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Master of Management (Marketing) (MC-MGMTMKT)
Masters (Coursework)Year: 2022 Delivered: On Campus (Parkville)
About this course
- Overview
- Entry and participation requirements
- Attributes, outcomes and skills
- Course structure
- Majors, minors and specialisations
- Notes
Director
Gamze Koseoglu
Contact
Program Director:
Dr Gamze Koseoglu
gamze.koseoglu@unimelb.edu.au
Current Students:
General information: ask.unimelb.edu.au
Contact Stop 1
Future Students:
Further information: study.unimelb.edu.au
Submit an enquiry
Overview
| Award title | Master of Management (Marketing) |
|---|---|
| Year & campus | 2022 — Parkville |
| CRICOS code | 064503C |
| Fees information | Subject EFTSL, level, discipline and census date |
| Study level & type | Graduate Coursework |
| AQF level | 9 |
| Credit points | 200 credit points |
| Duration | 24 months full-time or 48 months part-time |
The Master of Management (Marketing) provides foundational training in a variety of business and management disciplines and specialist training in marketing. It enables graduates to develop, implement and control integrated marketing programs, work closely with managers in other functional areas, and pursue a career in marketing management. The course focuses on the means by which organisations attract and retain business customers and/or consumers, including but not limited by value creation through understanding customer needs, relationships, value appropriation through strategy and pricing, and measuring value through market research and marketing metrics.
Entry requirements
1. In order to be considered for entry, applicants must have completed:
- an undergraduate degree in any discipline, or equivalent; and
- a personal statement outlining why they wish to be considered for the course.
Meeting these requirements does not guarantee selection.
2. In ranking applications, the Selection Committee will consider:
- prior academic performance (in previous intakes, a University of Melbourne equivalent 70 weighted average mark has been competitive);
- the personal statement; and
- an interview or any other evidence required by the Committee (if required).
3. The Selection Committee may seek further information to clarify any aspect of an application in accordance with the Admission and Selection into Course Policy
4. The minimum English language requirements for this course are Band 6.5.
Inherent requirements (core participation requirements)
The Faculty of Business and Economics welcomes applications from students with disabilities. It is University and Faculty policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student’s participation in the Faculty’s programs.
The BCom and Masters degrees of the Faculty of Business and Economics equip graduates with the knowledge and technical skills necessary to understand and participate in the modern business world. The degrees include the following academic requirements for study:
(1) The ability to explain and evaluate concepts, theories, institutional arrangements and operations of modern mixed economies;
(2) The ability to critically evaluate the economy, commerce and business in the broader social and political context;
(3) The ability to explain and apply concepts across a range of commerce and business disciplines in solving business and policy problems; and
(4) The ability to contribute positively to the development of organisations and society in relation to business, government and the commercial professions.
All students of the Faculty’s courses must possess intellectual, ethical, and emotional capabilities required to participate in the full curriculum and to achieve the levels of competence required by the Faculty. Candidates for the BCom degree and for FBE Masters degrees must have abilities and skills in communication; in conceptual, integrative, and quantitative dimensions; and in behavioural and social dimensions.
I. Communication: The student must be able to communicate effectively and efficiently in oral and/or written form. A student must have the ability to clearly and independently communicate knowledge and application of a discipline, principles or practices during assessment tasks, and in some discipline streams.
II. Intellectual‐Conceptual, Integrative and Quantitative Abilities: The student is expected to have the ability to develop problem‐solving skills and demonstrate the ability to establish study plans and priorities. These abilities include measurement, calculation, reasoning, analysis, and synthesis. Problem solving requires all of these intellectual abilities. Students should also have the ability to comprehend complex disciplinary and cross disciplinary information related to the BCom and Masters degrees.
III. Behavioural and Social Attributes: A student must possess behavioural and social attributes that enable them to participate in a complex learning environment and the emotional health required for full utilisation of his/her intellectual abilities. Students are required to take responsibility for their own participation and learning. They also contribute to the learning of other students in collaborative learning environments, demonstrating interpersonal skills and an understanding of the needs of other students. Assessment may include the outcomes of tasks completed in collaboration with other students. Integrity, concern for others, interpersonal skills, interest, and motivation are all personal qualities that are deemed necessary for students enrolled in FBE courses.
Students who feel their disability will prevent them from participating in tasks involving the inherent academic requirements of the BCom and FBE Masters courses are encouraged to contact the Disability Liaison Unit. Adjustments can be provided to minimise the impact of a disability, but students should participate in the course in an independent manner.
Intended learning outcomes
1. Learning Goal
Graduates of this degree will be adept at obtaining, analysing, synthesising and evaluating evidence in management decision making in an area of commerce specialisation.
