Monash University Handbook 2010 Postgraduate - Course

This course is designed for career professionals seeking new ways to develop, implement and manage marketing activities in all types of environments. The course has a comprehensive, intellectually demanding and up-to-date understanding of business and marketing concepts. The course provides for specialisations in selected disciplines for career development and profession in differentiated marketing fields of study. It is appropriate for those in middle to senior marketing positions.

The Master of Marketing aims to produce graduates who will:

(a.) be critical and creative scholars who:

• produce innovative solutions to problems
• apply research skills to business challenges
• communicate effectively and perceptively

(b.) be responsible and effective global citizens who:

• engage in an internationalised world
• exhibit cross cultural competence
• demonstrate ethical values

(c.) have a comprehensive understanding of their discipline and be able to provide discipline based solutions relevant to the business, professional and public policy communities we serve

(d.) have advanced knowledge to masters level in marketing.

Details of educational requirements for professional recognition can be found at: http://www.buseco.monash.edu.au/asg/cds/publications/pg-professional-recognition.html

The course structure has two main components:

• six core units
• six 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-level 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 program director 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 marketing strategy
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication

International marketing

The following six units:

• MKF9110 Theory and process of buyer behaviour
• MKX5251 Case studies in marketing strategy
• MKX5260 International marketing
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication
• MKX9830 International retailing

Marketing communication

The following six units:

• MKF9110 Theory and process of buyer behaviour
• MKX5251 Case studies in marketing strategy
• MKX5641 Advanced marketing communication
• MKX9160 Foundations of marketing
• MKX9261 Integrated marketing communication
• MKX9701 Direct marketing

Relationship marketing

(a.) The following five units:

• MKF9110 Theory and process of buyer behaviour
• MKX5251 Case studies in marketing strategy
• MKX5660 Relationship marketing
• MKX9160 Foundations of marketing
• MKX9701 Direct marketing

(b.) one of the following two units:

• MKF5630 Services marketing
• MKF9790 Banking and financial services marketing

Retailing

The following six units:

• MKF5140 Merchandise planning and control
• MKF9810 Retailing
• MKX5251 Case studies in marketing strategy
• MKX9160 Foundations of marketing
• MKX9610 Supply chain logistics
• MKX9830 International retailing

This degree may serve as a pathway to a higher degree by research. Students considering a research degree are advised to consult a course coordinator prior to making an application.

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 Business after successful completion of 48 points of study.

Master of Marketing