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

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

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

Students will investigate a business or research problem and synthesise findings or innovative solutions for a project embedded in business, community, industry or government. Students will compose a professional report by conducting a fully integrated research project proposal with literature review, research design and methodology, data collection and analysis; and develop findings or recommendations.﻿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>.

Commerce Research Project

There is an increased awareness of how social and business practices have significantly affected the degradation of the natural environment, depletion of natural resources, and wellbeing of people. Subsequently social and environmental KPIs are emerging as a key for business to achieve sustainable competitive advantage. Sustainable marketing places equal emphasis on environmental stewardship, social stewardship and economic stewardship concerns in the development of marketing strategies. This subject addresses how sustainability issues form part of marketing strategy in the business and public sector and encompasses social marketing strategies aimed at positive societal change. It identifies and applies sustainability frameworks and tools companies use to build sustainable thinking into their marketing activities and strategies in response to opportunities and threats that arise from social, economic and environmental changes in the environment.﻿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>.

Sustainable and Societal Marketing

Effective marketing communications are essential to achieving key business and societal outcomes. In the age of ubiquitous digital communications, an integrated approach that uses the entire suite of marketing communications tools is essential. In this subject, students’ critique and develop how, when, and where to utilize the range of integrated marketing communication tools available to support various marketing and societal outcomes. They investigate the ethical and responsible use of marketing communications across borders, cultures and communication platforms to evaluate ethical, social, and global perspectives. Evidently, this subject places a strong focus on evaluating marketing communications with respect to initiatives that contribute to the UN’s Sustainable Development Goals (SDGs) and Principles of Responsible Management Education (PRME). Through their assessments, students will analyse ‘real-world’ data sources and address ‘real-world’ cause-related movements, developing an integrated marketing communication campaign to achieve positive change. Learning is deepened through Authentic Assessments and reflecting upon the responsible and ethical usage of media both personally and professionally.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>.

See how multi-national firms plan, develop and implement marketing communications programs for global brands. Investigate the challenges of marketing across different cultures and media. Explore essential strategies including targeting and positioning.

Integrated Global Communications

This subject is designed to develop students’ understandings of the marketing challenges and opportunities encountered in global markets. Through industry-focused case analysis and conceptual underpinnings students will developcross-cultural business skills relevant to the global marketing environment, including entry strategies, social and cultural understandings, strategic international competitiveness, and consumer behaviour in global markets. Students will work actively and collaboratively to execute strategic thinking and decision making in achieving a sustainable presence in global markets.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>.

Make your marketing meaningful as you learn how to identify opportunities, isolate challenges and apply global marketing frameworks. Collaborate to make decisions and create strategic executions to achieve a sustainable presence in market.

International Marketing for Managers

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

Students will investigate a business or research problem and synthesise findings or innovative solutions for a project embedded in business, community, industry or government. Students will compose a professional report by conducting a fully integrated research project proposal with literature review, research design and methodology, data collection and analysis; and develop findings or recommendations.

﻿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/].

There is an increased awareness of how social and business practices have significantly affected the degradation of the natural environment, depletion of natural resources, and wellbeing of people. Subsequently social and environmental KPIs are emerging as a key for business to achieve sustainable competitive advantage. Sustainable marketing places equal emphasis on environmental stewardship, social stewardship and economic stewardship concerns in the development of marketing strategies. This subject addresses how sustainability issues form part of marketing strategy in the business and public sector and encompasses social marketing strategies aimed at positive societal change. It identifies and applies sustainability frameworks and tools companies use to build sustainable thinking into their marketing activities and strategies in response to opportunities and threats that arise from social, economic and environmental changes in the environment.

﻿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 Postgraduate Marketing Subjects | Open Universities Australia

Course results for Curtin University Postgraduate Marketing Subjects