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Undergraduate information

Marketing Communications and customer strategy Marketing management

Marketing

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Contents What is marketing?

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Majoring in marketing Sample course plan Specialist areas Double majors

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Focus on first year marketing

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Bachelor of Commerce graduate pathways 8 Honours 8 Careers 9 Professional recognition 11 Graduate study in marketing 11 Breadth studies in marketing

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“Commerce at the University of Melbourne offers a more holistic program with its breadth studies, creating space for me to develop not just in the area of Commerce, but also in other areas that I’m passionate about but may not otherwise have the opportunity to be exposed to. Business Consulting is a fantastic program. You learn exponentially through hands-on experience, with guidance and feedback from supportive subject coordinators and are continually challenged to deliver value to your client.� Elisa Xu Elisa is a current Bachelor of Commerce student majoring in Marketing and Accounting.

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Bachelor of Commerce


What is marketing? Marketing enables organisations to respond to market needs and maximize profitability. All organisations engage in marketing activities, including corporate firms, not-for-profit and government organisations. Key marketing responsibilities include: > Finding out what goods and services customers need and want > Positioning the organisation strategically in the market to meet customer needs and wants > Determining the best ways to advertise, price and distribute goods and services that customers desire Our teaching spans the breadth of marketing education, including advertising, product and brand management, strategic marketing, market research, relationship marketing, global marketing, electronic marketing and buyer behaviour.

Five reasons to choose marketing at Melbourne 1. Marketing is essential to every business

Marketing is a vital component of any business and marketing decisions impact on an entire company. No matter what field you plan to work in, knowledge of marketing will be a valuable tool.

for their teaching and have written popular textbooks. Their teaching is relevant because they have consulting experience in business and government. They are focused on providing you with knowledge that will be of lasting value throughout your career.

2. Vital skills for career growth

4. Enhanced career options

The discipline of marketing offers vital skills and knowledge to underpin your career growth. Whether you are a Bachelor of Commerce student, or you are choosing breadth subjects (subjects undertaken from outside your core program) studying marketing will equip you to deliver the leadership, analysis, planning and decision-making required in your career.

Marketing studies are an ideal starting point for students seeking careers in the fields of advertising, business analysis, business strategy, communications and product and brand management. They are also a valuable complement to studies in other areas, such as accounting, finance, engineering, science or arts.

3. We don’t just use textbooks – we write them

Marketing at Melbourne offers breadth, depth and flexibility. You can choose from a wide range of subjects or you can pursue in-depth studies in one of our two specialist fields. You can take just a few marketing subjects to add breadth to your degree, major in marketing or combine your major with another commerce discipline to form a double major.

Marketing academics at Melbourne are experts in their fields. Their research contributions are internationally recognised and they use cutting-edge knowledge to make the material and the learning process exciting and engaging. Many have won awards

5. Flexibility

Marketing

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Majoring in marketing Knowledge of marketing is important for both marketing professionals and generalist managers who need to be involved in making decisions about marketing strategy for their organisation. Marketing studies are an ideal starting point for students seeking careers in the fields of advertising, business analysis, business strategy, communications and product and brand management. They are also a valuable complement to studies in another area, such as management, accounting or finance. A marketing major in the Bachelor of Commerce is defined as three level-3 (third year) marketing subjects. Level-3 subjects usually have level-2 and level-1 prerequisites. Sample course plan

