Master of Marketing Communications (MC-MKTCOMM)

The Master of Marketing Communications equips students to navigate and influence a rapidly evolving professional landscape where marketing and communications are increasingly integrated. The program’s distinctiveness lies in its rigorous academic engagement with how these professions are being reshaped by the emergence of a “post-convergence” media and communications environment. Students will examine:

• the shift from a mass-media-based society to a networked society,
• the rise of digital media and its transformation of marketing–communications relationships from sequential to symbiotic
• the impacts of media convergence and the development of complex multi-channel environments where media properties operate seamlessly across platforms, and
• the growing importance of digital media as a source of marketing data and strategic insight.

At the same time, the Master of Marketing Communications is strongly vocational, designed to meet genuine industry needs. Students gain practical skills relevant to careers in advertising, public relations, brand management, strategic political communication, and other fields involving strategic communication. The program emphasises creativity, analytical rigour, and cultural awareness, preparing graduates to thrive across diverse organisational settings and international contexts.

Drawing on expertise across the University of Melbourne, the Master of Marketing Communications develops advanced professional and academic competencies. Students engage with both theory and practice through interactive seminars, individual and team-based projects, and exposure to contemporary issues in marketing and communications. The program highlights the integration of scholarship and practice, enabling students to critically evaluate emerging technologies, assess industry transformations, and design effective communication strategies. All students complete a capstone internship or research project, providing structured opportunities to apply knowledge in professional or academic contexts.