Master of Marketing
2022 Deakin University Handbook
| Year | 2022 course information |
|---|---|
| Award granted | Master of Marketing |
| Course Map | The course map for new students commencing from Trimester 1 2022 will be available soon. |
| Campus | This course is currently unavailable for intake. |
| 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
- Alternative exits
- Fees and charges
- Course Learning Outcomes
- Course rules
- Specialisations
- Course structure
- Work experience
- Other learning experiences
- Research and research-related study
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).
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, a transition you can accelerate by leveraging the program to increase the quality of your academic and industry networks, building 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, the type of fee place you hold, your commencement year, the units you choose and your study load. To find out about the fees and charges that apply to you, visit the Current students fees website or our handy Fee estimator to help estimate your tuition fees.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as photocopying or travel.
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
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.
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 Module (0 -credit point compulsory module).
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
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 – NEW
- Digital Transformation
- Event Management
- Finance
- Financial Planning
- Human Resource Management
- Information Systems
- International Trade and Business
- Leadership
- Management Consulting
- Marketing Technology - NEW from 2023
- Project Management
- Property and Real Estate
- Public Sector Studies
- Supply Chain Management
*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
Compulsory 0-credit point unit
Compulsory 0-credit point unit
To be completed in the first trimester of study:
| MAI010 | Academic Integrity Module |
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 | Digital and Social Media 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
Elective units
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 Business foundations for marketing, Intermediate marketing studies, or Marketing mastery list*
- a faculty-wide specialisation
- postgraduate units offered by the University(subject to eligibility)
- postgraduate Work Integrated Learning (WIL) units
*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.