1st Year

2nd Year

3rd Year

Semester 1

Introductory Microeconomics

Quantitative Methods 1

Managing and Leading Organisations

Breadth

Semester 2

Introductory Macroeconomics

Principles of Marketing

Commerce elective

Breadth

Semester 1

Brand Management

Consumer Behaviour

Organisational Behaviour

Breadth

Semester 2

Entrepreneurial Marketing

Market and Business Research

Strategic Marketing

Breadth

Semester 1

Marketing and Society

Product Management

Managing Entrepreneurship and Innovation

Breadth

Semester 2

Internet Marketing

Strategic Management

Neuromarketing

Breadth

Compulsory subjects

Marketing subjects

Management subjects

Commerce elective subjects

“Throughout my studies I have developed a unique set of skills that I can bring with me to the work force. From strengthening my analysis and problem-solving skills, to working in teams, to time management skills; I believe that the University of Melbourne has equipped me with the tools necessary for success upon my graduation. I am really excited about pursuing a career in marketing and communication and would like to gain global work experience in a multinational organisation in the future.� Maya Dagan Maya completed her Bachelor of Commerce with majors in management and marketing in 2010. She is currently working in a graduate position in Marketing and Communications at Commonwealth Bank Australia.

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Bachelor of Commerce

Breadth


Specialist areas Communications and Customer Strategy

Marketing Management

Communications and customer strategy subjects educate students in marketing communications, consumer behaviour and customer services. These subjects focus on: > understanding why consumers behave in certain ways

Marketing management subjects educate students in the managerial aspects of marketing. These subjects focus on: > target market selection and segmentation

> how to influence customer behaviour > planning, implementation and control of advertising > public relations > planning, implementation and administration of services > customer satisfaction > sales > retailing 1st year

Principles of Marketing Consumer Behaviour

2nd year

Strategic Marketing

> competitor analysis > developing marketing strategies that lead to value-creating growth for organisations > creating intangible assets and the role of the brand in building shareholder value > developing products and product portfolios that customers desire > product and brand positioning > pricing from a shareholder-value perspective > designing distribution channels that enable organisations to reach target markets 1st year

Market and Business Research

Strategic Marketing

Global Marketing Service and Relationship Marketing 3rd year

Principles of Marketing

Entrepreneurial Marketing 2nd year

Market and Business Research

Retail Management

Brand Management

Advertising and Promotions

Global Marketing

Neuromarketing

Internet Marketing 3rd year

Marketing and Society Advertising and Promotions Product Management

Marketing

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Double majors You can combine your major in marketing with one of: > Management > Accounting (including full accreditation) > Economics > Finance Students are advised to obtain course advice and plan their subjects carefully in order to maximise their options, such as eligibility for entry into the honours year. Sample course plan Example of a Double major in marketing and management

