Bachelor of Marketing - 2019

Marketing is the process of creating, communicating, delivering and exchanging offerings that have value for customers. This course is designed those whose passion is to think and act as a professional marketer and possess the know-how for making successful marketing decisions. Marketing studies are combined with a general business education to ensure that you have a broad perspective of business from which to enter and progress in your marketing career. You will be able to use your extensive marketing knowledge and skills - analytic, creative, and strategic - to drive value in the business environment.

Double degrees

The Bachelor of Marketing at the Caulfield campus can be taken in combination with the following course:

• Bachelor of Arts
• Bachelor of Business
• Bachelor of Media Communication

Completing a double degree course will allow you to graduate with two degrees, Bachelor of Marketing and the degree awarded by the partner course. The requirements for the award of the each of the degrees is the same whether the award is earned through a single or double degree course. You should refer to the relevant double degree handbook entry for the specific requirements.

These course outcomes are aligned with the Australian Qualifications Framework level 7 and Monash Graduate AttributesAustralian Qualifications Framework level 7 and Monash Graduate Attributes (http://www.monash.edu.au/pubs/handbooks/alignmentofoutcomes.html).

Upon successful completion of this course it is expected that will:

1. be critical and creative scholars who produce:
   • innovative solutions to problems
   • apply research skills to business challenges
   • communicate effectively and perceptively
2. be responsible and effective global citizens who:
   • engage in an internationalised world
   • exhibit cross-cultural competence
   • demonstrate ethical values
3. demonstrate broad knowledge and technical skills in marketing and provide discipline based solutions relevant to the business, professional and public policy communities that we serve
4. have the acumen to use their in-depth marketing knowledge to drive business performance
5. comply with the Australian Business Dean's Council endorsed Marketing Learning Standards of social responsibility, analysis, knowledge, judgment and communication
6. demonstrate a well-developed understanding of multidisciplinary decision making in organisations via application of knowledge from core business discipline areas.

Subject to unit choice, this degree is accredited by relevant Australian professional bodies. Refer to the Monash Business School professional recognition (http://www.monash.edu/business/future-students/undergraduate-study-options/after-you-graduate/professional-recognition) page.

The course develops through the themes of foundation business knowledge, specialist discipline knowledge, capstone experience, and in addition includes elective study.

Part A. Foundation business knowledge

This will provide you with a study of marketing and the impact they have on decision making in organisations.

Part B. Specialist discipline knowledge

These studies will develop your capacity as a critical and creative professional who is able to apply your knowledge of marketing to provide discipline-based solutions for business. Units contained within the discipline may meet the requirements for professional accreditation bodies.

Part C. Capstone experience

The capstone unit will consolidate your knowledge and skills acquired through the study of your discipline and provide experience in multi-disciplinary processes and decision making.

Part D. Elective study

These are free electives which will enable you to further your knowledge of marketing, or business more broadly, or to select units from across the University in which you are eligible to enrol. If you are in a double degree course, some units required for the other degree can also be credited as electives towards the marketing degree.

The course comprises 144 points, of which 96 points must be focused on business study and 48 points are used to provide additional depth or breadth.

The course develops through three themes: Part A. Foundation business knowledge (18 points), Part B. Specialist discipline knowledge and Part C. Capstone experience (78 points), and Part D. Elective study (48 points).

Elective study may be at any level. In choosing your units you must ensure that you complete no more than 10 level 1 units (60 points) and at least 4 units (24 points) at level 3 or higher. Units must be from those offered by the Faculty of Business and Economics at the Caulfield campus.

The course progression mapcourse progression map (http://www.monash.edu.au/pubs/2019handbooks/maps/map-b2036.pdf) provides guidance on unit enrolment for each semester of study.

Units are 6 points unless otherwise stated.

Part A. Foundation business knowledge (18 points)

You must complete:

• ACF1200 Accounting for managers
• ECF1100 Microeconomics
• ETF1100 Business statistics

Part B. Specialist discipline knowledge and Part C. Capstone experience (78 points)

Students complete:

a. The following 10 units (60 points)

• BTF3181 Marketing law
• MGF1010 Introduction to management
• MKF1120 Marketing theory and practice
• MKF2111 Buyer behaviour
• MKF2121 Marketing research methods
• MKF2131 Marketing decision analysis
• MKF2801 Marketing insights
• MKF3121 Marketing planning and implementation
• MKF3131 Strategic marketing*
• MKF3461 Marketing communication

* Capstone unit

b. Any 3 units (18 points) with the prefix MKF or MKX from Marketing units offered at the Caulfield campus, with at least 2 units (12 points) at level 2 or 3.

Part D. Elective study (48 points)

These are free elective units and may be used to develop further depth and breadth in marketing or could be units chosen from other business areas or study from across the University (including to complete a major or minor from another course), as long as you have the prerequisites and there are no restrictions on admission to the units. The units may be at any level, however, no more than 10 units (60 points) are to be completed at level 1 in the course.

Enrolment in Faculty of Business and Economics units at campuses other than the campus of enrolment is subject to there being spare capacity after students from that campus have enrolled. You should also be aware of travel and timetabling limitations.

Successful completion of this course may provide a pathway to the one year honours program B3701 Bachelor of Commerce (Honours). To be eligible to apply for entry into the Bachelor of Commerce (Honours), you must have achieved a distinction grade average (70%) or above in 24 points at level 3. In addition, some particular level 3 units may need to be completed for admission to honours.