This subject introduces students to the different types of information that business analysts and decision makers gather, and how that information is processed to make effective business decisions. A wide range of strategic and operational business problems and decisions will be considered, from fields such as financial management, marketing, human resource management, supply chain management and international business. The subject explores how organisations gather and generate multiple forms of information, and how this information is analysed and converted into useful knowledge via individual judgement and organisational learning processes. In applying empirical and analytical approaches to practical situations, students will develop insights into both the nature of the business problems as well as methods that are used for identifying and evaluating alternative solutions. The subject content will include conceptual foundations, practical tools, and case studies to discuss the costs, benefits and risks of the various analytical methods that will be introduced.

This subject will give you an opportunity to assess and develop your general management knowledge and skills. We will focus on practical concepts and frameworks , and experiential learning interventions, to enhance your capacity for communication and decision making, for engaging and motivating individuals and teams, and for effectively dealing with conflict and change.

This marketing subject exposes students to an integrated perspective of the firm, how it interfaces with its environment, and how it creates and sustains value. Value creation occurs through interactions of a firm with its stakeholders (including its customers) and is central to marketing. The subject builds a conceptual framework to examine the choices (marketing) managers face in determining how best to create value, and how these choices may be shaped by key stakeholders including government, society, trading partners, customers, employees and competitors. A key focus of this subject is on value creation as a cross disciplinary and cross firm activity. As such, the focus is on value creation from multiple disciplinary perspectives including marketing, strategy, entrepreneurship, HRM, supply chain management and organisational design.

This subject introduces students to the fundamentals of finance, financial securities and financial markets. Topics include: key financial concepts such as the time-value-of-money, risk, return, present value, diversification, arbitrage, leverage and voting control; key financial securities such as stocks, bonds, mortgages and other loans; key financial markets such as the stock, interest rate and foreign exchange markets; and key participants in financial markets such as investors, funds, companies, banks, intermediaries, governments and regulators.

This subject is designed for students who seek an understanding of financial concepts and markets, but who do not intend to pursue any further studies in finance.

This subject focuses on the nature of accounting from the perspective of the users of financial reports. In this subject, students will learn how to analyse and interpret financial information prepared by diverse businesses, both profit and not-for-profit. A key theme in the subject is to understand the relevance of accounting information for the decisions typically made by diverse stakeholders including financial analysts, bankers and shareholders as well as the strategic and operational decisions made by managers within the different businesses. This subject is designed to meet the needs of students from all disciplines, who seek to become more informed users of accounting information but who do not intend to pursue further studies in accounting.

This subject provides an introduction to the fundamentals of microeconomics, strategy and key issues in macroeconomics, and applies this knowledge to business and management issues. Topics to be covered include: the working of competitive markets; the operation of business organisations such as cost management and pricing decisions; strategic behaviour and market outcomes in different market environments; the effect of public policy on business organisations; and the main macroeconomic influences on the business environment.

With the explosion of data, it is critical that businesses harness the right analytical tools to make effective use of the available data. This subject is designed to equip students with a range of tools and techniques that are necessary for effective decision making. Key topics covered include both prescriptive analytics (e.g., nonlinear optimisation, utility theory, and Monte Carlo simulation) and predictive analytics (e.g., forecasting, logistic regression, classification and regression trees). Emphasis will be given to potential applications of these tools and techniques in various functional areas including international business, marketing, supply chain, and strategy.

This subject provides an introduction to the basic concepts, principles and activities of marketing and how to manage an organisation's marketing effort. Some of the principal topics include value-based marketing, market research, selecting target markets, product and brand management, marketing communications (advertising and promotions, as well as personal selling), management of distribution channels, pricing decisions and marketing ethics. Students are also introduced to the nature of buyer behaviour, including decision-making patterns, purchase behaviours, and customer satisfaction.

This subject examines the factors affecting the purchase, usage and disposal of products and services. Topics include the introduction and application of customer behaviour concepts to marketing decision making; consumer behaviour models of information processing; the identification of psychological variables which influence customer decision making; social and cultural factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.

Business managers request, assess, purchase and use marketing research to make a wide range of informed decisions about target markets, product offerings and the performance of marketing activities. To be able to do this competently, managers need to know what benefits marketing research can provide, what research methods are appropriate for the different types of problems, and how data should be collected, analysed, interpreted and presented so that it is meaningful to other users. These are skills students will acquire through their participation in a 'real-life' client-sponsored project.

