Postgraduate handbook 2004
Business and Economics

Master of Marketing - Stream A

Course code: 2276 + Course abbreviation: MMktg + Caulfield + On-campus + Day, evening + Three semesters full-time, six semesters part-time + Course director: Ms Irene Powell + Total credit points required: 72

This course has been designed to provide participants from a non-marketing background with a comprehensive, intellectually demanding and up-to-date understanding of business and marketing concepts. The course is appropriate for marketers seeking new ways to develop, control and implement marketing activities in all types of environments. It is appropriate for those occupying senior marketing positions in consumer, business, government, community, service and non-profit organisations.

Admission requirements

Applicants need to have completed:

• a pass degree or equivalent qualification from a recognised tertiary institution and two years relevant full-time business experience, or
• an Executive Certificate in Marketing with a credit average.

Advanced standing

Candidates may be eligible for advanced standing for a maximum of six units considered to be equivalent to particular requirements in the course of study. Advanced standing is restricted to study completed in the last five years. The program coordinator assesses advanced standing.

Course structure

(a) Module 1 - Students must complete four core units (24 credit points):

• MKX9160 Foundations of marketing
• MKF9110 Theory and process of buyer behaviour
• MKF9120 Marketing research and forecasting
• MKX9261 Integrated marketing communication

(b) Module 2 - Students must complete four core units (24 credit points) as follows:
(i) Two core units (12 credit points):

• MKX5123 Marketing innovation and planning
• MKX5741 Marketing data analysis

(ii) One unit (6 credit points) from 9000-level or 4000-level units offered by the Department of Marketing.
(iii) One unit (6 credit points) from 5000-level units offered by the Department of Marketing.
(c) Module 3 - Students must complete four core units (24 credit points) as follows:
(i) Two core units (12 credit points):

• MKF5200 Assessing marketing performance
• MKX5751 Delivering customer value

(ii) One unit (six credit points) from the following list:

• MKX5251 Case studies in strategy
• MKF5270 Strategic policy

(iii) One unit (six credit points) from 5000-level units offered by the Department of Marketing.
Note that two units (12 credit points) may be drawn from any Monash postgraduate course, providing the student has the appropriate prerequisites and the approval of the course director.

Exit awards

Students exiting after completing the specific units in module 1 are eligible to receive the Graduate Certificate in Marketing, and students exiting after completing the specific units in modules 1 and 2 are eligible to receive the Graduate Diploma in Marketing.

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