Master of Marketing
2025 Deakin University Handbook
| Year | 2026 course information |
|---|---|
| Award granted | Master of Marketing |
| Deakin course code | M788 |
| Course Credit Points | 16 |
| Course version | 1 |
| Faculty | Faculty of Business and Law |
| Course Information | For students who commenced from 2016 to 2021 |
| Final Intake | Offered to continuing students only. The final intake to this course was in teaching period 1 2021. Students should contact Student Central for course, course map and enrolment information. |
| Duration | Depending on your professional experience and previous qualifications, the Master of Marketing is typically 1, 1.5 or 2 years duration:
Deakin courses can also be studied part time over a longer period. |
| CRICOS code | 092727K Burwood (Melbourne) |
| Australian Qualifications Framework (AQF) recognition | The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 9 |
Course sub-headings
- Course overview
- Indicative student workload
- Professional recognition
- Participation requirements
- Mandatory student checks
- Course Learning Outcomes
- Course rules
- Course structure
- Work experience
- Fees and charges
Course overview
Looking to invest in a specialist, professional course that builds on your current experience and skill set? If you want to take your career to expert level, Deakin’s Master of Marketing will give you excellent grounding in crucial areas that affect the performance of modern markets.
Diversify your knowledge and skills by studying cutting-edge concepts and frameworks that underpin modern marketing. Learn to appreciate the business and entrepreneurial acumen needed to grow a business, while honing your research, strategy and communication skills. Such pointed expertise will help you succeed in the upper echelons of business.
You'll also have the option to complement your primary studies with a specialisation in a wide range of business-related fields. Designed to meet industry demand for skilled professionals with a breadth of transferrable skills, a specialisation can help deepen your knowledge in a particular business field and benefit your future career.
Undertake specialist streams such as customer and digital marketing analytics, public relations and image marketing, or research – all areas that are currently driving change in markets and industry around the world. They’ll give you a deeper understanding – of, and abilities – in, these specialist marketing areas. The research stream can also serve as a pathway to a PhD.
Gain access to exciting internships and international study tours, plus opportunities to work on real projects with our industry partners. Senior and Chief Marketers feature regularly in our classes as guest speakers.
Having an in-depth understanding of marketing concepts and techniques is valuable in industry, government and community. You’ll graduate with high quality skills, aptitude and the qualification to grow into a thriving marketing career.
Indicative student workload
As a student in the Faculty of Business and Law, you can expect to participate in a range of teaching activities each week. This could include classes, seminars, practicals and online interaction. You can refer to the individual unit details in the course structure for more information. You will also need to study and complete assessment tasks in your own time.
Professional recognition
Deakin Business School is in the top 1% of business schools globally by holding both AACSB and EQUIS accreditations. These prestigious accreditations are awarded to business schools that meet strict standards of quality, academic and professional excellence, and demonstrate a commitment to ongoing improvement and innovation in their courses, ensuring our graduates are employable worldwide.
The Master of Marketing is accredited by the Australian Marketing Institute (AMI).
Participation requirements
Units in this course may have participation requirements that include compulsory placements, work-based training, community-based learning or collaborative research training arrangements.
Placement can occur at any time, including during the standard holiday breaks listed here: https://www.deakin.edu.au/courses/key-dates.
Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.
Mandatory student checks
Units which contain work integrated learning, a community placement or interaction with the community may require a police check, working with children check or other check. These requirements will be detailed in unit guides upon enrolment.
Course Learning Outcomes
| Graduate Learning Outcome | Course Learning Outcome |
| Discipline specific knowledge and capabilities | Demonstrate specialised and experience-based knowledge of advanced concepts and theories relating to marketing and business management |
| Communication | Apply and demonstrate advanced communication skills in marketing and business contexts |
| Digital literacy | Obtain, manage, interpret and disseminate appropriate marketing information using digital technologies |
| Critical thinking | Analyse and apply critical analysis skills to the (business) marketing environment |
| Problem solving | Apply a range of problem solving techniques to create solutions to real-world and complex marketing application |
| Self-management | Demonstrate advanced skills to work and learn independently, and take responsibility for personal and professional development |
| Teamwork | Collaborate with people from different backgrounds and contribute to the management of business and marketing teams |
| Global citizenship | Engage as a marketing professional in a manner reflective of an understanding of ethical principles, professional codes of conduct and cultural variations |
Course rules
To complete the (Master of Marketing) you must pass 16 credit points. This includes:
- DAI001 Academic Integrity Module (0-credit-point compulsory unit) in your first study period
- 10 credit points of core units
- one credit point of course elective unit
- 5 credit points of open elective units
Most units are equal to one credit point. As a full-time student you will study four credit points per trimester and usually undertake two trimesters per year.
Students are required to meet the University's academic progress and conduct requirements.
Course structure
Compulsory 0-credit point module
To be completed in the first trimester of study:
| DAI001 | Academic Integrity and Respect at Deakin [replaces MAI010] |
Core units
Business Foundations for Marketing:
| MMT732/MMK732 | Marketing Management [previously coded MPT732/MPK732]^# |
| MAA702 | Accounts, Accountability and Governance [previously coded MPA702] |
| MIS770 | Foundation Skills in Data Analysis ^ |
Intermediate Marketing Studies:
| MMK713 | Consumer Behaviour [replaces MPK713]^ |
| MMK739 | Strategic Brand Management ^ |
| MMK701 | Research Design and Analysis [previously coded MPK701]^ |
| ALR710 | Advanced Brand Communication [replaces MMK738]^ |
Marketing Mastery:
| MMK751 | Services Marketing ^ |
| MMK737 | Digital and Social Media Marketing ^ |
| MMM710 | Emerging Issues in International Operations Capstone[replaces MPK733]^ |
^ Recognised by AMI for Accreditation purposes
# MPT code denotes study tour version of the unit
Course electives
One credit point unit from the specified list below:
| MIS784 | Marketing Analytics |
Alternative specified units can be discussed with Student Adviser
Open electives
5 credit points selected from:
- a faculty-wide specialisation
- postgraduate units offered by the University (subject to eligibility)
- postgraduate Work Integrated Learning (WIL) units
Faculty-wide specialisations*
Refer to the details of each specialisation for availability.
- Academic Research
- Accounting
- Artificial Intelligence for Business
- Arts and Cultural Industries
- Business Analytics
- Business Law
- Cyberlaw
- Digital Finance
- Digital Transformation
- Event Management
- Finance
- Financial Planning
- Human Resource Management
- Information Systems
- International Trade and Business
- Leadership
- Management Consulting
- Marketing Technology
- Project Management
- Property and Real Estate
- Public Sector Studies
- Supply Chain Management
Course specific specialisations
Offered to continuing students only who commenced the course prior to T2 2020. Please see a student adviser for further advice.
- Customer and Digital Marketing Analytics
- Public Relations and Image Marketing
- Research Project
Work experience
This course provides students the opportunity to complete one or more elective work integrated learning units.
More information: WIL Programs
Fees and charges
Tuition fees will vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study, your study load and/or unit discipline.
Your tuition fees will increase annually at the start of each calendar year. All fees quoted are in Australian dollars ($AUD) and do not include additional costs such as textbooks, computer equipment or software, other equipment, mandatory checks, travel, consumables and other costs.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current students website.
Further information
Contact Student Central for assistance in course planning, choosing the right units and explaining course rules and requirements. Student Central can also provide information for a wide range of services at Deakin. To help you understand the University vocabulary, please refer to our Enrolment codes and terminology page.