Business markets account for approximately two-thirds of all economic activities and for the vast majority of jobs. Nevertheless, typical B2B firms such as 3M, Dow Chemical, Diageo and many others remain largely unknown to the public, yet they are leaders in their respective areas. This subject aims to provide insight into the issues, and challenges of particular interest to firms operating in business markets. Skilled B2B marketing professionals tend to make more strategic decisions based on long term profits and stakeholder benefits. Thus, to operate successfully, skills in procurement, sales, negotiations, crafting value propositions (value-in-use) as well as aspects of contractual and relational governance need to be put into placed. Students will learn about business relationship dynamics, their development and decay, and their embeddedness to business networks.

Furthermore, it is the objective of this subject to link theory and practice through different cases. Cases help to develop an ability to effectively use and apply concepts in real-life organizations. As such, the aim is to provide an experience that also includes the use of industry executives.

This subject explores the role of marketing and consumption in a world facing significant social and environmental challenges. What is the role of marketing and marketers in climate change, digital privacy, or the obesity crisis? Does marketing actually improve consumers’ wellbeing? Many ‘ethical’ consumers now integrate their concern for society and the environment into their purchasing decisions. And many ‘ethical’ brands now promote their social and/or environmental credentials. So, can we market and consume our way out of these crises? This subject will address the criticisms of marketing’s role in sustainability issues, and then equip students with the strategic and ethical direction to respond proactively to the opportunities these challenges provide.

This subject serves as a capstone subject for the Master of Management (Marketing) integrating previous knowledge and skills acquired in other marketing subjects. This subject examines the task of preparing, implementing, and adjusting strategic marketing decisions and plans. It also introduces students to the tasks of utilising market information to identify and evaluate marketing strategies and gives students the opportunity to learn, examine and apply strategic decision processes in a business environment. The subject is application-oriented and makes extensive use of a simulation.

This subject expands students' knowledge of major theories and state of the art thinking in the measurement of marketing performance. It extends students’ understanding of market research methods in covering advanced topics including: product diffusion models and forecasting; measuring customer satisfaction, brand attitudes, and brand equity; understanding the lifetime value of a customer; advertising effectiveness; market sensitivity to promotions and price; sales-force optimisation; calculating the return on marketing investment.

This subject provides an insight into the complexities and challenges of making business decisions in an international setting. Students will be assigned in small groups to research a business problem in an international context. Working in teams, they will conduct research, analyse, evaluate and propose practical solutions to an assigned business planning or business development exercise. This will be supported by online modules and seminar work equipping the students with knowledge of approaches, tools and techniques for completing the task and an understanding of report formats appropriate for conveying the results. During the practicum, in-depth research will be undertaken in identifying the scope, opportunities, constraints and recommendations of the exercise. Students will learn to work with unstructured and incomplete information in international business settings, to develop research and networks to support their enquiry, to work successfully in teams, to present their findings and seek and receive constructive feedback in a range of settings. Students will also be encouraged to plan, reflect and modify their approaches to improve the outcomes of their efforts in managing the business project.

This subject provides an insight into the complexities and challenges of making business decisions in an Australian setting. Working in small teams, students will conduct research, analyse, evaluate and propose practical solutions to an assigned business planning or business development exercise. This will be supported by online modules and seminar work equipping the students with knowledge of approaches, tools and techniques for completing the task and an understanding of report formats appropriate for conveying the results. During the practicum, in-depth research will be undertaken in identifying the scope, opportunities constraints and recommendations of the exercise. Students will learn to: work with unstructured and incomplete information in Australian business settings, to develop research and networks to support their enquiry, to work successfully in teams, to present their findings and seek and receive constructive feedback in a range of settings. Students will also be encouraged to plan, reflect and modify their approaches to improve the outcomes of their efforts in managing the business project.

Note: this subject is available as an intensive subject during the Summer and Winter semesters, and as a semester-long subject during Semesters 1 and 2. For the semester-long subject students will be required to attend a weekly visit to the host organisation. The visit will occur on either a Wednesday or a Friday for a period sometime between the hours of 9.00 am and 1.00 pm. Students must be available for both time periods, even though you will only attend the company during one of the time periods. This is to enable allocation to a suitable project.

