Master of Marketing (Professional)

An introduction to the essentials of marketing critical to managing profitable customer relationships in today’s dynamic and connected environment. You will learn how to acquire and retain the right customers through the application of consumer behaviour, market research, market segmentation, targeting, positioning and customer relationship management. The primary aim of this subject is to foster a customer-centric orientation and a marketing mindset when addressing business issues.

Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketers to attract and satisfy final consumers and organisational buyers alike. In this subject, students explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services. Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketers to attract and please final consumers and organisational buyers alike. The aim of the buyer behaviour subject is to explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services.

Successful marketing requires the capacity to inform and persuade consumers. This subject is an in-depth examination of the various promotional tools used in marketing. Promotion is a key element of the marketing mix and includes topics such as advertising, personal selling, sales promotion, direct marketing, social media/internet marketing, and public relations. Particular emphasis in this subject is placed on both micro (i.e., detail of developing promotional efforts) and macro (i.e., strategic) issues associated with promotional design and planning.

Marketing is based on the principle of providing value to customers. To provide value, we need to know what customers need and want; what they know, think and feel about our brand; and how they are likely to behave. Market research refers to the various tools and techniques used in the collection, analysis and interpretation of data to facilitate marketing decision making. This subject will provide you with a theoretical understanding of market research as well as give you practical, hands-on experience collecting, analysing and interpreting data to making more effective decisions.

This subject aims to provide students with a comprehensive understanding of the theory and practice of digital marketing. It focuses on the behavioural considerations of target buyers and how search engine, email, mobile and content marketing may be strategically leveraged to build profitable customer relationships. This experiential subject offers students the opportunity to practice Internet marketing through planning, researching, executing, analysing, and iterating multi-format Internet marketing campaigns. It also features the use of artificial intelligence to augment and enhance performance.

This subject enables students to apply appropriate marketing analytical tools and techniques to address a range of marketing challenges. Importantly, it will also highlight the role and importance of marketing analytics to support a data-driven approach to marketing strategy and decision making. Through a variety of applied activities and assignments, students will have the opportunity to develop a thorough conceptual understanding of marketing analytics and its applications.

Organisations need to be in constant touch with the ever-changing marketplace. Business practices, therefore, need to be market-oriented to create better customer and stakeholder value. Strategic Marketing focuses on analysing, designing and implementing market-driven strategies. In this subject, students learn to analyse the industry, market, competition and consumers, and develop long-term marketing strategies that enable organisations to create stakeholder value.

This subject introduces students to fundamental quantitative theory and tools to support the data analysis and decision-making needs of modern organisations. This subject covers descriptive statistics, probability distributions, sampling, hypothesis testing and regression. This subject focuses on developing practical computational skills and systematic problem-solving capabilities to analyse and interpret data for various business problems and decisions. The tools and techniques introduced in this subject, including the use of spreadsheets for data management and analysis, can be applied to exploratory big data analysis.

This subject provides the opportunity to develop the foundational mathematical and statistical skills necessary for subsequent quantitative subjects in the Bond Business School. This includes applications of calculus, probability, discrete and continuous random variables, sampling distributions, hypothesis testing, and application of the central limit theorem to large sample inference and data analytics. Popular statistical computing packages are used as an integral part of the subject to provide an applied focus throughout the subject.

Students may have the opportunity to participate in an international study tour experience or internship as a general elective. Those interested should consult with an Enrolment Officer in Student Assist for guidance and to check eligibility requirements (e.g., GPA, language proficiency, prerequisites). Students should make informed decisions and ensure their chosen international experience or internship aligns with their academic and personal goals.

Participating in such an opportunity may involve additional costs, which may vary depending on the opportunity's location, duration, and nature. Students are responsible for all associated expenses, including travel, accommodation, visa fees, insurance, and any program or placement fees that may be applicable.

Opportunities

• BUSN71-620: Individual Study in Business (10CP)
• BUSN71-700: Business Internship A (10CP)