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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“The quality of teaching that the lecturers provided was beyond excellence. As well as academic knowledge, I have developed skills in teamwork, leadership, and most importantly the ability to build relationships with peers from all around the world. Participating in the case study competition in Denmark was the biggest highlight of my studies. The opportunity to network with students from all around the world was priceless and the whole experience was an amazing journey where I was challenged, tested, and nurtured not only to be a better consultant, but also to be a better person.� Evelyn Evelyn Evelyn completed her Bachelor of Commerce in 2012, majoring in marketing and finance. She undertook an exchange to the University of Southern California (USC) in the United States, and was a member of the student team who competed in the 2012 Copenhagen Business School Case Competition.
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Bachelor of Commerce
What is marketing? Marketing enables organisations to respond to market needs and maximise 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 business 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, consulting 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
“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 marketing and management.
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Bachelor of Commerce
Commerce elective subjects
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
Principles of Business Law
Semester 2
Introductory Macroeconomics
Principles of Marketing
Introductory Financial Accounting
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 and Assurance Services
Neuromarketing
Internet Marketing
Taxation Law 1
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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“Looking back the most enjoyable aspect of my course was the group assignments and having the opportunity to work and interact with students from all over the world. It was great to be able to bounce ideas off each other and working cross culturally helped me to challenge my own perspectives about things and develop invaluable teamwork skills. During my second year of study I was the Advertising Manager for the Accounting Students’ Association. My role involved trying to gain funding from companies in the Accounting industry and promoting events such as career and networking evenings to students. This position was invaluable in terms of making industry contacts and building my public speaking confidence.” Faye Solomidas Faye completed her Bachelor of Commerce (Honours) in 2010 with majors in marketing and management. She was involved in the Accounting Students’ Association and the Melbourne University Choral Society. During her final year of study Faye worked as a Project Analyst at market research consulting company DBM Consultants, and now works as a Marketing Graduate at H.J. Heinz Australia.
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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 a strong focus on the customer. 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 Melbourne Business School offers a range of Masters by Research and PhD programs. See www.mbs.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
Melbourne Business School 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, business adminstration, economics, finance, human resource management, international business and marketing. See www.mbs.unimelb.edu.au for more information.
Title: Master of, unless otherwise specified: Including: Engineering, Forest Ecosystem Science, Information Systems, Juris Doctor (Law), 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.
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 > Advertising Manager
> Brand Manager > Market Researcher > Market Analyst
> Media Buyer > Event Manager > Public Relations Manager
> Strategy Consultant
> Marketing Communications Consultant
Marketing
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“Studying Commerce at the University of Melbourne provided me with such a great wealth of knowledge and allowed me to be inspired by the many talents and experiences of my colleagues and teachers. I learned how to communicate in a professional environment, team work skills through group assignments and the importance of time management and organisation.� Olivia Lee Olivia graduated in 2009 with majors in marketing and finance. Actively involved in student life at the University of Melbourne, Olivia served as Marketing Director on the Financial Management Association of Australia (FMAA) committee and participated in other student societies including the Commerce Student Society (CSS). Olivia commenced her career in brand management marketing at L’Oreal Australia as a graduate working on the Garnier brand before progressing to become Global Assistant Brand Manager for Wolf Blass at Treasury Wine Estates in 2009. She has since joined the global British FMCG company, PZ Cussons, as a Brand Manager for Personal Care, looking after brands Imperial Leather and Original Source.
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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 Practising Marketer status.
This program is available in two versions. The 18 month program is designed for graduates with an undergraduate degree in a business, commerce discipline or equivalent and the two year program is available to graduates with an undergraduate degree in any discipline. It is ideal for graduates wishing to pursue a career in marketing management. The program provides 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 18 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 options for either a minor research or a consulting project 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 2013 CRICOS Provider code: 00116K Intellectual Property: For further information refer to www.unimelb.edu.au/Statutes Copyright: Copyright University of Melbourne 2013. 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