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Master of Marketing - Course Structure

The program comprises a total of 60 credit points, consisting of eight specifically designed units of study (totalling 48 credit points) and a compulsory business project (12 credit points).

Timetables

Full-time study (two semesters + Summer and Winter School)

Semester One

  • Contemporary Consumer Insights
  • Marketing in the Global Economy
  • Internal Marketing
  • Evaluating Marketing Performance

Winter School

  • Marketing Consulting Project (Part A).

Semester Two

  • Integrated Marketing Communications
  • Decision-Making and Research
  • Regulatory Environment and Ethics
  • Innovative Marketing Strategies

Summer School

  • Marketing Consulting Project (Part B)
    OR
  • International Marketing Project (Part A & B)*

Part-time study (four semesters + Summer and Winter School) (2012/2013)

Year 1

Semester One

  • Contemporary Consumer Insights
  • Evaluating Marketing Performance

Winter School

  • No unit of study

Semester Two

  • Decision-Making and Research
  • Regulatory Environment and Ethics
Year 2

Semester One

  • Internal Marketing
  • Marketing in the Global Economy

Winter School

  • Marketing Consulting Project (Part A)

Semester Two

  • Innovative Marketing Strategies
  • Integrated Marketing Communications
Summer School
  • Marketing Consulting Project (Part B)
    OR
  • International Marketing Project (Part A & B)*

* Availability of the International Marketing Project is dependent on demand.

Students accepted during the second intake will start class in Semester Two.

Units of Study

Evaluating Marketing Performance

MKTG6201

An essential practice in marketing is assessing the impact of marketing strategies on business performance. Increasingly, companies are recognising marketing as a strategic board-level function, directly responsible for wealth creation. Marketers should be equipped with tools to analyse and effectively communicate the value of marketing, using the evidence of marketing metrics underpinning business performance. This unit introduces students to marketing metrics that are responsible for commercial success. Key measures are explained and applied to a wide range of business examples, using a case study approach. This course provides an overview of marketing metrics and how they relate to business performance, providing students with the opportunity to apply these key concepts to practical business situations.

Innovative Marketing Strategies

MKTG6203

This course is about developing and managing innovative competitive marketing strategies. It not only combines concepts, frameworks and tools from across the marketing discipline, it also transcends the traditional boundaries of the discipline itself (as the modern marketer often must), drawing on materials from strategic management, entrepreneurship and finance. The central focus is on strategy development and how its management can create superior and sustainable value for both customers and shareholders, by introducing a long term perspective.

Contemporary Consumer Insights

MKTG6204

In this course, we learn how to generate valuable consumer insights that will assist marketing managers to successfully operate in contemporary markets. To achieve this objective we examine the latest research, frameworks and tools that convincingly suggest that today\\\'s marketplaces are increasingly complex, being characterised by dynamic interrelationships between popular culture, market structures, ideologies and consumer orientations. We also identify and apply best practice qualitative research techniques (video-ethnography, archetype elicitation) to investigate contemporary consumers and generate insights intended to inspire significant marketing innovations. The course\\\'s most immediate relevance is to managers wishing to foster greater creativity and innovation within marketing-oriented groups.

Marketing in the Global Economy

MKTG6205

The dynamic nature of global markets makes international marketing a challenging topic to study. Competitive forces transcend national boundaries so that every company is touched to some extent by the impact of the global market. This unit considers international marketing from a wide range of perspectives and includes issues that impact large multi-nationals as well as smaller international and national players. Marketing concepts are addressed through current case studies with a focus on examples drawn from the Asia Pacific region.

Internal Marketing

MKTG6207

This unit considers the role of internal marketing in motivating employees towards implementing marketing strategies. Although the principles of marketing used internally within an organisation are similar to those used externally, frequently a fresh approach is required when addressing practical issues. This unit presents current thinking and research on the topic of internal marketing and explains how it can be used to assist with implementing marketing strategy. The course will be taught mainly through practical case studies, providing an opportunity for analysing how internal marketing is used within leading organisations.

Marketing Consulting Project (Part 1)

MKTG6209

This is the first unit of the Master of Marketing\\\'s two-unit final project; it should be followed by MKTG6210, Marketing Consulting Project (Part 1) the capstone unit for the degree. This final project provides an opportunity for students to use learning gained during the course in a real life case. A successful project will apply analytical tools, research design, strategic thinking and project management skills to a real marketing issue. Students will identify and approach a company and topic of their own choice. Examples of topics include: (new) product development and launch; developing a marketing strategy for geographic extension; entering a new market segment; or implementing a new marketing initiative such as CRM. Students will work individually on their project with the support and guidance of a professional mentor. The unit will start with plenary sessions that introduce project scoping, project design and consulting skills. During their work on this unit, students will scope and design their project and deliver a project proposal that is approved by the client. In this first part of their project, students will be assessed on quality of problem identification, analysis, creativity and relevance of the research proposal, client management skills and persuasive presentation.

International Marketing Project (Part 1)

MKTG6211

This is the first unit of the Master of Marketing’s two-unit International project; it should be followed by completing MKTG6212, International Consulting Project (Part 2), a capstone project to the Master of Marketing program. Together these units provide students an opportunity to work in a team over an extended period of time and use learning gained during the course in a real life case with an international dimension. During this first Unit, MKTG6211, each team will need to identify and approach an existing company interested in exploring marketing opportunities in a specified country. The students will visit this country in the second part of the project MKTG6212). The project can focus on a market analysis, developing a market entry strategy, or developing a communication or distribution strategy etc. In this unit, students will scope a project, draft a project plan and present this plan to the client. The project proposal will include a set of goals to achieve or data to be gathered when visiting the country of destination in the following semester. Student-teams will work on their project with the support and guidance of a professional mentor. Throughout the unit the teams are expected to attend workshops on project scoping, project design and consulting skills. Teams will be assessed on quality of problem identification (or challenges), analysis, creativity and relevance of the research proposal, client management skills and persuasiveness of presentation. Individual contribution will be assessed by peer evaluation and individual participation in the group presentation.

