UNIT
DESCRIPTORS

CORE UNITS - YEAR 1

FOUNDATIONS OF MARKETING

This subject introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. You’ll be developing an understanding of the tools and techniques marketers use in pursuit of their objectives and come to appreciate the positive role that marketing plays in our modern, free- enterprise society.

ACADEMIC+ PROFESSIONAL SKILLS

This unit aims to introduce students to the academic, communication and business skills required to be successful within a personal and professional context. It takes a broad and integrated approach in supporting students and preparing them for a happy and fulfilling career. Underpinned by the principles of positive education, the unit initially focuses on supporting students’ transition into Macleay College and developing their academic performance. Through a range of engaging learning experiences, the continuing development of information literacy, communication and interpersonal skills will be encouraged and facilitated. Students then extend these concepts and skills to assist with the transition to their future career plans and goals though focusing on the transferable employability skills necessary to be effective in the emerging economy.

MANAHGEMENT FUNDAMENTALS

Effective management happens at three levels within an organisation - organisational management, people management and self-management. When all three align, an organisation’s activities  become focused on achieving the right objectives in the most appropriate way. This subject provides you with industry focused insights into what management does and how it works effectively within  an organisation

RESEARCH + INSIGHT

This subject introduces you to the field of business research and how it’s used by business managers to improve their marketing and business decisions. The subject follows the logic of the research process starting with planning, data collection, data analysis and finally the communication of research results to management.

ENTERPRISE + INNOVATION 1

This subject encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation and the impact of this process on  the success of new enterprise creation. On completion of this subject you’ll have an increased understanding of entrepreneurship and the significance of innovation in small and medium-sized enterprises (SME’s). The associated skills and techniques acquired provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate  new venture

INTRODUCTION TO BUSINESS ACCOUNTING

The subject aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting and the use of accounting information to assist in key areas such as planning, controlling, reporting and decision making. It introduces you to a range of concepts including balance sheets, income statements, cash flow statements, financial analysis and managing working capital.

ENTERPRISE AND INNOVATION 2

In recent years the high-profile success of young Australian entrepreneurs in building profitable business has been inspiring. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge. Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning. Enterprise Innovation 2 exposes you to the process of entrepreneurship and creativity. This module is about learning by doing - applying entrepreneurial thinking to the development of viable business concepts. Upon completion, you’ll know how to develop and evaluate innovative, sustainable, investment-ready business.

BUSINESS LAW, COMPLIANCE + GOVERNANCE

This subject introduces you to the legal and compliance frameworks for conducting business in Australia. Topics include a background to legal systems, the structure of business entities, the principal business law topics of contracts, insurance, the workplace, the consumer, conventional and new commercial practices and privacy.

BUSINESS

DIGITAL BUSINESS COMMUNICATIONS

This subject explores the exciting and changing world of digital communications. It covers the frameworks that underpin digital communications and includes learning about what drives increased use of social networks for business marketing success. You learn about the functionality of websites and how this meets the needs of an organisation and delivers information to end users.

INTERNSHIP 1

The internship subject helps you to develop informed insights and build valuable experience in the workplace. You’ll be learning about the value of planning and preparation and its effect on your initial job search and subsequent career progression. It includes interview experience and the creation of relevant career application documents, including a resumé, cover letters, online portfolio and a blog of your professional activities.

SPECIALISATION UNITS - YEAR 1

INTRODUCTION TO PUBLIC RELATIONS

This subject examines the role and responsibilities of a PR practitioner in the context of business communications. The subject includes mass media and digital media environments in Australia and will help you develop an understanding of the importance of relationship building and various ways this can be achieved. You will also examine a variety of strategic communication tools available to a PR practitioner and the way they are used in professional practice.

PUBLIC RELATIONS WRITING

This subject will teach you about the range of communication tools available to PR professionals including media releases, fact sheets, briefs, FAQs, speeches and research surveys. You’ll be examining the legal and ethical considerations associated with written material as well as learning  how to communicate an idea or concept for a business through persuasive language and presentation of information.

UNIT
OUTLINES

CORE UNITS - YEAR 1

BUSINESS[Specialisation Public Relations]

FOUNDATIONS OF MARKETING

This subject introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. You’ll be developing an understanding of the tools and techniques marketers use in pursuit of their objectives and come to appreciate the positive role that marketing plays in our modern, free- enterprise society.

