This unit examines the relationships among marketing organisations and final consumers in terms of production-distribution channels or value chains. It focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants, and creating value for consumers. While this unit is heavily based on theory, practical application of the concepts to "real world" situations is also essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.

Marketing research is an essential research activity which provides objective, accurate and timely information to entities (e.g. government, businesses and not-for-profit organisations) to help reduce the uncertainty and risk associated with decision-making. This unit introduces students to the preparation and planning work required when initiating a marketing research project. Conducting market research requires a thought process to formulate research questions, and propose a research strategy adhering to best practices that answer the research questions posed. Particular emphasis is given to the initial stages of the market research process involving problem identification, problem contextualisation and conceptualisation, developing a research proposal, conducting exploratory research through secondary data and administering a pilot survey as well as conducting some basic analysis.

This unit examines the psychological, social, and cultural aspects of consumer behaviour on the marketing decisions of public and private organisations. Concepts and principles are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of consumer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.

Fundamental to marketing is a requirement to understand the environment and how to establish an on-going connection with customers in order to meet ever-changing needs and wants more effectively. Marketing insights address such dynamism and interplay in the marketplace by engaging in applied research to generate insights and conveying them in a meaningful and useful way to aid marketing decisions. This unit equips students with the practical knowledge and technical skills necessary to see through the entire research process involving project planning, collecting and analysing data, and generating insights. Particular focus is given to the use of different qualitative and quantitative research strategies for data collection, including: secondary data collection, observation and projective techniques, questionnaire design, and experimental design.

This unit explores how marketing campaigns are designed, conceptualised and executed digitally. Particular attention is given to techniques unique to digital technologies and the networked nature of social media platforms. Their applications to marketing strategy specifically to do with brand building, target audiences, public relations and communications are covered with an aim to equip students to understand the digital consumer journey.

This unit of study offers an introduction to and overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media, such as the Internet. It will provide students with a sound theoretical/conceptual foundation as well as the strategic/practical perspectives of Marketing Communications planning and implementation.

New products and services are crucial to successful growth and increased profits in many industries. The goal is to help students learn how to develop and market new products and services in both the private and public sectors. A product development assignment is carried out to reinforce the material covered and to provide realistic examples of how new products are designed, tested and launched.

This unit introduces students to international marketing using the marketing concept. It firstly considers environmental factors and then studies how marketing strategies are affected by those environmental factors. It gives students an awareness and understanding of international marketing concepts and highlights their importance in a rapidly changing global economy. Additionally the unit develops students' skills in designing and implementing marketing strategies in diverse international contexts.

This unit focuses on strategic and managerial aspects of marketing. It covers the development of innovative, business models; segmentation, positioning and lifecycle strategies; key aspects of managing and organising marketing activities, and measuring performance. The central theme is how marketing strategy and its management can create superior and sustainable value for both customers and shareholders. Assessment will reflect this strategic decision-making approach, requiring students to take on the roles of marketing advisors and managers.

The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand's overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand's core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.

Most companies use advertising to introduce themselves, their products and services to existing and potential customers. Advertising is their public face and together with integrated marketing communications and public relations is one of the three pillars of commercial communication. This subject explores the creative material that is developed and produced to contact, inform, educate and influence consumer decisions. Advertising is the point where communication theory is put into practice. Understanding the creative principles and practices used by advertising personnel enables the marketer to commission, evaluate and produce creative material to professional industry standards. This subject addresses topics such as the importance of creativity; messaging issues, determining consumer insights; the creative potential and purpose of different media; developing creative concepts; determining the advertising idea; critiquing advertising; identifying key issues; producing the final creative material and taking it to the marketplace.

This unit highlights the scope and application of marketing skills beyond the commercial context and focus on its potential in pursuing the societal marketing concept. At the core of this unit is the understanding and use of marketing methods which are guided by ethical principles and delivers social change that is for the benefit of individuals and communities rather than being solely driven by a corporate profit motive. This unit examines marketing as a set of tools and concepts that can be applied to non-traditional contexts such as in campaigns involving social attitudes, political issues, environmental awareness, non-profit and charity promotion and health behaviour changes. This unit equips students to apply marketing in the planning, analysis, execution and evaluation of programs designed to influence and persuade target audiences to behave in ways that changes their individual/group behaviour which leads to societal structural changes that positively transform societal wellbeing.

This capstone unit bridges the gap between theory and practice by integrating knowledge and consolidating key skills developed across the Marketing major. It aims to provide students with practical experience in identifying, analysing, and solving contemporary marketing problems. Much of this unit is dedicated to a problem-based/experiential approach to learning. Students ensure their career-readiness by demonstrating their ability to apply concepts, theories, frameworks, methodologies, and skills to authentic problems and challenges faced in the field of marketing.

This unit is administrative only and serves as a consolidation for all marks to represent a single final mark for students undertaking Honours. Marks will be calculated as follows: BUSS4001 (20%); BUSS4X12 (10%); BUSS4X13 (10%); BUSS4104 (60%).

This unit is an introduction to research methods used in business disciplines. The unit provides students with an understanding of the range of methods that may be used to answer research questions, their strengths and weakness and underlying philosophical assumptions. Key elements of the research process are addressed, including the purpose of the research; devising the research questions and hypotheses; selecting a research strategy; methods and procedures for data collection and analysis; and interpreting and reporting the results. Students learn important research terminology, how to write a research proposal and ethical considerations in conducting research. The first component of this unit is delivered to the whole Business School Honours cohort and covers obligations as a researcher. The second component of the unit splits into Disciplinary areas and covers issues related to research design.

This unit comprises the research and writing of a supervised thesis on an approved topic in business. A written Honours Thesis and presentation of the research work is undertaken.

This unit covers advanced research-integrated coursework topics mostly from leading journal articles in Marketing such as consumer behaviour, strategy, and international marketing. The topics revolve around products, branding, pricing, distribution channels and retailing, and promotions. The unit runs in seminar style.

This unit covers advanced research-integrated coursework topics in Marketing such as consumer behaviour, strategy, and international marketing. The course delves into research design, data collection, and analysis.