This subject involves the completion of a professional work placement, integrating academic learning in business & economics areas of study. Students will gain an improved knowledge of employability skills, workplace culture, and career pathways. Students will be required to undertake pre-placement online modules designed to equip students with project management skills and techniques for creative problem solving. The placement will draw on students' specific discipline skills associated with the specialisation of their degree.

This subject is intended to provide students with the opportunity to apply their business knowledge in an industry setting under the joint supervision of an industry and an academic mentor. Students will be responsible for identifying and securing a suitable work placement. Applications should be submitted by the due dates published on the MBS website. Selection into this subject is based on suitability of the placement, and demonstrated motivation to benefit from the program, and timely submission of the application.

The subject coordinator will have final approval of all selected students. Enrolment will be capped and subject to meeting the relevant academic program requirements. There will be a minimum of 30 places available per semester, additional places offered will be subject to Academic availability.

This subject aims to give participants theoretical frameworks, practical insights, and preliminary skills to work in their chosen profession in contexts where determining what problem to work on is an important complement to knowing how to solve that problem.

Participants will develop these understandings, insights and skills by working in teams on a strategically-important innovation challenge sponsored by an industry organisation. This subject is similar to Creating Innovative Engineering (ENGR90034), but is designed for students seeking a multi-disciplinary learning experience.

Participants will learn theories of human-centred innovation and apply them in their project. They will learn how to work in teams and use those skills to deliver the project. They will learn to conceptualise their career as an innovation project, and how to apply the innovation skills and theories presented in the subject to their own careers.

The subject is challenging, experiential and requires significant self-direction.

Creating Innovative Professionals (CIP) and its companion subject, Creating Innovative Engineering ENGR90034 (CIE), are delivered by the University's Innovation Practice Program. To learn more about the Program, including the range of organizations that have participated as sponsors, examples of past projects and to hear students talk about their experiences in taking CIE/CIP, please go to the Innovation Practice Program’s website.

All project sponsors will require students to maintain the confidentiality of their proprietary information. The University will require all students (except those working on projects sponsored by the University itself) to assign any Intellectual Property they create (other than Copyright in their Assessment Materials) to the sponsor of their project.

Retailing is fundamental to marketing and selling products and services. Retailing is all around us and contemporary retail is omnichannel—the seamless integration of digital and physical stores where products and services are exchanged, and experiences are delivered, to create value for the retailer and the customer. Omnichannel Retail examines the strategic issues relating to retailing management and the frontiers of retail innovation. Topics covered include developing retail strategy in highly competitive environments, experiential retailing, omnichannel retailing (online and offline), managing customer and supplier relationships, merchandise and range management, retail branding and flagship stores, big data in retail, and responsible retailing. Omnichannel retail integrates retailing theory with practical case studies and current examples in the world of retail.

New Product development is an important source of growth and profitability as existing markets become price competitive and saturated. However, the process of new product development is fraught with risk. In this course we study the process of managing products and how companies can manage their introduction and elimination from the product portfolio. We review how these decisions are made within the context of profit seeking and not-for-profit organizations. We then review the implication of these decisions for performance.

This subject examines the practices of public relations management. Topics include an introduction to public relations, the evolution of public relations, public relations theory, ethical issues in public relations, public relations strategies and tactics, the various stakeholders/publics that organisations interact with and the issues that they face with their major stakeholder relationships, crisis management, and also an examination of the difference between marketing public relations (MPR) and corporate public relations. Marketing public relations (MPR) is a key focus in the class.

This subject focuses on the task of developing and managing brands. It examines the way in which brand decisions may contribute to creating competitive advantage and explains how to analyse industries, make changes in brand strategies over time, and respond to competitive moves. Students also gain an understanding of the issues involved in the development and management of new products, how to manage product lines, and how to measure, develop and manage their brand equity.