Learning objectives to achieve this goal
On successful completion of this degree students will be able to:
- Describe and explain the body of knowledge, including recent developments, influencing markets and guiding the management of organisations
- Evaluate the impact of a variety of cultural and environmental factors on the organisation and in the market
- Identify and apply methods for researching business related problems
2. Learning Goal
Graduates of this degree will be strategic and critical thinkers in relation to business and commerce related issues and in developing solutions to problems in organisations and in society.
Learning objectives to achieve this goal
On successful completion of this degree students will be able to:
- Explain, critically analyse and reflect on factors that influence decision making in firms and the economy
- Identify strategic issues and solutions in relation to economic problems and activity within firms
- Apply knowledge of theory to analyse real and hypothetical problems in different markets both domestically and internationally
- Demonstrate creativity and initiative in the application of knowledge to problem solving and innovation
3. Learning Goal
Graduates of this degree will be effective decision makers in business and commerce.
Learning objectives to achieve this goal
On successful completion of this degree students will be able to:
- Apply basic mathematical and/or statistical techniques to analyse business data
- Apply research techniques to business related problems
- Evaluate the applicability of various theories and techniques to business related problems
- Employ a range of tools of analysis pertinent to the evaluation of evidence in business sector
- Use evidenced-based research techniques to support decisions
- Apply ethical principles and corporate governance strategies to address real world issues and problems
- Demonstrate a capacity to successfully work independently with personal accountability
- Execute a project requiring research or real-world application
4. Learning Goal
Graduates of this degree will be competent in professional knowledge and skills in the marketing discipline in preparation for entry into the marketing profession.
Learning objectives to achieve this goal
On successful completion of this degree students will be able to:
- Understand and apply principles, theories and models pertaining to the marketing discipline
- Analyse and evaluate the key areas needed to become a successful marketing manager including managing innovation and change, strategies to motivate and lead, strategies for engaging with national and global markets and strategies for the development for market-oriented organisations
- Critically analyse organisation based problems and apply relevant models and theories to generate effective solutions
- Appraise recent developments in the marketing discipline
- Apply marketing principles by conducting an in-depth marketing plan project using a real-world company
- Critically evaluate a marketing plan
Generic skills
On successful completion of this degree students should have enhanced their skills in:
- Critical evaluation of evidence in support of an argument or proposition
- Problem solving in marketing through the application of appropriate marketing theories, principles and data
- Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
- Ability to synthesize ideas, theories and data in developing solutions to marketing problems
- Ethical practice through a knowledge of corporate governance processes and implementation
- Research skills including the retrieval of information from a variety of sources
- Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
- Interpret and communicate research results to specialist and non-specialist audiences
Graduate attributes
On successful completion of this degree, graduates should be:
- Adept at analysing and evaluating evidence in managerial decision making in an area of commerce specialisation
- Strategic and critical thinkers in relation to business and commerce related issues and in developing solutions to problems in organisations and in society
- Effective decision makers in business and commerce
- Cognisant of the critical importance of the means by which organisations attract and retain business customers and/or consumers, including but not limited by value creation through understanding customer needs, relationships, value appropriation through strategy and pricing, and measuring value through market research and marketing metrics
- Competent in critical evaluation of evidence in support of an argument or proposition
- Problem solvers in management through the application of appropriate management theories, principles and data
- Clear in articulating managerial issues, ideas theories and solutions to a range of audiences in written and oral form
- Adept at synthesising ideas, theories and data in developing solutions to business and commerce problems
- Ethical in their work practice through a knowledge of corporate governance processes
- Proficient in conducting research, including accessing information and evidence from a range of sources
- Collaborative in their work practice
Course structure
Completion of one entry point program is required.
The Master of Management (Marketing) has two entry point programs: 200pt and 150pt programs.
The Master of Management (Marketing) 200 Point (200pt) program consists of 16 subjects comprising four foundation subjects, two core subjects, four discipline core subjects, two capstone subjects and four elective subjects.
Students who wish to take more capstone selective subjects can do so through selecting them in the electives list and completing them as elective subjects.
Students should visit the Majors, minors and specialisations page for specific entry point course structures. Students entering the course with 50 points of advanced standing should refer to the 150pt program.
