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Study postgraduate online through Open Universities Australia. Explore all degrees, subjects and short courses now.

Digital marketing is unquestionably an integral activity for any brand that wishes to engage with prospects, drive traffic and generate quality leads. Those with in-demand digital marketing skills in SEO, PPC, display advertising, social media, content marketing and email marketing, are leading the marketing transformation in the digital era.The Graduate Certificate of Digital Marketing will expose you to key digital marketing concepts, principles, strategies and best practices, so you’re skilled to help your organisation optimise its digital marketing presence. You’ll emerge with advanced skills to generate added value for customers across different touchpoints in their journey, as well as generate increased growth for businesses. You’ll learn to exploit the benefits digital technologies and channels offer, and you’ll learn how to generate consumer insights from various digital channels to maximise and optimise return on marketing investment.Key Features<ul><li>Hone your skills in marketing optimisation - Apply the latest technologies in AI, machine learning, marketing automation, experimentation and analytics.</li><li>Explore customer-centric marketing strategies - Learn how to apply consumer insights to enhance customer experience and optimise marketing return on investment.</li><li>Study 100 per cent online for maximum flexibility - Gain a professional qualification while studying online, and fit your studies around your work and life commitments.</li><li>Get the skills you need right now or ladder up to a master degree - Gain credit towards Australia’s number one ranked Master of Marketing and move into a future-proof fast-growing field.</li></ul>

Explore key digital marketing concepts, strategies, and best practices. You’ll build skills in SEO, PPC, display advertising, social media, and eDM. Reach customers across different touchpoints in their journey. Generate increased growth for businesses.

Graduate Certificate of Digital Marketing

The Graduate Certificate in Marketing is a 6 month full-time or part-time equivalent program offered by the Tasmanian School of Business and Economics. The program is full fee-paying, which means that you will be charged at the full fee-paying rate listed for each subject.This program provides an introduction to Marketing principles for students who are new to the discipline, or who only have limited experience in Marketing. Successful completion of this program will give students a solid foundation in Marketing fundamentals, and can be built on through further studies to achieve the level of competency required to become a Marketing professional.

This introductory course is designed for those who would like to understand the basics of marketing. Learn about the role marketing plays in business. Use your qualification to take on more marketing tasks at work, or as a pathway into further study.

Graduate Certificate in Marketing

Marketing is fast-paced, exciting and always challenging. It is an ideal career if you are creative, analytical and a good communicator. In the Graduate Certificate in Marketing you will gain a solid base of knowledge and expertise in the latest techniques and technologies in consumer behaviour, market research and integrated marketing communications.

Flex your creative muscles with a career in marketing. With this certificate, you’ll create the knowledge needed to tackle strategy, branding, consumer behaviour, metrics and more. Leave with the skills to take on management positions in the field. 

