKF3131 - Strategic marketing
Synopsis
Using the case study method this unit provides an analytical framework from which
students can explore how marketing strategy is applied throughout a variety of
industries. Students will be taught how to analyse, evaluate and implement marketing
strategy. A theoretical grounding in introductory marketing, marketing research,
buyer behaviour and communications is essential to students undertaking this unit.
Objectives

• analyse information supplied from a case and identify the core marketing
problem
• design, evaluate and recommend marketing strategies that solve the identified
core marketing problem
• source and select relevant marketing theories and marketing tools to support
analysis and recommendations.
Assessment
Contact hours
39
Course Structure
…………………………………………………………………………………………..
MKF3301 - Services marketing
Synopsis
An in-depth analysis of the marketing techniques that apply to service organisations
and industries including service design and delivery, customer service, service quality
measurement and internal marketing.
Objectives
• define a service and understand the implications of this on marketing research,

buyer behaviour, classification of services and internationalising services
• design a service using blueprinting and the servuction model
• develop and implement promotional, pricing, product, distribution strategies
for a service giving consideration to the demand management implications
• explain the importance of the measurement of service quality, giving
consideration to relationship marketing theory.
Assessment
Contact hours
…………………………………………………………………………………………..
MKF3471 - Sales management and negotiation
Synopsis
Customer contact and relations. A broad overview of the sales area focusing on
business to business and person to person activities. Issues include interpersonal
persuasion and influence. In addition to these knowledge-based topics, the unit
exposes students to practical interpersonal skills involving persuasive group
presentations, negotiations and sales.
40
Course Structure
It covers areas of management, which focus on buying-centre/selling team

relationships. There is a focus on the relationship between the functions of marketing
and sales within organisations and the effect on corporate performance.
Objectives
• evaluate different selling situations and select appropriate selling approaches

to implement
• demonstrate an ability to communicate and negotiate persuasively and
professionally in a sales setting
• apply the key elements of sales management, personal selling and negotiation
theory, specific to business relationships
• recommend appropriate sales management strategies for recruitment,
selection, development, supervision, motivation and evaluation of salespeople.
Assessment
Contact hours
…………………………………………………………………………………………..
MKF3881 - Electronic marketing
Synopsis
Traditional business disciplines are starting to appreciate the fundamental challenges
presented by the application of technology to their knowledge base. In marketing the
most visible agent of change has been www and online transacting which has already
revolutionised a number of sectors of the world economy. This subject takes
marketing and traditional views of marketing and exposes them to critical analysis in
the light of technological change. It explores how marketers can utilise different ways
of understanding, creating, communicating and delivering customer value in the
marketplace.
41
Course Structure
Objectives
• illustrate insight into how traditional marketing structures and concepts,

techniques and activities translate into the electronic marketing medium
• demonstrate an integrated perspective of how electronic marketing contributes
to value creation for all stakeholders
• illustrate an ability to analyse the market and to create and develop innovative
electronic solutions to fulfil identifiable needs
• combine theory with the pragmatism required to effectively traverse the divide
between marketing and delivering an electronic solution to market needs.
Assessment
Students will choose an assessment regime from the following:
a) Examination (3 hours): 100%;
b) Within semester assessment: 50% and Examination (2 hours): 50%;
c) Within semester assessment: 100%
Contact hours
…………………………………………………………………………………………..
MKW3121 - Marketing planning and implementation
Synopsis
evaluation and control in marketing planning; international case studies in corporate
marketing planning and strategy; concepts of product management; designing a
Objectives

42
Course Structure

Assessment
Contact hours
…………………………………………………………………………………………..
MKW3261 - Public relations campaigns
Synopsis
An integrative experience using the theory and processes to which students have been
exposed through their course. Students will further study and use campaign planning
and management tools. They will create from briefs one major PR campaign with
target groups involving multiple groups of stakeholders.
Objectives
• identify the theoretical background necessary for the development of an

