The Master of Marketing Management is designed to equip students for managerial positions requiring a broad understanding of marketing and its essential role within the organisation. It is suitable for students who are working in a marketing area and want to complement their practical knowledge with a sound theoretical base, or those contemplating a career in a marketing field.

The course is designed to provide a comprehensive program for those students with no prior studies in Marketing as well as those who have taken a major in Marketing in their undergraduate studies. All graduates will have a grounding in the core areas of marketing, consumer behaviour, marketing research, international marketing, and marketing management, as well as knowledge of more specialised fields depending on their choice of electives.

Exit Points

• Graduate Certificate in Marketing
• Graduate Diploma in Marketing

Further Study

• Professional Doctorate in Business Administration

See Also

• Master of Business Administration / Master of Marketing Management

Admission Requirements

Applicants must meet normal University requirements for admission to a master's degree course or hold qualifications deemed to be equivalent by the University's Admissions Committee.

Course Requirements

At least 36 credit points, including at least 12 credit points at PG level:(a) Required units (12 credit points)
(b) Restricted choice (24 credit points) as set out below.

(a) Required:

• 6234 Economics for Managers G
• 6261 Marketing G
• 6262 Marketing Management PG
• 6263 Marketing Research Methods PG

(b) Restricted choice:
(i) 12 credit points (typically 4 units) selected from the following units:

• 6221 Accounting for Managers G
• 6230 Consumer Behaviour G *
• 6233 E-Law for Government & Business G
• 6235 Entrepreneurship G
• 6241 International Business G
• 6244 International Marketing PG *
• 6246 Internet Marketing PG
• 6255 Management Ethics PG
• 6259 Managers & the Law G
• 6264 Organisational Behaviour G
• 6265 Project Evaluation & Management G
• 6271 Sales & Promotion Management PG
• 6272 Services Marketing PG
• 6275 Statistical Analysis & Decision Making G
• 2596 Advertising Operations G
  * Students who have not covered Consumer Behaviour and International Marketing in their undergraduate studies are required to take these units as part of their Master of Marketing Management.

AND
(ii) 12 credit points (4 units) selected from the following:

• 6344 Business to Business Marketing PG
• 6345 Channel and Logistics Management PG
• 6229 Contemporary Issues in Marketing PG
• 6346 Marketing Research Project PG
• 6277 Strategic Management PG

Unit Overviews - Core Units

6234 Economics for Managers G: The content of this subject is especially designed for graduate students and provides an examination of economic principles and theories essential to an understanding of current economic problems and economic policy analysis. The syllabus includes both microeconomics and macroeconomics. The essentials of microeconomics are examined including the theory of market systems and the price mechanism, consumer demand theory, resource allocation and the theory of the firm concentrating on production and cost analysis principles. The macroeconomics component examines the inter-relationship between the main economic variables. Microeconomic reform and fiscal and monetary policy measures are examined and related to Australia 's economic problems of unemployment, inflation and slow economic growth.

6261 Marketing G: The aim of this subject is to give students a thorough knowledge of the basic principles and concepts of marketing. The focus is on developing an analytical capacity for improved managerial judgement in problem solving and decision-making. The subject includes such topics as the marketing environment, analysing marketing opportunities, and managing the marketing mix. Specific emphasis is placed on the development of promotion, product, distribution and pricing strategies. The subject is also designed to provide students with a sound knowledge of various marketing systems such as consumer marketing, industrial marketing, non-profit marketing, public sector marketing and services marketing.

6262 Marketing Management PG: The focus of the subject is on strategic decisions; decisions which have a long-term impact on the organisation and which are difficult and costly to reverse. The strategic decision making process is supported by a situation analysis, the formulation of a business mission, strategic and operational objectives and strategy development in the key areas of competitive advantage, product/market, growth, and investment. The models and methods covered include scenario analysis, impact analysis, the competitive strength grid, the matrix of competitive environments.

6263 Marketing Research Methods PG: Students will engage in an industry based experiential-learning project. This subject will introduce students to qualitative and quantitative research techniques, as well as computer-based analysis software. These skills will be developed and will be used to solve a marketing problem and assist in the marketing strategy development.

Unit Overviews - Restricted Choice

6221 Accounting for Managers G: The financial accounting section includes basic and generally accepted accounting concepts and principles so that students have a good understanding of internal and external financial reporting and are able to analyse and interpret financial statements for decision-making and communicating financial information with other managers. The management accounting section emphasises cost concepts and cost-volume-profit analysis, principles of working capital management, short-term decision making, long-term and capital decision making, budgetary control and planning techniques, responsibility centre accounting, product costing, and internal performance evaluation.

6230 Consumer Behaviour G: What makes consumers purchase one product over another?  Issues that are explored in this subject include: what process do consumers go through when selecting products? How important is the consumers culture or social status when designing a marketing strategy?  Is the role of emotion and humour essential in a marketing campaign?  Why should customer complaints be the number one priority for everyone in organisations?  This subject is supported by theories and articles aimed at providing students with an analytical background to develop effective marketing strategies.

6233 E-Law for Government & Business G: This subject aims to equip students with a broad understanding of the laws governing e-government and e-business. Operating from a framework of risk management and strategic management, the topics covered include: innovation, globalisation, internationalisation, legal risk management, intellectual property, online contracts, e-payments, domain names, B2B arrangements, e-government and cyber crime.

