Master of Marketing (Direct Marketing)

• General information
• Course structure
  • Module 1 -- four core units
  • Module 2 -- four units
    • Core units
    • Elective
  • Module 3 -- four units
    • Core units
    • 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 units
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 units considered equivalent to particular requirements in the course of study. A substitute unit may be undertaken if a unit 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. Applicants should 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 units 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

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

Module 1 -- four core units

• MKX9701 Direct marketing
• BTX9890 Law, privacy and ethics in marketing
• MKX9110 Theory and process of buyer behaviour
• MKX9261 Integrated marketing communication

Module 2 -- four units

Core units

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

Elective

• Marketing elective

Module 3 -- four units

Core units

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

Electives

• MKF5150 Major project (equivalent to two units)
• MKX5561 E-marketing
• MKX5001 Marketing project (equivalent to two units)
• Two 5000-level elective units, subject to the approval of the course coordinator

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