Download MARKETING AND MANAGEMENT Unit Codes

Research Training Pathway Program/FBE/Marketing and Management
Discipline:
Unit Codes:
Unit Name:
MARKETING AND MANAGEMENT
FOBE751, FOBE752, FOBE753, FOBE754
Advanced Topics in Business and Economics
ELECTIVE UNITS
Unit Name
Unit Description
Convenor
Offered
Electronic
Commerce
Strategy
This unit aims to provide students with a comprehensive framework for
Dr David Gray
understanding e-commerce strategies and the skills and techniques for
implementing these in the organisations in which students work or seek to work.
Students will be required to critically evaluate different approaches to ecommerce, synthesise contemporary research findings and evaluate the utility of
these when analysing different case organisations. A key component of the course
is the development of an analytical and strategic approach to e-commerce
business problems and opportunities.
X1, X2
Strategic
Operations
Management
This unit examines the key issues currently facing all service and manufacturing
Dr David Gray
organisations when creating the products and services. A primary aim of the unit
is to illustrate the principles involved in effectively creating a value proposition
and how the value transformation process is managed in the organisation and
across the value chain. The unit looks in detail at the link between an
organisations competitive strategy and the management of its operations, design
of products and processes, management of supply chains and inventory,
management of quality, lean and six sigma philosophies and continuous
improvement techniques.
D2, E1
International
Business Strategy
This unit draws upon concepts and theoretical frameworks from interdisciplinary Dr Robert Jack
sources as well as practical industry and firm-level case studies and experiential
Dr Meena
exercises in order to examine various issues relevant to conducting business
Chavan
across national borders. The unit addresses not only the economic dimension of
the international business environment, but also its political, cultural and
technological dimensions, all of which interact in complex ways to generate
opportunities and threats at the firm level. It will introduce students to vital
matters in strategic decision making in the global markets to provide insights on
the practices and policies used by competing businesses worldwide for developing
strategies for competitive advantage. It explores the challenges, dynamics and
processes involved in managing a multi-national company.
D2, E1, E2
The underpinning of this unit is the practical real-life, real-time knowledge gained
by students through experiential learning. This unit is taught through lectures,
discussions and experiential exercises. This course will examine critical issues from
the perspective of senior executives and managers in charge of these operations.
Concepts developed in the course will be applied to the solution of “real world”
problems through the use of the latest case studies, and other learning strategies
throughout the semester.
Behaviour in
Organisations
This unit aims to significantly enhance student knowledge of the ways people
Dr Erik
behave in organisations and the skills required to effectively manage them. The
Lundmark
body of knowledge is developed from the systematic study of individual, team and
structural characteristics for the purpose of helping organisations succeed. Topics
addressed include individual differences, motivation, job design, communication,
group dynamics, teams, leadership and organisational culture and innovation.
1 of 5
D1, D2, E1,
E2
Research Training Pathway Program/FBE/Marketing and Management
Unit Name
Entrepreneurship
in Business
Unit Description
Convenor
The purpose of this unit is to provide students with an understanding of the
Dr Meena
process that an entrepreneur employs to develop an idea into an opportunity and Chavan
then into a thriving, valuable business. Students will understand the entrepreneur
from: an economic perspective – which considers the role of the entrepreneur in
the economic development of a nation, region or locality; a sociological
perspective – which considers the entrepreneur as a member of a social system;
and an idiosyncratic perspective – which focuses on the entrepreneur as an
individual with a unique combination of personal characteristics and beliefs.
Offered
E1, E2
Successful completion of this unit will provide students with a macro and micro
perspective that will support them in their entrepreneurial endeavours.
Population and
Workforce
Planning
This unit will cover topics such as: the sources of demographic, labour force and
economic data; the age and sex distributions of populations and workforces; the
uses of methods of standardisation in the analysis of mortality and labour force
data; fertility patterns and their interrelationships with workforce participation
patterns; migration patterns and their effects on populations and workforces;
population and workforce projections; population ageing and its workforce
planning implications; and a range of case studies of the use of demographics in
workforce planning. Students will have hands-on experience accessing and
analysing census data at national, state and local levels using major databases.