Ranked the No.13 Online MBA in the world1, UniSA’s Master of Business Administration is designed for experienced managers and executives. The program delivers a strong applied and practical focus, embedded in senior management decision‐making and the latest in management research.You will gain real‐world insights through access to academic and industry experts, curriculum informed by above world-class research in Business and Management2, and professional practice to maximise your career progression. You will engage with a cohort of experienced peers from diverse industry backgrounds, in a highly interactive online learning environment.You will deepen your expertise in fields such as strategy, marketing, finance, leadership, law, international business, and ethics and sustainability, providing real‐time application in the workplace.Flexible learning options mean you can tailor your studies to your busy lifestyle and choose to study 100% online, face‐to‐face (including evening classes and intensives) or as a combination of both.You can also participate in a global study tour, providing you with an international perspective. Another benefit of this degree is that you can complete the Company Directors Course intensively in Adelaide, as part of the MBA curriculum, which is offered in a unique partnership with the Australian Institute of Company Directors (AICD).UniSA Business is ranked in the Top 1% of business schools worldwide3 and within the Top 10 Business Schools in Australia4. Its 5‐Star MBA is recognised and respected globally for its excellence and has received this rating for ten consecutive years5. It offers a dynamic, engaging, and completely flexible degree that delivers invaluable networking opportunities, preparing you to think and act as a global business leader.UniSA Business is the only business school in South Australia accredited by both AACSB International (The Association to Advance Collegiate Schools of Business) and EFMD (EQUIS) – the world’s leading accreditation bodies recognising excellence in business education and research at a global level. These dual accreditations demonstrate the high standards we hold across all areas such as teaching, student learning and research, as well as our commitment to continually improving the quality of our programs.You will also graduate with a high-quality MBA qualification no matter how you study – the program content, opportunities and level of dedicated support are the same whether you complete your program online, on-campus or in blended mode.If you are driven to create new solutions, lead innovative teams, and deliver exceptional results in the context of disruptive change and global uncertainty, UniSA’s MBA is for you.1CEO Magazine 2022 Global MBA Rankings.22018 Excellence in Research for Australia (ERA).3UniSA Business is one of just ten institutions in Australia and 189 globally to be accredited by EQUIS (from over 16,500 worldwide). EFMD, February 2020.4Ranked #6, Australian Financial Review – 2022 BOSS Best Business Schools Survey 5Graduate Management Association of Australia (GMAA).ScholarshipsUniSA is proud to support aspirational and high achieving professionals with the Women in MBA (WiMBA) and Aboriginal and Torres Strait Islander MBA partnership scholarships.It is well known that a Master of Business Administration is a pathway to leadership and career progression. Our dedicated scholarships actively address leadership inequality and champion women as well as Aboriginal and Torres Strait Islander Australians with leadership potential, to advance their careers into senior management and executive roles.The WiMBA scholarship actively addresses leadership inequality and champions women with leadership potential to advance their careers into senior management and executive roles.The Aboriginal and Torres Strait Islander MBA scholarship is offered to Aboriginal and Torres Strait Islander Australians to develop their careers as leaders and senior managers in business, government and industry.The scholarships are offered by UniSA in partnership with employers, matching contributions of 50% of MBA tuition fees, to cover the scholarship recipient’s full MBA tuition costs. To maximise success, employers are required to provide flexibility in working arrangements to support study, a career mentor and supportive career pathway options, in addition to the financial contribution.

Maximise your career progression in marketing with a nationally and globally acclaimed, award-winning MBA. Gain real-world insights into advertising, brand management and buyer behaviour from experienced executives and academic experts, while deepening your knowledge of strategy and leadership.

Master of Business Administration (Marketing)

The Master of Management is designed in consultation with our network of industry and professional partners. It is informed by world-class research in management, marketing and business, combining up-to-date theory and the practical application of management models and methods.With flexible learning arrangements to best suit your individual needs, this degree is delivered face-to-face, 100% online or as a combination of both. There are a range of options available to fast track your learning.One of only ten in Australia with EQUIS accreditation, UniSA Business is ranked in the top one per cent worldwide1. EQUIS is the world’s leading international accreditation for business schools, awarded by the quality assurance arm of the European Foundation for Management Development (EFMD).UniSA Business is the only business school in South Australia accredited by both AACSB International (The Association to Advance Collegiate Schools of Business) and EFMD (EQUIS) – the world’s leading accreditation bodies recognising excellence in business education and research at a global level. These dual accreditations demonstrate the high standards we hold across all areas such as teaching, student learning and research, as well as our commitment to continually improving the quality of our programs.

Learn contemporary marketing strategies, essential management skills and specialised areas including data analytics. You’ll explore buyer behaviour, business ethics and more. Gain the expertise to achieve business marketing objectives in any industry.

Master of Management (Marketing)

The On Demand - Graduate Certificate of Business Administration lets you build your leadership skills at a pace that works for you. Develop your ability to interpret and solve complex business challenges. At Torrens University, you’ll get a taste of an MBA designed to fit you. This online course has flexibility built-in for the busy professional.During this course, you will develop a strong understanding of the contemporary business environment, key marketing principles and strategies, and the fundamentals of business communication. This Graduate Certificate is ideal for those with work experience but no previous qualifications, or who want a taste of an MBA. Graduating from this course guarantees you entry to the On Demand - Master of Business Administration.Affordable learningOur On Demand - Business Administration courses use a low-contact design, meaning you pay less for your degree.Self-paced learningStudy when it suits you, with no scheduled classes and all your learning materials and assessments available from day one.Guaranteed pathway entrySuccessful completion will guarantee entry into our On Demand - Master of Business Administration.

Build your confidence in today’s business environment. You’ll cover contemporary approaches to marketing, financial management, and business communications. Expand your career options and think about progressing to an MBA.

