Marketing

This course is suitable if you want to develop the fundamental skills of marketing or extend your knowledge in various marketing areas. The course is also an entry point if you are considering higher postgraduate qualifications in the future.

You will learn about the principles of marketing management, buyer behaviour and marketing communications. You will have the opportunity to undertake a hands-on marketing research project and learn how relevant data can be used to guide marketing decisions.

The concepts introduced in the course are highly applicable to the achievement of practical marketing goals in the contemporary global business environment.

This course leads to the Graduate Diploma in Marketing.

Please refer to the handbook for additional course overview information.

Why study

• You will interact with industry while you study as many units focus on real-life clients.
• The Curtin Marketing Association, a student group, will help you build social, academic and industry-based relationships and skills.

Professional recognition

• Curtin University is the Inaugural Premier Education Network Sponsor of The Communications Council WA.

Career information

Careers

• Advertising professional
• Marketing specialist
• Media producer
• Media buyer
• Public relations professional

Industries

• Advertising
• Government
• Leisure and tourism
• Manufacturing
• Retail and wholesale
• Service industries

What you'll learn

• apply principles and concepts in marketing theory and practice to describe, understand, analyse and evaluate marketing issues; and to provide innovative solutions to marketing problems
• critically analyse the marketing environment and think creatively to generate strategic solution;apply logical and rational processes in high level decision making
• use a variety of methodologies to assess informational requirements, acquire and evaluate information from multiple sources, and synthesise this knowledge to make supported judgments relevant to marketing strategy
• develop marketing plans, reports and presentations to effectively communicate problems and solution to internal managers and external stakeholders; engage in successful negotiation with supply-chain members, channel partners and customers to create value in long term relationships
• use appropriate technologies, electronic resources and new interactive media to effectively collect and analyse marketing data; adopt an appropriate blend of new and traditional technologies to implement coherent strategic initiatives in marketing
• employ an intellectual curiosity that is able to integrate new information with existing knowledge, and develop a lifelong attitude of continuing professional development in the marketing discipline
• apply an international perspective to marketing issues, and adapt marketing models and strategies for competitive advantage and success in the global environment; Account for contemporary developments in world forums to implement socially responsible and sustainable marketing efforts
• recognise the nature of cultural trends and diversity in market segmentation and analysis to develop culturally sensitive efforts in marketing; adapt marketing strategies to cultural segments for competitive advantage; understand local norms for marketing and logistics in international marketing
• apply an ethical approach in dealing with various stakeholders in the marketing environment, and demonstrate leadership and professional integrity in all aspects of marketing strategy development, communications and negotiations