Marketing (Master of Commerce)
Marketing is the function that links a firm to its consumers. A Marketing specialisation offers exciting opportunities for research, theory and strategy in all aspects of business and organisation. The Marketing specialisation develops on basic marketing principles to give students the leading edge in marketing strategy and planning, including market research, communications, consumer behaviour and the development and marketing of new products. The International and Global Marketing unit examines both the opportunities and dangers presented by an increasingly globalised market economy.
Requirements for the specialisation
The following information is for students who commenced study or transferred into the Master of Commerce from 2012 or students who commenced study in 2011 and wish to follow these requirements for a specialisation. All other students should refer to the information set out below under Information for pre-2012 continuing students.
To be awarded a specialisation in Marketing, students complete five units of study (30 credit points), comprising:
(i) one foundational unit of study (six credit points), as follows:
(ii) one compulsory unit of study (six credit points), as follows:
(iii) three elective units of study (18 credit points), selected from the following units:
- CLAW6032 Regulating Innovation and Distribution
- MKTG6001 Marketing Research Concepts
- MKTG6003 Marketing Strategy
- MKTG6004 New Product Development
- MKTG6005 Marketing Communications
- MKTG6006 Creative Communications in Marketing
- MKTG6013 International and Global Marketing
- MKTG6015 Digital and Social Media Marketing
- MKTG6016 Brand Management
- MKTG6017 Retail Marketing *
- MKTG6018 CRM-Customer Relationship Management
- MKTG6020 Business Marketing
- MKTG6103 Services Marketing
- MKTG6104 The Psychology of Business Decisions
* These units are not offered for 2015.
Note: Non-foundational (advanced) units of study can be used to count to one specialisation only. For example, MKTG6013 cannot be used to count towards both an International Business and a Marketing specialisation.
Information for pre-2012 continuing students
Students who commenced study in the Master of Commerce in 2011 may choose to complete their specialisation according to the information set out above or can choose to complete according to the information set out in the following downloadable PDF which lists the 2011 structure. Students should also refer to the handbook of the year they commenced study for exact details of their specialisation requirements.
- Requirements for the Marketing specialisation for students who commenced study in the Master of Commerce in 2011
Students who commenced their degree before 2011 (in FH014 Master of Commerce), should follow the requirements for the Major in Marketing as set out in the handbook of the year they commenced study.
Availability of this specialisation
This version of this specialisation is available under the following degrees:
- Master of Commerce (12 unit program)
- Master of Commerce (16 unit program)
- Master of Commerce and Master of Logistics Management
- Master of International Business and Master of Commerce
Students enrolled in the Graduate Diploma in Commerce or the Graduate Certificate in Commerce may choose units from this specialisation subject area as electives in their course.