Leadership and
Management
The purpose of this unit is to enable students to acquire leadership skills and
Dr Louise
knowledge relevant to the process of organisational leadership. The unit provides Thornthwaite
theoretical understanding and practical application of effective leadership
theories and frameworks. The unit invites students to critically evaluate their own
practice of leadership in the context of new theoretical and case based insights.
D1, E2
Business Project
Management
Through a combination of formal learning, group and individual project work, and Professor Greg
interactive class-based activities, participants will develop a full understanding of Elliott
the leadership and technical capabilities needed for effective project
management: definition, scoping and assessing the feasibility of projects; project
planning; procurement and building a project team; delivery – time, cost and
quality; project resource management; managing project risks; project
communications and marketing.
E2
Strategic
Management
This unit will equip students with the ability to analyse complex business problems Dr Erik
from the cross-functional and multi-dimensional perspective required by general Lundmark
managers. The unit examines the process of formulating competitive strategy at
the business-level based on systematic analysis of a firm's internal resources and
capabilities in conjunction with a structured examination of the various
dimensions of its (external) industry and macro-environments. On the basis of this
analysis managers will then practice developing appropriate strategies with which
to pursue sustainable competitive advantage and firm growth. Topics addressed
include strategy development and implementation, managing growth and
diversification, and analysing synergy in mergers and acquisitions.
D1, D2, E2
2 of 5
Associate
Professor Nick
Parr
D2
Research Training Pathway Program/FBE/Marketing and Management
Unit Name
Unit Description
Convenor
Dr Louise
Thornthwaite
Offered
Management of
People at Work
This unit provides students with contemporary knowledge and skills concerning
the effective management of people at work. The unit reviews the key systems
required for organisations to effectively manage their people in the context of
their overall business strategy and the allied managerial skills required for
successful implementation. A particular focus of this unit is the requirement for
students to critically evaluate real organisational practices against contemporary
theory as well as long established principles.
D2, E1
Comparative
Human Resource
Management
This unit has two central themes: (1) How to think systematically and strategically Dr Alison Barnes D1
about aspects of managing an organisation's international human assets, and (2)
What really needs to be done to implement policies and to achieve a competitive
international advantage. The course will examine the difficulties of blending of
exogenous and endogenous factors in more than one country while planning and
coordinating vital human resource policies and practices.
Managing Cultural To succeed in a globalised business environment, it is imperative for managers to Dr Robert Jack
Diversity in
have a detailed understanding of cross-cultural management. Core objectives of
Business
this unit are to enhance understanding of how cultural diversity affects
managerial behaviour and processes while also allowing students to refine their
critical evaluation and problem solving skills. The unit utilises a range of
assessments such as the analysis of case studies, informal presentations and
group activities in order to synthesise students understanding of cross cultural
theories and their ability to apply their learning.
E2, D1,
Session 3
International
Marketing
This unit will examine the factors that influence marketing strategy in an
Ms June
international setting. Students undertake comprehensive research and analysis of Buchanan
academic articles and apply concepts such as globalisation and anti-globalisation;
international economic environments; social and cultural elements of market
environments; political-legal environments; international marketing intelligence;
market entry and international product, distribution, pricing and promotional
strategies and tactics, to a comprehensive international marketing plan.
D1, D2, E1,
E2
Marketing
Communications
Marketing communications is an integral part of a company's overall marketing
Dr Yimin
mission and plays a critical role in determining its success in the market. It
Stephanie
accommodates both creative and analytical processes guided by a company's
Huang
targeting and positioning strategies. This course aims to provide you with an
understanding of the various decisions and principles that marketing managers
have to consider when developing communications strategies and action plans.
An integrated perspective is adopted for this course that allows you to analyse,
design and evaluate different roles of advertising, direct marketing, personal
selling, public relations, sales promotion and event marketing. Relevant and up-todate theories, concepts and practices in marketing communications will be
provided and discussed in classes.
Session 3,
D1, E2
3 of 5
Research Training Pathway Program/FBE/Marketing and Management
Unit Name
E-Business
Marketing
Unit Description
Convenor
Offered
The purpose of E-Business Marketing is for students to acquire the skills necessary Dr LayPeng Tan Session 3,
to develop and implement strategies for new-generation marketing and business
D1, E2
development opportunities within their organisations. This unit is designed to
introduce students to conceptualising, developing and using marketing computermediated environments (CMEs). Students are introduced to the concept of ebusiness marketing as a metaphor for skills and capabilities required for 21st
century marketers, based around marketing orientation as both customer value
creation using CMEs, and viewing marketing as a set of information flows using
new and emerging electronic business technologies.
