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Students who commenced study in 2016 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.

Monash University

Postgraduate - Course

Commencement year

This course entry applies to students commencing this course in 2016 and should be read in conjunction with information provided in the 'Faculty information' section of this Handbook by the Faculty of Business and Economics.

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

Course code


Credit points


Abbreviated title




Managing faculty

Business and Economics


Dr Mauricio Palmeira and Dr Margaret Matanda

Contact details


Admission and fees

Find a CourseFind a Course (

Course type

Single degree
Master's by coursework

Standard duration

2 years FT

Mode and location

On-campus (Caulfield)


Master of Advanced Marketing


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.


These course outcomes are aligned with the Australian Qualifications Framework level 9, the Bologna Cycle 2 and Monash Graduate AttributesAustralian Qualifications Framework level 9, the Bologna Cycle 2 and Monash Graduate Attributes (

Upon successful completion of this course it is expected that graduates will:

  1. be critical and creative scholars who:
    • produce innovative solutions to problems
    • apply research skills to business challenges
    • communicate effectively and perceptively
  2. be responsible and effective global citizens who:
    • engage in an internationalised world
    • exhibit cross-cultural competence
    • demonstrate ethical values
  3. 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
  4. have advanced theoretical knowledge in the field of marketing, and critically assess classical and contemporary marketing theories and their relevance to marketing practitioners.

Credit for prior studies

Students may be eligible for credit to a maximum of 50 per cent of course requirements for previous graduate level studies. Credits or exemptions up to a maximum of 24 credit points may be granted for bachelor degree level qualifications in business and a further 24 credit points may be granted for honours degree level qualifications in business.

Maximum credit allowed

48 credit points

Professional recognition

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


The course has two main components:

  • eight core units
  • eight elective units.


Students must complete 16 units as follows:

(a.) eight compulsory units (48 points):

  • MKF5251 Case studies in marketing strategy
  • MKF5461 Contemporary issues in marketing
  • MKF5463 Advanced buyer behaviour
  • MKF5741 Marketing decision analysis
  • MKF5761 Managing supply networks
  • MKX4050 Marketing theory
  • MKX4080 Advanced business research methods
  • MKX5123 Entrepreneurial innovation

(b.) one of the following options (48 points):

(i.) free electives subject to the following conditions:

  • at least 24 points must be taken from the offerings of the Department of Marketing
  • 12 points must be taken from disciplines within the Faculty of Business and Economics
  • the remaining 12 points can be taken from disciplines offered by other faculties.

(ii.) the following three research pathway* units (24 points):

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

plus four graduate-level units (24 points) subject to the following conditions:

  • 12 points must be taken from disciplines within the Faculty of Business and Economics
  • the remaining 12 points can be taken from disciplines offered by other faculties.

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

Alternative exit(s)

Students wishing to exit the Master of Advanced 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.