Bachelor of Applied Business (Marketing major)

In this subject, students are introduced to developing and implementing a workplace sustainability policy in line with a current theoretical framework and modifying it to suit the interconnections between the economy, society and the environment. Students identify, analyse and evaluate information to develop, monitor and modify organisational policies in accordance with legislative and organisational goals and changing business circumstances. During this process, they are required to communicate and consult with internal and external stakeholders. The subject also introduces students to planning, sequencing and using systematic and analytical processes to research and gather data and to evaluate outcomes of decision-making to identify improvement. This subject addresses La Trobe’s Sustainability Thinking Essential. Sustainability Thinking entails deep appreciation of how the choices we make affect the natural, economic, social, political and cultural systems – now and in the future.

Finance is concerned with raising the funds required to acquire the assets of an individual or business and managing the expenditure and investment of these funds. Accounting defines the recording of such financial transactions and reporting on the financial health and performance of an individual or business. In this subject, you will learn how to apply simple maths to make financial and investment decisions. In so doing, you will learn to make sense of accounting and financial information and learn how to use that understanding to solve financial problems of both a personal and business nature.

In this subject, you will explore advertising theory and practice in the context of Integrated Marketing Communications (IMC). You will learn how to integrate and critically analyse the elements of the IMC mix. You will learn about advertising, direct marketing, personal selling, publicity and PR. You will develop communication messages that have meaning and impact for consumers in today’s digital age. You will analyse case studies designed to equip you with the knowledge and skills to communicate effectively with consumers.

In this subject you will examine how businesses operate in a local, regional and global environment and how this might change in the future. You will actively engage with current business issues and establish a broad foundation of business knowledge essential to everyone in the business world. With a particular focus on contemporary management practices, this subject is designed to develop critical thinking, creative problem-solving and academic research and writing skills. You will also work closely with fellow students to enhance business skills and engage in thinking about and discussing big ideas shaping the world of work, into which you will graduate. You will develop an awareness of the external and internal contexts that shape todays business practices.

Marketing: Stand and Deliver is an introductory unit to marketing principles and practice as applied to mainly fast-moving consumer goods. The subject is designed to give you a broad understanding of the formal discipline of marketing and of the key marketing activities in business. Topics cover the marketing concept, the marketing environment, buying behaviour in consumer and organisational markets, customer segmentation, targeting and positioning, developing the marketing mix, and the implementation and control of marketing programs. As a prerequisite to further study in marketing, this subject provides a sound foundation for future marketing subjects, advanced skill development and your career.

Working with Others will provide an introduction to individual characteristics, interpersonal relationships and group processes, as they relate to individual behaviour and outcomes in organisations. Organisational behaviour theory and concepts will be applied to current organisational problems relating to motivation, decision-making, teamwork, leadership and diversity. In online forums and exercises students will develop the capabilities to work effectively in teams and lead teams to achieve their goals.

The business environment is a complex web of internal and external relationships, creating and requiring the ongoing exchange of information. It is only through effective business communications that this volume of information can be delivered and deciphered to reach a level of shared understanding. This subject introduces you to the fundamental principles of business communication including, forming and supporting written and oral arguments, the influence of new media on business communications and the varied considerations of communications held with internal and external publics. In addition, you will develop the skills to be able to contextualise and tailor business communications to suit diverse audiences. In application of these concepts, you will be able to diagnose common business communication breakdowns, improve their own communication practices and utilise effective communications to maintain business relationships. 

This subject provides an introduction to the management of organisations. It provides an understanding of the fundamental concepts and relevant issues relating to the management of firms operating in the modern Australian and global business environment. The relationship between management theory, practice and organisational performance will be explored within the context of both individual effect and organisational outcomes.

Organisations operate in a global economy. As a manager and leader, it is your responsibility to get the best out of your employees and respond to customer needs. In this subject you will develop the practical skills for the next generation leading in a diverse workforce. Managing diversity isn't just about abiding by legal obligations, it's about recognising and valuing human differences and being able to create an inclusive environment, where employees have the opportunity to achieve their full potential. This subject will help you to develop a deep understanding of diversity and so create an inclusive workplace. You'll reflect on your own attitudes and biases, as well as researching strategies, policies and practices that develop and promote a diverse, inclusive workforce.

