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 2014 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

(i) Master of Marketing students must complete all eight core units of study.
(ii) Graduate Certificate in Marketing students must complete four core units selected from the eight listed.
MKTG6201
Evaluating Marketing Performance
6    A Good understanding of marketing principles and business management


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    A Good understanding of marketing principles and business management


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    A Good understanding of marketing principles and business management


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    A Good understanding of marketing principles and business management


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    A Good understanding of marketing principles and business management


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    A Good understanding of marketing principles and business management


This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Semester 2
MKTG6207
Internal Marketing
6    A Good understanding of marketing principles and business management


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    A Good understanding of marketing principles and business management


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.
(i) Marketing consulting project
MKTG6209
Marketing Consulting Project (Part 1)
6    A Good understanding of marketing principles and business management

Note: Department permission required for enrolment
This unit is only available to students enrolled in the Master of Marketing.
Int February
Int July
MKTG6210
Marketing Consulting Project (Part 2)
6    A Good understanding of marketing principles and business management
P MKTG6209


This unit is only available to students enrolled in the Master of Marketing.
Int February
Int July
(ii) International marketing project
MKTG6211
International Marketing Project (Part 1)
6    A Good understanding of marketing principles and business management

Note: Department permission required for enrolment
This unit is only available to students enrolled in the Master of Marketing.
Int February
Int July
MKTG6212
International Marketing Project (Part 2)
6    A Good understanding of marketing principles and business management
P MKTG6211


This unit is only available to students enrolled in the Master of Marketing.
Int February
Int 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%)
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 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.
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%)
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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.
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%)
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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.
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%)
Note: This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
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.
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%)
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: Intensive - 6 days, 9am - 4:30pm Assessment: class participation (10%), case study (20%), group project and presentation (40%), and final exam (30%)
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%)
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 course will be 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: eritten report (40%), individual case study (30%), and exam (30%)
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. There will be special attention to measuring results as communication professionals are accountable for their programmes and strategies.
MKTG6209 Marketing Consulting Project (Part 1)

Credit points: 6 Session: Int February,Int July Classes: Structured supervision and 2 seminar days Assessment: project proposal (40%), in-class participation (20%), and project plan (40%)
Note: Department permission required for enrolment
Note: This unit is only available to students enrolled in the Master of Marketing.
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.
MKTG6210 Marketing Consulting Project (Part 2)

Credit points: 6 Session: Int February,Int July Classes: Structured supervision Assessment: summary of initial findings (20%), presentation (60%), and executive summary (20%)
Note: This unit is only available to students enrolled in the Master of Marketing.
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.
MKTG6211 International Marketing Project (Part 1)

Credit points: 6 Session: Int February,Int 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%)
Note: Department permission required for enrolment
Note: This unit is only available to students enrolled in the Master of Marketing.
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.
MKTG6212 International Marketing Project (Part 2)

Credit points: 6 Session: Int February,Int July Classes: There are no formal classes. Overseas study trip and meeting with supervisor. Assessment: project proposal and project plan (20%), summary of findings (20%), and written report (60%)
Note: This unit is only available to students enrolled in the Master of Marketing.
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.