Subjects
Introductory intensive subject
World of Management (Marketing)
All students joining the School complete this subject to gain a broad introduction to the field of management and the role of marketing in the running of an organisation. The World of Management provides a roadmap of their program, an understanding of the scope and history of the field of management, an introduction to the role of the manager and a set of skills useful both for managing and for successfully completing the Master of Marketing. These include communication and presentation skills, business writing, working in syndicates, teamwork and interpersonal skills, cultural (ethnic and gender) awareness, time management and an introduction to career planning.
Core marketing subjects
Marketing
The Marketing subject focuses on the challenges management faces in developing and implementing a successful marketing program. This subject takes a strategic approach to creating a competitive advantage through marketing. It seeks to familiarise students with marketing analysis, planning and implementation in a variety of settings. It also seeks to demonstrate the role of marketing and marketing thought in other areas of business activity, particularly in more general business strategy.
Marketing Research
Understanding of the customer is essential for effective marketing decision-making. Market research is the principal tool that assists managers to describe, explain and predict customer response to marketing activity. This subject provides an understanding of how effective market research can be designed and data can be collected, analysed and integrated into marketing programs and decision-making.
Consumer Behaviour
At its essence, marketing is an attempt to influence consumers, and this subject seeks to provide insights into consumer psychology as a basis for developing powerful consumer-influence tactics. As students become more effective creators of marketing, they will gain a better understanding of themselves as targets of marketing influence. And along the way, they will be encouraged to address important ethical and social issues, which are a natural consequence of candidly adopting a consumer-influence orientation.
Marketing Strategy
Students acquire an appreciation of the relationship between marketing activity and other functions and disciplines within the business. They explore and analyse how marketing decisions bring coherence to strategy. The subject aims to develop an ability to analyse business problems from a marketing perspective, to think creatively about marketing-based solutions and to explore alternative and innovative approaches to solving these problems.
Core business knowledge subjects
Managerial Economics
This subject is an introduction to the core concepts in economics that are of particular use in managerial and strategic decision-making. A particular focus is how competition forces drive pricing outcomes and how these impact competitive strategy. Students are also taught skills for analysing the long-term impacts of pricing and non-price strategies.
Data and Decisions
Many decisions require data analysis. This subject covers the use of statistics and graphs, the fundamentals of probability and risk, and decision-making tools and models such as regression analysis. The subject is focused on practical applications and decision-making rather than being oriented towards theory.
Managing People for High Performance
To help people perform well at work, managers need a sound understanding of why individuals behave the way they do and how people behave in groups. This subject uses the discipline of organisational behaviour to explore the critical factors involved in organisational change, the basis of leadership and power, and how work-based groups affect individual and organisational effectiveness.
Accounting for Managers
Accounting plays a dual role in an organisation. It provides relevant information to both external users (financial accounting) and internal users (management or cost accounting) to assist decision-making. This subject aims to understand both these roles and their interface.
Examples of specialty marketing subjects
Service Marketing
Services are a critical way to provide competitive advantage in companies across the globe and in all industry sectors. This subject explores the unique challenges of managing services and delivering quality service to customers. Selecting, building, retaining and strengthening customer relationships are key challenges in services marketing, and this subject examines some of the tools available to successfully implement service marketing strategies.
Brand Management
Understanding how to build, protect and extend brand equity is an essential skill for senior managers. This subject provides all the essential elements needed by an executive charged with a brand-related challenge. We explore a wide range of different brand challenges - from the startup, through consumer goods brand, all the way to retail and business branding.