This subject develops the essential skills required to plan, develop and execute a project within an allocated budget and timeline. Students develop an understanding of the different types of projects that exist across a range of industries and job roles. They will learn how to define the parameters of a project, including the project scope, relevant stakeholders, resources and reporting requirements. The subject incorporates project management methodology and provides students with the opportunity to use project management tools to develop and implement a project plan.

Cloud computing is becoming an increasingly common environment for organisations to operate their IT systems. In this subject, you will learn about the breadth of cloud computing, including an introduction to cloud concepts, the services that can be provided on the cloud, and the setup of cloud services. You will also examine various cloud models and their suitability for specific organisational circumstances. This subject is designed to prepare students for undertaking an associated vendor certification.

To operate effectively within any information system, an understanding of the theory and practice of database management systems is essential. This subject is designed to deepen students' interest and expertise in databases in general with a focus on cloud databases. A cloud database stores/processes data on the cloud. We start by looking at how database systems have evolved. The subject is mainly concerned with the relational data model and students learn the basics of database design using entity-relationship diagrams and how this design can then be mapped onto the relational model. A significant part of the subject is devoted to the use of structured query language (SQL). A commercial database management system will be used throughout the subject to provide hands-on skills. Foundations of normalising as well as data security will also be discussed. This subject is designed to prepare students for undertaking an associated vendor certification.

In this subject, students are introduced to the concept of an information system (IS) including file design, input/output/interface design, file conversion and implementation techniques. This subject deals with systems development life cycle as a framework for IS development and emphasises the role and involvement of users in an IS project. The use of appropriate fact-finding techniques in systems analysis and an introduction to data flow and E-R modelling are covered. Several information system case studies are used to illustrate the concepts introduced. Students will receive hands-on experience in the construction of a small information system using a suitable prototyping tool.

Appropriate information systems infrastructure is crucial to the successful operation of any organisation. This subject covers the selection and implementation of systems infrastructure dependent on client needs. There is a focus on the setup and troubleshooting of machine hardware and networks and the configuration of operating systems. This subject is designed to prepare students for undertaking an associated vendor certification.

This subject provides a general introduction to the breadth of the field of information technology. Areas covered include the main components and operation of IT devices, data storage and retrieval, networks, programming and website development.

The object-oriented programming (OOP) approach allows for the streamlined development of complex programming solutions. This subject aims to build on the knowledge and skills with object-oriented programming gained in prior studies. The subject delves more deeply into object-oriented programming concepts and how they can be applied to develop more complex and innovative programming solutions. Previously learnt software engineering skills are also further developed.

In this subject, we lay the foundation for internetworking. Basic building blocks of internetworking in terms of two main reference models are introduced. Two main reference models, OSI and TCP/IP, are examined in detail, mainly by analysing each layer’s functionality and different protocols involved. A few of the critical concepts in network design like IP addressing, IP subnetting, VLSM, IP routing, local area network technologies (Ethernet), switching and packet analysis are also introduced with a practical approach as an enabler to perform small network designs. This subject is designed to prepare students for undertaking an associated vendor certification.

Students are introduced to object-oriented programming concepts through a contemporary programming language. Topics covered include classes and objects, encapsulation and inheritance, primitive data types, flow of control, methods, basic input/output and arrays. Software engineering principles are introduced, including coding standards, class design and testing strategies.

In this subject, students are introduced to the environments, tools, techniques and methods of thinking needed to analyse simple data processing problems and develop effective and efficient software solutions. It is assumed that participants have no previous exposure to programming.

Innovation is a hot topic in business today, but what does it really mean, how is it different to creativity and how do companies successfully innovate? This subject addresses these questions and more, while providing you with practical strategies to enhance your creativity and develop an innovation mindset. You will study the principles of innovation across strategy, systems, processes and culture. You will apply your research and critical thinking skills to identify, evaluate and assess opportunities to innovate. You will also develop skills to plan, implement and evaluate innovation strategies that make a positive difference to a customer’s perceived value. This subject uses a case-based approach, where you will investigate various innovation case studies from a range of companies around the world to examine how they innovate.