1st Year

2nd Year

Semester 1

Introductory Microeconomics

Quantitative Methods 1

Managing and Leading Organisations

Breadth

Semester 2

Introductory Macroeconomics

Principles of Marketing

Commerce elective

Breadth

Semester 1

Human Resource Management

Managing Operations

Brand Management

Breadth

Semester 2

Market and Business Research

Strategic Marketing

Organisational Behaviour

Breadth

Semester 1

Managing Entrepreneurship and Innovation

Career Management

Business Consulting

Breadth

Semester 2

Neuromarketing

Internet Marketing

Advertising and Promotions

Breadth

3rd Year

Compulsory subjects

Marketing subjects

Management subjects

Commerce elective subjects

Breadth

Sample course plan Example of a Double major in marketing and accounting

1st Year

2nd Year

3rd Year

Semester 1

Introductory Microeconomics

Quantitative Methods 1

Accounting Reports and Analysis

Breadth

Semester 2

Introductory Macroeconomics

Principles of Marketing

Accounting Transactions and Analysis

Accounting Processes and Analysis

Semester 1

Organisational Behaviour

Quantitative Methods 2 / Introductory Econometrics

Cost Management

Breadth

Semester 2

Intermediate Financial Accounting

Business Finance

Corporate Law

Breadth

Semester 1

Enterprise Performance Management

Financial Accounting

Marketing and Society

Breadth

Semester 2

Auditing Assurance Services

Neuromarketing

Internet Marketing

Breadth

Compulsory subjects

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Marketing subjects

Bachelor of Commerce

Accounting subjects

Finance subjects

Breadth


Sample course plan Double major in marketing and finance

1st Year

2nd Year

3rd Year

Semester 1

Introductory Microeconomics

Principles of Marketing

Finance 1

Breadth

Semester 2

Introductory Macroeconomics

Quantitative Methods 1

Commerce elective

Breadth

Semester 1

Organisational Behaviour

Quantitative Methods 2 / Introductory Econometrics

Business Finance

Breadth

Semester 2

Market and Business Research

Strategic Marketing

Management of Financial Institutions

Breadth

Semester 1

Service and Relationship Marketing

Product Management

Investments

Breadth

Semester 2

Neuromarketing

Derivative Securities

Corporate Finance

Breadth

Compulsory subjects

Marketing subjects

Commerce elective subjects

Finance subjects

Breadth

Marketing

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“I chose Melbourne because it is known as one of the best universities, providing you with a great standard of education and service. You don’t just choose a university based on its capability to provide a high standard of education; you also have to look at the services that it provides. Through my studies I have learnt to apply the theory to practice – I can now understand what politicians and economics experts are talking about. My studies of marketing have taught me to think not only creatively, but also innovatively and strategically.” Lucy Susilo Lucy is a current Bachelor of Commerce student majoring in Marketing and Accounting. She is a recipient of the AG Whitlam International Undergraduate Partner Scholarship.

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Bachelor of Commerce


The Basement Lecture Theatre in the Business and Economics building

Focus on first year marketing Subject name: Principles of Marketing Contact hours

3 hours per week, including one 2-hour lecture and one 1-hour tutorial Topics covered

A strong market focus is essential for business success. Markets are too competitive and product life cycles too short for businesses to have a chance at competitive success without having a strong competitive and customer focus. Customers are the very reason that businesses exist and marketing is singularly focused on understanding how to create value for them. Creating superior customer value ensures high and sustainable cash flows. Principles of Marketing focuses on how firms implement the marketing concept. More specifically: > we consider how firms serve customers better than competitors under conditions of continuous change; to do this, we discuss what it is to be a market-oriented firm

> we consider customer behaviour as a basis for understanding what customers value and how this might differ between market segments > we discuss the logic of relationship marketing before considering in more detail the tools that marketers can use to build valuable and sustainable differentiation relative to competition Principles of Marketing will help you to understand how marketing contributes to overall business strategy, while providing you with the conceptual, technical and interpersonal skills marketing managers need to communicate effectively in the business world. Skills developed

General skills in: > problem solving and critical thinking > verbal and written communication > research Increased understanding of: > the role of marketing within organisations as a business philosophy rather than a functional department or collection of basic activities

> a customer focus, what it is, how it can be achieved > the importance of creating customer value as an objective for all organisations > the contribution that all organisational members, teams and departments play in creating customer value Assessment

This subject is assessed through assignments during semester totalling 40% and an end of semester exam (60%). Please check the Course and Subject Handbook to confirm subject details.

Teaching methods

Students will critically examine marketing practice through case analysis and material presented in lectures. Principles of Marketing offers many opportunities for students to use their skills in finding solutions to marketing issues facing real companies.

Marketing

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Bachelor of Commerce graduate pathways Upon completing your Bachelor of Commerce with a major in marketing, there are a number of graduate pathways to employment, further study and research. Bachelor of Commerce Duration: 3 years full time Choose from the following major areas of study: Management, Marketing, Accounting, Actuarial studies, Business, Economics, Finance www.bcom.unimelb.edu.au

Honours Duration: 1 year full time Available in: accounting, finance, actuarial studies, economics, management or marketing or a combination of two areas. An honours year enables you to extend your knowledge of your major or area of specialisation through higher level honours subjects and by undertaking an independent research thesis in a single area of study under the guidance of an academic supervisor.

Graduate research degrees1 Duration: 2-3 years full time The Graduate School of Business and Economics offers a range of Masters by Research and PhD programs. See www. gsbe.unimelb.edu.au for more information.