On Demand - Graduate Certificate of Business Administration

Global and local business landscapes are experiencing unprecedented changes driven by Big Data, Artificial Intelligence, Internet-of-things and more. This shift is altering the socio-economic and cultural fabric of our society, impacting consumer lifestyle and well-being. Dynamic market conditions have drastically changed the role of marketing professions within organisations. Contemporary Marketing Practitioners require a high level of digital literacy and creative problem-solving skills to serve new-age customers through data-driven decisions. The Master of Marketing Management will prepare you for mid-level and senior-level marketing positions. You will study marketing theories and strategies across Digital and Social Media Marketing, Marketing Insights into Big Data, New Product and Service Development, Integrated Marketing Communications, Strategic Brand Management and more. You’ll also develop an understanding of differences and commonalities between global and local marketing issues and how to resolve them by leveraging relevant marketing skills. Please note: Due to subject availabilities, Semester 2 commencement is only available to students with a cognate background.

Tackle advanced marketing philosophy, theory and principles – developing the skills to unpack problems and execute solutions on a grand scale. Hone your ability to analyse, articulate, and think critically through creative solutions. Own your field. 

Master of Marketing Management

The Graduate Diploma in Marketing is a 12 month full-time or part-time equivalent program offered by the Tasmanian School of Business and Economics. The program is full fee-paying, which means that you will be charged at the full fee-paying rate listed for each subject. This program provides an introduction to Marketing principles for students who are new to the discipline, or who only have limited experience in Marketing. Successful completion of this program will give students a solid foundation in Marketing fundamentals, and can be built on through further studies to achieve the level of competency required to become a Marketing professional. Please note: Due to subject availabilities, Semester 2 commencement is only available to students with a cognate background.

Learn the basics of marketing. Explore the fascinating psychology behind consumer behaviour. Understand the value of market research and different advertising channels. Graduate with the knowledge you need to choose a marketing speciality.

Graduate Diploma in Marketing

Marketing is fast-paced, exciting and always challenging. It is an ideal career if you are creative, analytical and a good communicator. You will gain a solid base of knowledge and expertise in the latest techniques and technologies in consumer behaviour, market research and integrated marketing communications.The Master of Marketing program builds on this foundation, where you will learn advanced marketing principles, best practice and new approaches to build customer relationships. Your studies will enable you to think strategically about value, positioning and competitive advantage in a global context through branding and digital marketing applications.The Master of Marketing is offered online. You will be able to access course materials, participate in learning activities, lodge assessment items and access support services via Learning@Griffith. There is no requirement for on-campus attendance and access to a reliable computer with internet connection is essential.This program comprises 12 courses to be completed over two years. The program is taught over six teaching periods throughout the year and students can begin in any teaching period. Each course is taught over a six week period. Students will complete one course in each teaching period.

Expand existing marketing knowledge with a course that will see you use creativity, strategy and communication skills to tackle big business challenges. Learn to think tactically about value, positioning and competitive advantage on a global scale.

Master of Marketing

The Master of Business Administration (Marketing) is designed to provide a strong foundation of business knowledge, skills and attitudes to support ethical, global business management of organisations including private sector business organisations, not-for-profit organisations and public organisations. Through experiential learning techniques students will develop knowledge and skills to conduct independent research, carry out industry and discipline related projects, and relate their learning to their individual business experience.The Master of Business Administration (Marketing) requires 2 years of full-time study (or the equivalent part-time). The course specialisation is offered by the College of Business, Government and Law.

Forge vital connections between people, brands, and organisations. As you build your business acumen you’ll develop a deep expertise of marketing strategy, consumer behaviour, and technology. Lead teams, grow brands, and break through to new markets.

Consumer Psychology

Marketing

Digital Marketing

Food and Fibre Markets

Digital Branding and Retailing

Fundamentals of Marketing

Sport Marketing

Marketing Strategy and Analytics

Advertising and Integrated Marketing Communications

Business Marketing

The increasing use of the Internet and other digital media by both business and consumers is having a significant effect on business globally. For consumers, information and communication technologies (ICT) provide more information, convenience, and a wider range of, and access to, product choices. For businesses, ICT provides new channels to market their products, new ways to build and establish value-creating relationships with their customers, as well as opportunities to expand into new markets. However, due to the rapid evolution of digital technologies, the businesses are increasingly confronted with the need to participate and manage their marketing mix in a real-time, ever-changing digital environment. Hence it is imperative for businesses to be able to take advantages of the digital technologies as a means to sharpen their competitive advantages and marketing strategies. The focus of this subject is on developing students’ knowledge of digital and direct marketing as a strategic element of the marketing mix. It will develop students’ knowledge of key concepts, principles, and models needed to strategically manage digital and direct marketing in both B2B and B2C marketing contexts. The subject will develop students’ knowledge of when and how to use the various methods of digital and direct marketing at different stages of marketing strategy. The subject will develop students’ knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of different digital and direct marketing strategies.

