Marketing

The Marketing specialisation offers exciting opportunities for research, theory and strategy in all aspects of business and organisation. The specialisation builds on basic marketing principles to give students leading-edge knowledge in marketing strategy and planning. Various ways in which marketing influences business and its performance, including market research, communications, consumer behaviour, customer analytics and the development and marketing of new products, are critically examined.

Requirements for a Marketing specialisation

To achieve a specialisation in Marketing within the Master of Commerce or Master of Commerce (Extension), students must complete 30 credit points in units of study comprising:

  • 6 credit points of Table A - Foundational units of study;
  • 6 credit points of Table A – Marketing core units of study; and
  • 18 credit points of Table A – Marketing selective units of study.

Students completing this specialisation to meet the requirements for the Master of Commerce or as their compulsory specialisation for the Master of Commerce (Extension) would complete a 6 credit point capstone unit from Table A – Capstone units of study for their degree in the same subject area as their specialisation.

Students completing this specialisation as their optional second specialisation for the Master of Commerce (Extension) are not required to complete a capstone unit of study.

Sample pathways

(i) Master of Commerce

A sample pathway for the Marketing specialisation spread over the three semesters of the Master of Commerce degree (Full-time study) is listed below.

Session Units of study
1st Semester Foundational: MKTG5001 Foundation in Marketing Specialisation selective
2nd Semester Specialisation core: MKTG6001 Marketing Research
Specialisation selective
3rd Semester Specialisation selective
(ii) Master of Commerce (Extension)

A sample pathway for the Marketing specialisation spread over 2 years of the Master of Commerce (Extension) degree (Full-time study) is listed below.

Session Units of study
1st Semester Foundational: MKTG5001 Foundation in Marketing
2nd Semester Specialisation core: MKTG6001 Marketing Research
3rd Semester Specialisation selective Specialisation selective
4th Semester Specialisation selective

Please Note. This sample progression is meant as an example only. Depending on unit prerequisites, students may be able to complete these units in a different sequence to that displayed in the table above.

For details of the foundational, compulsory and elective units of study required for the specialisation please refer to the Table A -Marketing section under Commerce Subject Areas in this handbook.

Learning Outcomes

  Mid-Level Learning Outcomes - Marketing specialisation
1 Assess key theories, models and concepts in marketing and their application in various organisational contexts.
2 Analyse real marketing problems and develop innovative strategies to address these focussing on issues of
customer, suppliers, employees and other relevant stakeholders.
3 Practice self-awareness and awareness of others, presentation skills, teamworking, individual autonomy and
accountability in the delivery of oral, written and video outputs.
4 Professionally prepare and present key marketing documents e.g. marketing plans, media plans, creative briefs, market research reports, ROI reports.
5 Apply and evaluate concepts of business ethics and social responsibility in marketing activities.
6 Diagnose and analyse marketing situations to invent new products, services, campaign ideas to solve complex
marketing problems.

Further information

For further information regarding study in marketing in the Commerce coursework programs, please contact the Discipline of Marketing.