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Testimonials

Mina DSouza
Mina D'Souza

The content covered in lecture gives students a solid understanding of the many perspectives that marketers must consider when making decisions. Projects and assignments (although challenging) prepare students for similar situations in the work place. I've learnt a lot by interacting with other likeminded individuals!

Why did you decide to study the Master of Marketing at the University of Sydney?

After almost 10 years in the pharmaceutical industry, I decided to up skill in order to achieve my professional goals.

Why did you choose the University of Sydney?

There are only a few Australian universities that have a Master of Marketing program. The course structure as well as content covered in the University of Sydney's Masters of Marketing program seemed to offer exactly what I was looking for. I was attracted by the small class sizes and also access to lecturers. I also liked the flexibility of initially enrolling in a Graduate Certificate and then having the option to continue to complete the full Masters. The convenient campus location and sports facility at the university also was a factor in my decision.

Are you studying full or part time?

My family and work obligations only allow me to study part time. Evening and weekend classes are perfect as I have these other demands on my time.

What is your educational and professional background?

I completed my undergraduate degree in Biochemistry. When I was considering the program, I was initially concerned that having a degree in a non-business related field would be an issue, but my professional background has given me enough experience to make the most of the Master of Marketing program.

How do you balance your work, study and personal life?

Prioritizing and forward planning is the key to making time for my studies, work and personal life.

What are your aspirations following the completion of the program?

Initially my plans included being a brand manager at a pharmaceutical company, but I might even consider branching out from the pharmaceuticals industry into another field.

Tell us about an interesting lecture that you have attended through the Master of Marketing.

In the Internal Marketing Unit, we were lucky enough to have a guest lecturer from an internal marketing consultancy. He described how the firm developed a major marketing strategy that would forever change the way that the major banks in Australia consider their relationships internally and with their customers. During this interactive lecture, we discussed key factors leading to the success of this marketing strategy as well as other approaches.

Why would you recommend the Master of Marketing program to future students?

I'd recommend the program for several reasons. Firstly the content covered in lecture gives students a solid understanding of the many perspectives that marketers must consider when making decisions. Secondly, projects and assignments (although challenging) prepare students for similar situations in the work place. And lastly, I've learnt a lot by interacting with other likeminded individuals!

Ken Britto
Ken Britto

The Master of Marketing program at the University of Sydney has helped me in my understating of the marketing department I work with. Being in Sales, we work closely with the Product marketing teams and the Master's program has helped me understand the relationship between the two departments.

Why did you decide to study the Master of Marketing?

I always had a passion for marketing and in particular advertising I wanted to pursue further studies and decided to venture into the Marketing world

Are you studying full or part time?

Full time.

What is your professional background?

I am currently in Sales - I am the commercial account manager for the NSW State Government. I was previously in finance having completed my Bachelors in Accounting.

Is your employer helping you with your degree in any way (such as financially, with time off, etc)?

My previous company was very flexible. I was able to take time off work during exams and assignments etc. Financially I do not receive any support

How do you balance your work, study and personal life?

Multi-tasking, prioritizing and planning, also working in large organizations for a long period of time helps develop these skills.

What has been your favorite class within the Master of Marketing program?

I enjoyed Consumer Insights, the very first subject I enrolled in, as it involved advertising. But the overall course thus far has been entertaining and interactive with very interesting subjects and topics.

Have you already been able to use what you've learnt at work?

Yes, it has helped me in my understating of the marketing department I work with. Being in Sales, we work closely with the Product marketing teams and the Master's program has helped me understand the relationship between the two departments.

What are your aspirations following the completion of the program?

As I want to pursue a Marketing career, I hope that this Masters will enable me to transition into my desired Marketing role.

Tell us about an interesting project that you have worked on within the Master of Marketing.

I really liked the personal branding project for the Internal Marketing class. We analyzed the personal brand of a famous individual, identifying the key features and what improvements they could make to enhance their personal branding.

Why would you recommend the Master of Marketing program to future students?

If they are serious about Marketing and feel that they require a better understating of marketing concepts. This course will help students develop the knowledge and skill sets required to be better marketers.

Shelly Misra
Shelly Misra

My Master of Marketing degree equipped me with the best and most innovative global practices, giving me the rare opportunity to learn directly from of some of the most accomplished marketing professionals and academia from around the world.

My interest in marketing, strategy and brand development drove me to this program. While I have had a great career path having worked for some of the market leading brands, I was still keen to update and re-align my marketing approach, skills and knowledge, so as to stay ahead in business and develop a competitive edge.
And this program gave me much more than that.

It equipped me with the best and most innovative global practices, giving me the rare opportunity to learn directly from of some of the most accomplished marketing professionals and academia from around the world.

