Monash University

Postgraduate - Course

Students who commenced study in 2013 should refer to this course entry for direction on the requirements; to check which units are currently available for enrolment, refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course.

print version

This course entry applies to students commencing this course in 2013 and should be read in conjunction with information provided in the 'Faculty information' section of this Handbook by the Faculty of Business and Economics

Managing facultyBusiness and Economics
Abbreviated titleMAdvMktg
CRICOS code077241B
Total credit points required72
Standard duration of study (years)1.5 years FT, 3 years PT
Study mode and locationOn-campus (Caulfield)
Admission, fee and application details
Contact details

Graduate Student Office

Telephone: +61 3 9903 1400

Fax: +61 3 9903 1357


Course coordinator

Dr Srinivas Sridharan


  • Unit codes that are not linked to their entry in the Handbook are not available for study in the current year.


This course is designed for marketing graduates who seek to expand their knowledge of advanced marketing concepts and theories. The course features an advanced suite of marketing units reflecting state-of-the-art knowledge in the discipline, taught by a faculty who are globally recognised experts in their chosen scholarly areas. The pedagogy involves intellectually stimulating avenues ranging from highly interactive lectures to case discussions and seminars. It is ideal career preparation for those at an early stage in their career, wanting to specialise in a marketing-intensive business.


The Master of Advanced 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 theoretical knowledge in the field of marketing, and critically assess classical and contemporary marketing theories and their relevance to marketing practitioners.

Professional recognition


The course has two main components:

  • six core units
  • six electives


Students must complete 12 units as follows:

(a.) six compulsory common core units (36 points):

  • MKF5231 Strategic brand management
  • MKF5403 Advanced business research methods
  • MKF5463 Advanced buyer behaviour
  • MKX5251 Case studies in marketing strategy
  • MKX5461 Contemporary issues in marketing
  • MKX5641 Advanced marketing communication

(b.) six graduate-level units (36 points) subject to the following conditions:

  • at least two units (12 credit points) must be taken from the offerings of the Department of Marketing*
  • a further two units (12 credit points) must be taken from disciplines within the Faculty of Business and Economics
  • the remaining two units (12 credit points) can be taken from disciplines offered by other faculties.

*Units starting with the prefix MKF or MKX offered at the Caulfield campus

Available units can be identified via the index of units by faculty at or by browsing units at

Progression to further studies

This degree may serve as a pathway to a higher degree by research if a prescribed set of research-focused units are completed. Students considering a research degree are therefore advised to consult a course coordinator prior to considering a research pathway.

Alternative exit(s)

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:

  • 1679 Graduate Certificate in Business after successful completion of 24 points of study
  • 3848 Graduate Diploma in Business after successful completion of 48 points of study.


Master of Advanced Marketing