ACADEMIC+ PROFESSIONAL SKILLS

This unit aims to introduce students to the academic, communication and business skills required to be successful within a personal and professional context. It takes a broad and integrated approach in supporting students and preparing them for a happy and fulfilling career. Underpinned by the principles of positive education, the unit initially focuses on supporting students’ transition into Macleay College and developing their academic performance. Through a range of engaging learning experiences, the continuing development of information literacy, communication and interpersonal skills will be encouraged and facilitated. Students then extend these concepts and skills to assist with the transition to their future career plans and goals though focusing on the transferable employability skills necessary to be effective in the emerging economy.

MANAGEMENT FUNDAMENTALS

Effective management happens at three levels within an organisation - organisational management, people management and self-management. When all three align, an organisation’s activities  become focused on achieving the right objectives in the most appropriate way. This subject provides you with industry focused insights into what management does and how it works effectively within  an organisation

RESEARCH + INSIGHT

This subject introduces you to the field of business research and how it’s used by business managers to improve their marketing and business decisions. The subject follows the logic of the research process starting with planning, data collection, data analysis and finally the communication of research results to management.

INTRODUCTION TO BUSINESS ACCOUNTING

The subject aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting and the use of accounting information to assist in key areas such as planning, controlling, reporting and decision making. It introduces you to a range of concepts including balance sheets, income statements, cash flow statements, financial analysis and managing working capital.

ENTERPRISE AND INNOVATION 2

In recent years the high-profile success of young Australian entrepreneurs in building profitable business has been inspiring. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge. Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning. Enterprise Innovation 2 exposes you to the process of entrepreneurship and creativity. This module is about learning by doing - applying entrepreneurial thinking to the development of viable business concepts. Upon completion, you’ll know how to develop and evaluate innovative, sustainable, investment-ready business.

BUSINESS LAW, COMPLIANCE + GOVERNANCE

This subject introduces you to the legal and compliance frameworks for conducting business in Australia. Topics include a background to legal systems, the structure of business entities, the principal business law topics of contracts, insurance, the workplace, the consumer, conventional and new commercial practices and privacy.

DIGITAL BUSINESS COMMUNICATIONS

This subject explores the exciting and changing world of digital communications. It covers the frameworks that underpin digital communications and includes learning about what drives increased use of social networks for business marketing success. You learn about the functionality of websites and how this meets the needs of an organisation and delivers information to end users.

ENTERPRISE + INNOVATION 1

This subject encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation and the impact of this process on  the success of new enterprise creation. On completion of this subject you’ll have an increased understanding of entrepreneurship and the significance of innovation in small and medium-sized enterprises (SME’s). The associated skills and techniques acquired provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate  new venture

INTERNSHIP 1

The internship subject helps you to develop informed insights and build valuable experience in the workplace. You’ll be learning about the value of planning and preparation and its effect on your initial job search and subsequent career progression. It includes interview experience and the creation of relevant career application documents, including a resumé, cover letters, online portfolio and a blog of your professional activities.

SPECIALISATION UNITS - YEAR 1

INTRODUCTION TO PUBLIC RELATIONS

This subject examines the role and responsibilities of a PR practitioner in the context of business communications. The subject includes mass media and digital media environments in Australia and will help you develop an understanding of the importance of relationship building and various ways this can be achieved. You will also examine a variety of strategic communication tools available to a PR practitioner and the way they are used in professional practice.

PUBLIC RELATIONS WRITING

This subject will teach you about the range of communication tools available to PR professionals including media releases, fact sheets, briefs, FAQs, speeches and research surveys. You’ll be examining the legal and ethical considerations associated with written material as well as learning  how to communicate an idea or concept for a business through persuasive language and presentation of information.

CORE UNITS - YEAR 2

APPLIED BUSINESS FINANCE

This subject introduces you to the fundamentals of finance, addressing areas such as financial markets and basic financial decision-making. You’ll learn about the role of borrowers, lenders, equity, security issuers and purchasers and the sources of value for each. It also addresses the quantitative techniques of financial valuation, including discounting, present valuation, determination of rates of return and decision tools such as ‘net present value’ and ‘internal rate of return’.

