Handbook home
Master of Commerce (Marketing) (MC-COMMKTG) // Attributes, outcomes and skills
About this course
Contact
For currently enrolled students:
Professor Michelle Brown (Co-Director of Doctoral Program)
E: buseco-gradresearch@unimelb.edu.au
mbs.unimelb.edu.au/students/course-planning
For future students:
Associate Professor Andrew Yu (Co-Director of Doctoral Program)
Intended learning outcomes
Graduates of this degree will be critical thinkers in relation to marketing theory and practice
On successful completion of this degree students will be able to:
- Describe and explain the fundamental principles influencing consumers, markets, and organisations
- Evaluate the impact of a variety of environmental factors on the organisation and in the market
- Interpret and critically evaluate the latest thinking in marketing research through an appreciation of scholarly literature
Graduates of this degree will be proficient at analysing and evaluating evidence in relation to marketing issues and in developing solutions to problems in organisations and in society both domestically and internationally
On successful completion of this degree students will be able to:
- Apply knowledge of theory to analyse real and hypothetical problems in different domestic and international contexts
- Formulate solutions to business problems by being able to effectively define, structure, and prioritise key issues
- Formulate theories and hypotheses and collect data and analyse data to test their ideas
Graduates of this degree will be effective decision makers in business and commerce
On successful completion of this degree students will be able to:
- Articulate the connection between marketing activities and the performance of the firm
- Evaluate the applicability of various theories and techniques to marketing related problems
- Employ a range of tools of analysis' pertinent to the evaluation of evidence in the business sector
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 ability to define, structure, and prioritise issues; and collect and analyse data to test ideas;
- Communication of marketing ideas, theories and solutions to peers and the wider community;
- Ability to synthesize ideas, theories and data in developing solutions to business problems;
- Ethical practice through a knowledge of corporate governance processes and implementation;
- Independent research skills including the retrieval, interpretation and summary of information; and
- Teamwork through collaborative exercises in workshops and assessment.
Graduate attributes
On successful completion of this degree graduates will be:
- Receptive to alternative ideas through a review of the literature and through class participation and assessment;
- Ethical in their approach to research and work practices;
- Advanced in their critical evaluation and use of marketing theories;
- Skilled in undertaking independent research in marketing;
- Advanced in problem solving through their understanding of marketing issues and able to apply marketing theories and research methods to decision making;
- Adept at retrieval, summary and interpretation of data and information through class exercises and assessment;
- Able to apply marketing ideas, theories, models and evidence to real-world business problems;
- Independent and effective in communication of ideas;
- Collaborate and be effective in teams; and
- Ability to take a wider, global perspective of business in society and to be attuned to issues of cultural diversity.
Last updated: 8 November 2024