Digital and Social Media Marketing

For marketers, understanding how buyers and consumers behave is an integral part of correctly identifying their needs, and developing effective marketing strategies. Buyers often go through decision-making processes before making a purchase or making a decision to continue to buy and to consume a product or service. Thus, consumer decision-making, and the popular use of the term consumer behaviour, refers to the decision-making processes and behaviours of consumers. Understanding consumer behaviour enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs. The focus of this subject is on developing students knowledge of consumer decision-making processes and the factors that influence consumers decisions, purchases and consumption of products and services. The subject will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The subject will develop students theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers behaviour. The subject will help students to identify what stimuli marketers can use to influence consumers decision-making, purchase and consumption.

Consumer Decision-Making

The subject builds work-ready skills in marketing within a global context incorporating digital communication and recording tools. You will appreciate these tools as you apply the marketing concepts practically within a collaborative learning network. You will also integrate design thinking and marketing planning, as you develop consumer-centric solutions to marketing problems.
Overall the subject provides knowledge of marketing function and the implementation of marketing tools, techniques and processes to achieve optimal organisational outcomes in the marketplace. You will acquire knowledge and skills in marketing process:
<ol><li>employing empathy in understanding consumers, and employing marketing tools to analyse the external and internal environments</li><li>utilise insights gained to adequately define marketing problems</li><li>employ techniques that facilitate ideation (thinking outside the box)</li><li>strategically design branding, positioning and marketing mix elements (product, price, promotion and distribution) in line with targeted consumer segments</li><li>to prototype, test, implement and amend within a process of metrics and controls.</li></ol>
This subject draws on student experience as managers in industry (including experience operating internationally and locally), and emphasises the importance of marketing management in a business context.

Combine your understanding of marketing planning with design-based thinking. Study the relationship between affordable pricing and product value. Engage in market research. Keep the consumer front of mind when creating solutions to marketing challenges.

Business to business (B2B) markets present unique challenges and opportunities for marketers that differ significantly from business to consumer (B2C) markets. Business customers do not buy in the same way as end-consumers do; they take a professional approach to buying, have to deliver value for multiple stakeholders, are driven by different needs, use different and more complex decision criteria and respond to different marketing approaches than do end-consumers. Marketers need to apply specific strategies to develop value offerings that have to ‘fit’ into complex business processes and meet the needs of multiple stakeholders, communicate those offerings to stimulate purchase behaviour, and work to sustain long lasting business relationships with customers.To deal with this complexity and develop strong B2B marketing skills, this unit applies services and B2B marketing theory, frameworks, practices and tools to address the intangibility and co-created nature of most augmented products and services which require the integration of multiple value-added steps including operations management, human resource systems and technology in the design of services. This theory base equips students with the tools to sense, understand, and design services that meet complicated multi-stakeholder needs, cut through buying processes, and help B2B marketers build long term customer relationships.﻿Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.Find out more about the <a href="https://www.curtin.edu.au/students/essentials/rights/academic-integrity/aip/" target="_blank">Academic Integrity module</a>.

B2B Services Marketing

The subject focuses on the practical application of digital marketing strategies, innovations, and analytics. It explores different online marketing opportunities such as the use of social media, paid search, remarketing, and video marketing. The subject provides an opportunity for students to plan and implement a real-world online marketing campaign such as a Google AdWords campaign. It also discusses the application of cutting edge digital innovations such as wireless analytics and programmatic advertising in a marketing context. Furthermore, the subject examines a range of digital analytics tools to evaluate and optimise digital marketing assets and strategies. The subject also touches on contemporary and ethical issues surrounding the use of digital marketing tools.
Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.
Find out more about the <a href="https://www.curtin.edu.au/students/essentials/rights/academic-integrity/aip/" target="_blank">Academic Integrity module</a>.

Learn the ins and outs of e-marketing tools, and how they can help you meet digital marketing objectives. Gain the skills to consider a digital marketing strategy and form a digital marketing campaign. Become confident in analysing performance.

