Jane is Head of the Business Faculty at Macleay College. She has extensive experience in the area of entrepreneurship, and a passion for encouraging students to explore their own entrepreneurial potential. Previously, Jane has taught at undergraduate and post-graduate levels, as well as working with community-based training programmes. Jane is a published author on the topic of female entrepreneurship, and is particularly interested in small firm growth, immigrant entrepreneurship and youth entrepreneurship. She previously worked as a business consultant for Tipperary North County Enterprise Boards in Ireland. Jane completed her Doctorate in 2013 and also holds a Masters of Business Studies in Entrepreneurship Management.
DIPLOMA OF MARKETINGfind out more
Our Diploma of Marketing is underpinned by consumer research, marketing planning and strategy, marketing communications and managing customer relations. During this business marketing diploma, you will also study brand management, learn about business law, accounting, and managing both people and organisations – everything that will come into play in your career in marketing.
You’ll be learning from industry professionals while in the company of people who feel as equally passionate about the field as you. Study marketing at Macleay College and take advantage of the expertise of successful marketing professionals. Our marketing diploma is so much more than just the average marketing management course or brand management course; the teachers at Macleay really want to see you succeed in your future career. When you study marketing with us, you’re learning from lecturers and tutors who already do your dream job- so they know just what it takes.
We’re big on bringing the working world into the classroom as you’ll see with our Entrepreneurship Project. Guided by a mentor, you’ll set up and run a real business while working in a team setting – an excellent way to gain true hands-on experience.
During the final trimester, you’ll take part in our internship placement program at an established company or business, meaning you’ll graduate with your own list of professional contacts. It’s also a great opportunity to apply all of the practical knowledge you’ve gained throughout the course.
For information on admission into the Diploma of Marketing click here.
This qualification is recognised in the Australian Qualifications Framework and accredited until 2020 (CRICOS Code 061396C).
Full Time1 Year
Part Time2 Years
|FOUNDATIONS OF MARKETINGThis unit introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. Students will develop 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.|
|BUSINESS COMMUNICATIONSThis unit provides students with a broad overview of the business sector. It combines the knowledge of skills of business communication with a broad overview of business and the economy. Business communications encompasses the business context and looks at effective meeting management, presentation skills, job seeking and interview skills, and report writing. This unit also introduces students to fundamental economic concepts and the various sectors of an economy with particular reference to the Australian context.|
|BUSINESS FUNDAMENTALSEffective management happens at three levels within the organisation –organisational management, people management and self-management. When all three align to plan, manage, lead and control, the organisation’s activity becomes focused on achieving the right objectives in the most appropriate way. This unit provides students with an insight into what management does and how it works effectively within an organisation.|
|SALES AND NEGOTIATIONThis unit provides students with an insight to various communication models and their value to salespeople and negotiators. Students will discuss strategies of influence and persuasion used by business negotiators to achieve agreement and compliance. At the end of this unit, students will understand the importance of effective communication in business.|
|CONSUMER BEHAVIOURThis unit explores the world of the consumer and what motivates and influences them in the decision-making process. Understand what shapes these influences by looking at internal factors of perception, personality and attitudes, as well as the external factors of culture, social class, age and lifestyle.|
|INTRODUCTION TO BUSINESS ACCOUNTINGStudents will be introduced to the manual and digital methods of recording financial transactions together with the use of financial data as a tool to measure and improve business performance. On completion of this unit, students will be able to appraise the role of accountants and accounting information in business operations, apply accounting information in external and internal business decision making, demonstrate the analytical skills needed to interpret accounting information, prepare internal and external financial statements, and evaluate media-based basic business information. They will also have the ability and knowledge to prepare budgets and cash forecasts, and will be able to demonstrate an understanding of the fundamental ethical issues facing the accounting profession and the business context of accounting.|
|ENTREPRENEURSHIP PROJECT 1The Entrepreneurship Project 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 module students will have an increased understanding of entrepreneurship, entrepreneurs and the significance of innovation in small and medium-sized enterprises (SMEs). The associated skills and techniques acquired in will provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture.|
|INTEGRATED MARKETING AND COMMUNICATIONSThis unit encompasses managing customer relationships that drive brand value through various channels. The unit looks at processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups. The unit content considers the coordination and integration of all marketing communication tools, avenues and sources within an organisation in order to maximise the impact on customers and stakeholders. The unit will consider internal and external communications, media planning and its coordination.|