effective public relations campaign
• analyse and evaluate critically a range of case studies regarding public
relations campaigns
• design and implement a public relations campaign to meet client objectives
• demonstrate effective group/team work by contributing to the planning,
research, analysis, and reporting components of a group project, and
encouraging other group members.
43
Course Structure
Assessment
Contact hours
…………………………………………………………………………………………..
MKW3231 - Public relations consulting
Synopsis
The operation of specialist PR consultancies, and PR units within organisations
(business, government departments and non-profit organisations). Through
consideration of a range of such situations, students will be able to demonstrate their
ability to utilise knowledge and skills developed in earlier subjects towards the
effective and efficient management of such units and the issues with which they deal.
Objectives
• understand the roles and responsibilities of PR consultants and client managers

in the field
• develop experience in key consulting techniques and management processes
• evaluate campaigns/programs/ operations of a consultancy from both 'owner'
and 'client' perspectives
• apply academic and industry research in the formulation of business
presentations.
Assessment
Contact hours
…………………………………………………………………………………………..
44
Course Structure
MKW3841 - E-business performance measurement
Synopsis
This is a capstone unit in assessing whether an e-business is achieving its goals.
Linking online activities to business performance. Feedback mechanisms in an online
performance measurement environment. Establishing benchmarks. Strategic
marketing decisions.
Performance measures for external and internal operations: transactions with

customers and suppliers as well as efficiency gains within the organisation. Explicitly
includes measurement principles, measurement error, and its impact on performance
assessment. Cost-benefit assessments. Teaching is case method based.
Objectives
This is a capstone unit in assessing whether an e-business is achieving its goals.
Linking online activities to business performance. Feedback mechanisms in an online
performance measurement environment. Establishing benchmarks. Strategic
marketing decisions. Performance measures for external and internal operations:
transactions with customers and suppliers as well as efficiency gains within the
organisation. Explicitly includes measurement principles, measurement error, and its
impact on performance assessment. Cost-benefit assessments. Teaching is case
method based.
Assessment
Contact hours
…………………………………………………………………………………………..
MKX3621 - Advertising management
Synopsis
This unit explores advertising management issues. Topics include: the structure and
responsibilities of the advertising industry and its controls. Management of
45
Course Structure
advertising within the agency and within the client and the relationship between these
two parties. The issues faced by clients and their agencies in maximising the
effectiveness of an advertising budget, including the choice of advertising research
techniques, media developments, production and international advertising
considerations.
Objectives
• explain the advertising management process within a client organisation,

media group or an advertising agency
• formulate an appropriate approach for the selection, evaluation, briefing and
remuneration of an advertising agency
• explain the various relationships within the agency/client/media roles
• critically evaluate creative concepts and executions
• critically assess ideas associated with advertising management issues.
Assessment
Contact hours
…………………………………………………………………………………………..
YEAR IV
Research method units

MKX4050 - Marketing theory
Synopsis
Some say marketing has 'borrowed' excessively from other disciplines (from both
within and outside the social sciences). As a result, home-grown theories are less
46
Course Structure
common in marketing as they are in management, economics, or sociology -- for

example.
Unlike the Academy of Management Review, marketing does not have a dedicated
theory journal. Notwithstanding, there is ample opportunity for the marketing
discipline to consolidate and then advance its theoretical boundaries and thereby grow
in both stature and rigour.
This unit will equip graduate students with the necessary skills to conduct scholarly
research that will legitimately advance the boundaries of marketing knowledge.
Objectives
• critically analyse the origins and history of marketing thought, including

continuities and discontinuities with the past
• explain the major schools of thought in marketing
• compare a range of select theories from other disciplines and evaluate if these
theories might be useful in a marketing context
• critically review a number of methods of inquiry and explanation utilised in
the discovery and confirmation of knowledge
• compare explanatory philosophies within marketing and their relevance to
changes in marketing
• explain critical thinking in marketing theory use apply and its use to interpret
and integrate findings into a broader theoretical framework.
Assessment
Contact hours
3 hours per week
…………………………………………………………………………………………..
47
Course Structure
MKX4080 - Quantitative research methods in marketing
Synopsis
This unit introduces both multivariate statistical techniques for the analysis of survey
data and models to analyse the discrete choice behaviour of individuals. These
techniques enable the researcher to effectively analyse survey data and aid in the
understanding of markets and of consumer behaviour.
In this unit, we place emphasis on understanding the underlying assumptions required

