Master of Marketing
2019 Deakin University Handbook
| Year | 2019 course information |
|---|---|
| Award granted | Master of Marketing |
| Course Map | This course map is for new students commencing from Trimester 1 2019. This course map is for new students commencing from Trimester 2 2019. This course map is for new students commencing from Trimester 3 2019. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser. |
| Campus | Offered at Burwood (Melbourne) |
| Cloud Campus | Yes |
| 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 course code | 092727K Burwood (Melbourne) |
| Deakin course code | M788 |
| Approval status | This course is approved by the University under the Higher Education Standards Framework. |
| 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
- Career opportunities
- Participation requirements
- Mandatory student checks
- Fees and charges
- Course Learning Outcomes
- Course rules
- Specialisations
- Course structure
- Work experience
- Details of specialisations
- Other learning experiences
- Research and research-related study
Course overview
The Master of Marketing is for those looking to invest in a specialist, professional course that builds on their current experience and skill sets. If you want to climb the next rung of your career, this course 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. You will learn to appreciate the business and entrepreneurial acumen that is needed to grow a business. You will hone your research, strategy and communication skills, this expertise will help you succeed in the upper echelons of business. You can elect to study two postgraduate units from any course offered by the Deakin Faculty of Business and Law (subject to unit entry requirements). These units will help to broaden your knowledge of business and management. We suggest units in leadership, process management or financial interpretation.
More importantly, you can undertake specialist streams and choose between Customer and Digital Marketing Analytics, Public Relations and Image Marketing, or Research. These are areas currently driving change in markets and industry. These specialisations will give you a deeper understanding-of and abilities-in in these specialist marketing areas. The Research stream can serve as a pathway to a PhD.
You will have exciting opportunities for internships, international study tours and can 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 will complete this course with high quality skills, aptitude and the qualification to grow into a thriving marketing career.
You may gain entry to the Master of Marketing program through successful completion of the Graduate Diploma of Marketing
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
The Master of Marketing is accredited by the Australian Marketing Institute (AMI).
Career opportunities
Graduates who are employed in management roles can expect to find move to more senior managerial positions; these senior posts will require you to have market savvy, market management and entrepreneurial capabilities. Examples of these jobs in areas like general marketing (e.g., marketing manager, product manager, and client manager), branding (brand manager, new market manager), research (Market Intelligence Officer), digital media, marketing communications management, and customer experience manager. The Master of Marketing helps you launch your career into senior management. I urge you to use your time in the course to increase the quality of your academic and industry networks, this will build your visibility and value as a business leader.
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.Fees and charges
Fees and charges vary depending on your course, your fee category and the year you started. To find out about the fees and charges that apply to you, visit the Current students fees website.
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 applications. |
| 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
The Master of Marketing is typically 8, 12 or 16 credit points. The exact number of credit points you study depends on how much credit you receive as recognition of prior learning (RPL) - your professional experience and previous qualifications - which can save you time and money.
For students undertaking 16 credit points you study:
- 10 credit points of core marketing units
- 2 credit points of elective units selected from any Business and Law postgraduate units
- one specialisation of 4 credit points; plus
- completion of MAI010 Academic Integrity (0 -credit point compulsory unit).
Most units (think of units as 'subjects') are equal to 1 credit point.
Students will undertake a one-credit point research training unit and one credit point research-based project unit.
Specialisations
Refer to the details of each specialisation for availability.
Course structure
Core units
| MAI010 | Academic Integrity (0 credit points) |
| MMK737 | Online Marketing |
| MMK738 | Integrated Marketing Communication |
| MMK751 | Services Marketing |
| MMK739 | Strategic Brand Management |
| MPK701 | Research Design and Analysis |
| MPK713 | Consumer Behaviour |
| MPK733 | Applied Strategic Marketing |
| MPM705 | Retailing |
| MPT732/MPK732 | Marketing Management # |
| MPT736/MPK736 | International Marketing # |
# MPT code denotes study tour version of the unit
Course structure
Elective units
The remaining credit points of electives must be selected as follows:
- One 4 credit point Marketing specialisation and
- 2 credit points of any postgraduate business unit offered in the Faculty of Business and Law
Work experience
This course provides students the opportunity to complete one or more elective work integrated learning units.
More information: WIL Programs
Details of specialisations
Customer and Digital Marketing Analytics
Campuses
Burwood (Melbourne), Cloud (online)
Unit set code
SP-M78801
Units
| MIS771 | Descriptive Analytics and Visualisation |
| MIS772 | Predictive Analytics |
| MIS782 | Value of Information |
| MIS784 | Marketing Analytics |
Details of specialisations
Research Project
Campuses
Burwood (Melbourne), Cloud (online)
Unit set code
SP-M78803
Units
| MPP704 | Research Project 4 (4cp) |
Please note: Students must achieve an average of 70% in their first four units of study in the course to undertake the Research Project specialisation. Acceptance is also contingent on availability of supervisors.
Details of specialisations
Public Relations and Image Marketing
Campuses
Burwood (Melbourne), Cloud (online)
Unit set code
SP-M78802
Units
| ALR704 | Reputation Management: Crisis, Risk and Responsibility |
| ALR718 | Public Relations, Activism and Social Change |
| ALR731 | Public Relations Theory and Practice |
Plus one credit point from:
| ALR700 | Public Relations Campaigns |
| ALR782 | Public Affairs and Opinion Formation |
Other course information
Course duration - additional information
Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.
Study overseas and earn a dual degree
The Deakin Business School offers the opportunity to study a dual degree with an overseas partner university in France. You’ll learn at world-class business schools and have the chance to explore another country and culture. Learn more about the Master of Marketing/Master in Management – Consumer Goods Marketing
Other learning experiences
You may elect to complete the Marketing Study Tour program that includes Marketing Management (MPT732) and International Marketing (MPK736) units.
Research and research-related study
Masters Degrees include research-related study (1 cp or equivalent) and independent research (1cp or equivalent) minimum. Components of research and research-related study may be embedded across a number of units where student achievement is demonstrated in specific assessment tasks.