Applied Marketing This is a capstone unit that takes students through the whole marketing strategy Professor Scott D2, E2
Strategy
process, such as identifying options, evaluating and assessing competitive
Koslow
positioning, and choosing how and where to compete, and assessing
performance. Students have the opportunity to apply their knowledge to the
commercial environment. Students will build upon their marketing knowledge
gained in market research, consumer behaviour, marketing communications and
marketing management, and work in teams to develop strategic initiatives for an
existing commercial business.
Business-toThis unit aims to assist students to operate in a complex and often turbulent
Dr David Gray
Business Marketing business-to-business context by analysing and evaluating the drivers of success in
business markets. The focus of the unit is on those factors which produce
successful long-term customer-supplier relationships and the drive to achieve
strategic competitive advantage. It is an applied unit and makes extensive usage
of case studies and analysis of real-world situations to show students how to
apply the theories, tools and techniques in specific business-to-business contexts
in creative and innovative ways.
E1, X2
Services Marketing The service sector is one of the largest and most substantial contributors to
Dr Jana Bowden- E2
Australia's GDP. This unit aims to challenge traditional perspectives of marketing Everson
since the provision of services and the way in which these are designed and
offered to the marketplace fundamentally differs from the more traditional
'product or goods marketing' perspective. The course will examine marketing
theory and practice as it applies in sectors which deal primarily in the provision of
services. It will however recognise that service is an inherent aspect of many
organisations which must be strategically managed. The course is an applied unit.
A range of important conceptual and practical issues concerned with the
marketing of services will be discussed and their application will be illustrated
across a wide array of service businesses contexts.
Brand
Management
Dr Chris
This postgraduate unit provides opportunities for students to develop an
Baumann
enhanced depth and breadth of knowledge in the complex field of Brand
Management. The current branding literature is critically evaluated to
systematically assess Brand Management strategies. The unit is designed for
students to understand the dimensionality of branding across geographic
boundaries, brand portfolios and diachronically, i.e. over time. A strong emphasis
is placed on scholarly work in order to allow for an in-depth understanding of the
related branding and marketing literature. Postgraduate Capabilities will be
developed in order to prepare students for the competitive business careers by
applying advanced theory to complex branding challenges. The unit assumes prior
knowledge equivalent to that provided by an undergraduate degree in the area of
marketing and appropriate graduate capabilities such as teamwork and
presentation skills.
4 of 5
D1, D2, E1,
E2
Research Training Pathway Program/FBE/Marketing and Management
Unit Name
Unit Description
Convenor
Offered
Managing
Customer
Relationships
The area of Customer Relationship Management (CRM) has become an
Dr Hamin Hamin X1, D2
increasingly important area for most organisations as they operate in increasingly
competitive environments where they must attract, retain and develop
customers. This unit will develop students' understanding of the concept of
Customer Relationship Management (CRM); promote a deeper understanding of
the process of CRM; and encourage students to become sensitive to the value of
developing deep relationships with customers and the value of these relationships
in the long term success of any business. Students will analyse domestic and
international case studies and will develop their own CRM strategy as part of a
final assignment.
Consumer
Behaviour
This unit examines the external and internal factors that influence people's
behaviour in a purchase situation. It provides a conceptual understanding of
consumer behaviour, integrating theories from psychology, sociology, cultural
anthropology and economics. These components of a consumer's psychological
and socio-economic profile are considered as influences in determining marketing
strategies.
Social Media
Management
This postgraduate unit provides opportunities for students to develop an
Dr Chris
enhanced depth and breadth of knowledge in the complex field of Social Media
Baumann
Management. Students learn about the ‘evolution’ of the Social Connection and
they will explore how to leverage networks in social media. The unit investigates
how consumers can be ‘connected’, but it also outlines the challenges and trends
of Social Media Management. Current cases are discussed and linked to scholarly
work.
5 of 5
Dr Yimin
D2, E2
Stephanie
Huang
Dr LayPeng Tan
D1, E2