Master of Marketing - 2019

Postgraduate - Course

Commencement year

This course entry applies to students commencing this course in 2019 and should be read in conjunction with information provided in the 'Faculty information' section of this Handbook by the Faculty of Business and Economics.

Other commencement years for this course: 2018, 2017 and 2016

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

Admission and fees


Course progression map

B6010 (pdf)

Course type

Master by coursework

Standard duration

1.5 years FT, 3 years PT

This course normally takes 1.5 years full-time to complete but if you have relevant entry qualifications you may receive credit and be able to complete the course in 1 year full-time, or part-time equivalent.

You have a maximum of 5 years to complete this course including any periods of intermission and suspension, and must be continuously enrolled throughout.

Mode and location

On-campus (Caulfield)

Off-campus (Caulfield)


Graduate Diploma of Business

Master of Marketing

Alternative exits

Graduate Certificate of Business

Graduate Diploma of Business

Refer to 'Alternative exits' entry below for further requirements and details.


This course is designed for experienced professionals in any business domain who seek cutting edge theoretical knowledge and problem solving skills in marketing. The course features a comprehensive, intellectually stimulating, set of marketing concepts and ideas taught by a world class faculty, and will strenghten and enable career progression in a wide range of organisations. It is appropriate for professionals in middle to senior marketing positions or for those aspiring to such positions.


These course outcomes are aligned the Australian Qualifications Framework level 9 and Monash Graduate AttributesAustralian Qualifications Framework level 9 and Monash Graduate Attributes (

Upon successful completion of this course it is expected that you 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 knowledge to master's level in marketing.

Professional recognition


The course is structured in two parts: Part A. Mastery knowledge and Part B. Application studies. All students complete Part A. Depending upon prior qualifications you may receive credit for Part B.

Part A. Mastery knowledge

These units will provide you with a comprehensive study of core marketing topics and impacts on marketing within organisations. You will gain an appreciation of key concepts and contemporary practice to develop your capacity to operate as a critical and creative professional.

Part B. Application studies

These studies will advance your knowledge and skill development, and provide you with specialist professional insights and advanced practical skills that can be applied in marketing.


The course comprises 72 points structured into two parts: Part A. Mastery knowledge (48 points) and Part B. Application studies (24 points).

  • If you are admitted at entry level 1 you complete 72 points, comprising Part A and Part B.
  • If you are admitted at entry level 2 you complete 48 points, comprising Part A.

Note: If you are eligible for credit for prior studies you may elect not to receive the credit and complete the higher credit-point option.

The course progression mapcourse progression map ( provides guidance on unit enrolment for each semester of study.

Units are 6 credit points unless otherwise stated.

Part A. Mastery knowledge (48 points)

You must complete:

a. Four units (30 points):

  • MKF5917 Understanding marketing and consumers*
  • MKF5741 Marketing performance and decision analysis
  • MKF5760 Marketing leadership in society
  • MKF5351 Marketing strategy masterclass (12 points)

b. Two or three units (18 points) from the following:

  • MKF5150 Major project (12 points)
  • MKF5231 Strategic brand management
  • MKF5371 Business to business marketing
  • MKF5403 Advanced business research methods
  • MKF5461 Contemporary issues in marketing
  • MKF5463 Advanced buyer behaviour
  • MKF5601 Social media marketing
  • MKF5630 Services marketing
  • MKF5641Not offered in 2019 Advanced marketing communication
  • MKF5761Not offered in 2019 Managing supply networks
  • MKF5801 Customer focused innovation
  • MKF5912 Marketing research
  • MKF5926 Integrated marketing communication
  • MKF5981 Retailing
  • MKX5123 Entrepreneurial innovation
  • MKF5260 International marketing
  • MKX5521 Global study programs in marketing

* If you have an undergraduate marketing major you may apply for exemption from this unit.

Part B. Application studies (24 points)

You must complete either a. or b. below:

a. Four units (24 points) of elective units at either level 4 or 5 from the Faculty of Business and Economics or across the University as long as you have the pre-requisites and there are no restrictions on admission to the units

Units can be identified using the browse unitsbrowse units ( tool and indexes of unitsindexes of units ( in the current edition of the Handbook. The level of the unit is indicated by the first number in the unit code. You may need permission from the owning faculty to enrol in some units taught by other faculties.

b. Three research pathway units (24 points):

  • MKF5301 Minor thesis (12 points)
  • MKX4070 Qualitative research methods
  • MKX4080 Advanced business research methods

Alternative exits

You may exit this course early and apply to graduate with one of the following awards, provided you have satisfied the requirements for that award during your enrolment in this master's course:

  • Graduate Certificate of Business after successful completion of 24 credit points of study with a minimum of 18 credit points at level 4 or above
  • Graduate Diploma of Business after successful completion of 48 credit points of study with a minimum of 36 credit points at level 4 or above.

Progression to further studies

Successful completion of this course may provide a pathway to a higher degree by research if you are admitted at entry level 1. If you are admitted at entry level 2 you will normally already have an honours degree, however, if you are in this group and wish to complete the research pathway you should discuss the option with the course coordinator.