Units of study for Marketing coursework programs

The Business School website (sydney.edu.au/business/pgunits/) contains the most up-to-date information on unit of study availability or other requirements. Timetabling information for 2015 is also available on the Business School website (sydney.edu.au/business/timetable). Students should note that units of study are run subject to demand.

Table of postgraduate units of study: Marketing

Unit of study Credit points A: Assumed knowledge P: Prerequisites C: Corequisites N: Prohibition Session

Core units of study

(1) Master of Marketing students must complete all eight core units of study.
(2) Graduate Diploma in Marketing students must complete six core units selected from the eight listed.
(3) Graduate Certificate in Marketing students must complete four core units selected from the eight listed.
MKTG6201
Evaluating Marketing Performance
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 1
MKTG6202
Decision-Making and Research
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 2
MKTG6203
Innovative Marketing Strategies
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 2
MKTG6204
Contemporary Consumer Insights
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 1
MKTG6205
Marketing in the Global Economy
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 1
MKTG6206
Regulatory Environment and Ethics
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 2
MKTG6207
Internal Marketing
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 1
MKTG6208
Integrated Marketing Communications
6   

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 2

Research project units of study

Master of Marketing students must complete either an (i) Marketing consulting project or an (ii) International marketing project.
(1) Marketing consulting project
MKTG6209
Marketing Consulting Project (Part 1)
6   
Note: Department permission required for enrolment
This unit is only available to students enrolled in the Master of Marketing.
Intensive December
Intensive July
MKTG6210
Marketing Consulting Project (Part 2)
6    P MKTG6209


This unit is only available to students enrolled in the Master of Marketing.
Intensive December
Intensive July
(2) International marketing project
MKTG6211
International Marketing Project (Part 1)
6   
Note: Department permission required for enrolment
This unit is only available to students enrolled in the Master of Marketing.
Intensive December
Intensive July
MKTG6212
International Marketing Project (Part 2)
6    P MKTG6211


This unit is only available to students enrolled in the Master of Marketing.
Intensive December
Intensive July

Units of study descriptions for Marketing coursework programs

Please note: These unit of study descriptions are listed alphanumerically by unit code.

MKTG6201 Evaluating Marketing Performance

Credit points: 6 Session: Semester 1 Classes: 1x 3hr seminar per week Assessment: individual assignment (15%), group presentation (10%), group written case analysis (20%), final exam (40%), and in class participation (15%) Mode of delivery: Normal (lecture/lab/tutorial) day
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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 unit 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.
MKTG6202 Decision-Making and Research

Credit points: 6 Session: Semester 2 Classes: 1x 3hr seminar per week Assessment: analysis of qualitative data (30%), reflexive diary on qualitative analysis (10%), analysis of mixed methods (30%), and final exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
This unit explains the various sources of bias that can influence decision-making and provides 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 is used as the structure for this unit to explore how data can be turned into actionable marketing information. Students also learn how to assess information requirements, plan data collection and assess data quality.
MKTG6203 Innovative Marketing Strategies

Credit points: 6 Session: Semester 2 Classes: Intensive - 6 days, 9am - 4:30pm Assessment: case study analysis (written-group) (20%), case study analysis (presentation) (10%), participation (Blackboard discussion and in-class participation) (individual) (10%), business simulation (group) (20%), presentation-simulation (20%), and online reflective entries (individual) (20%) Mode of delivery: Block mode
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
This unit 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.
MKTG6204 Contemporary Consumer Insights

Credit points: 6 Session: Semester 1 Classes: Intensive - 6 days, 9am - 4:30pm Assessment: assignment 1 (20%), assignment 2 (35%), assignment 3 (25%), and class participation (20%) Mode of delivery: Block mode
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
This unit explores how to generate valuable consumer insights that will assist marketing managers to successfully operate in contemporary markets. To achieve this objective, the unit examines 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. The unit identifies and applies best practice qualitative research techniques (video-ethnography, archetype elicitation) to investigate contemporary consumers and generate insights intended to inspire significant marketing innovations. The unit is most relevant to managers wishing to foster greater creativity and innovation within marketing-oriented groups.
MKTG6205 Marketing in the Global Economy

Credit points: 6 Session: Semester 1 Classes: Intensive - 6 days, 9am - 4:30pm Assessment: country brief (25%), poster presentation/peer review (25%), participation (10%), and final exam (40%) Mode of delivery: Block mode
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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.
MKTG6206 Regulatory Environment and Ethics

