Postgraduate handbook 2004
Business and Economics

Master of Marketing (Retail and Wholesale)

Course code: 2094 + Course abbreviation: MMktg(Ret&Wh) + Caulfield + On-campus + Day, evening + Six semesters part-time + Course director: Mr Michael Morrison + Total credit points required: 72

The Master of Marketing (Retail and Wholesale) caters for experienced retail/wholesale managers and generally graduates from disciplines other than retail/marketing who wish to undertake study in retail business units at this level. The course is recognised by the Australian Retailers' Association.

Admission requirements

Applicants need to have completed:

• a pass degree in a discipline other than marketing/retail or an equivalent qualification from a recognised tertiary institution, and
• two years of relevant work experience, or
• an Executive Certificate in Marketing (Retail and Wholesale) with a credit average or above.

Advanced standing

Candidates may be eligible for advanced standing for a credit exemptions where they have completed units considered to be equivalent to particular units in the Master of Marketing (Retail and Wholesale). A substitute unit may be undertaken if a unit is considered similar in content but not equivalent in the course.

Course structure

Units in this degree are arranged in three four-unit modules.

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

   • MKF9110 Theory and process of buyer behaviour
   • MKX9160 Foundations of marketing
   • MKF9810 Retailing
   • MKF9140 Merchandise planning and control

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

   1. Three core units (18 credit points):

      • MKX5741 Marketing data analysis
      • MKX9261 Integrated marketing communication
      • MKX5123 Marketing innovation planning

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

      • MKF9820 Issues in retail technology
      • MKF9830 International retailing
      • MKX5561 e-Marketing
      • MKX9701 Direct marketing
      • MKF9790 Banking and financial services marketing
      • MKF5260 International marketing
      • MKF5270 Brand management and planning
      • MKX5660 Relationship marketing

3. Module 3 - Students must complete four core units (24 credit points):

   • MKF5150 Major project (12 credit points)
   • MKX5251 Case studies in strategy
   • MKX5751 Delivering customer value

Exit awards

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

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