Postgraduate handbook 2004
Business and Economics

Master of Marketing
(Interactive Marketing)

Course code: 2653 + Course abbreviation: MMktg(IntMktg) + Caulfield + Six semesters part-time + Course director: Dr Chris Dubelaar + Total credit points required: 72

This course is designed to cater for experienced managers who are involved in the evolving area of interactive marketing and who wish to undertake study in interactive marketing at this level.

Admission requirements

Applicants need to have completed:

• a Graduate Diploma in Interactive Marketing, or a Graduate Diploma in Marketing with a credit average or above, or
• an appropriate graduate qualification at the discretion of the course director, and
• at least two years relevant employment experience.

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

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

• MKX9160 Foundations of marketing
• MKX9701 Direct marketing
• MKF9110 Theory and process of buyer behaviour
• MKX9261 Integrated marketing communication

(b) Module 2 - Students must complete four core units (24 credit points) as follows:
(i) Three core units (18 credit points):

• MKF5703 Direct marketing: creative and media
• MKX5123 Marketing innovation and planning
• MKX5741 Marketing data analysis

(ii) One unit (6 credit points) from graduate-level units taught by the Faculty of Business and Economics.
(c) Module 3 - Students must complete four core units (24 credit points) as follows:
(i) One core unit (6 credit points):

• MKX5751 Delivering customer value

(ii) One unit (6 credit points) from the following list:

• MKX5251 Case studies in strategy
• MKF5270 Strategic policy

(iii) Two units (12 credit points) from:

• MKF5150 Major project (12 credit points), or
• Two units (12 credit points) from graduate level units taught by the Department of Marketing.

Exit awards

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

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