It opened up a plethora of new perspectives through a range of real business cases along with the best global practices, the underlying academic theories, frameworks and the way to apply them for achieving the best business outcomes.

I would strongly recommend this program to all business leaders, whether marketing or non-marketing, looking to make a difference by leading their organizations in today's increasingly competitive business environment.

Jason Cohecha
Jason Cohecha

The Master of Marketing provides students with the essential ability to understand any business model and identify an appropriate marketing approach. Through the Australian Consulting Project, I learnt that a company does not have to be the biggest to hold an interesting marketing challenge. Moreover, medium- and small-sized companies are not only eager to learn but also willing to follow innovative practices and new paths.

The essence of the Master of Marketing major consulting project was to challenge me to 'think outside the box' and to explore an industry I was unfamiliar with. This is a brief summary of how the project helped me to blend the knowledge acquired in the course with my professional experience in a real business scenario. The essence of the Master of Marketing major consulting project was to challenge me to 'think outside the box' and to explore an industry I was unfamiliar with. This is a brief summary of how the project helped me to blend the knowledge acquired in the course with my professional experience in a real business scenario.

I chose a fast-growing company which aims to match the supply and demand in the education industry. Its services are offered using a business-to-consumer model and a one-on-one approach with its customers, international students. In this case, the company's strategy was clear, but the way to measure its performance was not.

The marketing issue

The company had been using a word-of-mouth (WoM) strategy, focusing its efforts on enhancing customers' experience through service. At the beginning of the project, it was measuring its performance simply by tracking referral figures. Although this can be the most tangible approach, these figures reflect merely the final results of the lengthy WoM process. Consequently, it was taking a long time for the company to determine whether the strategy was working or not. For this reason, my consulting project aimed to gauge the performance of the company's WoM strategy among its active customer base.


The approach

To address the issue, it was essential to identify and understand the company's business strategies. Based on this analysis, I suggested using a Net Promoter Score (NPS) approach in order to find out the likelihood that "customers would recommend the company to a friend" (Reichheld, 2003). This method aided in not only measuring customers' willingness to recommend the company but also in identifying the company's promoters and detractors at the beginning of the WoM process.


Recommendations

At the end of the project, it was possible to show how the NPS could be used to track and measure the performance of WoM. Additionally, the most important drivers of customers' 'willingness to recommend' were identified, knowledge of which can be used to leverage the company's existing strategy. As a result, the company is planning to increase its referrals figures by deploying the suggested action plan to encourage promoters and to neutralise detractors.


Final thoughts

The Master of Marketing provides students with the essential ability to understand any business model and identify an appropriate marketing approach. Through this project, I learnt that a company does not have to be the biggest to hold an interesting marketing challenge. Moreover, medium- and small-sized companies are not only eager to learn but also willing to follow innovative practices and new paths.

Finally, I realised that it is vital to remember to 'think outside the box'. Marketing metrics are powerful diagnostic tools (ANA, 2005), but they are unable to enhance a company's performance by themselves. This is the reason innovative action plans are required.

Alicia Weider
Alicia Weider

After researching many masters programs at various universities, I was particularly keen to study at the University of Sydney because of its top global academic standing and reputation. Being a small, specialized master's program designed for business professionals was of particular appeal to me as well.

Why did you decide to study the Master of Marketing?

Because I find marketing a fun and complex process, which ultimately is the creator of consumer demand and loyalty in a brand. It's the initial step that can make or break a brand, the ongoing backbone of a company's positioning strength against its competitors, and the overall key to the longevity of its success. After researching many master's programs at various universities, I was particularly keen to study at the University of Sydney because of its top global academic standing and reputation. Being a small, specialised master's program designed for business professionals was of particular appeal to me as well.

Are you studying full or part time?

Part time, while working full time.


What is your professional background?

I completed a Bachelor of International Relations with a minor in Spanish (Honours) at the University of California.

I'm currently working in digital media as sales and marketing manager for A LIST Guide and Food Wine Sleep. Previously I've worked as a corporate market sales manager with Marriott Hotels International, and as an analyst with Estee Lauder.


How do you balance your work, study and personal life?

Work hard, play hard! Take one day at a time and always remember that life is all about having fun. The sacrifices I make now to work and study hard will only enrich my personal life that much more.


What has been your favourite class within the Master of Marketing program?

Consumer Behaviour, because I love the creative element of marketing. Being able to understand consumers buying behaviours and attitudes involves a lot of innovative thinking on how to capture their attention, attract them to the brand and gain their long-term loyalty.


Have you already been able to use what you've learnt at work?

The subject that first comes to mind that has assisted me was Evaluating Market Performance. If featured several great guest speakers, including one that focused primarily on digital analytics, which applied directly to the two websites I work on.


