1999 Business and Economics Handbook - Postgraduate Diploma in Marketing

Postgraduate Diploma in Marketing - PostgradDipMktg

General
Course objectives
Entrance requirements
Duration
Mode of offering
Credit for work done previously
Course structure
- Core subjects
- Elective subjects

General

Course code: 1658
Course director: Mr David Watson
This full fee course has been especially designed for prospective students with an undergraduate degree in marketing (or a degree majoring in marketing), who wish to undertake higher level studies in marketing at the postgraduate level. This course builds on the marketing knowledge and skills acquired in an undergraduate degree through the provision of subjects containing advanced theoretical, analytical and conceptual marketing information and their application in a wide range of business and non-business environments. This course will also provide articulation, for those who successfully complete the Postgraduate Diploma in Marketing with a credit average, into a Master of Marketing degree.

Course objectives

On completion of the course, students should:

have an advanced understanding of the theoretical principles of marketing and be able to apply these principles in analysing a range of marketing, strategic marketing and marketing management related problems;
have advanced knowledge of the applied and analytical tools used by marketers and apply these to the formulation of superior alternative marketing actions through critical analysis and advanced theoretical formulations;
develop an understanding of specialist areas of marketing, appropriate to the student's needs, and how marketing decisions will impact on those areas as well as being able to identify marketing decisions most appropriate for a particular situation;
demonstrate an understanding of current marketing issues and the ongoing evolution of marketing in the business and non-business environments.

Entrance requirements

Applicants require a pass degree with a major in the discipline of marketing with an average grade of credit or above; or an equivalent qualification from a recognised tertiary institution.

Duration

The Postgraduate Diploma in Marketing is normally completed in two semesters of full-time study or four semesters of part-time study.

Mode of offering

This course is offered on-campus at Caulfield.

Credit for work done previously

Students may be eligible for a maximum of four credit exemptions for subjects considered to be equivalent to particular subjects in the course of study. Pease refer to the course director for further details.

Course structure

The course consists of five core subjects and three elective subjects.

Core subjects

MKF4010 Developing a marketing orientation
MKF4020 History and philosophy of marketing
MKF4331 Advanced marketing research analysis
MKF4631 Advanced buyer behaviour
MKF4731 Marketing performance: assessment and evaluating techniques* (first semester, second year)

*CURRENTLY BEING DEVELOPED.

Elective subjects

At least two electives must be drawn from the 4000/5000 series subjects offered by the Department of Marketing. One elective may be drawn from any Monash postgraduate course provided the student has the required prerequisite(s) and the approval of the course director.
Elective subjects include:

MKF4000 Advanced marketing
MKF5391 Sales management
MKF5630 Services marketing
MKF5381 Business marketing
MKF5271 Product management and planning
MKF5260 International marketing