An essential practice in marketing is assessing the impact of marketing strategies on business performance. Increasingly, companies are recognising marketing as a strategic board-level function, directly responsible for wealth creation. Marketers should be equipped with tools to analyse and effectively communicate the value of marketing, using the evidence of marketing metrics underpinning business performance. This unit introduces students to marketing metrics that are responsible for commercial success. Key measures are explained and applied to a wide range of business examples, using a case study approach. This course provides an overview of marketing metrics and how they relate to business performance, providing students with the opportunity to apply these key concepts to practical business situations.

Understanding and using marketing information is an essential task for marketing decision makers. However despite very large amounts of qualitative and quantitative data being available from both primary and secondary sources, concerns exist over much of its quality and how to combine these different sources into a useful stream of information that helps decision makers make better decisions throughout the product lifecycle. The marketing planning cycle will be used as the structure for this unit to explore how data can be turned into actionable marketing information. Students will learn how to assess information requirements, plan data collection and assess data quality. They will then learn advanced analytical techniques and critically, evaluate how these types of data can be used together.

This course is about developing and managing innovative competitive marketing strategies. It not only combines concepts, frameworks and tools from across the marketing discipline, it also transcends the traditional boundaries of the discipline itself (as the modern marketer often must), drawing on materials from strategic management, entrepreneurship and finance. The central focus is on strategy development and how its management can create superior and sustainable value for both customers and shareholders, by introducing a long term perspective.

In this course, we learn how to generate valuable consumer insights that will assist marketing managers to successfully operate in contemporary markets. To achieve this objective we examine the latest research, frameworks and tools that convincingly suggest that today's marketplaces are increasingly complex, being characterised by dynamic interrelationships between popular culture, market structures, ideologies and consumer orientations. We also identify and apply best practice qualitative research techniques (video-ethnography, archetype elicitation) to investigate contemporary consumers and generate insights intended to inspire significant marketing innovations. The course's most immediate relevance is to managers wishing to foster greater creativity and innovation within marketing-oriented groups.

The dynamic nature of global markets makes international marketing a challenging topic to study. Competitive forces transcend national boundaries so that every company is touched to some extent by the impact of the global market. This unit considers international marketing from a wide range of perspectives and includes issues that impact large multi-nationals as well as smaller international and national players. Marketing concepts are addressed through current case studies with a focus on examples drawn from the Asia Pacific region.

In today's highly competitive and uncertain business environment, it is critical for marketing professionals to have a clear understanding of marketing issues and the impact of possible regulatory and ethical factors. Marketing programmes and strategies have greater chances of success if they are developed with an awareness of regulatory and ethical guidelines. This unit considers the regulatory and ethical environment of the marketing of goods and services, with particular reference to product development and management, pricing, promotion and distribution. The unit also investigates issues and implications of new media. Topics include marketing regulation in the digital environment and other technologies used in the promotion and sale of products and services.

This unit considers the role of internal marketing in motivating employees towards implementing marketing strategies. Although the principles of marketing used internally within an organisation are similar to those used externally, frequently a fresh approach is required when addressing practical issues. This unit presents current thinking and research on the topic of internal marketing and explains how it can be used to assist with implementing marketing strategy. The course will be taught mainly through practical case studies, providing an opportunity for analysing how internal marketing is used within leading organisations.

This unit provides an overview of theory and practice in the fast changing area of marketing communications. Communicating effectively and efficiently with stakeholders has become more challenging especially with the advent of new media. This unit is designed to help plan and deliver an integrated communication strategy using the main channels: advertising, public relations, promotions, Internet and other new media. There will be special attention to measuring results as communication professionals are accountable for their programmes and strategies.

This is a capstone unit, providing an opportunity for students to use learning gained during the course. The project requires application of analytical tools and project management skills to a marketing issue within an Australian company chosen by the student. The unit will include sessions that introduce project management and consulting skills - critical when designing and selling marketing projects within an organisation. One to one supervisory sessions will provide guidance on the project during the session. Students will design their own project and conduct independent research in a company that offers an interesting marketing issue. Examples of topics include: product development and launch; developing a new marketing strategy; entering a new market segment or implementing a new marketing initiative such as CRM. The deliverable will be a report of up to 2,000 words, along with a presentation to the client organisation and the student's supervisor. Students will be assessed on problem identification, analysis, creative and actionable solutions, client management skills and persuasive presentation.

This is a capstone unit, providing an opportunity for students to use learning gained during the course. The project requires application of analytical tools and project management skills to a marketing issue within an Australian company chosen by the student. The unit will include sessions that introduce project management and consulting skills critical when designing and selling marketing projects within an organisation. One to one supervisory sessions will provide guidance on the project during the session. Students will design their own project and conduct independent research in a company that offers an interesting marketing issue. Examples of topics include: product development and launch; developing a new marketing strategy; entering a new market segment or implementing a new marketing initiative such as CRM. The deliverable will be a report of up to 2,000 words, along with a presentation to the client organisation and the student's supervisor. Students will be assessed on problem identification, analysis, creative and actionable solutions, client management skills and persuasive presentation.

This is a capstone unit, requiring the application of skills and tools acquired during the course. In today's increasingly global business environment, it has become essential that managers understand international business forces. This unit of study will seek to provide students with some intimate international knowledge. Students will take a study trip to either China or India to learn first-hand about the business and consumer environments there, and will complete a project related to this country. The study trip will include visits to local business operations, presentations from business and government executives, and interactions with a variety of individuals who can provide important insights. Some possible projects are: a) a market analysis to determine the potential of a particular product or service that could be exported to the target country, b) a production feasibility study to examine the possibility of manufacturing a particular good there, c) an analysis of the competition in particular industry in the target country. The trip will last approximately one week. Students will work with the instructor both before and after the trip to develop their projects.