Master of Marketing

• Aims
• Entry requirements
  • Program objectives
• Special requirements
  • Equipment
• Course structure
  • Stream A, module 1
    • Four core subjects
  • Stream A, module 2
    • Four core subjects
  • Stream B, module 1
    • Four core subjects
  • Stream B, module 2
    • Four core subjects
  • Streams A and B, module 3
    • Four subjects
• Further information
• Completed applications

Course code: 2276 + Caulfield campus + Full-fee-paying course: unit fee $1475 (2001 fee); $1800 for international students (2001 fee) + Attendance not required

Aims

This course has been designed to provide a comprehensive, intellectually demanding and up-to-date understanding of business and marketing concepts.
The Master of Marketing is offered in two streams (A and B) to meet the needs of participants from different backgrounds. The course caters for those who have an undergraduate qualification in marketing as well as those who have not previously studied marketing at tertiary level. Prospective students without a first degree should refer to the executive certificate entry.

Entry requirements

Stream A applicants (those from a non-marketing background) require a pass degree in any discipline from a recognised tertiary institution plus two years relevant full-time business experience, or completion of the Executive Certificate in Marketing with a credit average. Stream B applicants (those who have studied marketing at the undergraduate level) require an undergraduate degree in marketing or a major in marketing or an equivalent qualification with an average grade of credit or above from a recognised tertiary institution.

Program objectives

Upon successful completion of the Master of Marketing, students should:

• understand the theoretical principles upon which the practice of marketing is based and be able to apply these principles in analysing a range of marketing, strategic marketing and management problems
• be able to demonstrate an understanding of current marketing issues and the ongoing evolution of marketing in the business and non-business environments
• understand the specialist areas of marketing, and be able to identify through critical analysis and advanced theoretical formulations the marketing decisions most appropriate for a particular situation
• have advanced knowledge of the analytical tools used by marketers and apply these to the formulation of superior marketing actions.

Special requirements

Equipment

This program requires access to the internet on a weekly basis. Check with the Department of Marketing for technical specifications.

Course structure

Subjects in the course are arranged in three four-subject modules.

Stream A, module 1

Four core subjects

• MKF9110 Theory and process of buyer behaviour
• MKF9120 Marketing research and forecasting
• MKX9160 Marketing theory and practice
• MKX9261 Marketing communication strategies

Stream A, module 2

Four core subjects

• Two 4000-level subjects, or one 4000-level and one 9000-level subject drawn from the offerings of the Department of Marketing
• Two 5000-level subjects drawn from the offerings of the department

Stream B, module 1

Four core subjects

• MKF4000 Advanced marketing
• MKF4010 Developing a marketing orientation
• MKF4020 History and philosophy of marketing
• MKF4030 Advanced business research methods for marketing

Stream B, module 2

Four core subjects

• MKF4631 Advanced buyer behaviour
• Three 5000-level subjects drawn from the offerings of the department

Streams A and B, module 3

Four subjects

• MKF5200 Assessing marketing performance
• MKF5270 Strategic marketing policy
• Two 5000-level subjects drawn from the offerings of the department.

Further information

For more detailed information, contact the Department of Marketing, telephone (03) 9903 2128, fax (03) 9903 1558, email grad.mkt@buseco.monash.edu.au or see the website at http://www.buseco.monash.edu.au/Depts/Mkt.

Completed applications

Intake into the program will be in March and July each year. Applications should be made well in advance. Completed applications are to be forwarded to Department of Marketing, Monash University, PO Box 197, Caulfield East, Victoria 3145 by Friday, 23 November 2001.

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