Monash University: University handbooks: Postgraduate handbook: Units indexed by faculty
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Master of Marketing - stream A

Course code: 2276 + Course abbreviation: MMktg + Total credit points required: 72 + 3 semesters full-time, 6 semesters part-time

Study mode and course location

On-campus (Caulfield)

Course description

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.

Entry 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 points):

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

(b) Module 2 -- Students must complete four units (24 points) as follows:

(i) Two core units (12 points):

MKX5123 Marketing innovation and planning
MKX5741 Marketing data analysis

(ii) Two graduate-level-units (12 points) offered by the Department of Marketing.

(i) Three core units (18 points):

MKF5200 Assessing marketing performance
MKX5251 Case studies in strategy
MKX5751 Delivering customer value

(iii) One unit (6 points) from 5000-level units offered by the Department of Marketing.

Note that two units (12 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.

Contact details

Course director

Ms Irene Powell

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