Master of Marketing- MMktg

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

General

Course code: 2276
Course director: Mr David Watson
This course comprises eight subjects including a minor thesis and is intended for those who are in middle management marketing positions intending to progress to a higher level of professional and academic expertise.
The course aims to provide the candidate with a comprehensive, intellectually demanding and up-to-date understanding of business and marketing concepts. It is suited for those who are seeking new ways to develop, control and implement marketing activities in all types of business environments. The minor thesis component of the course also makes it suitable for progression towards a more academic career in the marketing profession.

Course objectives

The course is suitable for marketing professionals who have already completed the equivalent of four years of tertiary study in marketing. By continuing their studies at this advanced level the candidates will be able to:

• apply advanced understanding of the theoretical constructs of marketing thought to the solution of contemporary marketing problems;
• identify, critically analyse and evaluate emerging issues and trends in marketing theory and practice;
• research environments internal and external to the organisation and to develop and critically evaluate strategic marketing actions using the suite of analytical tools and techniques available to marketers;
• plan and conduct a substantive business research project. This includes understanding the background literature on a specific research topic, designing and implementing data collection procedures and preparing a comprehensive research project.

Admission requirements

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

Duration

The Master of 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. Most subjects run in evening sessions; some subjects are available in block-mode.

Credit for work done previously

Candidates may be eligible for a maximum of four credit exemptions for subjects considered to be equivalent to particular requirements 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

Five subjects from the following list:

• MKF5270 Strategic marketing policy
• MKF5290 Competitive analysis: strategy and issues
• MKF5301 Minor thesis (equivalent to two semester subjects)
• MKF4030 Advanced business research methods for marketing
• MKF5301 Minor thesis/project (part 1)
• MKF5301 Minor thesis/project (part 2)

Elective subjects

Two subjects from the following list:

• MKF5260 International marketing
• MKF5271 Product management and planning
• MKF5381 Business marketing
• MKF5391 Sales management
• MKF5630 Services marketing
• MKX9660 Relationship marketing and service quality management
• MKF9810 Management of retail enterprises
• MKF9830 International retailing

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