Graduate professional development degrees1

Graduate professional entry programs1

Duration: Generally 1.5-2 years full time

Duration: Generally 2-3 years full time

The Graduate School of Business and Economics offers a full suite of graduate business and economics programs with an emphasis on career entry programs for recent graduates and specialist education for professionals. Our expertise spans the fields of accounting, actuarial studies, economics, finance, human resource management, international business and marketing. See www.gsbe.unimelb.edu.au for more information.

Title: Master of, unless otherwise specified: Including: Engineering, Forest Ecosystem Science, Information Systems, Juris Doctor (Law), Science (Management Science), Teaching, Urban Horticulture, Urban Planning. See www. futurestudents.unimelb.edu. au for more information.

Employment Melbourne Commerce graduates enjoy careers both locally and abroad in areas such as accounting services, finance, insurance and superannuation services, banks, mining, manufacturing, utilities and transport services, business, management, advertising, market research and statistical services, legal services, retail and wholesale, and computing and telecommunications services. See www.bcom.unimelb.edu.au/pathways/careers.html for more information. 1 Selection into these programs is based on performance in an undergraduate degree and additional selection criteria may also apply. Note this information indicates many but not all the possible pathways to graduate study.

Honours

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Honours in marketing is an additional year of specialised study following your Bachelor of Commerce.

An honours degree will expand your career options by further developing your problem-solving and project management skills. These skills are very attractive to employers and some companies will only hire individuals with an honours degree.

An honours year is a challenging and rewarding year, during which you will make vital contacts, develop research skills and write a short thesis. These are essential skills if you want to pursue PhD level studies and are critically important in a variety of jobs in the public or private sectors.

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Bachelor of Commerce

Students wishing to apply to undertake honours in marketing must complete the requirements for a major in marketing and achieve a mark of 70% or better in each of the three subjects required for the major.


“I have enjoyed the practical nature of the course, including its focus on industry case studies and real world examples – it encourages me to put what I am learning in the classroom into a context that will be valuable for me outside university. I chose the University of Melbourne for its reputation as a world class university. I was confident that the University of Melbourne would offer me a positive student experience, and optimal employment opportunities following graduation. Stephanie Flanagan Stephanie completed her Bachelor of Commerce, majoring in management and marketing, in 2012. During her studies she was involved with Students In Free Enterprise (SIFE), and participated in the Career Mentoring program. She now works as an Account Manager at Fontis.

Careers Marketers may be employed by a corporation or smaller business, coordinating campaigns for brands, products or services. Marketers also work in agencies or consultancies. Companies outsource campaigns to agencies as part of their overall marketing mix. The marketing industry is often categorised by product identification, so marketing employers can be divided into agencies, FMCG (fast moving consumer goods i.e. companies that make products sold in supermarkets), services including financial services, tourism, hospitality, professional services, telecommunications, not-for-profit and government.

Careers in Communications and Customer Strategy

Careers in Marketing Management

Career opportunities include positions managing a range of marketing functions including sales, advertising and promotion, retail, services, wholesaling, marketing research and management consulting.

Career opportunities include positions managing a range of marketing functions including products and brands, distribution, marketing research, business development, market analysis and marketing consulting.

Career options include: > Sales Manager

Career options include: > Marketing Manager

> Service Manager > Market Researcher

> Brand Manager > Market Researcher

> Advertising Manager > Media Buyer

> Market Analyst > Strategy Consultant

> Event Manager > Public Relations Manager > Marketing Communications Consultant

Marketing

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“After taking Principles of Marketing, I am sure that I made the right decision to study one of the most interesting majors in the Faculty of Business and Economics.� Nguyen Thai Nguyen is a current Bachelor of Commerce student, with majors in management and marketing.

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Bachelor of Commerce


Professional recognition

Master of Management (Marketing)

All students graduating with a Bachelor of Commerce majoring in marketing become Associate Members of the Australian Marketing Institute (AMI). Combined with some years of work experience and professional development, marketers may then be eligible to attain Certified Practicing Marketer status.

