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

Course code: 3810 + Course abbreviation: MMktg + Total credit points required: 72 + 3 semesters full-time, 6 semesters part-time

Study mode and course location

Off-campus (Caulfield)

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

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

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), including two core units as follows:

MKF5200 Assessing marketing performance
MKF5270 Strategic marketing

Two electives (12 points) selected from the list below

MKF5150 Major project (preferred) (12 points)
MKF5401 Developing a marketing orientation
MKF5260 International marketing
MKF5271 Product management and planning
MKF9810 Retailing
MKX5561 e-Marketing
MKF5630 Services marketing
MKX5241 Sports marketing and sponsorship

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 Sandra Luxton

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