Master of Marketing

2025 Deakin University Handbook

Year	2025 course information
Award granted	Master of Marketing
Deakin course code	M788
Course version	1
Faculty	Faculty of Business and Law
Course Information	For students who commenced from 2016 to 2021
Campus	For students who commenced prior to 2021 only
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 code	092727K Burwood (Melbourne)
Australian Qualifications Framework (AQF) recognition	The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 9
Offered to continuing students only. The final intake to this course was in teaching period 1 2021. Students should contact a Student Adviser in Student Central for course, course map and enrolment information.

Course sub-headings

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.

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) students must pass 16 credit points and meet the following course rules to be eligible to graduate:

DAI001 Academic Integrity Module (0-credit-point compulsory unit) in their first study period
10 credit points of core units
one credit point of course elective unit
5 credit points of open elective units

Students are required to meet the University's academic progress and conduct requirements. See the enrolment codes and terminology to help make sense of the University's vocabulary.

Course structure

Compulsory 0-credit point unit

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

Financial Interpretation [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 elective units

One credit point unit from the specified list below:

MIS784

Marketing Analytics

Alternative specified units can be discussed with Student Adviser

Open elective units

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.

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

Further information

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

Contact Student Central

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.