University of Sydney Handbooks - 2020 Archive

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Table of postgraduate units of study: Commerce

The information below details the unit of study descriptions for the units listed in the Table of postgraduate units of study: Commerce.

Item Errata Date

The Intesnsive October session has been cancelled for the following unit. The session are now:

MKTG6007 Consumer Behaviour Sessions: Semester 1, Semester 2



Achievement of a specialisation in Marketing requires 30 credit points from this table comprising:
(i) 6 credit points in foundational units of study
(ii) 6 credit points in compulsory units of study
(iii) 18 credit points in elective units of study.

Units of study for the specialisation

Foundational unit of study

MKTG5001 Marketing Principles

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 3 hr seminar per week Assessment: in-semester test (25%), final exam (35%), team project (30%), class participation (10%)
This unit introduces students to basic principles and language of marketing theory and practice. Marketing principles are examined in relation to a wide variety of products and services, in both commercial and non-commercial domains. An emphasis is placed on strategy planning and the marketing decision process. It is an introduction to the issues and terminology of marketing that can serve as a standalone understanding of the basics of marketing or as a foundation unit for further study in marketing. The unit focuses on the practical analysis marketing and the marketing management process and the development of the marketing mix the components that make up a marketing plan.

Compulsory units of study

MKTG6007 Consumer Behaviour

Credit points: 6 Session: Intensive October,Semester 1,Semester 2 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: class participation (15%), oral presentation (15%), written assignment (25%), mid-semester exam (15%), final exam (30%)
This unit focuses on the concepts, processes and theories that assist marketing managers in enacting a consumer-centric approach to marketing. Students learn to apply the concepts, principles, and theories from various social sciences to the study of factors that influence the acquisition, consumption and disposition of goods, services and experiences. Specifically, principles from economics, psychology, sociology, social psychology, cultural anthropology etc. are used to describe and explain consumer behaviour.

Elective units of study

CLAW6032 Regulating Innovation and Distribution

Credit points: 6 Session: Semester 2 Classes: 1x 3hr seminar per week Assessment: class participation and engagement (20%); individual assignment (30%); group assignment: presentation (20%); group assignment: research paper (30%)
Business today operates in an increasingly complex and constantly changing environment in which success depends on the ability to innovate and compete. This unit examines three key legal frameworks - intellectual property, fair trading and competition law - within which innovation and contestability in markets takes place. Intellectual property regulation seeks to promote invention and creativity and to discourage imitation and free riding. Fair trading regulation provides standards of conduct for B2B and B2C transactions. Competition law promotes fair markets by prohibiting practices which damage competition. The unit focuses on franchising as a business model, to provide the context to examine how these regulatory frameworks operate and interact in a commercial environment.
MKTG6001 Marketing Research Concepts

Credit points: 6 Session: Semester 1 Classes: 1x 3hr seminar per week Assessment: in-semester test (20%), final exam (30%), project (stage 1) (20%), project (stage 2) (20%), class participation (10%)
This unit provides an introduction to marketing research and an overview of the industry. The major components of marketing research projects are discussed and students gain an insight into understanding and structuring research problems. The unit also gives an overview of primary, secondary and internal sources of data as well as advanced methods and techniques of research.
MKTG6003 Marketing Strategy

Credit points: 6 Session: Semester 2 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: final exam (40%), team project (20%), presentation (10%), class and blackboard participation (20%), reflection (10%)
This unit is a survey of marketing strategy and planning. It critically evaluates key marketing strategy concepts such as SWOT analysis; alternative identification and evaluation; marketing research to inform strategic decision making; selection of alternatives and implementation of strategy and the role of the marketing mix elements in marketing strategy. It also critically evaluates sustainable and non-sustainable advantages.
MKTG6004 New Product Development

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: in-semester exam(s) (20%), final exam (30%), project (28%), presentation (10%) class participation (12%)
New products and services are crucial to successful growth and increased profits in many industries. Students are introduced to the development and marketing of 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.
MKTG6005 Marketing Communications

Credit points: 6 Session: Intensive March Classes: Intensive - 6 days, 9:30am-5pm Prerequisites: MKTG5001 Assessment: in-class participation (10%), assignment (20%), assignment (30%), final exam (40%)
This unit provides a theoretical and practical perspective on the role of integrated marketing communications in the marketing process, planning and implementation. The unit focuses on the role of different media (e.g. television, radio, print, outdoor, cinema, Internet, mobile and social media) and covers various aspects of advertising and promotions management including: mass media advertising, online, mobile, social media, in-store advertising, sales promotion, public relations, sponsorships, and personal selling.
MKTG6006 Creative Communications in Marketing