|BUSINESS RESEARCH: METHODOLOGYThis unit introduces students to the field of marketing research and how it is used in business to make better marketing and business decisions. The course follows the logic of the research process, the planning, collection and analysis of data relevant to marketing decision-making and the communication of results of this analysis to management. Students will develop an understanding of the scope of marketing research so that they may become effective buyers and users (rather than practitioners) of marketing research. Students will locate and evaluate relevant business and industry information sources to brief, design and assess Marketing Research Projects in the commercial arena.|
|BUSINESS LAW, COMPLIANCE AND GOVERNANCEThis unit introduces students to the legal and compliance framework for conducting business in Australia. Topics will include a background to legal systems, the structure of business entities, principal business law topics of contracts, insurance, the workplace, the consumer, conventional and new commercial practices and privacy.|
|ENTREPRENEURSHIP PROJECT 2In 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. Entrepreneurship Project 2 will expose students to the process of entrepreneurship and creativity. This module is about learning by doing – applying entrepreneurial thinking to the development of viable business concepts. On completion, students will know how to develop and evaluate innovative, sustainable, investment-ready business ventures; and it’s even quite possible that some of these student-led ventures will spin out of the classroom and into the real world.|
|BUSINESS INTERNSHIPThe aim of this unit is to encourage students to adopt a mature, informed and confident approach towards industry. Students will learn how planning, research, networking and preparation impacts on the initial job search and subsequent career progression. Students will undertake an internship with a workplace aligned with their areas of study and interests.|
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Innovative marketing is an integral part of any successful business, organisation or brand. Good marketing helps to inform, inspire and even sway consumer choice. A job within this exciting field can see you working in some of the world’s most dynamic industries.
Potential career paths include:
- Marketing Manager
- Brand Manager
- Consumer Marketing Coordinator
- Marketing Executive
- Marketing Coordinator
- Sales and Marketing Director
- Promotional Coordinator
- Market research
- Marketing and Communications Manager
- Marketing and Event coordinator
Dr Jane Hession
Michelle Cott facilitates the Real Estate subjects as part of the Diploma of Marketing (specialising in Real Estate). Michelle has a wealth of experience in the Real Estate Industry working in Real Estate Sales and Management and Training and Assessment. Having worked as a Licensed Real Estate Agent and a Strata Management Agent for almost twenty years, Michelle’s industry experience provides her with valuable insights that she passes on to students, helping the next generation of real estate gurus learn the ropes of all aspects of the business. She is passionate about helping others achieve their goals and is always looking for opportunities to help students with career advancement.
Ronan facilitates entrepreneurship studies at Macleay College across all business courses. He ran a highly successful construction company in Ireland, and has a Masters in Entrepreneurship Management from the University of Limerick, Ireland. Ronan has lectured Entrepreneurship for many years, and is passionate about inspiring students to consider entrepreneurship as a viable career opportunity. Ronan is also an Executive Coach and mentors entrepreneurs during the start-up phase of their ventures.
Originally from the UK, Jeremy has managed digital and social agencies across North America, the Middle East and Australia. Having worked most recently with Publicis Groupe and WPP Group for more than 11 years, he brings his diverse international experience to his own agency start-up. Where his team breath in technology and breathe out creativity.
Esther Gretton teaches the Entrepreneurship subjects in Melbourne and is the Director and Co-Founder of Trouver and Thrive Well. An Executive sports, wellbeing and business professional who is inspired by the intersection where passion meets skill, creativity and innovation and in turn enables the development of systems and strategies that benefit people and the planet. With more than ten years of business development, marketing, project management, event management, coaching and wellbeing experience in Australia, and internationally in the UK, Europe, and Scandinavia, Esther has worked for and partnered with entrepreneurial companies, Blue Chip organisations, SME’s and the public sector.
Lisa Faye delivers the Business Fundamentals unit and is Macleay College’s Events Manager. Lisa comes from a business, marketing and events background having successfully managed the venues at the Australian National Maritime Museum and State Library of NSW. As a qualified Language, Literacy and Numeracy specialist in Adult Education, last year Lisa completed her post graduate studies with a Master of Education from UTS, Sydney. She is passionate about teaching and learning through the use of games and technology, and has worked with Macleay for five years.
Dr Manny Aston
Dr Manny Aston teaches the consumer psychology, marketing and creativity units at Macleay College. He is also the Business Internship Co-ordinator, having over 25 years of teaching experience in secondary schools, universities, TAFE and private colleges. He holds degrees at Bachelors, Masters and Doctoral levels. With a background in film and television, Manny is also a published playwright and author of numerous creative and academic texts. His book Study Right has become one of Australia’s best selling ‘How to Study’ guides. He continues to contribute to various mainstream and academic publications. Manny has been at Macleay for over ten years.