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200 Point Master of Marketing Communications
Informal specialisationYear: 2017
200 Point Master of Marketing Communications
Contact information
Coordinator
Faculty of Arts:
Dr Jennifer Beckett
jennifer.beckett@unimelb.edu.au
Faculty of Busieness and Economics:
Dr Danielle Chmielewski-Raimondo
Graduate School of Humanities and Social Sciences
Currently enrolled students:
- Contact Stop 1
- General information: https://ask.unimelb.edu.au
Future students:
- Further information: http://graduate.arts.unimelb.edu.au/
- Contact: 'make an enquiry' on http://graduate.arts.unimelb.edu.au/degrees/44-master-of-marketing-communications
Overview
The Master of Marketing Communications is designed to allow students to understand and penetrate a rapidly changing environment where marketing and communications functions are increasingly integrated and merged. A major focus of the degree, and point of difference from competing degrees taught at other institutions, is its rigorous academic engagement with the question of how marketing and communications professions are being transformed by the emergence of a ‘post-convergence’ media and communications environment, as evidenced by:
- the transition away from a mass-media-based society to a networked society;
- the emergence of digital media and its impact on the marketing and communications fields such that their formerly sequential relationship has become more symbiotic;
- the impact of media convergence on these fields and the emergence of a complex multi-channel environment where given media properties operate seamlessly across platforms; and
- the emergence of digital media as an important source of marketing data.
At the same time the degree is significantly vocational and aimed at genuine industry training needs. The MMC will train students in a range of skills for employment in professions involving persuasive public communications, such as advertising, public relations, and strategic political communications. The MMC will to equip students with skills essential to a new and evolving professional environment and ground their learning in an appropriate academic discourse. The Master of Marketing Communications draws on the expertise across the University of Melbourne to develop the skills and competencies of professionals who operate in increasingly complex marketing and communications environments. The MMC focuses on the role of professionals working across the increasingly overlapping fields of marketing and communications. Participants will mix theory and practice to address the complex challenges of marketing and communications through an interactive learning experience, combining individual and team-based learning opportunities that allow them to explore a range of contemporary issues. All participants undertake an internship or research project as part of the MMC to apply their learning in an individual or team-based experience.
Intended learning outcomes
Students who complete the Master of Marketing Communications should have:
- a critical understanding of the marketing and communications space in Australia, the Asia-Pacific region and across the world;
- a comprehensive understanding and appreciation of the interconnectedness and complexity of the fields of marketing and communications;
- a sound understanding of the theory and practice of marketing and communications, within businesses, not-for-profits, the media; and
- a high-level ability to combine theory and practice in a meaningful way in order to address market opportunities, analyse emerging communication technologies and their impact, and reflect critically on one’s own professional and research development.
Last updated: 18 December 2020
Structure
200 Point Program
Duration: 2 years full-time / up to 4 years part-time
First 50 points: (must be completed in the first 50 points of the program)
- three compulsory subjects (50 points)
Remaining 150 points
Coursework Only Option:
- six compulsory subjects (75 points)
- core subject/s (25 points)
- four elective subjects (50 points)
or
Minor Thesis Option:
- six compulsory subjects (75 points)
- MECM90032 Marketing Communications Thesis Part 1 and MECM90033 Marketing Communications Thesis Part 2 (37.5 points total)
- MULT50001 Research Principles and Practices (12.5 points)
- two elective subjects (25 points)
Please note: the thesis option must be taken over two consecutive semesters
Capstone Requirement:
All students are required to complete the Capstone Requirement for the program (at least 25 points). Students must complete one of the following capstone options:
Capstone Stream 1: MKTG90032 Applied Syndicate Project (12.5 points) and MGMT90148 Consulting Fundamentals (12.5 points)
Purpose: Enables students to plan and execute a communications-focused research project.
Capstone Stream 2: MKTG90011 Marketing Research (12.5 points) and MGMT90148 Consulting Fundamentals (12.5 points)
Purpose: Enables students to plan, execute and communicate a marketing-focused research project.
Capstone Stream 3: MECM90032 Marketing Communications Thesis Part 1 and MECM90033 Marketing Communications Thesis Part 2 (37.5 points total)
Purpose: An opportunity to integrate knowledge and research skills to address a specific marketing communications research question.
Capstone Stream 4: MULT90019 Internship II (Semester Long) (25 points)
Purpose: An opportunity to acquire practical skills in development practice and project management and apply this knowledge to solve problems that arise in a professional context and develop an integrated understanding of knowledge and practice.
For policies that govern this degree, see Academic Services Policy in the University Melbourne Policy Framework. Students also should also refer to information in the Student Policy Directory.
