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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