LEADERSHIP + CHANGE MANAGEMENT

In today’s business environment, change is constant and the ability to manage change is essential. Good leadership is central to these issues. This subject covers theories and principles around change management with particular emphasis on understanding the context of the organisation and the style of leadership required to be most effective. Key change management theories are explored, and you’ll undertake a research project that allows you to evaluate these theories and understand their application to business.

ECONOMICS FOR BUSINESS

This Subject introduces students to the field of Economics including the key fundamentals of economic theory. At the end of the Subject, students will be able to discuss how government economic policies affect both the national economy and individual businesses, inflation, foreign exchange, the international monetary system and how to make informed business decisions in response to the economic environment

ETHICS + DECISION MAKING

In this subject you’ll be developing an understanding of how psychological theories and methods have impacted and influenced the characteristics of successful marketing organisations and individuals, online marketing and branding. Specifically, you’ll be learning about the psychology of promotion and persuasion within the context of applied marketing strategy

BUSINESS METRICS

Measuring business performance and analysing internal data is critical to assessing an organisation’s competitive performance and for looking for new business markets and opportunities. Selecting and measuring key performance indicators and assessing the effectiveness of an organisation’s functional departments is key to good management. Understanding how to collect and use business metrics will assist graduates in making great business cases, persuading managers to back an idea and ultimately be a catalyst for personal and professional success in the business world.

STRATEGIC MANAGEMENT

Strategy is a key part of business management located between goals and tactics. This subject provides you with models of strategy which look at why strategies succeed and fail and the processes of developing strategies. Coupled with management strategy is business development which will provide you with knowledge and skills about expanding markets, new customers and analytics for strategy and growth.

BUSINESS SUSTAINABILITY + INNOVATION

This subject focuses on the role of creativity and innovation within the business environment. Theoretical frameworks which underpin the creative process are examined along with various approaches to innovation of products, distribution (online), pricing and promotional strategies. Creative and innovative solutions to marketing problems are examined using case studies.

INTERNSHIP 2

The internship subject helps you to develop informed insights and build valuable experience in the workplace. You’ll be learning about the value of planning and preparation and its effect on your initial job search and subsequent career progression. It includes interview experience and the creation of relevant career application documents (e.g. resumés, cover letters etc). In this subject you’ll also be producing an online portfolio and a blog of your professional activities.

PROJECT MANAGEMENT

The knowledge and skills required for successful professional practice in project management can be applied to all areas of specialisations within the digital media industries, from game design and video production through to tech start-ups. In this subject you’ll be learning about the key issues of project management and look at how they’re applied to real-world content. The subject covers project definition, planning, execution, management and control and implementation. Project driven teamwork and focus on individual skills sets, create the foundation of experiential exercises and assessments aimed at developing critical analysis and self-driven learning.

SPECIALISATION UNIT - YEAR 2

PUBLIC RELATIONS STRATEGY

This subject introduces you to the steps required to develop creative strategies for PR businesses. You’ll be analysing and evaluating creative ideas and strategies in response to a PR brief. You’ll also be formulating concepts and make decisions on the best communication strategies to be used in the development of a professional PR strategy presentation and learn how to deliver this confidently. You’ll be learning about client pitch processes including how to deliver key messages and ideas with influence and confidence. You’ll be learning about evaluation methodologies which analyse the success of campaigns and you’ll be undertaking research to identify audiences, behaviours and perceptions during the campaign process.

BUSINESS[Specialisation Public Relations]

ELECTIVES

STYLING + CREATIVE DIRECTION

This subject introduces you to a career as a top stylist or content creator. The Creative Direction & Styling subject focuses on trends, image, set design, photography and production. With the opportunity to produce and style your own shoot.

PLANNING + BUYING

This subject focuses on trend forecasting, trend analysis, the design process and stock performance. Students will be able to make data driven buying decisions that will generate more revenue for retail organisations.

BRAND MANAGEMENT

In this subject you’ll learn about the cornerstone of contemporary advertising and media - brand experience - and about both the real and the intangible essences that go to make up a brand. You’ll be learning about and the way we as consumers and as marketers employ a brand’s strategic worth to create experiences to generate value, meaning, sustainability, and sales.

ECOMMERCE

This subject will give learners the skills and knowledge to understand e-business, e-commerce and associated technologies. Learn how fashion ecommerce brands operate and evolve to drive revenue and profit outcomes.

