Postgraduate - Edith Cowan University

MKT4105 15 Credit Points
Selling and Sales Management IV
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT4101 Marketing
The sales function of an organisation and how it is managed can
be crucial to its success. This unit will give students an
understanding of the sales function and the management of this
process within an organisation from a marketing perspective. It
will include theoretical and practical aspects of business to
business selling with a focus on relationship selling as a means of
developing strong business partnerships. Students should be able
to identify the most critical elements of a sales management role
in order to train, recruit, develop and assess a sales team.
MKT4110 15 Credit Points
Consumer Behaviour IV
FACULTY OF BUSINESS AND LAW
This course will introduce concepts from the disciplines of
economics, psychology, sociology and anthropology which help
us understand the behaviour of consumers. The behaviours
studied include those involved with the acquisition, use and
disposal of goods and services. The development of consumer and
popular culture as well as fashion systems will also be studied.
MKT4112 15 Credit Points
Promotional Marketing
FACULTY OF BUSINESS AND LAW
The unit seeks to impart knowledge on the promotional process,
including the critical areas of promotional planning, objective
setting, budgeting, promotional mix strategy, and measurement of
effectiveness. Students will gain an understanding of the major
promotional tools, namely, advertising, sales promotion, direct
marketing, public relations; and other support media like out-ofhome
advertising
MKT4113 15 Credit Points
Professional Communication IV
FACULTY OF BUSINESS AND LAW
The ability to communicate effectively has been recognised as an
essential skill for those wanting to be successful in business
and/or personal relationships. This skills-based unit uses a number
of practical activities to improve students’ overall communication
skills. While it addresses four main areas: organisational
communications, oral communications, written communications
and communications to secure a job, the main emphasis is on
developing effective and persuasive oral presentation skills.
MKT4121 15 Credit Points
Wine Studies IVA
FACULTY OF BUSINESS AND LAW
This unit functions as an introduction to wine. It covers the
process of sensory evaluation, the production of various styles of
wine and the factors which impact on those styles. It considers the
historical and geographical context of wine, and examines the
wines resulting from different grape varieties. Wine faults are
considered.
MKT4123 15 Credit Points
Wine and Society IV
FACULTY OF BUSINESS AND LAW
Wine and Society IV looks at the social, historical and cultural
factors that interact with wine. It will trace the development of
viticulture and the wine trade, and use that to draw out ideas about
wine and status, health, consumption and ritual, as well as other
aspects of consumer behaviour. It will consider many of the
political and economic factors affecting wine production and
consumption, and will also consider links between wine and the
arts.
MKT4124 15 Credit Points
Wine Marketing IV
FACULTY OF BUSINESS AND LAW
Given global trends in wine production and consumption the wine
industry must take marketing seriously if it is to compete
successfully with other beverage producers. This course offers an
overview of the key elements of modern marketing theory and
practice, and applies them to the wine industry. Reading material
will be supplemented with case studies of wineries and businesses
from around the world. At the end of the course, provided you
have done the readings and assignments, you should be equipped
to work in the global wine market.
MKT4130 15 Credit Points
Marketing Research IV
FACULTY OF BUSINESS AND LAW
Prerequisites :
MKT4101 Marketing
MKT4110 Consumer Behaviour IV
The nature and the process of marketing research, data collection
methods, sampling, measurement concepts and techniques, data
preparation and analysis, and marketing research applications.
Research ethics, the use of research in the management decision
process.
MKT4161 15 Credit Points
Public Relations Management IV
FACULTY OF BUSINESS AND LAW
This unit looks at public relations from a marketing manager's
perspective. Every organisation has a public image, whether
design or accident forms it. It is far better for an organisation to be
proactive and use a variety of public relations techniques to
develop a favourable image to all relevant stake holders. This
unit focuses on identifying these special audiences, their needs,
and the relevant communication strategies available for effective
communication. Through interactive seminars and practical
exercises, students can extend the role of public relations from a
simple promotional tool, to a comprehensive business strategy.
MKT4201 15 Credit Points
Sales and Market Analysis IV
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT4101 Marketing
This unit will assist sales professionals and marketers in
understanding how to use information to make strategic decisions
within the sales function. It will include aspects of sales
forecasting, trend and market share analysis along with
interpretation of market analysis data.
MKT4207 15 Credit Points
Marketing on the Internet IV
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT4101 Marketing
The rapid adoption of the Internet by both businesses and
consumers is creating unprecedented opportunities for marketers
with knowledge of how to take advantage of it. However, the
Internet can also be a threat to businesses unable or unwilling to
recognise the changed environment and harness the advantages it
offers. This unit will explore marketing on the Internet from these
perspectives, concentrating mainly on how the technology can
result in the creation of value for customers - the heart of a
healthy marketing concept. Students will be exposed to the
marketing implications of the most exciting technology of this era
and learn how to exploit it for business gains.
MKT4221 15 Credit Points
Wine Studies IVB
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT4121 Wine Studies IVA
This unit will provide an introduction to wine issues, including
sensory perception, wine production, labelling and styles, as they
relate to wines around the world. Attention is given to the
background of wine production in Europe, followed by an
examination of the major wine regions of France, Italy, Germany,
Spain and Central Europe. Fortified wines are considered,
followed by the key New World Countries of the USA, Chile and
South Africa. In each case the main factors contributing to wine
ECU Postgraduate Course Guide 2008 279