Most business leaders understand that regardless of the industry, delivering a relevant and reliable customer experience is critical to overall business performance. This subject will focus on what an organisation can do to support or deliver customer experiences for enhanced brand loyalty and organisational success.
Topics will focus on managing the human, digital and/or physical touchpoints which make up each stage of the customer journey - pre-purchase, purchase and post-purchase- including the quality and value (e.g., cognitive, emotional, sensorial, social, etc ) the touchpoints provide.
Subject matter will also encompass how a business can manage the contextual factors that impact the customer experience such as servicescapes; the behaviour of front-line staff and other customers; including the customer’s own ability and desire to co-create value. Finally, the principles and theories behind how a business can bounce back and effectively recover when experiences go wrong will be provided.

This subject concentrates heavily on advertising, but also addresses the issues of internet advertising, public relations, and sales promotions. The emphases will be on understanding the theoretical foundation underlying persuasive communications, promotional strategy selection, integration of communications with other marketing activities, strategy implementation, and budgeting. The subject incorporates both lecture and cases as instructional vehicles.

This subject expands students' knowledge of major theories and state of the art thinking in the measurement of marketing performance. It extends students’ understanding of market research methods in covering advanced topics including: product diffusion models and forecasting; measuring customer satisfaction, brand attitudes, and brand equity; understanding the lifetime value of a customer; advertising effectiveness; market sensitivity to promotions and price; sales-force optimisation; calculating the return on marketing investment.

This subject examines the planning and marketing of products and services on the internet. It analyses the economic, social, and technological opportunities and challenges presented by internet-based marketing. Topics include: internet business models, online consumer behaviour, the nature of social interaction and its effect on marketing, analytics, web design, and Search Engine Marketing.

Research techniques and insights from the cognitive neurosciences are increasingly used in marketing research and practice. This subject examines the research tools and insights from the neurosciences relevant to marketing theory and practice. Topics include functional implications of key brain systems for consumer judgements and decision-making; examination of neuroscientific and psychological techniques used in marketing research; applications of tools and insights from cognitive, emotional and social neurosciences for strategic marketing planning, product development, packaging and advertising research, and ethical considerations associated with use of brain imaging technology for marketing research.

This subject provides an integrative learning experience and affords students the opportunity to apply the skills and knowledge acquired in previous subjects in a coherent way to solve business problems. In a business strategy simulation students are required to make decisions, assess outcomes, and compete with other management teams for resources, opportunities and markets. Each team develops a strategy for its firm and applies the subject’s concepts and frameworks, as well as the concepts and frameworks acquired in other subjects. In the process, students will discover the interaction of a firm’s production, marketing, research and development, human resources, and financial operations and observe the impact of key decisions on business performance within a competitive market.

Sales are the only sustainable source of revenues for any firm. Despite the importance and significance of sales, the understanding of sales, the different salesperson roles (facilitator, persuader, orchestrator, etc.), and the different selling situations that might arise are often poorly understood. In this subject we discuss these issues alongside aspects such as the potential for sales to contribute to the creation of customer value, the importance and approaches to pricing, and we introduce the concept of selling value. A specific aspect of this course involves the drafting of sales plans and pitches.

The purpose of this subject is to study and practice topics on developing an entrepreneurial venture from an idea through to its first ‘minimum viable product’ in the market, and first customer.

The subject closely examines how entrepreneurial ventures are established; the building of attributes and skills of successful entrepreneurs; how product-market fit is established through business models; development of financial models in entrepreneurial ventures; how and with what outcomes meso-level interfacing between the entrepreneur and market incumbents exists; and deployment of a value-adding product in the market.

This subject presents some of the key frameworks and tools needed by entrepreneurs and is for anyone who has an interest in understanding entrepreneurship as either potential founders, those looking to intrapreneurship in large organisations, or those looking to work with entrepreneurs in one way or another. The subject uses a combination of theory building and key entrepreneurial model exploration and intensive ‘bootcamp’ approach, similar to entrepreneurial bootcamps in practice, to build knowledge and skills in the area, recognising that these are transferable and useful to many students will either start or work for non-traditional organisations.

With the explosion of data, it is critical that businesses harness the right analytical tools to make effective use of the available data. This subject is designed to equip students with a range of tools and techniques that are necessary for effective decision making. Key topics covered include both prescriptive analytics (e.g., nonlinear optimisation, utility theory, and Monte Carlo simulation) and predictive analytics (e.g., forecasting, logistic regression, classification and regression trees). Emphasis will be given to potential applications of these tools and techniques in various functional areas including international business, marketing, supply chain, and strategy.

