Bachelor of Business – Marketing

About this unit

This unit has originated from a desire to give students an inspirational and engaging educational experience at the commencement of their business degrees. Infused with real world examples, the unit aims to develop an understanding of innovation practices and confidence and capability in communicating online within professional and academic settings. The unit focuses on innovation, communication, self-awareness and professional identity and the creation of a personal development plan.

Content

• Build confidence and capability in communicating online
• Develop a strong passion for business and innovation
• Develop the ability to be original, creative and forward thinking
• Establish and propagate their own brand and identity, and demonstrate increasing self-awareness.

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About this unit

Gain foundational knowledge and skills concerning the role and functions of management. These frameworks support a critical analysis of individual or organisational operations and performance in the light of business opportunities and pressures, societal expectations and environmental contingencies. These insights enable students to identify their role as future managers, and to map their contribution to creating value at both an individual and organisational level.

Content

• Introductions to organisations and management
• The role and functions of managers in complex environments
• The conceptual, interpersonal and technical skills used by managers to respond to environmental pressures
• The impact of environment and organisational culture
• The evolution of management theory in relation to changing contexts
• Creating value for the organisation and the wider community.

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About this unit:

This unit aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this unit provides students with the opportunity to develop generic skills. The unit provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.

Content

• An overview of marketing
• The marketing environment
• Buyer behaviour
• Segmentation, targeting and positioning
• Marketing information and research
• New product/service development
• Branding, goods and services
• Marketing channels and logistics decisions
• Integrated marketing communications
• Pricing
• Marketing ethics.

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About this unit

This unit provides a framework to learn accounting concepts. Students will learn how accounting concepts can be applied in business and provide useful information for evaluating and decision-making. Whatever aspect of business students intend to specialise in, they will need to be familiar with the concepts and principles underlying the practice of accounting. Such knowledge will enable students to understand the importance of financial information in decision-making and thereby provide them with the necessary financial literacy for their future roles in the world of business. This unit carries an Oracle accreditation.

Content

• Business Reporting - Financial reporting – Introduction to financial reports and their use in decision making
• Business Reporting - Recording & reporting business transactions using accrual accounting
• Business Reporting – Preparation and use of Cash Flow Statement
• Performance Assessment - Analysis & Interpretation of Financial Reports
• Performance Assessment - Introduction to Performance Evaluation – business unit & business unit manager
• Business Planning - Role of Budgets & Budget Preparation – focus on cash budget
• Business Planning - Revenue & Cost Determination
• Business Planning - Cost Behaviour & Cost Volume Profit Analysis (CVP)
• Business Planning - Operational Decision Making.

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About this unit

Explore microeconomic and macroeconomic theories and how these are applied practices. Bridge the gap between theory and practice in the context of today’s changing technological landscape by applying analytical skills to address industry and government case studies. Learn how prices and output are set by firms to maximise profit; how key macroeconomic indicators are employed to assess economic conditions by business decision-makers; and what ESG (environmental, social and governance) policies and best practices are available to deal with different types of market failures.

Content

• Economic concepts of opportunity cost and comparative advantage
• Demand and supply
• OLAsticity and its applications
• Production, costs, and technological changes
• Market Structures: perfect competition, monopoly, monopolistic competition, oligopoly
• Externalities and ESG (environmental, social and governance) policies
• GDP, inequality, growth and technological innovations
• Unemployment and inflation
• Aggregate demand and aggregate supply analysis
• Monetary policy
• Fiscal policy.

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About this unit

Learn how technology can be used to assist business in the era of digitalization, without the technology becoming an end in itself. In particular, the unit aims to generate an awareness of the importance of digital technologies and information to organisational decision-making. Further, we examine how managers and practitioners can ensure the fitness-for-purpose of digital technologies and information to the decision makers such that business might gain a competitive advantage in digitalized world. Students gain a strong foundation of business systems fundamentals and an appreciation of how digital technologies impact business stakeholders, customers, suppliers, manufacturers, service makers, regulators, managers and employees.

Content

• Organisations in the digital economy
• Digital technologies: their evolution to current role and purpose in business and society
• System development methodologies for designing and implementing digital technology solutions
• Data and information management in the digital economy; ethical, cultural and security issues
• Business processes and their evolution through digital technology innovation
• E-Commerce networks and commercial internet-based applications and platforms
• Digital technologies to support business transactions and processes and enterprise systems
• IS to support managerial decision making, business intelligence, business analytics, and knowledge management.

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About this unit

In this unit, you’ll work in teams on a real-life client brief. With guidance from an experienced coach, you’ll present your findings to one of our industry partners. The unit provides an opportunity for students to apply skills and engage in a consulting project for an industry partner. Multidisciplinary teams will work on a live problem solving project from profit or not-for-profit enterprises operating in either private or public sectors. Teams will work under the guidance of a coach with project specific inputs from the industry client briefs. In the final week, teams will deliver their findings and recommendations to industry partner through an oral presentation and a written report. The unit aims at facilitating a successful transition from academic learning environment to work environment.

