Postgraduate handbook 2004
Business and Economics

Master of Marketing - Stream C

Course Code 3810 + Course abbreviation: MMktg + 3 semesters full-time, 6 semesters part-time + Total credit points required 72 + Off-campus (Caulfield)

Course Director Dr Francis Farrelly

Course description

The course aims to develop an understanding of the theoretical principles upon which the practice of marketing is based. In addition, students should be able to apply these marketing principles in a variety of business, organisational and individual contexts. The focus of the program is to provide students with a comprehensive, intellectually demanding and up-to-date understanding of marketing concepts and applications. The course is designed specifically for students wishing to gain marketing knowledge and skills to further a marketing oriented career.

Entry requirements

Applicants 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.

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. A substitute unit may be undertaken if a unit is considered similar in content, but not equivalent, in the course. The program coordinator assesses advanced standing.

Course Structure

1. Module 1 - Students must complete four core units (24 points) as follows:

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

2. Module 2 - Students must complete four units (24 credit points), including two core units as follows

   • MKF5200 Assessing marketing performance
   • MKF5270 Strategic markeing

   Two electives (12 credit points) selected from the list below

3. Module 3 - Four electives (24 credit points) selected from the list below.

   • MKF5150 Major project (preferred) (12 points)
   • MKF4010 Developing a marketing orientation
   • MKX5561 e-Marketing
   • MKF5630 Services marketing
   • MKX5241 Sports marketing and the sponsorship alliance
   • MKF5271 Brand management and planning
   • MKF5260 International marketing

   Module 3 Four electives selected from the list below

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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