This subject provides an introduction to the basic concepts, principles and activities of marketing and how to manage an organisation's marketing effort. Some of the principal topics include value-based marketing, market research, selecting target markets, product and brand management, marketing communications (advertising and promotions, as well as personal selling), management of distribution channels, pricing decisions and marketing ethics. Students are also introduced to the nature of buyer behaviour, including decision-making patterns, purchase behaviours, and customer satisfaction.

This subject examines the factors affecting the purchase, usage and disposal of products and services. Topics include the introduction and application of customer behaviour concepts to marketing decision making; consumer behaviour models of information processing; the identification of psychological variables which influence customer decision making; social and cultural factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.

Business managers request, assess, purchase and use marketing research to make a wide range of informed decisions about target markets, product offerings and the performance of marketing activities. To be able to do this competently, managers need to know what benefits marketing research can provide, what research methods are appropriate for the different types of problems, and how data should be collected, analysed, interpreted and presented so that it is meaningful to other users. These are skills students will acquire through their participation in a 'real-life' client-sponsored project.

Business markets account for approximately two-thirds of all economic activities and for the vast majority of jobs. Nevertheless, typical B2B firms such as 3M, Dow Chemical, Diageo and many others remain largely unknown to the public, yet they are leaders in their respective areas. This subject aims to provide insight into the issues, and challenges of particular interest to firms operating in business markets. Skilled B2B marketing professionals tend to make more strategic decisions based on long term profits and stakeholder benefits. Thus, to operate successfully, skills in procurement, sales, negotiations, crafting value propositions (value-in-use) as well as aspects of contractual and relational governance need to be put into placed. Students will learn about business relationship dynamics, their development and decay, and their embeddedness to business networks.

Furthermore, it is the objective of this subject to link theory and practice through different cases. Cases help to develop an ability to effectively use and apply concepts in real-life organizations. As such, the aim is to provide an experience that also includes the use of industry executives.

This subject explores the role of marketing and consumption in a world facing significant social and environmental challenges. What is the role of marketing and marketers in climate change, digital privacy, or the obesity crisis? Does marketing actually improve consumers’ wellbeing? Many ‘ethical’ consumers now integrate their concern for society and the environment into their purchasing decisions. And many ‘ethical’ brands now promote their social and/or environmental credentials. So, can we market and consume our way out of these crises? This subject will address the criticisms of marketing’s role in sustainability issues, and then equip students with the strategic and ethical direction to respond proactively to the opportunities these challenges provide.

This subject serves as a capstone subject for the Master of Management (Marketing) integrating previous knowledge and skills acquired in other marketing subjects. This subject examines the task of preparing, implementing, and adjusting strategic marketing decisions and plans. It also introduces students to the tasks of utilising market information to identify and evaluate marketing strategies and gives students the opportunity to learn, examine and apply strategic decision processes in a business environment. The subject is application-oriented and makes extensive use of a simulation.

This subject expands students' knowledge of major theories and state of the art thinking in the measurement of marketing performance. It extends students’ understanding of market research methods in covering advanced topics including: product diffusion models and forecasting; measuring customer satisfaction, brand attitudes, and brand equity; understanding the lifetime value of a customer; advertising effectiveness; market sensitivity to promotions and price; sales-force optimisation; calculating the return on marketing investment.

This subject provides an insight into the complexities and challenges of making business decisions in an international setting. Students will be assigned in small groups to research a business problem in an international context. Working in teams, they will conduct research, analyse, evaluate and propose practical solutions to an assigned business planning or business development exercise. This will be supported by online modules and seminar work equipping the students with knowledge of approaches, tools and techniques for completing the task and an understanding of report formats appropriate for conveying the results. During the practicum, in-depth research will be undertaken in identifying the scope, opportunities, constraints and recommendations of the exercise. Students will learn to work with unstructured and incomplete information in international business settings, to develop research and networks to support their enquiry, to work successfully in teams, to present their findings and seek and receive constructive feedback in a range of settings. Students will also be encouraged to plan, reflect and modify their approaches to improve the outcomes of their efforts in managing the business project.

