Master of Marketing (Direct Marketing)

• General information
• Course structure
  • Module 1 - four core subjects
  • Module 2 - four subjects
    • Core subjects
    • Elective
  • Module 3 - four subjects
    • Core subjects
    • Electives

General information

Course code: 2653 * Course abbreviation: MMktg(DirMktg) * Caulfield campus * Course director: Ms Irene Powell * Normally completed in six semesters of part-time study, but can be completed in less time if students take advantage of summer semesters and block mode subjects
This course is designed to cater for experienced managers who are involved in the growing area of direct marketing and who wish to undertake study in direct marketing at this level.
Applicants should have a Graduate Diploma in Direct Marketing with a credit average or above, or a Graduate Diploma in Marketing with a credit average or above and at least two years relevant employment experience, or other appropriate postgraduate qualifications at the discretion of the course director.
Applicants may be eligible for a maximum of six credit exemptions for subjects considered equivalent to particular requirements in the course of study. A substitute subject may be undertaken if a subject is considered similar in content but not equivalent in the course.
This degree is a full-fee-paying course. Course fees are set and reviewed annually and are therefore subject to change. Applicantsshould consult the Department of Marketing as to the current fees. Computer literacy and access to the internet are highly desirable to gain access to and advantage from the university administrative processes, online library services, online subjects and to communicate with academic and administrative staff. The university provides access to computer labs on each campus, although part-time students may find it more convenient to use their own or their employer's computer facilities. Applicants planning to use employer's computer facilities should gain permission prior to admission.

Course structure

Subjects in this degree are arranged in three four-subject modules. Exit points allow students unable to complete all 12 subjects to exit the course at the end of a four-subject module and receive recognition for the subjects completed. Students exiting after completing the specific subjects in module 1 receive the Executive Certificate in Marketing (Direct Marketing) and after completing the specific subjects in modules 1 and 2, receive the Graduate Diploma in Direct Marketing.

Module 1 - four core subjects

• MKX9110 Theory and process of buyer behaviour
• MKX9261 Marketing communication strategies
• MKX9701 Direct marketing
• BTX9890 Ethics, privacy and legislation in direct marketing

Module 2 - four subjects

Core subjects

• MKF5702 Marketing database strategy
• MKF5703 Direct marketing: creative and media
• MKX9660 Relationship marketing and service quality management

Elective

• Marketing elective

Module 3 - four subjects

Core subjects

• MKX5251 Case studies in strategy
• MKF5704 Direct marketing statistics and mathematics

Electives

• MKF5301 Thesis/project (equivalent to two subjects)
• MKX5561 E-marketing
• MKX5001 Marketing project (equivalent to two subjects)
• Two 5000-level elective subjects, subject to the approval of the course coordinator

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