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Students who commenced study in 2016 should refer to this area of study entry for direction on the requirments; 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 area of study.

Monash University


Commencement year

This area of study entry applies to students commencing this course in 2016 and should be read in conjunction with the relevant course entry in the Handbook.

Any units listed for this area of study relate only to the 'Requirements' outlined in the Faculty of Business and Economics component of any bachelors double degrees.

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

Managing faculty

Faculty of Business and Economics


Faculty of Business and Economics



Marketing is a philosophy that leads to the process by which organisations, groups and individuals satisfy their needs and wants by determining and selecting value, delivering it, and communicating it to others. Strategic marketing is concerned with the direction and scope of the long-term activities performed by the organisation in obtaining competitive advantage to satisfy customers while meeting shareholder expectations.


In addition to achieving the broad outcomes of their course, students successfully completing this major will:

  • have the knowledge and skills to contribute to marketing decisions and be capable of responding to marketing challenges.


Major requirements (48 points)

No more than 12 points at level 1 may be credited to a major and at least 18 points must be credited to the major at level 3.

Students complete:

(a.) The following seven units (42 points):

  • MKW1120 Marketing theory and practice
  • MKW2402 Consumer behaviour
  • MKW2420 Market research method
  • MKW2460 Integrated marketing communication
  • MKW3301 Services marketing
  • MKW3444 International marketing
  • MKW3610 Marketing strategy and implementation

(b.) One unit (6 points) from the following:

  • MKW1300 Introduction to social commerce
  • MKW1601 Introduction to e-business
  • MKW2431 Business marketing
  • MKW3510 Islamic marketing
  • MKW3701 Neuroscience of decision-making: An introduction
  • MKX1500 Retail management principles

Relevant courses


Single degrees

Successful completion of the major can be counted towards meeting the requirements for the following single degree:

  • B2026 Bachelor of Business and Commerce

Students in other single bachelor's degrees may be eligible to complete the major using 48 points of their free electives.

Double degrees

Successful completion of the major can be counted towards meeting the requirements for the Bachelor of Business and Commerce component in the following double degree:

  • B2027 Bachelor of Business and Commerce and bachelor of Communication and Media Studies