What are your aspirations following the completion of the program?

I would like to apply what I've learned and to continue a long-standing creative career in marketing.


Tell us about an interesting project that you've worked on within the Master of Marketing.

I thoroughly enjoyed the Marketing Research Project, in which our group chose to concentrate on Ivy, a restaurant, bar and nightclub in Sydney. We conducted a focus group at the venue and distributed an online quantitative survey through social media to research and analyse Ivy's decline in Saturday-night business.


Why would you recommend the Master of Marketing program to future students?

The main reason I would recommend it is because, since there are so many specialised areas of marketing, no-one would be able to experience them all in one job role. So gaining exposure to all different areas of marketing through this program assists in gaining a much broader understanding of marketing and of how all these areas are interrelated, allowing you to pursue a career in the specific field that is most appealing to you.

Ken Britto

Commercial Account Manager at Hewlett Packard

Alastair Cowie

Sales and Marketing Director at the University of Sydney Union

Samara Davie

Sponsorship Specialist, Corporate Marketing at Telstra

Adriana Heinzen

Account Manager at Night/Day Communications Agency

Olivia Holtz

Strategic Relationship Manager at REA Group

Adele Tarnewski

Senior Consultant at Interbrand

Lecturers

Pennie Frow
Pennie Frow - Associate Professor and Program Director, Masters of Marketing

I enjoy seeing our student's progress with their careers when they graduate from the program. Some students decide to move jobs and even industries, some remain with their current employers but seek career progression. The Master of Marketing provides students with a stepping stone so they can achieve their career goals.

As Program Director for the Master of Marketing I have the privilege of meeting our students when they apply for the program and then see them develop during their time at the University of Sydney. It is very rewarding observing how our students grow in their knowledge of marketing and their confidence in tackling business issues. In the classroom, the small class size means that there is lots of participation and dialogue with students. Typically I design my classes with some structured learning time and lots of informal discussion time. Usually I assign an exercise and students work in small groups to consider a particular marketing issue or the application of a marketing framework. I regularly invite industry experts into my classes, as these practitioners can illustrate particular learning points and describe an application to some of the frameworks I present in my sessions. It is this mix of academic input and practical insights that students enjoy and learn from. They can immediately translate their marketing knowledge into a real business situation.

Some students come on the program after a gap of several years from formal education. They are sometimes daunted by formal assessments. On the program, we offer lots of support so students can learn to tackle writing assignments and address the assigned tasks with confidence.

I enjoy seeing our students progress with their careers when they graduate from the program. Some students decide to move jobs and even industries, some to remain within their current employers but seek career progression. The Master of Marketing provides them with this stepping stone so they can achieve their career goals.

Geoff Fripp - Lecturer, Master of Marketing

The Masters of Marketing program provides both students and lecturers with a unique learning and teaching environment. The smaller classes, the innovative subject design and the interesting mix of student backgrounds and experience provide an excellent opportunity to explore contemporary marketing issues and challenges to a greater and more relevant extent.

I find that my own background, being a mix of corporate marketing roles, entrepreneurial ventures and academic teaching and writing, is a good fit to the goals of this program. Being able to balance and connect academic knowledge with practical application and reality has proven to be an effective and beneficial teaching approach, and one that greatly prepares the students for their future career challenges and opportunities.

Certainly, with the ever increasing expectations being placed upon marketing within today's dynamic business environment, it is important to enhance the understanding of foundational knowledge with insights from the success and failures of various real-life marketing campaigns and initiatives. And that is why I teach in the Masters of Marketing program, because it has been designed to help deliver this key outcome for students.

Industry

Karl Treacher
Karl Treacher - Guest Lecturer and Brand Expert

In my talks to the Master of Marketing students I have presented various Brand Behavior case-studies, describing the internal marketing challenges faced by some client companies along with the approach that we have adopted in helping tackle these issues. The fundamental purpose of my lectures is to demonstrate practical insights about how companies have applied best practice internal marketing theory, to very real commercial brand issues.

I have taught on the Master of Marketing for last three years, sharing an industry perspective from my particular area of expertise - Internal Marketing and its relationship to organizational culture. I own and manage an organizational brand and culture alignment firm that provides specialist consulting to blue chip organizations in Australia, USA, China and Europe. In my talks to the Master of Marketing students I have presented various Brand Behavior case-studies, describing the internal marketing challenges faced by some client companies along with the approach that we have adopted in helping tackle these issues. I have found the students very keen to apply some of the frameworks they are learning in their marketing degree to our active cases. The fundamental purpose of my lectures is to demonstrate practical insights about how companies have applied best practice internal marketing theory, to very real commercial brand issues.