Master of Marketing

2020 Deakin University Handbook

Note: You are seeing the 2020 view of this course information. These details may no longer be current. [Go to the current version]

Year	2020 course information
Award granted	Master of Marketing
Course Map	This course map is for new students commencing from Trimester 1 2020. This course map is for new students commencing from Trimester 2 2020. This course map is for new students commencing from Trimester 3 2020. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central.
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: 1 year full time (2 years part time) - 8 credit points 1.5 year full time (3 years part time) - 12 credit points 2 year full time (4 years part time) - 16 credit points 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

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.

Alternative exits

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 the compulsory 0-credit point unit, MAI010 Academic Integrity.

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.

From Trimester 2 2020:

Students undertaking 16 credit points will study

10 credit points of core units
6 credit points of elective units (one of which is a 1 credit point unit from a specified list), 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 are introduced to research tools and techniques in core units of the course where they learn analytic skills and the practical application of those skills in professional contexts. They must also complete advanced level units and a capstone unit that require them to integrate the skills learnt over their course of study and produce applied pieces of research with reference to prevailing literature.

Specialisations

From Trimester 2 2020:-

Faculty-wide specialisations*

Refer to the details of each specialisation for availability.

*Replacing course specific specialisations.

Course specific specialisations

Offered to continuing students only. Please see a student adviser for further advice.

Customer and Digital Marketing Analytics
Public Relations and Image Marketing
Research Project

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

Course structure

Core units

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

Compulsory 0-credit point unit

To be completed in the first trimester of study:-

MAI010

Academic Integrity

Course Structure effective Trimester 2 2020

Compulsory 0-credit point unit

To be completed in the first trimester of study:-

MAI010

Academic Integrity

Core units

Business Foundations for Marketing:

MPT732/MPK732

Marketing Management ^{^#}

MPA702

Financial Interpretation

MIS770A/MIS770

Foundation Skills in Data Analysis ^{^*}

Intermediate Marketing Studies:

MPK713

Consumer Behaviour ^{^}

MMK739

Strategic Brand Management ^{^}

MPK701

Research Design and Analysis ^{^}

MMK738

Integrated Marketing Communication ^{^}

Marketing Mastery:

MMK751

Services Marketing ^{^}

MMK737

Online Marketing ^{^}

MPK733

Applied Strategic Marketing ^{^}

^ Recognised by AMI for Accreditation purposes

# MPT code denotes study tour version of the unit

* MMK739 and MIS770A are Start Anytime units

Electives

The remaining 6 credit points are selected as follows:

One credit point unit from the specified list below:

MPT736/MPK736

International Marketing ^#

MPM705

Retailing

MPK704

Sustainable Environmental Marketing

MIS784

Marketing Analytics

Plus 5 credit points selected from:

Units from the specified list*
A Faculty-wide specialisation
Postgraduate units offered by the University including Work Integrated Learning (WIL) units(subject to eligibility)

*if not completed already as a core unit

^#MPT code denotes Study Tour version of the unit

Work experience

This course provides students the opportunity to complete one or more elective work integrated learning units.

More information: WIL Programs

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

Further information

Student Central can help you with course planning, choosing the right units and explaining course rules and requirements.

Contact Student Central

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.