Subject options (200pt program)
Foundation subjects
Students must complete the following subjects in their first semester of study:
Foundation core subjects
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| MGMT90140 | Management Competencies |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MGMT90141 | Business Analysis and Decision Making |
Summer Term (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MKTG90037 | Managing for Value Creation |
Summer Term (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Students must complete one of the following subjects in their first semester of study:
Foundation selectives
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| ACCT90041 | Fundamentals in Accounting |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| ECON90015 | Managerial Economics |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| FNCE90065 | Fundamentals of Finance |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Core subjects
Students must complete the following subjects in their second semester of study:
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| MKTG90004 | Marketing Management |
Summer Term (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MGMT90280 | Managerial Decision Analytics |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Discipline core subjects
Students must complete the following subjects:
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| MKTG90008 | Consumers and Consumption |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MKTG90011 | Marketing Research |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MKTG90048 | B2B Marketing | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90049 | Marketing, Society and Sustainability | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
Capstone subjects
Students must complete the following subjects:
Capstone core subject (final semester)
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| MKTG90005 | Marketing Strategy |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Students must complete one of the following subjects:
Capstone selective subjects
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| BUSA90473 | Business Practicum |
Semester 1 (Dual-Delivery - Parkville)
Winter Term (On Campus - Parkville)
|
12.5 |
| BUSA90485 | Global Business Practicum |
Summer Term (Online)
Winter Term (On Campus - Parkville)
November (On Campus - Parkville)
|
12.5 |
| BUSA90525 | Business and Economics Internship |
January (Off Campus)
Summer Term (Off Campus)
Semester 1 (Off Campus)
Winter Term (Off Campus)
Semester 2 (Off Campus)
November (Off Campus)
|
12.5 |
| ENGR90039 | Creating Innovative Professionals |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MKTG90026 | Marketing Metrics |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
Elective subjects
Students must complete four subjects from the following list:
| Code | Name | Study period | Credit Points |
|---|---|---|---|
| ACCT90031 | Sustainability Reporting & Management | Semester 2 (Online) |
12.5 |
| BUSA90473 | Business Practicum |
Semester 1 (Dual-Delivery - Parkville)
Winter Term (On Campus - Parkville)
|
12.5 |
| BUSA90485 | Global Business Practicum |
Summer Term (Online)
Winter Term (On Campus - Parkville)
November (On Campus - Parkville)
|
12.5 |
| BUSA90525 | Business and Economics Internship |
January (Off Campus)
Summer Term (Off Campus)
Semester 1 (Off Campus)
Winter Term (Off Campus)
Semester 2 (Off Campus)
November (Off Campus)
|
12.5 |
| BUSA90529 | Building Entrepreneurial Ventures | Winter Term (Dual-Delivery - Parkville) |
12.5 |
| ECON90016 | Environmental Economics and Strategy | Not available in 2022 | 12.5 |
| ENGR90039 | Creating Innovative Professionals |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| FNCE90087 | Sustainable Investment | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| IBUS90008 | Global Value Chains | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| LAWS90125 | Fundamentals of Intellectual Property | August (On Campus - Parkville) |
12.5 |
| MGMT90026 | Supply Chain Management | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MGMT90031 | Project Management |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MGMT90032 | Operations and Process Management | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MGMT90146 | Strategic Management |
Summer Term (Online)
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MGMT90165 | Social Entrepreneurship | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MGMT90201 | Entrepreneurial Practice | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MGMT90208 | Sustainable Business Practices | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MGMT90227 | Entrepreneurial Organisation | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90001 | Omnichannel Retail | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90002 | New Product Development | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90003 | Public Relations | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90006 | Branding | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90007 | Customer Experience Management | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90009 | Advertising and Communications Strategy | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90017 | Digital Business and Marketing | Semester 2 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90026 | Marketing Metrics |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
| MKTG90033 | Neuromarketing | Semester 1 (Dual-Delivery - Parkville) |
12.5 |
| MKTG90040 | Sales | Not available in 2022 | 12.5 |
| MULT90014 | Business Risk Management | Winter Term (Online) |
12.5 |
Majors, minors & specialisations
| Name | Credit Points |
|---|---|
| 150pt Program | 150 |
| 200pt Program | 200 |
Duration
Part-time, full-time and accelerated study plan options:
The 200 point study plan can be completed in 18 to 24 months of full-time study.
- Full-time students take four subjects per standard semester for four semesters (approximately 2 years) and may opt to take additional subjects in summer and winter semesters to reduce the duration of their program.
- Part-time students usually enrol in one or two subjects per semester.
The 150 point study plan can be completed in 12 to 18 months of full-time study.
- Full-time students take four subjects per standard semester for three semesters (approximately 1.5 years) and may opt to take additional subjects in summer and winter semesters to reduce the duration of their program.
- Part-time students usually enrol in one or two subjects per semester.
Graduate Certificate in Management
Students enrolled in any Master of Management programs who are either unable, or who choose not to continue with their studies, may be eligible to exit with a Graduate Certificate in Management.
- Master of Management students enrolled in 200 point programs who wish to exit with the Graduate Certificate must complete 100 points of Master of Management subjects.
- Master of Management students with cognate backgrounds who are following the 150 point study plan and wish to exit with the Graduate Certificate must complete 50 points of Master of Management subjects.
Graduate Diploma in Management
Students enrolled in any Master of Management programs who are either unable, or who choose not to continue with their studies, may be eligible to exit with a Graduate Diploma in Management.
- Master of Management students enrolled in 200 point programs who wish to exit with the Graduate Diploma must complete 150 points of Master of Management subjects.
- Master of Management students with cognate backgrounds who are following the 150 point study plan and wish to exit with the Graduate Diploma must complete 100 points of Master of Management subjects.
Last updated: 24 September 2023