This subject provides an insight into the complexities and challenges of making business decisions in an Australian setting. Working in small teams, students will conduct research, analyse, evaluate and propose practical solutions to an assigned business planning or business development exercise. This will be supported by online modules and seminar work equipping the students with knowledge of approaches, tools and techniques for completing the task and an understanding of report formats appropriate for conveying the results. During the practicum, in-depth research will be undertaken in identifying the scope, opportunities constraints and recommendations of the exercise. Students will learn to: work with unstructured and incomplete information in Australian business settings, to develop research and networks to support their enquiry, to work successfully in teams, to present their findings and seek and receive constructive feedback in a range of settings. Students will also be encouraged to plan, reflect and modify their approaches to improve the outcomes of their efforts in managing the business project.

Note: this subject is available as an intensive subject during the Summer and Winter semesters, and as a semester-long subject during Semesters 1 and 2. For the semester-long subject students will be required to attend a weekly visit to the host organisation. The visit will occur on either a Wednesday or a Friday for a period sometime between the hours of 9.00 am and 1.00 pm. Students must be available for both time periods, even though you will only attend the company during one of the time periods. This is to enable allocation to a suitable project.

This subject involves the completion of a professional work placement, integrating academic learning in business & economics areas of study. Students will gain an improved knowledge of employability skills, workplace culture, and career pathways. Students will be required to undertake pre-placement online modules designed to equip students with project management skills and techniques for creative problem solving. The placement will draw on students' specific discipline skills associated with the specialisation of their degree.

This subject is intended to provide students with the opportunity to apply their business knowledge in an industry setting under the joint supervision of an industry and an academic mentor. Students will be responsible for identifying and securing a suitable work placement. Applications should be submitted by the due dates published on the MBS website. Selection into this subject is based on suitability of the placement, and demonstrated motivation to benefit from the program, and timely submission of the application.

The subject coordinator will have final approval of all selected students. Enrolment will be capped and subject to meeting the relevant academic program requirements. There will be a minimum of 30 places available per semester, additional places offered will be subject to Academic availability.

This subject aims to give participants theoretical frameworks, practical insights, and preliminary skills to work in their chosen profession in contexts where determining what problem to work on is an important complement to knowing how to solve that problem.

Participants will develop these understandings, insights and skills by working in teams on a strategically-important innovation challenge sponsored by an industry organisation. This subject is similar to Creating Innovative Engineering (ENGR90034), but is designed for students seeking a multi-disciplinary learning experience.

Participants will learn theories of human-centred innovation and apply them in their project. They will learn how to work in teams and use those skills to deliver the project. They will learn to conceptualise their career as an innovation project, and how to apply the innovation skills and theories presented in the subject to their own careers.

The subject is challenging, experiential and requires significant self-direction.

Creating Innovative Professionals (CIP) and its companion subject, Creating Innovative Engineering ENGR90034 (CIE), are delivered by the University's Innovation Practice Program. To learn more about the Program, including the range of organizations that have participated as sponsors, examples of past projects and to hear students talk about their experiences in taking CIE/CIP, please go to the Innovation Practice Program’s website.

All project sponsors will require students to maintain the confidentiality of their proprietary information. The University will require all students (except those working on projects sponsored by the University itself) to assign any Intellectual Property they create (other than Copyright in their Assessment Materials) to the sponsor of their project.

Retailing is fundamental to marketing and selling products and services. Retailing is all around us and contemporary retail is omnichannel—the seamless integration of digital and physical stores where products and services are exchanged, and experiences are delivered, to create value for the retailer and the customer. Omnichannel Retail examines the strategic issues relating to retailing management and the frontiers of retail innovation. Topics covered include developing retail strategy in highly competitive environments, experiential retailing, omnichannel retailing (online and offline), managing customer and supplier relationships, merchandise and range management, retail branding and flagship stores, big data in retail, and responsible retailing. Omnichannel retail integrates retailing theory with practical case studies and current examples in the world of retail.

New Product development is an important source of growth and profitability as existing markets become price competitive and saturated. However, the process of new product development is fraught with risk. In this course we study the process of managing products and how companies can manage their introduction and elimination from the product portfolio. We review how these decisions are made within the context of profit seeking and not-for-profit organizations. We then review the implication of these decisions for performance.