PRODUCTION + DEVELOPMENT

For those seeking a career as a product developer, technical designer or product manager. Fashion production and development focuses on trend analysis, technical drawings, industry standard software applications, fabrication, sourcing and production methods.

Macleay-logo-black.png

Unit Descriptors courtesy of Macleay College

© Macleay College Pty Ltd. All rights reserved.

UNIT
OUTLINES

CORE UNITS - YEAR 1

CREATIVE PROCESS

This subject introduces you to the strategic and creative processes practiced within the advertising industry. You’ll be learning about the creative briefing process, how to develop creative ideas, then to implement those ideas for print media such as ads, posters, magazines and outdoor. The subject also investigates the use of semiotics, symbolism and visual language in advertising.

FOUNDATIONS OF MARKETING

This subject introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. You’ll be developing an understanding of the tools and techniques marketers use in pursuit of their objectives and come to appreciate the positive role that marketing plays in our modern, free- enterprise society.

DIGITAL DESIGN

In this subject you’ll be learning basic design and art direction skills using form, colour, typography and layout to create posters, brochures, advertisements and presentations. You’ll also be learning how to create digital artwork, presentations and pre-press production for print and online advertising using the industry standard software adobe creative suite (Photoshop, illustrator, InDesign and acrobat). You’ll also be setting up your own word press blog to document your work.

ACADEMIC+ PROFESSIONAL SKILLS

This unit aims to introduce students to the academic, communication and business skills required to be successful within a personal and professional context. It takes a broad and integrated approach in supporting students and preparing them for a happy and fulfilling career. Underpinned by the principles of positive education, the unit initially focuses on supporting students’ transition into Macleay College and developing their academic performance. Through a range of engaging learning experiences, the continuing development of information literacy, communication and interpersonal skills will be encouraged and facilitated. Students then extend these concepts and skills to assist with the transition to their future career plans and goals though focusing on the transferable employability skills necessary to be effective in the emerging economy.

CAMPAIGN THINKING

This subject is an introduction to campaign advertising. You’ll be starting by developing an advertising concept for a product, organisation or service using a visual metaphor which you’ll be creating during an advertising photography workshop. You’ll then be producing adaptations and executions for other mediums including audio visual media such as TVC's (treatments, storyboards and animatics) and web banner ads.

RESEARCH + INSIGHT

This subject introduces you to the field of business research and how it’s used by business managers to improve their marketing and business decisions. The subject follows the logic of the research process starting with planning, data collection, data analysis and finally the communication of research results to management.

INTRODUCTION TO PUBLIC RELATIONS

This subject examines the role and responsibilities of a PR practitioner in the context of business communications. The subject includes mass media and digital media environments in Australia and will help you develop an understanding of the importance of relationship building and various ways this can be achieved. You will also examine a variety of strategic communication tools available to a PR practitioner and the way they are used in professional practice.

MEDIA LANDSCAPE

In this subject you’ll be looking at various media channels and examining how they’re used by the advertising industry to deliver strategic and effective communication messaging for consumers. It explains how research can define target consumer groups and provide media professionals with deep insights into consumer relationships with brands and communication platforms and how this information can be used to develop a media-scheduling plan. The subject explores the connections between communications strategies, media planning and investment and it also looks at job opportunities in these areas

SOCIAL MEDIA STRATEGY

This subject focuses on the creative process and the implementation and measurement of nontraditional media and online advertising. It looks at how creative ideas can be applied to a combination of new media formats including online, social, experiential events, mobile and pr to create social media campaigns. The subject also covers brand strategies, testimonial style advertising and viral effects. You’ll be learning about the role social media plays in developing advertising and media campaigns the use of analytical and data measurements to help measure a range of advertising performance measures.

INTERNSHIP 1

The internship subject helps you to develop informed insights and build valuable experience in the workplace. You’ll be learning about the value of planning and preparation and its effect on your initial job search and subsequent career progression. It includes interview experience and the creation of relevant career application documents, including a resumé, cover letters, online portfolio and a blog of your professional activities.

COMMUNICATIONS
+  MEDIA

ELECTIVES - YEAR 1

STYLING + CREATIVE DIRECTION

 This subject introduces you to a career as a top stylist or content creator. The Creative Direction & Styling subject focuses on trends, image, set design, photography and production. With the opportunity to produce and style your own shoot.