to conduct such analyses, appropriate interpretation and reporting of results and the
use of these techniques in informing decision makers and academics.
Objectives
The aim of this unit is to provide students with knowledge regarding multivariate data
procedures in conduct of academic research in marketing. This unit is designed to fill
the gaps in data analysis using sophisticated approaches and data collection methods.
The aim is to provide knowledge of available data analysis techniques to address

specific research questions, their strengths and weaknesses (limitations). The
relevance to research design and sampling issues.
Upon successful completion of this unit students will:
• have an understanding of a range of data analysis procedures that may be

appropriate when examining marketing issues.
• be able to identify, specify and run the various software programs.
• be able to interpret the output of these data analysis procedures.
• demonstrate an understanding of designing quantitative research and
implications for sampling and sampling units.
• design research instruments to achieve validity and reliability and
generalisability.
Assessment
Contact hours
3 hours each week over a 13 week semester
48
Course Structure
………………………………………………………………………………………
Thesis
Synopsis
A research report in an advanced area of interest applying the knowledge, concepts,
tools and techniques acquired in other units in the program to a business-oriented
research project.
Objectives
• identify and conduct supervised independent research in an appropriate area of

interest to academic marketers
• critically evaluate the literature relevant to the selected area of interest
• broaden and deepen understanding of research methods in marketing
• contribute to marketing knowledge.
Assessment
49

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Bachelor of Business (Marketing)

Faculty of Business and Economics counter

Student Service Centre

Ground level Building A

27 Sir John Monash Drive,

Caulfield East Victoria 3145

informed and developed in their decision-making skills and approach to business

problems and issues.

(a.) be critical and creative scholars who:

• produce innovative solutions to problems

(b.) be responsible and effective global citizens who:

• engage in an internationalised world

(c.) have a comprehensive understanding of their discipline and who

(d.) have a well developed understanding of multi disciplinary decision making in

AFF1000 Principles of accounting and MGF1010 Introduction to management

BTF1010 Commercial law MKF1120 Marketing theory and practice

ECF1100 Microeconomics One YEAR I elective unit

ETX1100 Business statistics One YEAR I elective unit

MKF2111 Buyer behaviour MKF2131 Marketing decision analysis

MKF2121 Market research methods Elective unit YEAR II

Elective unit YEAR II Elective unit YEAR II

Elective unit YEAR II Elective unit YEAR II

MKF3121 Marketing planning and MKF3131 Strategic marketing

MKF3461 Marketing communication Elective unit YEAR III

Elective unit YEAR III Elective unit YEAR III

Elective unit YEAR III Elective unit YEAR III

Year 4 (honors): business research methods and a combination thesis,

• Topics include multivariate analysis of variance, principal components

• examine exploratory factor analysis and structural equation modelling

BTF1010 - Commercial law

• examine common commercial law scenarios relating to: the supply of

• understand the economic behaviour of individual consumers and producers

ETX1100 - Business statistics

• apply simple concepts of probability and probability distributions to problems

MGF1010 - Introduction to management

• define management and summarise the evolution of management ideas on how

• identify factors that influence individual and group behaviour in organisational

MKF1120 - Marketing theory and practice

• discuss how key marketing concepts can be used in analysing a range of

MKW1601 - Introduction to e-business

• define the purpose and scope of e-Business

MKX1500 - Retail management principles

MKX1501 - Buying for retail markets

The influence of developing technologies on the merchandise planning process. The

Sourcing merchandise and negotiation practices. Stock management principles and

• demonstrate a detailed understanding of the basic concepts of consumer

MKF2121 - Marketing research methods

• provide a working knowledge of key concepts and methods used in marketing

MKF2131 - Marketing decision analysis

• develop a capability for applying marketing models to a range of marketing

MKF2401 - Marketing issues in packaging design

• identify the importance of packaging as an element of product design

MKW2211 - Advertising theory and practice

processes for evaluating creative success or failure. Production concepts for

• understand theories, concepts and elements related to advertising and

MKW2221 - Public relations principles and practice

• describe the major public relations concepts, theories and contexts

MKW2251 - Publicity and promotion

• identify the strategic differences between publicity and promotion as public

MKW2252 - Crisis and risk communication

• identify issues and crises

MKW2402 - Consumer behaviour

• demonstrate a detailed understanding of the basic concepts of consumer