This program (available in an 18 month or two year version) is designed for those with an undergraduate degree in a discipline other than business and does not require prior business training or preparation. It is ideal for graduates seeking the skills to develop, implement and control integrated marketing programs, work closely with managers in other functional areas, and pursue a career in marketing management. The program provides foundation training in business and management, and specialist training in the ways that organisations attract and retain customers, marketing strategy development, customer behaviour, relationship marketing, branding and international marketing.

Graduate study in marketing Career entry programs

Master of Commerce (Marketing) This eighteen month program is designed for those with an undergraduate degree in business (Bachelor of Commerce or equivalent) who wish to deepen their knowledge of marketing and develop a specialisation in one or more subdisciplines of the field. The course will significantly advance undergraduate marketing skills, provide a solid understanding of marketing theory and facilitate the application of theory to enable students to read and think critically and creatively about marketing issues. In addition to providing a deeper understanding of marketing concepts, the degree has a minor research component.

Research higher degree programs

PhD in Management and Marketing This three year research higher degree will equip you with a fundamental understanding of the research process, to prepare you for an academic career in your field. Research is undertaken both in Australia and abroad and is published in leading international and regional journals, as well as being presented at the most prominent international management and marketing conferences.

“Marketing makes a huge difference to a company’s success and it is one of the few disciplines where one can demonstrate both creativity and planning skills. My marketing subjects have always been interactive, exciting and interesting and truly engage students in their course of studies.� Charles Chua Bachelor of Commerce (Hons) 2008

Marketing

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Breadth in marketing One of the cornerstones of Melbourne degrees is the opportunity for all students to take subjects from outside their major area of study. The breadth component enables you to tap into other bodies of knowledge, methods of enquiry and personal and professional skills. Students in the Bachelor of Arts, Biomedicine, Environments, Music or Science may take breadth studies in marketing. There are a number of breadth tracks available in the discipline of marketing. For a full list of marketing breadth tracks, please visit www.bcom.unimelb.edu.au/breadth/tracks/marketing.html. Two examples are:

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Marketing Communications and Branding

The Mind of the Consumer

Examines how desirable brands are an important corporate asset and why being able to communicate effectively with your customers is a major determinant of business success.

Develops exciting and useful insights into why consumers behave the way they do.

1st year

Principles of Marketing

2nd year

Brand Management

3rd year

Advertising and Promotions

Bachelor of Commerce

1st year

Principles of Marketing

2nd year

Consumer Behaviour

3rd year

Neuromarketing


Marketing

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Need more information? Commerce Student Centre +61 3 8344 5317 Toll free: 1800 666 300 +61 3 9347 3986 13MELB@unimelb.edu.au www.bcom.unimelb.edu.au

University Information Course Search web site: http://coursesearch.unimelb.edu.au Call the University Information Centre: 1800 801 662

Information Centre Gate 3, Swanston St The University of Melbourne Victoria 3010, Australia + 61 3 8344 6543 + 61 3 9349 1291 13MELB@unimelb.edu.au

Marketing Undergraduate Information brochure Authorised by: Provost Published by: The Faculty of Business and Economics Copyright: The University of Melbourne, July 2012 CRICOS Provider code: 00116K Intellectual Property: For further information refer to www.unimelb.edu.au/Statutes Copyright: Copyright University of Melbourne 2012. Copyright in this publication is owned by the University and no part of it may be reproduced without the permission of the University. Disclaimer: The information in this publication was correct at the time of printing. The University of Melbourne reserves the right to make changes as appropriate. As details may change, you are encouraged to visit the University’s website or contact the University of Melbourne Information Centre to obtain the latest information. Statement on Privacy Policy: When dealing with personal or health information about individuals, the University of Melbourne is obliged to comply with the Information Privacy Act 2000 and the Health Records Act 2001. For further information refer to www.unimelb.edu.au/unisec/privacy/

This brochure is printed on paper that contains 55% recycled fibre and FSC certified pulp

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Bachelor of Commerce

www.bcom.unimelb.edu.au


Marketing brochure 2012