1999 Business and Economics Handbook - Master of Business (Marketing)

Master of Business (Marketing) - MBus(Mktg)

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

General

Course code: 1660
Course director: Mr David Watson
The Master of Business (Marketing) is an accelerated knowledge development and extension award program. It is targeted at marketing executives who have completed a Graduate Diploma in Marketing or an equivalent qualification in marketing and who wish to continue their studies in marketing at an advanced (fifth year) level.

Course objectives

The objective of this program is to provide a masters level course in marketing for students who have successfully completed a Graduate Diploma in Marketing and who are occupying managerial positions in their respective organisations. The course builds on the students prior studies in marketing at the fourth-year level; their work experience; and on their undergraduate studies.
On completion of this degree successful candidates should:

have a detailed and comprehensive understanding of the theoretical underpinnings of marketing practice and be able to apply this understanding to the solution of contemporary marketing problems;
have extensive knowledge of a range of analytical tools and techniques used by marketers and be able to apply these to the formulation of a range of tactical and strategic marketing actions;
have a detailed understanding of the contribution specialist areas of marketing can make to the performance of an organisation operating in a competitive business environment.

Entrance requirements

Applicants need to have completed, with an average grade of credit or above, an honours degree in a relevant discipline, or the Graduate Diploma in Marketing or an equivalent qualification from a recognised tertiary institution.

Mode of offering

This course will be offer on the Caulfield campus. Planning is underway to also offer the course via open learning.

Duration

The Master of Business (Marketing) is normally completed in two semesters of full-time study or four semesters of part-time study.

Credit for work done elsewhere

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. Please refer to the course director for further details.

Course structure

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

Core subjects

MKF5200 Assessing marketing performance
MKF5391 Sales management
MKF5271 Product management and planning
MKX5280 Issues in competitive advantage I
MKF5270 Strategic marketing policy

Elective subjects

At least one of the electives must be drawn from the 5000 series subjects offered by the Department of Marketing. The other two electives may be drawn from any Monash postgraduate course providing the student has the required prerequisites and the approval of the course director. Subjects which may be available as electives include:

MKF4030 Advanced business research methods for marketing honours*
MKF5301 Minor thesis/project (two subjects)*
MKX5220 Advanced marketing research
MKF5260 International marketing
MKF5630 Services marketing

*STUDENTS WHO ELECT TO TAKE MKF5301 MUST ALSO TAKE MKF4030.