CRICOS Code: 027233E
Duration: 1.5 years
Course code: MC-MKTG
Study mode: Full-time
Intake: February, July
Indicative first-year fee: AUD$30,500
This course prepares you for a career that requires the ability to understand consumer thinking, and develop strategies that maximise consumer value, sales and profits.
You will learn the principles of marketing research and buyer behaviour, and gain specialised knowledge in essential aspects of business, marketing management and leadership. This course is suitable for careers in marketing and management, and brand and marketing consultancy work.
Key topics cover consumer profiles, brand design and aesthetics, brand strategy, globalisation of luxury brands, and the influence of big data and social media in marketing, using examples spanning many industries, including luxury automotive, fashion, beauty and hospitality.
There are also opportunities to take part in overseas study trips to Europe and Asia, and undertake a project while being exposed to luxury culture and history, visiting a number of luxury businesses and meeting industry professionals. These opportunities offer the excellent professional experience to enhance your employability.
A bachelor degree from a recognised tertiary institution in any discipline OR
A graduate certificate in a related field, from a recognised tertiary institution AND
Meet Curtin’s English proficiency requirements.
This course is developed with input from key professional bodies such as the Australian Marketing Institute and the Public Relations Institute of Australia. The school’s advisory board includes prominent professionals from the fields of marketing, advertising, public relations and tourism.
The future of marketing and luxury branding
Marketing is becoming increasingly complex, shaped by emerging technologies, methods and practices. As the face of the digital landscape continues to change, so do the marketing practices of customer behaviour, data analytics, brand management, communication methods, platforms and user experiences, leading to a new suite of digital competencies. The luxury industry has undergone major changes over the past two decades. Varying economic trends, rapid digital transformation and evolving consumer preferences are creating a new competitive landscape, which is challenging the traditional corporate strategies. Advancements in online marketing and an increase in the use of digital media for product marketing and customer-centred initiatives are the key factors contributing to the growth of the global luxury goods industry.
For more information visit study-pg-business