Bachelor of Business - major in Marketing

Core Courses

2095MKT      Market Research

This course enables participants to identify the marketing information needs of an organisation and to develop an appropriate research procedure to provide that information. It introduces basic concepts in problem definition, measurement, research design, data collection, data analysis and presentation of findings.

2191MKT      Advertising and Creative Strategies

Marketing success is highly dependent on the effectiveness of marketing communication between your organisation and the target customer, and these communications are achieved through various product, advertising and promotional strategies. This course will introduce you to the fascinating world of advertising and the strategic use of advertising to raise customer awareness and appreciation of your organisation's products and services.

3090MKT       Digital and Social Media Marketing

Over recent times, every sub-discipline within marketing has felt the effects from the advances in digitally enabled interactive communication technologies with the Internet and e-commerce the most visible but not only examples, that facilitate improved exchange relationships between suppliers and buyers. Consequently, there has been a clear need for both marketing students and practitioners to acquire a deeper understanding of how new interactive technologies can be utilised and combined with traditional marketing strategies and techniques. A desired outcome is for students to gain a working knowledge of how to plan, design and evaluate commercial web-sites from a strategic marketing perspective. This course examines emerging interactive technologies and their impact on, and implications for, marketing strategy, consumer behaviour, market segmentation, advertising and media planning. Special emphasis is placed on the Internet and the design and evaluation of commercial web-sites.

3096MKT       Services Marketing

This course will provide students with an understanding and awareness of the importance of the service sector, how marketing theory differs for this sector, the unique challenges faced by service marketers and the application of relevant service theory in practice. As such, this course builds upon and expands the marketing management concepts and models and adapts them to the services sector. Students will enhance their skills in the application of marketing strategies in order to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty and create and manage a healthy service-oriented environment.

3092MKT      Marketing Globally

This course adopts an interdisciplinary perspective in understanding the major issues of international marketing within the context of global markets. The course analyzes marketing strategies of successful concurrent multinational companies, with a focus on environmental analysis; foreign market evaluation and selection; and market entry modes. Given the fact that emerging markets and competitive firms from those markets have been playing an increasing important role in reshaping the nature of global competition fundamentally, the course highlights various marketing issues related to the emerging markets. Last but not least, the course discusses how multinational corporations develop global sustainable marketing strategy, as companies realize that they must consider the impact of their decisions and policies on a wide of range of stakeholders beside their shareholders.

3098MKT       Marketing Strategy and Metrics

Strategic marketing decision-making plays a vital role in the success or failure of both business and not-for-profit organisations. This course introduces important strategic marketing concepts and techniques for achieving success, and explains how to develop and manage them in a competitive fast-changing environment.

Second major in Management or Event Management

Elective Courses

2198IBA      Business Processes

The unit serves as an introductory platform to business processes. It offers both conceptual and practical guidance for achieving competitive advantage by managing business processes. Business process management involves the deliberate and collaborative design, management and goal definition of end-to-end sets of activities that create value for customers. Extensive use of supplementary material from Management, Marketing, Logistics and Human Resources literature is made. Key aspects of business processes at the management, operational and support level are investigated and supporting theories explored looking at the work of Taylor, Harmon, Davenport, Hammer and Porter to name some. By taking a holistic view of the organization, that transcends vertical, horizontal, external and geographical boundaries, this unit provides a road map for guiding organizations to analyse, re-design and improve business processes. Finally, the effects of the application of Information Systems on business processes are investigated in terms of how the processes themselves are captured and become an integral part of the technology.

2199THS       Event Management Principles

Events have long played an important role in human society. Whether they be personal celebrations, festivals, carnivals, or fairs, societies the world over have enjoyed organising and attending events. Moreover, the event industry has been the business growth success story of the past decade. All events are dynamic and challenging management environments that require expertise in several business disciplines, together with an understanding of the social and cultural impacts on stakeholders. This course will introduce the student to the emerging field of event management.

2095EHR       Organizational Behavior

This course focuses on human behaviour within organisational contexts. It highlights the relationships among people and organisations through relevant theories and concepts that are important in obtaining critical insight into current organisational behaviour issues.

2191THS      Managing Projects in the Service Industries

There are few management positions in the contemporary business environment that do not involve some responsibility for managing discrete projects. Project management techniques are generic techniques used where limited resources have to be coordinated in order to achieve specific, and often unique, objectives within a given timeframe. This course will introduce students to these techniques in the context of business management. The skills developed in this course will be valuable to students following majors in sport and leisure management, tourism and hospitality management, retail management, human resource management, marketing and public relations management.

2298THS      International Food and Beverage Management

This course examines the sustainable practices and management of food and beverage operations commonly found in international hotels/resorts. Students will be exposed to the sustainable principles involved in designing a food and beverage outlet including the development of products and services, and various processes and systems (i.e., from concept to operation).

3198IBA       Business Ethics and Corporate Governance

This course enhances awareness of ethical issues connected with international corporate decision-making and provides students with business strategies and frameworks that assist in the analysis and resolution of ethical problems. An analytic section introduces concepts including corporate social responsibility (CSR) and moral decision making processes. A thematic section then covers ethical issues related to the global business system, international management strategies, technology, external and internal stakeholders and corporate governance.

3095THS      Managing Risk in Tourism, Events and Hospitality

This course examines risk management strategies and disaster management frameworks used by tourism organisations to deal with issues relating to terrorism and political instability, natural disasters, pandemics, crime, tourist security and safety, and war.

3094IBA       Intercultural Management

This course aims to develop intercultural awareness and effectiveness in a global business context, and the successful implementation of strategy, structure and systems in cross-cultural and multicultural management. It examines corporate and personal ethical behaviour in a global economy. There is a strong emphasis on teamwork in various forms of case study analysis of actual business situations. The focus is on the 'people problems' that invariably arise in international business relationships. The course also provides practical experience in working in self-managed teams, reporting, analysing and presenting ideas in a formal and informal manner.

3093THS       Conference and Convention Management

The meetings industry has long been recognised as a major market sector in the tourism and hospitality industry, and this sector is one of the fastest growing in the industry. Its complex and diverse nature is represented in the diversity of operational aspects it covers: accommodation management, food and beverage management; tourism destination marketing, technical services, front office, facility marketing and sales, risk management and project management.

3096IBA       Management Problem Solving

This course is a capstone in the management major. It gives students an experiential learning opportunity where they are exposed to a simulated learning environment where they take the role of manager and have to make difficult decisions.