Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please 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 or area of study.

print version

12 points, SCA Band 3, 0.250 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedNot offered in 2015


This is the capstone unit of the Master of Marketing degree program. The overarching goal of the degree is to prepare competent and responsible entrants to the marketing profession. Accordingly, this integrative, end-of-program capstone unit will help in translating knowledge gleaned from all other degree units (i.e. the academic discipline of marketing) toward the professional discipline of marketing. This will be achieved in the form of "direct decision making scenarios" (case studies), "experiential learning episodes" (simulation), "competitive situations" (mid-term case completion), "learning from academic and industry leaders" (research day, marketing masterclass, marketing breakfasts), and "immersive learning events" (industry visits).


The learning goals associated with this unit are to:

  1. critically evaluate competitive marketing decision situations and craft innovative and systematic solutions for which personal responsibility is taken
  2. exhibit a keen sense of personal learning from professionals (academic and practitioner), competitive and immersive situations and decision scenarios
  3. develop a perspective of socially responsible and culturally sensitive global marketing practitioners.


Within semester assessment:100%

Workload requirements

Minimum total expected workload equals 288 hours per semester.

See also Unit timetable information


Students must be enrolled in course 2276 and must have passed 60 credit points.