Subject Options
Compulsory Subjects - First 50 Points
50 points
Code | Name | Study period | Credit Points |
---|---|---|---|
MECM40006 | Public Relations and Communications |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MECM90036 | Foundations of Marketing & Communication |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
25 |
MKTG90004 | Marketing Management |
Summer Term (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
Remaining 150 Points
Compulsory Subjects
75 points
Code | Name | Study period | Credit Points |
---|---|---|---|
MECM90024 | Writing for Marketing Communication | Semester 2 (On Campus - Parkville) |
12.5 |
MECM90034 | Marketing & Media in a Global Context | Semester 1 (On Campus - Parkville) |
12.5 |
MECM90035 | Integrated Marketing Communications | Semester 2 (On Campus - Parkville) |
12.5 |
MKTG90037 | Managing for Value Creation |
Summer Term (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MGMT90204 | Leading for Strategic Advantage |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MKTG90026 | Marketing Metrics | Semester 2 (On Campus - Parkville) |
12.5 |
Core Subject/s
25 points - coursework only option
Please note: students must take either MKTG90032 Applied Syndicate Project (12.5 points) and MGMT T90148 Consulting Fundamentals (12.5 points), OR MKTG90011 Marketing Research (12.5 points) and MGMT901458 Consulting Fundamentals (12.5 points), OR MULT90019 Internship II (Semester Long) (25 points)
Code | Name | Study period | Credit Points |
---|---|---|---|
MGMT90148 | Consulting Fundamentals |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MKTG90032 | Applied Syndicate Project |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MULT90019 | Internship II (Semester Long) |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
25 |
Code | Name | Study period | Credit Points |
---|---|---|---|
MKTG90011 | Marketing Research |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
Minor Thesis Subjects
50 points
Code | Name | Study period | Credit Points |
---|---|---|---|
MECM90032 | Marketing Communications Thesis Part 1 |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
18.75 |
MECM90033 | Marketing Communications Thesis Part 2 |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
18.75 |
MULT50001 | Research Principles and Practices |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
Elective Subjects
50 points - coursework only option
25 points - minor thesis option
Code | Name | Study period | Credit Points |
---|---|---|---|
ARTS90004 | The Power of Ideas: Ten Great Books | Semester 2 (On Campus - Parkville) |
12.5 |
CULS90004 | Cultural Complexity and Intelligence | Semester 2 (On Campus - Parkville) |
12.5 |
CWRI40017 | Serial Storytelling | Semester 1 (On Campus - Parkville) |
12.5 |
LING90026 | Transcultural Communication at Work |
Semester 2 (On Campus - Parkville)
Semester 2 (Online)
|
12.5 |
MECM40003 | Researching Audiences and Reception | Semester 1 (On Campus - Parkville) |
12.5 |
MECM40006 | Public Relations and Communications |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MECM90010 | Strategic Political Communication | July (On Campus - Parkville) |
12.5 |
MECM90025 | Advanced Practice 2 | Semester 2 (On Campus - Parkville) |
12.5 |
MECM90026 | Advanced Practice 1 | Semester 1 (On Campus - Parkville) |
12.5 |
MECM90031 | Audiovisual Communication |
Semester 1 (On Campus - Parkville)
Winter Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MGMT90111 | Management and Business Communication | Semester 1 (On Campus - Parkville) |
12.5 |
MGMT90165 | Social Entrepreneurship | Semester 2 (On Campus - Parkville) |
12.5 |
MKTG90003 | Public Relations Management | Semester 2 (On Campus - Parkville) |
12.5 |
MKTG90004 | Marketing Management |
Summer Term (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MKTG90005 | Marketing Strategy |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
MKTG90006 | Brand Management | Semester 1 (On Campus - Parkville) |
12.5 |
MKTG90007 | Service Management | Semester 1 (On Campus - Parkville) |
12.5 |
MKTG90009 | Advertising | Semester 2 (On Campus - Parkville) |
12.5 |
MULT90059 | Social Enterprise Incubator | Semester 1 (On Campus - Parkville) |
12.5 |
PPMN90030 | Public Policy in the Asian Century | Semester 1 (On Campus - Parkville) |
12.5 |
PPMN90032 | Leading Innovation | September (On Campus - Parkville) |
12.5 |
PUBL90004 | Business and Professional Communications | Semester 1 (On Campus - Parkville) |
12.5 |
PUBL90006 | Writing and Editing for Digital Media |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
Notes
Links
http://arts.unimelb.edu.au/culture-communication
Last updated: 18 December 2020