Content

• Applying discipline knowledge to a real-world context
• Principles, overviews and discipline issues that relate to the project context
• Interpreting and responding to project briefs
• Team dynamics, management tools and processes
• Communications issues and stakeholder expectations
• Research methods
• Critical and reflective practices
• Documenting project developments and recommendations.

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About this unit

This unit of study aims to equip students with the skills, capabilities and experiences which will maximise their potential to secure employment and progress in their careers. It provides students with essential career development, planning skills and knowledge by concentrating on 'employability' in the context of the world of work. The design of this unit is focused on the development of capability to gain employment and progress careers by providing opportunities for students to critically reflect on skills and strengths and market themselves effectively online, in a resume and at job interviews.

Unit learning outcomes

• Reflect upon, analyse and communicate personal skills, attributes, strengths and values in a job readiness and career progression context.
• Analyse and summarise required skills and opportunities for employment in a chosen industry.
• Identify and demonstrate employability skills for job readiness and career progression.
• Develop and prepare a discipline-specific career path plan.
• Demonstrate an understanding of career theory, planning and management, and relevant industry and labour-market trends.

This unit can be studied as an elective with any bachelor degree.

• Business
• Psychology
• Education
• Social Science
• Design
• Media and Communication

About this unit

This unit aims for students to use a range of models and frameworks to facilitate a comprehensive understanding of the challenges and opportunities facing today’s business. Through this holistic application students will analyse and evaluate business problems in order to offer practical, innovative and creative solutions which display awareness of the impact of such decisions on the organisation’s triple bottom line, that is, people, planet and profit. Advanced Innovative Business Practice is the first of the two mandatory capstone units of the Bachelor of Business.

Content

• Contemporary innovation frameworks and business models to facilitate creative problem solving
• Practical application of disciplinary knowledge to business contexts
• Ethical business practices
• Stakeholder considerations
• Integrated reporting factors
• Cultural diversity and sensitivity
• Professional team dynamics and team performance
• Advanced presentation and communication skills
• Reflective examination of personal learning.

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About this unit

Australian and global businesses play a critical role in sustainability and social change. This unit will equip students to navigate the complex connection between business activities and their effect on the environment and society. They will learn to create a positive impact through how they plan and implement their future business initiatives. They will be guided by Indigenous knowledge systems as they strive to achieve social and planetary wellbeing and become a leader of positive change in industry.

Content

• The histories of sustainability and social impact: the rise of the Australian and global wicked problems
• The ethics of sustainability and social impact, historical issues with the Australian global wicked problems
• Social change and impact – the contemporary social economy and doing social ecological good
• Social impact across sectors
• Using local and global frameworks and tools for evaluating and measuring social impact
• The historical and contemporary values of leadership for social change reflecting the goals of a just and reconciled nation
• Sustainability and social impact: the role of public sector and a civil and just society to mitigate the local and global effects of climate change
• Predicting the future of business, social change and impact.

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About this unit

This unit aims to assist students to understand the value of data to marketers as well as the marketing research process, and how marketing analytics can assist in the marketing decision making process. Students will develop the ability to identify research opportunities, collect, analyse and interpret data from traditional and digital data sources, as well as to understand how marketing research findings can be practically implemented in the business environment.

Content

• The marketing research process
• Decision problem, research question and research objectives
• Different types of research design or approaches
• Qualitative and quantitative research techniques
• Marketing analytics including digital data
• Sampling: theory, methods and issues in marketing research
• Data preparation, exploration, analysis, and visualisation using the latest analytical tools
• Preparing the marketing research report
• Ethics involved in the use of data for marketing purposes.

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About this unit

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process, and the practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

Content

• Introduction to integrated marketing communications and communications strategy
• Forms of communication and the communication process
• Who to communicate to and what to communicate: segmentation and objectives
• Industry roles in IMC
• Advertising strategy and planning
• Creative advertising and effective integration
• Where to communicate: Media
• Interactive and digital media
• Media strategy, planning and buying
• Other forms of IMC: Sales promotion, direct marketing, PR and publicity, sponsorship
• Global campaigns and ethics
• Campaign evaluation and budgets.

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About this unit

Consumer behaviour is one of the major considerations for businesses in designing and delivering successful products and services. In this unit, students will examine how businesses do this, by looking into psychological, social, and cultural aspects of consumers and the impact of marketing strategies on buyer attitudes, decision-making, and behaviour. Based on engaging, interactive lectures and tutorials, students will build their marketing knowledge by applying theory into practical, realistic contexts. To help students to do this, students will build skills in understanding human behaviour, and students will work individually and in teams to develop innovative solutions to business problems in creative, interesting ways.

