Table A - Marketing

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

Unit outlines will be available through Find a unit outline two weeks before the first day of teaching for 1000-level and 5000-level units, or one week before the first day of teaching for all other units.
 

Marketing

Achievement of a specialisation in Marketing requires a minimum of 30 credit points from this table comprising:
(i) 6 credit points of Table A - Foundational units of study*
(ii) 6 credit points of Table A - Marketing core units of study; and
(iii) 18 credit points of Table A - Marketing selective units of study.
Students completing this specialisation to meet the requirements for the Master of Commerce or as their compulsory specialisation for the Master of Commerce (Extension) must complete a 6 credit point capstone unit related to the specialisation from Table A - Capstone units of study section in Table A for the Graduate Certificate, Graduate Diploma and Master of Commerce OR Table A for the Master of Commerce (Extension).
Students completing this specialisation as an optional second specialisation for the Master of Commerce (Extension) do not need to complete a capstone unit.

Units of study

The units of study are listed below.

Table A - Foundational units of study

* Note. Foundational units count to both the Foundational units of study for the course and the specialisation.
MKTG5001 Foundation in Marketing

Credit points: 6 Session: Semester 1,Semester 2 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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.

Table A - Marketing

Core units of study
MKTG6001 Marketing Research

Credit points: 6 Session: Semester 1,Semester 2 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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.
Selective units of study
MKTG6004 New Product Development

Credit points: 6 Session: Semester 1 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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 Media and Communication for Marketing

Credit points: 6 Session: Intensive March Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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 Creating Persuasive Communications

Credit points: 6 Session: Semester 1 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Prohibitions: MKTG3121 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
This unit is a mix of psychological science and marketing practice. The unit starts with an academic perspective on communication and review of various persuasive techniques. However, this is not only a scientific and research-based unit. It is also a practical unit that explores persuasive effects. The acquired knowledge of psychology and communication will place students in the driver¿s seat to decode and explain how persuasion works. Students take what they learn from the science and delve into the practice behind why and how it works. As a consumer, this unit is designed to open students' eyes, stop and think, and understand why we buy what we buy. As someone in the persuasion business (and we are all in the persuasion business), students will find the applications useful.
MKTG6007 Consumer Behaviour

Credit points: 6 Session: Intensive October,Semester 1,Semester 2 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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.
MKTG6013 International and Global Marketing

Credit points: 6 Session: Semester 2 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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: Refer to the unit of study outline https://www.sydney.edu.au/units Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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 B2B Marketing

Credit points: 6 Session: Semester 1 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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.
MKTG6023 Marketing Performance: Analytics and Metrics

Credit points: 6 Session: Semester 2 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Assumed knowledge: Students should have a top-level understanding of strategic marketing concepts and models, as well as being comfortable with financial and marketing numeracy. Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
An essential practice in marketing is improving 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 long-term marketing performance. This unit 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 and to data-driven decision- making.
MKTG6104 Psychology of Marketing Decisions

Credit points: 6 Session: Semester 2 Classes: Refer to the unit of study outline https://www.sydney.edu.au/units Prerequisites: MKTG5001 Prohibitions: MKTG5002 Assessment: Refer to the unit of study outline https://www.sydney.edu.au/units
Note: Refer to the unit of study outline https://www.sydney.edu.au/units
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.