Master of Marketing Communications (MC-MKTCOMM)

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
• 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.