This subject examines the practices of public relations management. Topics include an introduction to public relations, the evolution of public relations, public relations theory, ethical issues in public relations, public relations strategies and tactics, the various stakeholders/publics that organisations interact with and the issues that they face with their major stakeholder relationships, crisis management, and also an examination of the difference between marketing public relations (MPR) and corporate public relations. Marketing public relations (MPR) is a key focus in the class.

This subject focuses on the task of developing and managing brands. It examines the way in which brand decisions may contribute to creating competitive advantage and explains how to analyse industries, make changes in brand strategies over time, and respond to competitive moves. Students also gain an understanding of the issues involved in the development and management of new products, how to manage product lines, and how to measure, develop and manage their brand equity.

Most business leaders understand that regardless of the industry, delivering a relevant and reliable customer experience is critical to overall business performance. This subject will focus on what an organisation can do to support or deliver customer experiences for enhanced brand loyalty and organisational success.
Topics will focus on managing the human, digital and/or physical touchpoints which make up each stage of the customer journey - pre-purchase, purchase and post-purchase- including the quality and value (e.g., cognitive, emotional, sensorial, social, etc ) the touchpoints provide.
Subject matter will also encompass how a business can manage the contextual factors that impact the customer experience such as servicescapes; the behaviour of front-line staff and other customers; including the customer’s own ability and desire to co-create value. Finally, the principles and theories behind how a business can bounce back and effectively recover when experiences go wrong will be provided.

This subject concentrates heavily on advertising, but also addresses the issues of internet advertising, public relations, and sales promotions. The emphases will be on understanding the theoretical foundation underlying persuasive communications, promotional strategy selection, integration of communications with other marketing activities, strategy implementation, and budgeting. The subject incorporates both lecture and cases as instructional vehicles.

This subject examines the planning and marketing of products and services on the internet. It analyses the economic, social, and technological opportunities and challenges presented by internet-based marketing. Topics include: internet business models, online consumer behaviour, the nature of social interaction and its effect on marketing, analytics, web design, and Search Engine Marketing.

Research techniques and insights from the cognitive neurosciences are increasingly used in marketing research and practice. This subject examines the research tools and insights from the neurosciences relevant to marketing theory and practice. Topics include functional implications of key brain systems for consumer judgements and decision-making; examination of neuroscientific and psychological techniques used in marketing research; applications of tools and insights from cognitive, emotional and social neurosciences for strategic marketing planning, product development, packaging and advertising research, and ethical considerations associated with use of brain imaging technology for marketing research.

This subject provides an integrative learning experience and affords students the opportunity to apply the skills and knowledge acquired in previous subjects in a coherent way to solve business problems. In a business strategy simulation students are required to make decisions, assess outcomes, and compete with other management teams for resources, opportunities and markets. Each team develops a strategy for its firm and applies the subject’s concepts and frameworks, as well as the concepts and frameworks acquired in other subjects. In the process, students will discover the interaction of a firm’s production, marketing, research and development, human resources, and financial operations and observe the impact of key decisions on business performance within a competitive market.

Sales are the only sustainable source of revenues for any firm. Despite the importance and significance of sales, the understanding of sales, the different salesperson roles (facilitator, persuader, orchestrator, etc.), and the different selling situations that might arise are often poorly understood. In this subject we discuss these issues alongside aspects such as the potential for sales to contribute to the creation of customer value, the importance and approaches to pricing, and we introduce the concept of selling value. A specific aspect of this course involves the drafting of sales plans and pitches.

The purpose of this subject is to study and practice topics on developing an entrepreneurial venture from an idea through to its first ‘minimum viable product’ in the market, and first customer.

The subject closely examines how entrepreneurial ventures are established; the building of attributes and skills of successful entrepreneurs; how product-market fit is established through business models; development of financial models in entrepreneurial ventures; how and with what outcomes meso-level interfacing between the entrepreneur and market incumbents exists; and deployment of a value-adding product in the market.

This subject presents some of the key frameworks and tools needed by entrepreneurs and is for anyone who has an interest in understanding entrepreneurship as either potential founders, those looking to intrapreneurship in large organisations, or those looking to work with entrepreneurs in one way or another. The subject uses a combination of theory building and key entrepreneurial model exploration and intensive ‘bootcamp’ approach, similar to entrepreneurial bootcamps in practice, to build knowledge and skills in the area, recognising that these are transferable and useful to many students will either start or work for non-traditional organisations.