This subject provides you with individual, consumer and managerial understanding of consumer behaviour principles and theories. You will analyse psychological, sociocultural, and situational factors influencing consumer decision-making processes and the role of consumer behaviour in the development of effective marketing strategies. Throughout the subject, you will develop skills of relevance for understanding and managing consumer behaviour including problem-solving, critical thinking, interpretation and analysis, and micro-blog writing.

Brands are a key source of competitive advantage for firms. Yet, building and maintaining a strong brand in an increasingly digital environment is an ongoing challenge. In this subject, you will learn the fundamental principles and theories of branding that apply across all contexts. You will also explore how branding is changing in the face of digital disruption, and how marketers are using digital marketing strategies to build strong brands across multiple channels and retail platforms. At the end of the course, you will have put yourself in the shoes of a brand manager and developed the necessary skills to measure, manage and optimise brand performance within a highly complex modern world.

In this subject, students are introduced to some of the core principles of contract and consumer protection law, the law of negligence and property law. In addition, students are exposed to ethical standards that apply to business activities, such as contractual relationships and special legal protections against unethical business practices. The subject also adopts a skills-based learning approach. It does this through teaching the basic techniques of legal problem-solving and promoting an understanding of the dynamic nature of the law. These skills prepare students for more advanced law subjects as well as their professional careers.

Economics is the study of incentives and human behaviour and in particular the choices that individuals, businesses and governments make to deal with scarcity. In Investigating Economic Issues you will undertake research into current economic issues and apply economic concepts and frameworks to critically analyse economic problems and suggest solutions. You will learn how the forces of demand and supply coordinate the behaviour of individuals and businesses in the market and how government policy affects market outcomes. You will study the decisions that businesses make in determining how much to produce and at what cost, and analyse how market structures affect firm choices. From an economy-wide perspective, you will investigate how to measure economic activity, inflation and unemployment, and you will examine the factors that influence these variables and their impacts on individuals, businesses and governments.

This subject will develop and enhance your appreciation of how constant and/or evolutionary changes to the international business environment influence the operations and conduct of domestic and cross-border for-profit and not-for-profit enterprises. You will examine key strategic and structural drivers and tools that support globalisation and the establishment of multinational enterprises. You will be exposed to the models, approaches and challenges of successful cross-cultural management, negotiations, communications, and knowledge transfer.

Business managers request, assess, purchase and use marketing research to make a wide number of informed decisions. You will come to understand what marketing research can provide, what research methods are appropriate for different types of problems, and how results should be interpreted. The aim of this subject is to give you the knowledge and skills, as either a future business manager or a marketing research practitioner, to make intelligent decisions in your specification, evaluation and application of marketing research in real everyday life and the digital era.

In a world where organisations are confronted with a vast amount of information, there is an ever-increasing demand for graduates who can make effective use of data. This subject will help students to become more competent users of information and will develop their understanding of decision-making processes. The subject will assist students to attain an introductory level of statistical literacy as they apply statistical concepts to critical business problems and major social issues.

In this subject you will develop and enhance your online research and communication skills. In so doing, you will explore the business models of digital disruptors such as eBay, Apple, Google, Facebook and Amazon, who are using digital business models to disrupt established businesses in telecommunications, transportation, advertising, e-commerce, automotive, insurance, education and many other industries. You will also explore how established businesses are responding with new business models of their own to meet challenges posed by the expanding digital economy. Through this subject you will develop the skills required to design innovative solutions using digital technologies to enhance the ability of businesses and community organisations to achieve strategic goals.

