2276 - Master of Marketing

This course has been designed to provide career market professionals 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. The course provides for specialisations in selected disciplines for career development and profession in differentiated fields of study.

The learning goals associated with this course are to:

• describe and assess contemporary marketing thinking and concepts
• analyse the influences on decision-making behaviour
• develop the ability to plan, implement and control marketing strategy in a variety of organisational settings
• formulate appropriate marketing strategies to achieve organisational objectives
• acquire specific theoretical knowledge and applied skills in preparation for continued career advancement.

The course structure has two main components:

• a specialisation in a selected marketing discipline:
• six open electives.

(a.) Students must complete a major of six units (36 points) from the list of majors below

(b.) students must complete a further six graduate units (36 points) subject to the following conditions:

• a maximum of two elective units (12 points) may be taken from other faculties.

Additional degree requirements:

• students must study a minimum of four 5000-level units.

It is recommended that students consult with the course coordinator to ensure their elective units form a coherent study program.

Majors

Marketing

The following six units:

• MKF5200 Assessing marketing performance
• MKF9110 Theory and process of buyer behaviour
• MKF9120 Marketing research
• MKX5251 Case studies in strategy
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication

International marketing

The following six units:

• MKF9110 Theory and process of buyer behaviour
• MKF9120 Marketing research
• MKX5260 International marketing
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication
• MKX9830 International retailing

Interactive marketing

The following six units:

• MKF5703 Direct marketing creative and media
• MKF9110 Theory and process of buyer behaviour
• MKX5660 Relationship marketing
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication
• MKX9701 Direct marketing

Relationship marketing

(a.) The following four units:

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

(b.) two of the following units:

• MKF5630 Services marketing
• MKF9790 Banking and financial services marketing
• MKX5660 Relationship marketing

Retailing

The following six units:

• MKF5140 Merchandise planning and control
• MKF9810 Retailing
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication
• MKX9610 Supply chain logistics
• MKX9830 International retailing

Supply chain logistics

The following six units:

• MKX5611 Advanced supply chain management
• MKX5751 Delivering customer value
• MKX9160 Foundations of marketing
• MKX9610 Supply chain logistics
• MKX9620 Fulfilment and order management
• MKX9640 Managing supply chain inventory

Details of educational requirements for professional recognition can be found at http://www.monash.edu.au/pubs/handbooks/postgrad/bus-06.html

Students wishing to exit the Master of Marketing early may apply to graduate with one of the following, provided they have satisfied the requirements for that award:

• Graduate Certificate in Business after successful completion of 24 points of study
• Graduate Diploma in Marketing after successful completion of 48 points of study.

Master of Marketing