One teaching period

36 hours

Hawthorn

A minimum of at least a major in Marketing in an undergraduate degree plus two years in industry

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the pre-2010 Master of Business (Marketing) suite. Its content is deemed equivalent to, and will be delivered under the new unit code and title of HBM534 Marketing Management. Please follow the link for more information on the unit.

Aims & Objectives:

This unit exposes marketing students to marketing operations systems design. It introduces students to the management of marketing from a marketing operations perspective.

Teaching Methods:

Computer Laboratories/Simulations, Seminars, Case Studies

Assessment:

Research assignment 50%, One practical workplace-related project 50%.

Content:

• Marketing outputs and activities/Marketing as an action-based process.
• Employee/customer interaction process systems and hardware: customer interaction systems, CRM systems, call centre systems, marketing production systems, access portal integration, logistic and service systems.
• Evaluation and management of marketing operations.
• Future of marketing processes–convergence/penetration.

Reading Materials:

Given the diversity of this unit no texts will be prescribed. Instead, students will be expected to access the latest journal articles on the various topics listed above.