This subject offers you the opportunity to use disciplinary knowledge and skills to resolve a business challenge. The subject attracts students from a range of fields, bringing a multidisciplinary perspective to the researching, analysis and problem-solving aspects of the challenge. In teams, you will be required to design an original business plan aimed at creating sustainable value through the provision of a particular product or service to meet an identified market opportunity. The projects aim to enhance the well-being of your community or aim to solve a social, health, economic or environmental problem. Teams must present their business plan in the form of a formal written report and a video pitch to potential investors. The subject is designed to provide you with the opportunity to enhance, demonstrate and document work-ready skills appropriate to your chosen career path.

This subject focuses on the nature of the international marketplace and the problems and decisions facing managers of international marketing. It is comprehensive and practical, covering marketing goods and services across national boundaries, as well as within different national markets. Major topic areas covered are the international marketing imperative, analysis of foreign environments, development of international marketing strategies and the implementation of marketing programs across different nations and within nations.

Effective leadership is not only valued at an organisational/managerial level, but also to enhance your influence in daily life. This subject examines the key theories and the current trends in responsible leadership across a range of work-place contexts. You will apply these theories to critically analyse contemporary Australian leaders and where possible, to apply these theories to your own work contexts. You will also reflect on your own leadership strengths and development needs in working collaboratively with others to achieve results. You will have the opportunity to examine, discuss and solve real-world leadership problems.

Social marketing is the application of marketing principles to solve social problems. These include issues in poverty, public health, road safety, racism and climate communication and change. Increasingly, social marketing is developing its own theory base and also drawing on research in allied areas such as transformative research and wellbeing communication. It is being adopted by governments, on-governments organizations (NGOs) and other institutions around the world as they seek effective solutions relating to social issues and social problems. This subject introduces students to the theory and application of social marketing, explaining how techniques such as digital and social media, branding, segmentation and the marketing mix can be used to respond to social and wellbeing issues. Working individually and in small groups, you will learn to analyse real world problems and develop innovative and creative solutions using social marketing frameworks.

This subject provides you with the ability to develop and communicate effective marketing strategies within organisational and non-organisation contexts by drawing upon relevant strategy concepts, theory, and analytical tools and frameworks.

This subject introduces you to the various concepts of Organisational Change and Development (OCD). Organisational change and development is concerned with the application of behavioural science knowledge and practice to help achieve greater organisational effectiveness. The focus of this subject is on enhancing the total organisational system within the content of the wider environment in order to enhance the organisation's capacity to achieve its goals. You will develop an understanding of the relevance of theories and principles that underlie the practice of organisational change and development in contemporary organisations.

Services play an important role in the global economy, prompting an increasing demand for professionals with service management skills and knowledge. This subject will provide you with an understanding of the intricacies and novel characteristics of the service industry. You will learn about the evolving nature of the service industry and experience economy and be able to design and present competitive service strategies that support an organisation's competitive strategy. The subject also focuses on developing practical service management skills, such as creation of service supply relationships, management of capacity versus demand, manipulation of waiting lines through implementation of queuing models and efficient management of service inventory. Beyond the sociological theories that underpin service management, the subject highlights the importance of information technology in achieving service management advantage.

This subject provides students with a comprehensive understanding of techniques and models applied in organisations to ensure sustainable competitive advantage. This involves application of key theories to decisions and actions taken by an organisation’s senior management team to devise a long-term plan with the intention of developing the organisation’s core competencies and increasing the organisation’s competitiveness. Key topics in this subject include: understanding the dynamics of the internal and external environments, Value Chain Analysis, the 5 Forces Model, corporate level strategy, business level strategy, modes of entry into domestic and international markets, propensity to innovate and level of competition and corporate governance. The focus will be on developing the ability of students to understand, evaluate and effectively apply strategic management knowledge to modern organisations.

This subject offers students an opportunity to apply their understanding of business principles to a real world work-based scenario. You will achieve this by working collaboratively with your current employer (or where possible industry partner) and subject lecturer to scope, research, participate in and write up a work-based project as a full credit subject. This collaborative process not only allows you the opportunity to design a project that suits your own professional ambitions but gives you a chance to demonstrate your command of relevant business discipline concepts via practical application. As such, this subject affords a unique opportunity to simultaneously contribute toward your professional and academic qualification and may even give you a competitive edge over other university graduates.