Content

• Theoretical principles of human behaviour
• Social influences on buyer behaviour
• The formation and influence of consumer attitudes
• Cultural and subcultural influences on behaviour
• Consumer decision making processes, including the family unit
• Issues of social class on how consumers perceive themselves and other
• Ethical and environmental dilemmas in consumption behaviour
• Economic issues and their impact on behaviour
• Innovation, diffusion and adoption among consumers and consumer groups
• Impact of social media on consumption behaviour.

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About this unit

This unit aims to introduce students to the process of product/service development, starting from idea generation which should be aimed at satisfying consumers’ current and latent needs, to building prototypes with the aim of improving the customer experience, and ultimately bringing the innovation to the market place.

Content

• Sources and types of innovation
• Technology and digitalisation as platforms of innovation
• New product/service development process
• Market adoption, diffusion of innovation, and protection of innovation
• Customer experience and blueprint
• Service dominant logic
• Roles of customers, front-line employees and leadership in co-/creating and managing innovation
• Quality dimensions and analysis of gaps between expectation and delivery
• The ethical and social impact of marketing practices on the development of experience-focused innovation.

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About this unit

This unit teaches you to use cutting edge technology to develop mobile, email and video marketing campaigns. You’ll learn how to use Google Analytics and Search Engine Optimisation (SEO) which are highly sought-after skills in the workplace. This unit also aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimise outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention).

Content

• Digital marketing fundamentals: targeting, personalisation and optimisation
• Digital marketing framework: reach, connect and engage
• Digital tools: mobile/email/video marketing, digital platforms and search engine optimisation
• Digital marketing strategy and its integration with the traditional marketing strategy
• Ecosystems: customer networks
• Organisational outcomes: customer experience, customer relationships and customer life-time values
• Campaign planning, implementing and measuring the impact of digital marketing campaign.

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About this unit

This unit develops a student's analytical and creative skills in using appropriate tools to take a product or service and prepare a comprehensive strategy and plan to deliver the desired results for a business. To do this, students will be able to select, using rational selection criteria, an appropriate strategy that will perform best in the dynamic competitive context of a business's global environment.

Content

• Introduction to marketing strategy and planning
• Conducting a detailed situation analysis including industry and market analyses
• Linking planning with strategic development: Setting marketing objectives
• Developing strategic competitive advantage
• Customer profiling, targeting and positioning
• Developing product, brand, pricing, distribution and marketing communication strategies
• Frameworks to measure progress and performance
• Control and implementation of the marketing plan.

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About this unit

This unit aims to introduce students to the insight generation process. This is a key skill for marketers due to the exponential growth in availability of data from various sources, such as digital platforms, becoming a prevalent part of the marketing landscape.

Content

• Defining insights
• Understanding key insight frameworks
• Trend forecasting and tracking
• Visualising and communicating insights
• Translating insights to ideas
• Understanding cultural influences
• Evaluating insights
• Linking insights to strategic decisions.

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About this unit

This unit of study aims to equip students with the skills, capabilities and experiences which will maximise their potential to secure employment and progress in their careers. It provides students with essential career development, planning skills and knowledge by concentrating on 'employability' in the context of the world of work. The design of this unit is focused on the development of capability to gain employment and progress careers by providing opportunities for students to critically reflect on skills and strengths and market themselves effectively online, in a resume and at job interviews.

Unit learning outcomes

• Reflect upon, analyse and communicate personal skills, attributes, strengths and values in a job readiness and career progression context.
• Analyse and summarise required skills and opportunities for employment in a chosen industry.
• Identify and demonstrate employability skills for job readiness and career progression.
• Develop and prepare a discipline-specific career path plan.
• Demonstrate an understanding of career theory, planning and management, and relevant industry and labour-market trends.

This unit can be studied as an elective with any bachelor degree.

• Business
• Psychology
• Education
• Social Science
• Design
• Media and Communication

About this unit

This unit explores the nexus between sports, advertising and media. Students will gain an understanding of how sport and advertising function, how they operate in the broader context of television and social media, and the ways in which they impact on ideas of race, nation, audience and merchandising. Students will investigate how social media enables fan engagement with sporting organisations, sports stars and each other, and the implications of this engagement for advertising and sponsorship. The unit will also equip students with the tools necessary to analyse and create a social media sports campaign.

Content

Students who successfully complete this unit will be able to:

• Identify how sport, advertising and media are central to an understanding of ourselves and the society of which we are a part;
• Demonstrate an understanding of the connections between professional sports organisations, social media and fan engagement;
• Critically analyse various social media platforms and campaigns utilised by sports organisations, teams and individual sports stars;
• Construct a social media sports campaign.