Credit points: 6 Session: Intensive September Classes: Block intensive - 6 days, 9am - 4:30pm Prerequisites: MKTG5001 Assessment: class participation (15%), assignment (25%), assignment (25%), exam (35%)
There has been a steady shift in the focus of creative communication decisions away from traditional advertising agencies to specialist creative services providers. Alternative ways to produce, implement and monitor creative communications have been developed. This unit explores changes that have taken place and focuses on new principles of developing and evaluating creative communications. Topics include: developments in media and modes of delivery; implications of the shift from ownership towards access; the role of the visual in cross-cultural marketing; attitudinal monitoring; identifying creative issues and developing creative marketing material; the client relationship; examining areas of contention in creative communications and working with creative strategies.
MKTG6013 International and Global Marketing

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: midterm quiz (15%), participation (13%), group written report (25%), oral presentation (10%), research component (2%), final exam (35%)
This unit aims to give students an understanding of international marketing concepts by using the framework of marketing mix elements of product, price, distribution and promotions, and highlights their importance in a rapidly changing global economy. Topics include the 'scope and environmental factors (PEST)' including 'culture'; 'globalisation versus internationalisation and multinational corporations'; 'international and global products, services and brands', 'market size assessment'; 'foreign market selection'; 'foreign market entry mode'; 'pricing for international markets'; 'international distribution channels'; and 'international promotions (global vs. multinational approaches) and strategies'. Understanding these concepts helps students develop skills in designing and implementing marketing strategies in diverse international country contexts.
MKTG6015 Digital and Social Media Marketing

Credit points: 6 Session: Semester 2 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: presentation (30%), assignment (30%), exam (40%)
This unit introduces students to emerging interactive technologies, most notably social media tools, and discusses ways in which these technologies can be exploited by businesses to more effectively serve markets. The unit examines how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation's strategic marketing efforts. This unit starts from the premise that savvy consumers are increasingly participating in brands rather than merely receiving their messages, and explores how marketers can stoke conversations, co-create experiences and stories, and build engaging relationships with consumers.
MKTG6016 Brand Management

Credit points: 6 Session: Semester 1 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: mid-semester exam (20%), class participation (10%), assignment (35%), exam (35%)
The most important intangible asset of any business is its brand. The company's name, symbols and slogans along with their underlying associations, perceived quality, name awareness, customer base and related proprietary resources form the basis for brand equity. Most new brands that are introduced, fail because of the lack of proper market research and analysis about positioning. The core of successfully establishing a brand lies in accurate positioning strategies. This unit helps students understand the concept of brand equity and the management of brand assets by learning to strategically create, position, develop and protect brand equity.
MKTG6018 Customer Analytics and Relationship Management

Credit points: 6 Session: Semester 1,Semester 2 Classes: 1x 3hr seminar per week Assessment: final exam (40%); final presentation (10%), CRM program report (30%), data case write-up (10%), participation (10%)
There have been two fundamental shifts in the focus of business and marketing strategy. On the one hand, companies have become more focused on managing relationships with their customers over an extended period of time. On the other hand, more than any time in history companies' decisions become more data-driven due to the exponential increase in the volume of data on customers, competitors and markets. To obtain, retain and grow a customer base, it is crucial to know how to obtain customer information and how to make sense of it. This unit introduces students to fundamental concepts of customer relationship management and state-of-art analytics and how to apply these to real-world business problems. The unit covers topics including understanding customer relationships, implementing strategic customer relationship management, handling and analysing customer-related databases, increasing customer profitability based on actionable insights gained from customer data, and giving more value to data through visualisation. Students also gain statistical skills, however, no prior knowledge of statistics is required.
MKTG6020 Business Marketing

Credit points: 6 Session: Semester 1 Classes: 1x 3hr seminar per week Prerequisites: MKTG5001 Assessment: B2B simulation (25%), written reflection on simulation (30%), presentation (15%), written report (30%)
Business marketing is concerned with the marketing of products and services to other businesses and institutions. It involves selecting, developing and managing customer relationships in line with the skills, resources, strategy and objectives of both the supplier and customer companies. Traditionally, business marketing was approached using the '4P's' framework. This unit exposes students not only to the traditional view but contrasts that approach with the interactions, relationships and networks approach to business marketing. The unit aims to develop students into more complete marketers, capable of operating within the dynamic business marketing environment.
MKTG6104 The Psychology of Business Decisions

Credit points: 6 Session: Semester 2 Classes: 1x 3 hr seminar per week Prohibitions: MKTG5002 Assessment: class participation (10%), minor assignment (20%), presentation (10%), project (25%), final exam (35%)
Given limitations in their ability to process information, humans adopt a variety of heuristics or "rules of thumb" when making judgements or decisions regarding business problems, product choice and consumption options, and in their personal lives. The evolution of these heuristics over time has ensured that they produce generally good outcomes across a variety of contexts. However, they also lead to systematic, and sometimes substantial, errors in certain cases. This unit of study helps students understand biases in human decision making, and how they influence business and consumer decisions in everyday life. For each decision domain, the psychological heuristic is contrasted with the logical rule for producing an optimal outcome.