Marketing Consulting Project (Part 2)

MKTG6210

This is a capstone unit, providing an opportunity for students to use learning gained during the course. The project requires application of analytical tools and project management skills to a marketing issue within a company chosen by the student in MKTG6209. Examples of topics include: (new) product development and launch; developing a marketing strategy for geographic extension; entering a new market segment; or implementing a new marketing initiative such as CRM. This second unit encompasses the actual execution of the project that the student has proposed to the client company in MKTG6209. Student support will include sessions that build on the project management and consulting skills that were introduced in the previous unit and that are critical when designing and selling marketing solutions within an organisation. In addition, students will be offered one-on-one supervisory sessions with an experienced marketing professional for individual guidance on their project. The deliverable will be a report of up to 5,000 words, along with a presentation to the client organisation and the student\\\'s supervisor. Students will be assessed on problem identification, analysis, creative and actionable solutions, client management skills and persuasive presentation. The unit assesses and assures all the program learning goals for the degree.

International Marketing Project (Part 2)

MKTG6212

This is the second unit of the Master of Marketing\\\'s two-unit International project and forms a capstone unit to the program. Student teams attend seminars on International Business Consulting and Trade as well as briefings about a specific destination country. Following these seminars and prior to visiting the country, teams will complete a preliminary market analysis of their client\\\'s industry in the country of destination and preliminary prospects for the client on the basis of desk-research and data collection in Australia. Although this preliminary report is not formally assessed, completion before embarking on the study tour is compulsory. Teams will have two weeks in the designated country for immersion in the local business environment and further fieldwork to complete their project. In this capstone unit, students will demonstrate that they have achieved all the program\\\'s learning objectives. Assessment is based on a combination of a written report, a client presentation and peer-feedback to assess students\\\' ability to work effectively in teams.

Integrated Marketing Communications

MKTG6208

This unit provides an overview of theory and practice in the fast changing area of marketing communications. Communicating effectively and efficiently with stakeholders has become more challenging especially with the advent of new media. This unit is designed to help plan and deliver an integrated communication strategy using the main channels: advertising, public relations, promotions, Internet and other new media. There will be special attention to measuring results as communication professionals are accountable for their programmes and strategies.

Regulatory Environment and Ethics

MKTG6206

In today\\\'s highly competitive and uncertain business environment, it is critical for marketing professionals to have a clear understanding of marketing issues and the impact of possible regulatory and ethical factors. Marketing programmes and strategies have greater chances of success if they are developed with an awareness of regulatory and ethical guidelines. This unit considers the regulatory and ethical environment of the marketing of goods and services, with particular reference to product development and management, pricing, promotion and distribution. The unit also investigates issues and implications of new media. Topics include marketing regulation in the digital environment and other technologies used in the promotion and sale of products and services.

Decision-Making and Research

MKTG6202

This unit will explain the various sources of bias that can influence decision-making and will provide strategies to improve the quality of business decisions. Understanding and using marketing information is an essential task for marketing decision-makers. However, despite very large amounts of qualitative and quantitative data being available from both primary and secondary sources, concerns exist over much of its quality and how to combine these different sources into a useful stream of information that helps decision makers make better decisions throughout the product lifecycle. The marketing planning cycle will be used as the structure for this unit to explore how data can be turned into actionable marketing information. Students will learn how to assess information requirements, plan data collection and assess data quality.

Australian Consulting Project (Part A & B)

This is a capstone project, providing an opportunity to use learning gained during the program. The project requires the application of analytical tools and project management skills to a marketing issue within an Australian company of your choice. The unit will include sessions that introduce project management and consulting skills - critical when designing and selling marketing projects within an organisation. One-to-one supervisory sessions will provide guidance on the project during the session. You will design your own project and conduct independent research in a company that offers an interesting marketing issue. Examples of topics include: product development and launch; developing a new marketing strategy; entering a new market segment; or implementing a new marketing initiative, such as CRM. The deliverable will be a written report, along with a presentation to the client organisation and your supervisor. You will be assessed on problem identification, analysis, creative and actionable solutions, client-management skills and persuasive presentation.

International Consulting Project (Part A & B)*

This is a capstone unit, requiring the application of skills and tools acquired during the program. In today's increasingly global business environment it has become essential for managers to understand international marketing business forces. This unit of study will provide you with this crucial knowledge. You'll take a study trip to a selected country to learn first hand about the business and consumer environments there, and will complete a project related to that context. The trip will include visits to local business operations, presentations from local business and government executives, and interactions with a variety of individuals who can provide important insights.

Some possible projects are: a market analysis to determine the potential of a particular product or service that could be exported to the target country; a production feasibility study to examine the possibility of manufacturing a particular good there; or an analysis of the competition in a particular industry in the target country.

* Availability of the International Consulting Project is dependent on demand.

Duration

The Master of Marketing can be completed in one year of intensive full-time study, including the usual two semesters as well as a session each of Summer and Winter School.

Alternatively, it may be completed over two years of part-time study.

Both options require evening lectures as well as some intensive study weekends.

For more information on the Master of Marketing program please contact: mmktg@econ.usyd.edu.au