Digital and Interactive Marketing

This subject introduces the role of buyer behaviour and equips students with a comprehensive grounding in approaches to understanding consumer preferences, judgements, decision-making and buying behaviour. Specifically, it integrates concepts and theories developed in the social sciences such as cognitive psychology, sociology, economics, anthropology and demography to explain and help predict consumption behaviour in both individuals and organisations. Students will learn how to acquire and apply this knowledge to improve organisational strategy and success, in terms of developing marketing strategies, predicting buying behaviour and creating strategic initiative around protecting consumers in the marketplace.
Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.
Find out more about the <a href="https://www.curtin.edu.au/students/essentials/rights/academic-integrity/aip/" target="_blank">Academic Integrity module</a>.

Discover the cogs at work behind buyer behaviour. Consider preferences, judgement and decision-making using social science. Combine elements of psychology, sociology, economics and more to explain why people buy, and predict when they’re about to. 

Buyer Behaviour and Analysis

Marketing plays an essential part in business leadership. This course exposes students to fundamental marketing concepts used in industry and provides insight into how these concepts relate to the &quot;real&quot; world. This course introduces students to the discipline of marketing through topics such as: consumer behaviour, marketing research, product planning, integrated marketing communications and social media, distribution planning, product &amp; service pricing, and societal and environmental issues.

Services dominate the global economy. Australia is a service economy, with the fastest growth rates in job formation, are in service industries. Even in emerging economies services contribute to half of the GDP growth. As a service consumer, you use an array of services, e.g. talking on the phone, social media services, using a credit card or ATM, navigating through University services and more. Services have unique characteristics that they are not as tangible as consumer products. Service marketers are required to sell experiences and value propositions to customers, which makes it difficult to ‘hook’ customers. Often, consumers do not know how to evaluate the value of a service or how it actually works to make their lives easier before buying and using it. This calls for better understanding of the uniqueness of nature of services and development of service-oriented marketing strategies.The focus of this subject is to provide an overview of key strategic concepts and distinctive issues in modern services management and marketing. The subject will help students to develop knowledge about a specific characteristic of services across various industries and how to manage and market them. The subject will help students to learn how to create and develop relationships with customers by providing meaningful service solutions and plan to recruit and retain qualified service professionals. Students will also acquire knowledge about contemporary service thinking both in scholarly research and practice (e.g. service innovation and design thinking) and its implications for managing new age service firms. Students will develop skills for resolving service-oriented issues faced by service providers.

Services Marketing

This subject offers an introduction to how data analysis methods and data analytics can provide innovative solutions to real-life business problems. In this subject, students learn a variety of practical research skills which will allow them to make sense of complex data and develop informed marketing recommendations. After concluding this subject, students will be able to analyze complex quantitative and qualitative data generated through social media, websites and surveys. In addition, students will become better familiarized with technological developments that have an important impact how data is generated and analysed.Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.Find out more about the <a href="https://academicintegrity.curtin.edu.au/" target="_blank">Academic Integrity module</a>.

Become an innovator by applying data analysis and analytics across social media, websites and surveys. Learn how to conduct research, unpack complex data, and make marketing recommendations.

Marketing Intelligence and Analytics

As global business continues to grow, understanding marketing in all cultures is essential. Understanding diversity is critical due to cultural, economic, technological, political and legal differences, which affect consumer choices and consequently the marketing process. International marketing recognises that consumers across the globe have diverse needs, preferences, and expectations. International marketing considers the opportunities to market new and existing products and services that meet consumer preferences and expectations at a global level. The focus of this subject is on developing your knowledge of factors that affect consumer decision-making at a global level.In this subject, you will develop knowledge about the various marketing concepts, such as the environment of international markets, international market selection and entry, product, price, place, and promotion strategies for international markets. The subject will allow you to identify various strategies that international marketers apply to gain a competitive advantage in the complex global market. The subject will enable you to develop knowledge and skills for adapting and implementing marketing strategies for international markets.

International Marketing

The increasing use of the Internet and other digital media by both business and consumers is having a significant effect on business globally. For consumers, information and communication technologies (ICT) provide more information, convenience, and a wider range of, and access to, product choices. For businesses, ICT provides new channels to market their products, new ways to build and establish value-creating relationships with their customers, as well as opportunities to expand into new markets. However, due to the rapid evolution of digital technologies, the businesses are increasingly confronted with the need to participate and manage their marketing mix in a real-time, ever-changing digital environment. Hence it is imperative for businesses to be able to take advantages of the digital technologies as a means to sharpen their competitive advantages and marketing strategies.