This unit is found in:

• Bachelor of Media and Communication with a Major in Media Studies
• Bachelor of Media and Communication with a Major in Public Relations
• Bachelor of Media and Communication with a Major in Advertising

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About this unit

This unit aims to identify the scope and scale of events then emphasise their importance, either as a catalyst for economic development, or as a generator of social cohesion. The next stage of the unit is to examine the multi-faceted functions of event management from conceptualisation, through to planning, risk management, and marketing. Finally, students will highlight both positive and negative impacts of events and advance sustainability as an overarching objective.

Content

• A demonstration of the diverse nature and size of events
• An examination of the differing objectives and outcomes from various types of events
• The roles and motivations of various stakeholders
• Conceptualising and determining the feasibility of events
• Funding and sponsorship
• Planning, staging, and managing events
• Operations and logistics
• Legal, ethical and risk management
• Image and branding
• Event promotion, advertising, and public relations
• Impact assessment and amelioration.

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About this unit

This unit aims to introduce students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, and application fields of the profession.

Content

• The historical development of public relations
• The nature of contemporary public relations activity
• Application of communication theories to public relations practice
• The fields of public relations practice, including business, government and non-government organisations
• Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
• Examination of public relations practice through case studies.

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About this unit

This unit will teach you to overcome issues in big data collection that arise in business contexts. You’ll learn to manage storage, architecture, cloud-based data, data life cycle and data quality. This unit covers the management perspective of contemporary data management (particularly big data) issues in an organisational / business context. Students will be introduced to issues that arise when data is gathered from multiple sources in various formats for many diverse purposes, as well as the relevant managerial, organisational, governance and Information Technology (IT) strategy issues.

Content

• Contemporary issues in Data management
• Big Data, structured (records) vs unstructured (free-text) (may use open data, web crawler/scraping, SM feeds), Data Warehouse, Data Mart
• DB Storage, Cloud Storage, Master Data Management etc.
• Enterprise data life cycle, data governance
• Infrastructure and Architecture
• Data quality, relevance, data relationships (and/or relationships between datasets), value of data
• Cloud-based Data/Database service providers & models (i.e., IaaS)
• Sourcing & acquisitions of services, SLAs
• 'Other issues': legal, ethical, security.

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About this unit

In this unit students will examine individual characteristics, drivers of behaviours, group dynamics and organisational change processes to understand how they influence organisations. We all participate in different organisations in different ways, whether as workers, citizens and community or family members, operating as individuals or group members. Organisational Behaviour research draws on theoretical frameworks and insights from many disciplines in the social sciences, including sociology and psychology. The unit focuses on both personal and organisational development and effectiveness.

Content

• Organisational behaviour and organisational theory
• Individuals in organisations (perception, attitudes and personality)
• Motivation and empowerment
• Groups and group dynamics
• Conflict and negotiation
• Organisational design
• Organisational culture and leadership.

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Elective units are what turn a degree into your degree. They are units that you choose to tailor your course to suit your strengths, interests and career goals. Take a look at the availability of the elective units we offer online.

Why do you need to study electives?

Through elective units you can explore subjects of interest that may not be included in the core structure of your degree. The electives you choose will enrich your understanding of your field of study and shape the way you think about the core units in your degree. Electives can be an opportunity to further specialise in a particular area or diversify your knowledge base.

When should you choose your electives?

It’s a good idea to plan your electives at the start of your degree – this way you get a clear idea of what you’ll have completed at the end of your studies. However, if you’re unsure what to choose, or need more time, you do have the option to select them as you go.

How do electives work?

Electives can be chosen from a wide selection of Swinburne Online courses. And there are two ways that students select them: You can broaden your knowledge by selecting units from a variety of focus areas Here's an example of how a student studying a Bachelor of Communications (Media Studies) might choose to broaden their knowledge by choosing a mix of electives from courses such as Bachelor of Business (Marketing), Bachelor of Social Science (Criminology) and Bachelor of Education (Early Childhood). ELECTIVES

• Contemporary Design Issues
• Introduction to Business Information Systems
• 20th Century Design
• Fundamentals of Marketing
• Sociological Foundations
• Introduction to Management
• Understanding Language and Literacy
• Introduction to Business Law

You can further complement your core studies by choosing electives from a similar discipline Here's an example of how a student studying a Bachelor of Business (Marketing) might choose to further specialise by selecting electives from similar disciplines, in this instance Management and Sports Management. ELECTIVES

• Introduction to Management
• Introduction to Sports Business Management
• Critical Thinking in Management
• Sports Marketing
• Business and Society
• Organisational Behaviour
• Sports Clubs and Facilities Management

If you'd like to start thinking about the electives that you will build into your degree, visit the list of Swinburne Online Courses.