Monash University

Postgraduate - Course

Students who commenced study in 2014 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.

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This course entry applies to students commencing this course in 2014 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

Caulfield Student Services

Telephone: +61 3 9903 1400

Fax: +61 3 9903 1357


Course coordinator

Dr Mauricio Palmeira and Dr Margaret Matanda


  • 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

Refer to the faculty's Professional recognition of coursesProfessional recognition of courses ( page in this Handbook.


The course has two main components:

  • core units
  • electives.

Eligible students interested in pursuing future PhD studies may have the option of completing a research pathway.


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
  • MKF5251 Case studies in marketing strategy
  • MKF5461 Contemporary issues in marketing
  • MKF5641 Advanced marketing communication

(b.) one of the following options:

(i.) 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.

These units can be identified using the browse units toolbrowse units tool ( in the current edition of the handbook. The level of the unit is indicated by the first number in the unit code; postgraduate units are those that commence with the number 5.

*For the purpose of the research pathway level 4 units are classified as graduate-level.

(ii.) if eligible and given permission by the faculty, a research pathway consisting of the following (36 points):

  • MKX4080 Quantitative research methods in marketing (6 points) or MKF5403 Advanced business research methods (6 points)
  • MKX4070 Qualitative research methods (6 points)
  • MKF5301 Minor thesis (12 points)

Students intending to enrol in the research pathway require permission. They will need to demonstrate a strong academic record in their prior or current studies. Interested students should discuss this option with their course director.

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