The focus of this subject is on developing students’ knowledge of digital and direct marketing as a strategic element of the marketing mix. It will develop students’ knowledge of key concepts, principles, and models needed to strategically manage digital and direct marketing in both B2B and B2C marketing contexts. The subject will develop students’ knowledge of when and how to use the various methods of digital and direct marketing at different stages of marketing strategy. The subject will develop students’ knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of different digital and direct marketing strategies.

University of Tasmania

For marketers, understanding how buyers and consumers behave is an integral part of correctly identifying their needs, and developing effective marketing strategies. Buyers often go through decision-making processes before making a purchase or making a decision to continue to buy and to consume a product or service. Thus, consumer decision-making, and the popular use of the term consumer behaviour, refers to the decision-making processes and behaviours of consumers. Understanding consumer behaviour enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs. The focus of this subject is on developing students knowledge of consumer decision-making processes and the factors that influence consumers decisions, purchases and consumption of products and services. The subject will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The subject will develop students theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers behaviour. The subject will help students to identify what stimuli marketers can use to influence consumers decision-making, purchase and consumption.

RMIT University

Business to business (B2B) markets present unique challenges and opportunities for marketers that differ significantly from business to consumer (B2C) markets. Business customers do not buy in the same way as end-consumers do; they take a professional approach to buying, have to deliver value for multiple stakeholders, are driven by different needs, use different and more complex decision criteria and respond to different marketing approaches than do end-consumers. Marketers need to apply specific strategies to develop value offerings that have to ‘fit’ into complex business processes and meet the needs of multiple stakeholders, communicate those offerings to stimulate purchase behaviour, and work to sustain long lasting business relationships with customers.

To deal with this complexity and develop strong B2B marketing skills, this unit applies services and B2B marketing theory, frameworks, practices and tools to address the intangibility and co-created nature of most augmented products and services which require the integration of multiple value-added steps including operations management, human resource systems and technology in the design of services. This theory base equips students with the tools to sense, understand, and design services that meet complicated multi-stakeholder needs, cut through buying processes, and help B2B marketers build long term customer relationships.

﻿Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

Find out more about the Academic Integrity module [https://www.curtin.edu.au/students/essentials/rights/academic-integrity/aip/].

Curtin University

Marketing plays an essential part in business leadership. This course exposes students to fundamental marketing concepts used in industry and provides insight into how these concepts relate to the "real" world. 

This course introduces students to the discipline of marketing through topics such as: consumer behaviour, marketing research, product planning, integrated marketing communications and social media, distribution planning, product & service pricing, and societal and environmental issues.

University of Notre Dame Australia

Services dominate the global economy. Australia is a service economy, with the fastest growth rates in job formation, are in service industries. Even in emerging economies services contribute to half of the GDP growth. As a service consumer, you use an array of services, e.g. talking on the phone, social media services, using a credit card or ATM, navigating through University services and more. Services have unique characteristics that they are not as tangible as consumer products. Service marketers are required to sell experiences and value propositions to customers, which makes it difficult to ‘hook’ customers. Often, consumers do not know how to evaluate the value of a service or how it actually works to make their lives easier before buying and using it. This calls for better understanding of the uniqueness of nature of services and development of service-oriented marketing strategies.

The focus of this subject is to provide an overview of key strategic concepts and distinctive issues in modern services management and marketing. The subject will help students to develop knowledge about a specific characteristic of services across various industries and how to manage and market them. The subject will help students to learn how to create and develop relationships with customers by providing meaningful service solutions and plan to recruit and retain qualified service professionals. Students will also acquire knowledge about contemporary service thinking both in scholarly research and practice (e.g. service innovation and design thinking) and its implications for managing new age service firms. Students will develop skills for resolving service-oriented issues faced by service providers.

As global business continues to grow, understanding marketing in all cultures is essential. Understanding diversity is critical due to cultural, economic, technological, political and legal differences, which affect consumer choices and consequently the marketing process. International marketing recognises that consumers across the globe have diverse needs, preferences, and expectations. International marketing considers the opportunities to market new and existing products and services that meet consumer preferences and expectations at a global level. The focus of this subject is on developing your knowledge of factors that affect consumer decision-making at a global level.

In this subject, you will develop knowledge about the various marketing concepts, such as the environment of international markets, international market selection and entry, product, price, place, and promotion strategies for international markets. The subject will allow you to identify various strategies that international marketers apply to gain a competitive advantage in the complex global market. The subject will enable you to develop knowledge and skills for adapting and implementing marketing strategies for international markets.

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