Postgraduate - Edith Cowan University

level of scientific knowledge. In this respect, marketing research
serves a single purpose - that of providing information to assist
marketing managers and professionals to make better decisions.
A practical and applied approach is adopted throughout this unit.
Students are actively involved in their own market research
problem/s throughout the unit. Students are involved in real life
marketing research situations as much as possible.
MKT5161 15 Credit Points
Public Relations Management
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.
MKT5172 30 Credit Points
Honours Thesis Development VA
FACULTY OF BUSINESS AND LAW
This unit involves the identification of an appropriate research
project, the development of a proposal and the acquisition of the
intellectual and practical skills required to undertake the project.
MKT5173 30 Credit Points
Honours Thesis Development VB
FACULTY OF BUSINESS AND LAW
This unit involves the identification of an appropriate research
project, the development of a proposal and the acquisition of the
intellectual and practical skills required to undertake the project.
MKT5201 15 Credit Points
Consumer Behaviour V
FACULTY OF BUSINESS AND LAW
Prerequisite :
MBA5103 Market Analysis V
This unit will explore the cultural, commercial and aesthetic
factors that influence the way people consume. To understand
these complex processes students will be introduced to
perspectives on consumption from the disciplines of
anthropology, sociology, psychology, economics, semiotics and
marketing. Students will also learn about the techniques that
marketers use to understand and influence consumer desires as
well as the positive and negative impacts these have upon their
daily lives and the society in which they live.
MKT5203 15 Credit Points
Promotional Marketing V
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. Students must also know why, when and how
each promotional tool can be used and balanced to attain
marketing and promotional objectives within an integrated
marketing communications (IMC) framework.
MKT5204 15 Credit Points
International Marketing V
FACULTY OF BUSINESS AND LAW
Prerequisite :
MBA5103 Market Analysis V
The unit examines the nature and practice of international
marketing and includes an introduction to economic, political and
legal dimensions.
MKT5205 15 Credit Points
Services Marketing V
FACULTY OF BUSINESS AND LAW
Prerequisite :
MBA5103 Market Analysis V
Services Marketing builds upon marketing principles taught in the
introductory Marketing unit. While the philosophies and
strategies of goods marketing apply also to services marketing, the
nature of sevices result in the need to acknowledge the special
characteristics of services and the implications for marketing
strategy formulation. The objective of this unit is to arm students
with the knowledge necessary to design and implement successful
services marketing strategies.
MKT5207 15 Credit Points
Marketing on the Internet V
FACULTY OF BUSINESS AND LAW
Prerequisite :
MBA5103 Market Analysis V
The rapid adoption of the Internet by both businesses and
consumers is creating unprecedented opportunities for marketers
willing to take advantage of it. However, for others, it could turn
into their worst nightmare. This unit will explore marketing on the
Internet from these perspectives, concentrating mainly on how the
technology will result in changes to conventional marketing
models, and on how a firm interacts with its customers. It will
expose participants to the marketing implications of the most
exciting technology of this century and students will learn how to
harness it for business gains.
MKT5215 15 Credit Points
Marketing Strategy V
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT5100 Marketing Principles and Practices
This capstone marketing unit is concerned primarily with the
strategic marketing planning process. It features the development
of competitive marketing strategies at various levels of the
organization and across a diverse range of business sectors – all
backed by in-depth external and internal analyses. The key
elements of this unit include the comprehensive coverage of
external and internal analyses of select business situations,
popular strategic models/options especially the concept of
sustainable competitive advantage, and strategy implementation.
The unit is heavily case-oriented involving weekly case
discussions and participation.
MKT5600 15 Credit Points
Selling and Sales Management
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT5100 Marketing Principles and Practices
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.
MKT5601 15 Credit Points
Advanced Integrated Marketing Communications
FACULTY OF BUSINESS AND LAW
Prerequisite :
MKT4112 Promotional Marketing
Advanced Integrated Marketing Communications addresses the
need to strategically integrate a variety of promotional tools to
achieve brand equity and increase the effectiveness of
promotional communications with relevant target audiences. This
unit is designed to address all aspects of Integrated Marketing
Communications (IMC) including the creation, implementation
and evaluation of sales promotion strategies, direct marketing,
sponsorships, exhibitions, product placement, field marketing and
ECU Postgraduate Course Guide 2008 281