ECOMMERCE

This subject will give learners the skills and knowledge to understand e-business, e-commerce and associated technologies. Learn how fashion ecommerce brands operate and evolve to drive revenue and profit outcomes.

PLANNING + BUYING

This subject focuses on trend forecasting, trend analysis, the design process and stock performance. Students will be able to make data driven buying decisions that will generate more revenue for retail organisations.

CORE UNITS - YEAR 2

BRAND EXPERIENCE

In this subject you’ll learn about the cornerstone of contemporary advertising and media - brand experience - and about both the real and the intangible essences that go to make up a brand. You’ll be learning about and the way we as consumers and as marketers employ a brand’s strategic worth to create experiences to generate value, meaning, sustainability, and sales.

THE MARKETING PLAN

This subject focuses on the coordination and integration of all marketing communication tools within an organisation (advertising, public relations, sales promotions and personal selling) and how to maximise their impact on customers and stakeholders. You’ll be learning about internal and external communications, traditional and new media planning and how to identify and evaluate the range of marketing communication options and media, allowing you to design an integrated marketing communication plan.

DIGITAL MARKETING STRATEGY

Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing, the most visible agent of change has been the internet and online transacting which has already revolutionised a number of sectors of the global economy. This subject critically analyses marketing and traditional views of marketing in the light of technological change. It explores how marketers can use different ways of understanding, creating, communicating and delivering customer value in the marketplace.

APPLIED MARKETING PYSCHOLOGY

Based on the themes of Product, Place, Person, Process and Purchase, this subject examines the psychology of branding (product); psychological aspects driving online marketing (place); the psychology behind successful marketers (person); the psychology of persuasion (process) and psychological aspects that influence the buying situation (purchase). This innovative subject provides a unique view of applied marketing, integrating theories from psychology, sociology, anthropology and business studies.

MAJOR PROJECT

In this subject you’ll be creating a major advertising project under the mentorship of an advertising industry professional. Your project can be creative; a strategic media project; or a marketing or account management project. The project will require you to get involved with a high degree of investigative research, deep analysis and synthesis so that you can create an original piece of work to a professional standard.

THE PITCH

In this subject you’ll be learning about the dynamics of business development and pitching for new business. You’ll be learning about standard pitch processes from client contact strategies through to the pitch itself. You’ll be developing your strategic and creative skills, your business acumen and your ability to craft and deliver compelling pitch presentations. The subject runs in conjunction with the major project subject and includes you having the opportunity to pitch your project to an industry panel.

STRATEGIC MEDIA PLANNING

Strategy is a key part of business management located between goals and tactics. This subject provides you with models of strategy which look at why strategies succeed and fail and the processes of developing strategies. Coupled with management strategy is business development which will provide you with knowledge and skills about expanding markets, new customers and analytics for strategy and growth.

INTERNSHIP 2

The internship in trimester 6 comes at the end of the degree and it’s designed to help give you the confidence to engage professionally with the industry you’re hoping to join. By spending time working in a professional environment, you’ll be developing the industry skills, knowledge and experience required to be able to plan, prepare and carry out projects and understand the importance of collaboration and being part of a professional team. During the internship, you’ll also be reflecting upon your experience and recording the process and outcomes.

COMMMUNICATIONS + MEDIA

ELECTIVES - YEAR 2

BUSINESS SUSTAINABILITY + INNOVATION

This subject focuses on the role of creativity and innovation within the business environment. Theoretical frameworks which underpin the creative process are examined along with various approaches to innovation of products, distribution (online), pricing and promotional strategies. Creative and innovative solutions to marketing problems are examined using case studies.

CONTENT WRITING

This unit develops knowledge and skills to create effective written content for brands and publishers, predominantly on digital platforms. Participants will plan, research and create effective, credible, purpose-driven written content in order to engage audiences and deliver specific outcomes. Students will learn to analyse and interpret trends and data and discern information and insights as part of the content creation process. Participants will also learn how to investigate, interrogate and validate information, sources and data. 

ART DIRECTION + DESIGN

This subject teaches you about the role of an advertising art director and helps you develop your knowledge and skills in the creation, management and delivery of strategic design for advertising. The subject features specialised lectures and workshops in contemporary graphic design, typography and artistic direction for photographic, film, print and online productions.

Macleay-logo-black.png

Unit Descriptors courtesy of Macleay College

© Macleay College Pty Ltd. All rights reserved.