BP141 - Bachelor of Business (Marketing) (Applied)

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Plan: BP141 - Bachelor of Business (Marketing)
Campus: City Campus

Learning outcomes

Statement of capabilities

The capabilities developed for Marketing graduates were based on research with industry employers, current students and past graduates, and was validated by the School Advisory Board and the Student-Staff Consultative Committee.  The research was future-oriented with a focus on the 5-10 year time frame and the likely developments that would impact on the role of marketing graduates.  There was substantial consistency in the research results between the different subject groups.  These results were also supported by research on graduate recruitment programs and job advertisements, competitor analysis, a review of literature and staff input.
It was found that as a marketing graduate you will be required to engage in marketing practice both as an individual and as a team member in diverse organisations and communities.  You need to be capable of integrating marketing theory and technical proficiency in a range of marketing applications and contexts that enable you to respond to specific situations.  Your key focus must be the customer’s perspective, and at the same time you must be prepared to accept accountability to competing stakeholders.

By the time you graduate, you should have acquired the following specific capabilities which have been grouped into three strands:

Discipline knowledge and perspective

  1. Recognise the customer’s perspective
  • Identify different customers and stakeholders
  • Understand buyer behaviour
  • Appreciate the theory of marketing

    2.   Implement marketing plans

  • Translate marketing theory into practice
  • Demonstrate product focus
  • Effective use of all forms of marketing communication
  • Industry exposure
  • Understand not-for-profit marketing issues
  • Be focussed on results and accountable to achieving objectives

Information literacy and problem solving

    1.   Source and use information effectively

  • Ability to access data (knowledge worker)
  • Highly developed numeracy skills
  • Capable of analysing and interpreting data
  • Be financially literate

    2.   Identify and provide solutions for marketing issues and problems

  • Able to set parameters and focus on a problem
  • Number-focused and able to show return on investment
  • Prepare a business case
  • Capable of providing creative solutions and identifying opportunities
  • IT literate
  • Real world experience in problem-solving

Professional skills

   1.   Collaborate with others

  • Willing and prepared to work in teams
  • Able to establish and develop cross-functional relationships
  • Scope, plan and manage projects

   2.   Communicate effectively

  • Highly developed written, verbal and listening communication skills
  • Able to prepare a clear and succinct brief and assess the response to the brief
  • High standard of presentation skills
  • Well-developed people and customer skills
  • Effective networking
  • Able to negotiate and influence others

   3.   Recognise and adapt to changing environments

  • Must be multi-skilled and technically mobile
  • Resilient with transferable skills
  • Willingness to accept new tasks and responsibilities
  • Able to perform under pressure and accept criticism
  • Enthusiastic, ambitious, passionate
  • Well-organised and a continuous learner

   4.   Work to the ethical standards of the profession

  • High degree of personal integrity
  • Working knowledge of legal and ethical compliance frameworks

   5.   Reflect upon their actions as engaged citizens in the context of local diversity and multiculturalism,      increasing globalisation, and the university’s commitment to awareness of global sustainability and  indigenous issues

  • Respect for others
  • Cultural awareness and sensitivity
  • Sense of social responsibility and community awareness
  • Understand sustainability and conservation issues
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