6235 Entrepreneurship G: The unit covers a wide range of creative problem solving methods including problem definition techniques, idea generation methods, and the evaluation and implementation of ideas. Topics include creativity and its importance in business; blocks to, and theories of, creativity; objective finding, fact finding and problem definition; mind mapping; analogies and morphological analysis; brainstorming; lateral thinking; evaluating and implementing new ideas; and dealing with resistance to change.

6241 International Business G: This subject introduces a range of topics relevant to international business and management in the context of globalisation. Topics will include: international trade and investment, the global monetary system, strategy and structure of international business, entry modes and strategic alliances, human resource management and international marketing. It treats these topics at both a practical and theoretical level so that an understanding is developed of the environment within which managers in international business function. Students will use a range of cases in order to demonstrate an understanding of the international business relations of individual enterprises.

6244 International Marketing PG: This subject aims to provide a comprehensive review of the theory and practice of international marketing. Topics include the economic analysis of international trade and Australian business involvement, environmental factors affecting international marketing, strategic planning and organising for international marketing, decisions on segmentation, product policy and product planning, pricing, channels of distribution, international advertising and coordinating and controlling global marketing operations. It also focuses on international market research, multi country data analysis and international marketing information systems.

6255 Management Ethics PG: This subject provides students with an understanding of the major ethical theories of teleology and deontology and exposes them to the ethical issues that arise within the functional areas of business and management.  The subject provides the opportunity to explore a wide range of contemporary case materials in which managers try to reconcile the demands of expediency and the demands of principles.  The subject aims to assist students to acquire and develop critical thinking skills required for the successful practice of business within the framework of societal values.  These skills include the ability to perceive the ethical implications of a situation, engage in sound moral reasoning and develop practical problem solving strategies.  Topics include:  ethical theory, corporate social responsibility, international business and global ethics, whistleblowing, affirmative action, privacy, marketing, product safety, accounting & finance and environmental protection.

6259 Managers & the Law G: This subject provides an introduction to the Australian legal systems. Its particular focus is the way in which law influences business decision-making. The areas which are dealt with in the subject are the nature of law and the legislative and judicial process; the common law principles of contract law and the effect of statutory intervention on those principles; the concept of liability; and the law's approach to the organisation of business. The course will also deal with selected topics drawn from the areas of financial institutions, taxation, insurance, consumer protection and competition.

6264 Organisational Behaviour G: Organisational Behaviour is the systematic study of human behaviour at the individual, group and organisational level.  It begins with a focus on the analysis of individual behaviour characterised by factors such as perception, attitudes, personality, learning, stress and motivation. Next, the analysis of behaviour at the group level examines culture, leadership, the dynamics of group processes and communication. Finally, topics covered at the organisational level of analysis include the distribution of power, the impact of politics, conflict management and processes involved in organisational change and development.

6265 Project Evaluation & Management G: This subject is designed to develop an understanding of and ability to apply project evaluation techniques to management decision-making.  Topics covered include evaluation frameworks, decision criteria, valuation techniques, distributional analysis, environmental impact assessment and ethics.  The subject is oriented to the practical issues of project appraisal in the context of private and public decision-making.

6272 Services Marketing PG: This subject aims to provide students with a comprehensive review of current theory and practice in services marketing. The distinctive needs of service industries for marketing planning and strategy will be explored in detail, as will customer relationship management. Challenges such as maintaining service quality and handling customer complaints will be considered, as well as the impact on services of information technology and globalisation. The subject will have a current Australian focus and make extensive use of actual examples from services industries in our region.

6275 Statistical Analysis & Decision Making G: This subject is intended mainly for students in business administration and management science and deals with the ways in which statistical techniques can be used to analyse quantitative information in those disciplines. Topics include populations and samples; the presentation and interpretation of data; measures of central tendency and variability; index numbers; simple linear regression and correlation; basic time series; basic probability; the binomial, Poisson and normal distributions; estimation and hypothesis testing. Analyses will use Microsoft Excel.

2596 Advertising Operations G: This subject will focus on advertising as a business, and particularly on the operations of an advertising agency. It will examine the kinds of services offered by an agency, the role of advertisers, and the handling of client relationships. A particular concern will be the preparation and presentation of client briefs. It will also consider the setting and allocating of an advertising budget, media planning and costs, media buying, and scheduling. The subject will also consider the coordination of advertising campaigns with other marketing efforts and promotions.

6344 Business to Business Marketing PG: This unit is aimed at developing an advanced understanding of business markets in general and the business marketing environment and the application of marketing theory to business-to-business markets in particular. Business to Business marketing is also known as industrial marketing, organisational marketing and institutional marketing. This is one of the most dynamic fields in the marketing discipline and over 50% of all marketing activities come under B2B marketing.
This unit focuses on business marketing environment, organisational buyer behaviour, segmentation analysis, the business marketing mix, B2B network and relationship, technology and business markets and strategy and planning in the B2B context and other related issues and topics.

6277 Strategic Management PG: The study of strategic management involves an analysis of the factors which govern the success or otherwise of an organisation operating in contemporary society. The analysis includes an examination of factors external to the organisation which may either threaten its operations, or provide opportunities for development, and internal factors which either strengthen or weaken its capacity to develop, and perhaps, ultimately, to survive. An examination is made of an organisation's core competencies and its ability to take advantage of opportunities in a highly competitive global environment. Management decision making at the strategic level, which determines the future direction of the organisation is examined with a view to judging whether implementation, control and evaluation is feasible. The principles underlying the study of strategic management are applicable to profit-making and non-profit making organisations.

Note: Information provided as a guide only. Consult the UC Handbook for the year of commencement for official course rules. Units are not offered in all semesters.