Credit points: 6 Session: Semester 2 Classes: 1x 3hr seminar per week Assessment: class participation (10%), case study (20%), group project and presentation (40%), and final exam (30%) Mode of delivery: Block mode
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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.
MKTG6207 Internal Marketing

Credit points: 6 Session: Semester 1 Classes: 1x 3hr seminar per week Assessment: individual exercise (20%), group projects (developing reciprocal and integrated value propositions (35%) & analysis and benchmarking of major internal marketing issue (35%)), individual participation (8%), and research participation (2%) Mode of delivery: Normal (lecture/lab/tutorial) day
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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 unit is taught mainly through practical case studies, providing an opportunity for analysing how internal marketing is used within leading organisations.
MKTG6208 Integrated Marketing Communications

Credit points: 6 Session: Semester 2 Classes: 1x 3hr seminar per week Assessment: group project: written report (40%), individual case study (30%), and exam (30%) Mode of delivery: Normal (lecture/lab/tutorial) day
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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. Special attention is given to measuring results as communication professionals are accountable for their programmes and strategies.
MKTG6209 Marketing Consulting Project (Part 1)

Credit points: 6 Session: Intensive December,Intensive July Classes: Structured supervision and 2 seminar days Assessment: project proposal (40%), in-class participation (20%), and project plan (40%) Mode of delivery: Supervision
Note: Department permission required for enrolment
Note: This unit is only available to students enrolled in the Master of Marketing.
This is the first of two units which comprise the final project for the Master of Marketing. This consulting project provides an opportunity for students to use learning gained during the course in a real life case. A successful project applies analytical tools, research design, strategic thinking and project management skills to a real marketing issue. Students 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 work individually on their project with the support and guidance of a professional mentor. The unit starts with plenary sessions that introduce project scoping, project design and consulting skills. Students scope and design their project and deliver a project proposal that is approved by the client. In this first part of their project, students are assessed on quality of problem identification, analysis, creativity and relevance of the research proposal, client management skills and persuasive presentation.
MKTG6210 Marketing Consulting Project (Part 2)

Credit points: 6 Session: Intensive December,Intensive July Classes: Structured supervision Prerequisites: MKTG6209 Assessment: summary of initial findings (20%), presentation (60%), and executive summary (20%) Mode of delivery: Supervision
Note: This unit is only available to students enrolled in the Master of Marketing.
This is the capstone unit for the Master of Marketing, 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 includes sessions that build on the project management and consulting skills introduced in the previous unit and that are critical when designing and selling marketing solutions within an organisation. In addition, students are offered one-on-one supervisory sessions with an experienced marketing professional for individual guidance on their project. The deliverable is a report of up to 5,000 words, along with a presentation to the client organisation and the student's supervisor. Students are 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.
MKTG6211 International Marketing Project (Part 1)

Credit points: 6 Session: Intensive December,Intensive July Classes: There are no formal classes. Overseas study trip and meeting with supervisor. Assessment: project proposal (40%), in-class participation (20%), and project plan (40%) Mode of delivery: Supervision
Note: Department permission required for enrolment
Note: This unit is only available to students enrolled in the Master of Marketing.
This is the first of two units which comprise the final project for the Master of Marketing. The international project provides an opportunity for students 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, each team identifies and approaches an existing company interested in exploring marketing opportunities in a specified country. Students 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 scope a project, draft a project plan and present this plan to the client. The project proposal includes a set of goals to achieve or data to be gathered when visiting the country of destination in the following semester.

Student-teams 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 are 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 is assessed by peer evaluation and individual participation in the group presentation.
MKTG6212 International Marketing Project (Part 2)

Credit points: 6 Session: Intensive December,Intensive July Classes: There are no formal classes. Overseas study trip and meeting with supervisor. Prerequisites: MKTG6211 Assessment: project proposal and project plan (20%), summary of findings (20%), and written report (60%) Mode of delivery: Supervision
Note: This unit is only available to students enrolled in the Master of Marketing.
This is the capstone unit for the Master of Marketing, providing an opportunity for students to use learning gained during the course. 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 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 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 demonstrate that they have achieved all the program's learning objectives. Assessment comprises a written report, a client presentation and peer-feedback to assess students' ability to work effectively in teams.