An introduction to marketing management for students who do not intend to specialise in Marketing. The course is designed to develop an understanding of the marketing function and the application of marketing principles to the marketing of services, industrial and consumer goods, and not-for-profit organisations.
A study of the theory and practice of changing consumer behaviour through marketing programmes. The course critically evaluates traditional cognitive models of consumer behaviour and alternative behaviourist approaches.
A study of the collection, analysis and interpretation of marketing information. Topics covered in the course include research methodology, experimentation, sampling, questionnaire design and the role of marketing research in managerial decision-making.
156.235 Social Media and Digital Marketing15 credits
A study of the impact, application and evaluation of new digital media marketing strategies and techniques.
156.237 Marketing Communication and Advertising15 credits
A study of advertising and other forms of marketing communication, including key theories of marketing communication, elements of the communication mix, and effective campaign design.
A study of the changing nature of consumer behaviour in a dynamic environment. Cognitive models and modes of information processing are studied in relation to various aspects of marketing management. How the study of consumer behaviours is used by academics, practitioners and policy makers is explained.
156.743 Advanced Marketing Planning and Strategy30 credits
The focus is how firms use their limited resources to position their products or services to create a sustainable competitive advantage. The main goal of a marketing strategy is to create customer satisfaction so the "how" of marketing strategy, which is the marketing plans and planning, is addressed.
156.744 Advanced Marketing Research and Analysis30 credits
The focus is on the rationale for marketing research, the steps involved in marketing research and the type of methodologies used in qualitative and quantitative marketing research. Interpretation of results as well as analysis of data in marketing research is included.
156.755 Advanced Social Media and Mobile Marketing30 credits
A critical evaluation of the impact of the digital and mobile environment on all aspects of the practice of marketing.
A solid grounding in computerized approaches for obtaining insights on existing and potential customers. For existing customers, the link between marketing activities and customer lifetime value is assessed through the computer-based analysis of internal (within-organization) data on customer transactions and company records. To understand potential customers, external (outside-organisation) data (e.g., online data, census data) are collected through automated computer scripts and utilised to identify business opportunities. The course also covers computer-based techniques for segmenting customers.
The development of computer skills for the empirical analysis of the return of marketing investments on sales and profits, for the purpose of supporting marketing decision making. The coverage includes a wide variety of econometric methods, statistical programming approaches, types of marketing investments, and the reporting of the results.
This course critically examines marketing theory and its application and aims to explain why the theory of knowledge is important to marketers and its implications for the study and practice of marketing and the evaluation of new ideas. It includes the study of consumer responses to marketing stimuli, using marketing models to measure, analyse and understand consumers.
This is an advanced research methods course. It covers critical thinking in marketing research and provides an in depth understanding of qualitative, quantitative and mixed methods approaches to marketing research. It provides a detailed examination of research design, construct measurement, methods of data collection and methods for analysing data.
Candidates will undertake professional practice within the subject area in which the Master of Management is being completed. Professional Practice may be conducted either individually or in groups and assessment of the outcome of the investigation may be in a variety of ways including written and oral presentations and case studies.