This unit is a survey of the marketing process, introducing students to the marketing concept, strategic and marketing planning, marketing research, consumer and customer behaviour, issues of market segmentation, targeting and positioning as well as all the elements of the marketing mix (product/service, pricing, distribution and marketing communication strategies).

Key learning outcomes include that students: understand manufacturing paradigms and their impact on the product development process and the design process; understand the impact of organisational structures, strategies and processes on the design process; develop and gain experience of using key skills that will enable them to work successfully with various organisational members in the product development process. These skills include teamwork, decision-making and communication, analysis and problem solving. Develop and gain experience of using distance communication and virtual teamwork skills, skills that are becoming increasingly important in new product development.

Design Management 1 focuses on the development of the product / service audit process and study of a firm's corporate image, identity, brand, and products as perceived by the target groups it aims to reach. Students will study the approach taken to develop a strategic design management plan that guides the way a firm presents itself to its target audience and differentiates itself against its competition in the targeted markets. Foundation design principles involving the evaluation of two-dimensional and three-dimensional design are explored through a series of firm-level case studies of firms with prominent and commercially successful design management strategies.

In Design Management 2 students will develop, based on the Corporate Image Brief and Research established in Semester 1, a methodology and program to study a corporation's approach(es) to communicate with its market audience. The evaluation of the study leads to the formulation of the corporate identity design strategy and brief. The information summarised in the design brief is then used to establish the corporate identity design program, which informs the development of the components of a client company's corporate identity. The company chosen by the students as a case study in Design Management 1, on which the assignments are based, should be followed through to Design Management 2.

Design Management 4 focuses on fundamental issues of the design process and design management. It exposes students to the various theories and models underlying trade-offs and choices made during the design process and issues of intellectual property. Experiential exercises and contemporary case studies are used throughout the unit. Students will consider how models of design processes impact on existing products and their own design work. This unit is part of a sequence of four units that constitute the sub-major in Design Management and eight units that constitute the major in International Design Management and Innovation Design Management.

Innovation is an imperative for the competitiveness of enterprises. This unit gives students an understanding of innovation and product development as management processes within an enterprise that provide impetus for their continuing competitiveness. Studies have shown that the development of new products has a greater leverage on a company's profits than any other growth strategy, including acquisition. This unit also gives students insight into how the process of innovation can be enhanced within enterprises. It also examines various processes adopted by enterprises for undertaking new product development, and how product development can be a means of achieving growth for a firm.

Consumer Psychology is the study of how people relate to and involve with products and services that they purchase or use. It attempts to describe, predict, explain, and/or influence consumer responses to products and service-related information and experiences. It contains a broad range of theoretical, conceptual, and methodological perspectives. It is indeed the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); how the consumer is influenced by his or her environment (e.g., culture, family, signs, media) and what leads to buying behaviour. By understanding the consumer, we will be able to make informed decisions and apply appropriate marketing and advertising strategies.

This unit examines the theory, practice and nature of entrepreneurship, as a virtual but often neglected and misunderstood mode of management. A basic premise underlying this unit is that all business entities require enterprising management to enhance their survival ability. This proposition is relevant to new and older, small and large organisations. Additionally, contemporary management practice requires the modern manager to be creative in a learning context and the ways in which these creative environments are reached through entrepreneurship are explored.