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.
Postgraduate - Course
This course entry applies to students commencing this course in 2018 and should be read in conjunction with information provided in the 'Faculty information' section of this Handbook by the Business and Economics.
Unit codes that are not linked to their entry in the Handbook are not available for study in the current year.
Admission and fees
Course progression map
Master by coursework
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.
Students have a maximum of 5 years to complete this course including any periods of intermission and suspension, and must be continuously enrolled throughout.
Master of Marketing
Graduate Certificate in Business
Graduate Diploma in Business
Refer to 'Alternative exits' entry below for further requirements and details.
These course outcomes are aligned the Australian Qualifications Framework level 9 and Monash Graduate AttributesAustralian Qualifications Framework level 9 and Monash Graduate Attributes (http://www.monash.edu.au/pubs/handbooks/alignmentofoutcomes.html).
Upon successful completion of this course it is expected that students will:
- be critical and creative scholars who:
- produce innovative solutions to problems
- apply research skills to business challenges
- communicate effectively and perceptively
- be responsible and effective global citizens who:
- engage in an internationalised world
- exhibit cross cultural competence
- demonstrate ethical values
- 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
- have advanced knowledge to master's level in marketing.
Refer to the Monash Business School professional recognitionprofessional recognition (https://www.monash.edu/business/future-students/graduate-study-options/after-you-graduate/professional-recognition) page.
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).
- Students admitted at entry level 1 complete 72 points, comprising Part A and Part B.
- Students admitted at entry level 2 complete 48 points, comprising Part A.
Note: Students eligible for credit for prior studies may elect not to receive the credit and complete one of the higher credit-point options.
The course progression mapcourse progression map (http://www.monash.edu.au/pubs/2018handbooks/maps/map-b6010.pdf) will assist you to plan to meet the course requirements, and guidance on unit enrolment for each semester of study.
Units are 6 credit points unless otherwise stated.
Part A. Mastery knowledge (48 points)
a. Four units (30 points):
- Understanding marketing and consumers*
- Marketing performance and decision analysis
- Marketing leadership in society
- Marketing strategy masterclass (12 points)
b. Two or three units (18 points) from the following:
- Major project (12 points)
- Strategic brand management
- Business to business marketing
- Advanced business research methods
- Contemporary issues in marketing
- Advanced buyer behaviour
- Social media marketing
- Services marketing
- Advanced marketing communication
- Managing supply networks
- Customer focused innovation
- Marketing research
- Integrated marketing communication
- Entrepreneurial innovation
- International marketing
- Global study programs in marketing
* Students with an undergraduate marketing major may apply for exemption from this unit.
Part B. Application studies (24 points)
Students 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 so 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 (http://www.monash.edu.au/pubs/handbooks/units/search) tool and indexes of unitsindexes of units (http://www.monash.edu.au/pubs/handbooks/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):
- Minor thesis (12 points)
- Qualitative research methods
- Advanced business research methods
Students may exit this course early and apply to graduate with one of the following awards, provided they have satisfied the requirements for that award during their enrolment in this master's course:
- Graduate Certificate in Business after successful completion of 24 credit points of study with a minimum of 18 credit points at level 4 or above
- Graduate Diploma in 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
Students can choose to complete a program of study (24 points) that may provide a pathway to a higher degree by research.