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Graduate Certificate in Marketing

  • Overview
  • Structure
  • Entry requirements
  • How to apply
  • Student experience
  • FAQs

Why choose this graduate certificate?

  • Excellent pathway to a qualification in marketing for those with extensive work experience but no bachelor degree
  • Learn from internationally renowned academics and marketing leaders
  • Additional information: Core courses are delivered on Saturdays 9am-5pm, and elective courses are delivered on weeknights from 6pm-9pm
  • Note: This program will not be taking new applications or enrolments from Semester 2 2018.

Who is this degree for

  • You are a professional with more than 5 years of work experience but no bachelor degree

Job and career prospects

Our marketing graduates are represented at leading Australian and international companies, including Accenture, ACP Magazines Ltd, KPMG, Nivea, Optus, Procter & Gamble, Qantas Airways Ltd, SBS and Westfield Group, in the following capacities:

  • Marketing manager
  • Brand manager
  • Creative director
  • Sales director
  • Media director
  • Marketing or brand consultant

The Graduate Certificate in Marketing consists of 4 courses (24 UOC): Selection of 2 or 3 core courses and 1 or 2 elective courses. 

Core courses

MARK6100 Marketing Management

This course prepares students for the Master of Marketing program by providing knowledge of how marketing approaches and analytical techniques can enhance decision-making in today’s business organisations. The challenge for every customer-oriented organisation consists of identifying potential customers. This innovative course provides an understanding of the role that analytical approaches can play in identifying potential customers and aid marketing decision-making. The course addresses such issues as: How can an organisation become customer-focused? What is the role of analytical marketing in the modern organisation and how can it enhance marketing decision-making? Students are exposed to a variety of the most useful methods and approaches and encouraged to think critically about them. Students who complete this course will be conversant with modern methods of gaining insight and decision-support, understand and be able to use these tools in a variety of business decision situations, and be in a position to make better use of existing data when making business decisions. The course will make use of a combination of teaching methods, including lectures, cases, computer exercises and projects.

Exclusion: MARK6001

MARK6101 Strategic Skills for Marketers

Participants are equipped with the business skills and techniques necessary to operate in marketing. There are three modules to the course: (a) Market opportunity analysis. Considered are basic types of quantitative and qualitative data for assisting in marketing analysis, environmental scanning, opportunity analysis, forecasting and decision-making. (b) Marketing due diligence. Dealt with in this module are brand assets, trademarks, intangibles, intellectual property, trade practices, compliance and ethics. (c) Marketing performance analysis. Themes include: customer costs and profitability analysis, measuring marketing assets (brand equity, customer satisfaction), measuring ROI of marketing programs (eg "real time" metrics for mid-program corrections versus detailed "report cards" at the end of the program), measuring promotion and advertising effectiveness. For managers to assess and demonstrate the impact of investments in marketing, they need accurate measurement tools and systems that link non-financial measures (such as customer satisfaction, brand equity, market orientation, and market share) to the financial measures used by CEOs and CFOs.

Exclusion: MARK5932, MARK6001

MARK6102 Creativity Innovation & Change

A synthesis is presented of analytical approaches to strategy development and marketing decision-making. In addition to reviewing the traditional areas of marketing strategy, planning, implementation and control, this course will also focus on the marketing aspects of strategic innovation and change. Specifically, it will cover areas such as leveraging technological innovation and new product development (NPD), organising and managing a marketing organization, working across functional boundaries (such as sales and marketing), working with external partners (suppliers, agents, co-branders), operating in competitive and dynamic environments, thinking creatively about new products, new services and marketing communications, and engaging in creative destruction and lateral marketing. In so doing students will be required to consider the future direction of marketing. The course will make use of cases and exercises.

Exclusion: MARK6002

Elective courses

MARK6104 Services Marketing Management

Today, services are the growth engine of developed economies. A central theme then of this course is that services (the focus is on consumer services rather than B2B) possess a set of unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution (this is especially true of professional services (legal, financial, health, management consultancy, etc). This is not to say that the approach is unique, but rather distinctive. The course builds upon and expands fundamental marketing management concepts and models and adapts them to the services sector. We will use marketing frameworks to examine how to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty and create a healthy service culture within the firm. Other themes include analysis of service portfolios, service concept development and testing, revenue management, service productivity and the building of a service culture, and employee engagement. In services the 7 Ps of the ‘Services Marketing Mix’ are discussed (the traditional 4 Ps plus people, processes, and physical evidence).

Exclusion: MARK6005

MARK6105 Relationship Marketing & Customer Relationship Mgt

The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers is addressed under the headings of relationship marketing and customer relationship management (CRM). Over the last two decades, relationship marketing has become an increasingly important topic. Organisations have learned that building relationship and sustaining them is usually more important activities focused on customer acquisition. This course first examines the key principles of relationship marketing including: the shift from a functional to a cross functional orientation; the emphasis on business processes; the integration of customer service and quality with marketing; trust, commitment, satisfaction and loyalty as building blocks of relationships; the drivers and scope of relationships, and a focus on multiple stakeholders beyond the enterprise-customer relationship.

The course then addresses customer relationship management, which involves an enterprise-wide customer-centric approach to maximising customer value. It is aimed at creating long-lasting and profitable relationships with individual customers - in both B2B and B2C contexts. Developments in technology have allowed organizations to look at their customers as individuals and to gather, store and analyse customer-based information. An outcome is an increase in the use of direct marketing techniques such as those for designing and managing consumer databases and customer service centres. Topics include: CRM strategy development; value creation through CRM; multichannel integration; information and technology management; and CRM performance assessment. Participants will be exposed to a range of relationship-building strategies and techniques, as well as software and CRM technologies.

Exclusions: MARK5985, MARK6006

MARK6107 Advertising, Promotion & Integrated Marketing Communication

This course aims to give students a better understanding of contemporary communications thinking and integrated marketing communications (IMC), as practiced by marketing managers. It gives participants practical skills in developing and managing advertising and sales promotions programs, media planning, and client-agency relations. The client and the agency should both be working to the same goal of achieving business objectives through a well-planned and well-executed marketing communications campaign. IMC is a methodology and a way of thinking about communication which was created to manage brands in the new brand communication landscape. The essence of IMC is that everything a company does, and sometimes what it doesn’t do, can send a powerful brand message. IMC looks at the different ways for companies to communicate about their brand, in an integrated fashion, which takes advantage of the differences between media and leverages their strengths. This course will profile a number of frameworks and theories to elaborate and evaluate communication initiatives.

Exclusions: MARK6021, MARK6022

MARK6108 Digital Content and Social Media Strategy

In a world where media is the ultimate social lubricant, today’s marketing management is about encouraging and not controlling the conversation and participation with and amongst consumers in multi-channel environments. A central theme of this course is that 21st century marketing involves consumers as participants. This changes the role of marketing communications from simply the art of persuasion to the art of conversation. And requires a strategic approach to the role of digital/social marketing and channels in the mix, a role that allows for participation with brands, provides consumers with exceptional interactive experiences, and drives their conversation with and about brands. This course will use digital marketing (including social media) management frameworks to examine how to engage in digital marketing strategically, rather than tactically, in the communications mix and will examine the need for organizations to ready themselves for a more transparent, open and collaborative relationship with their customers.

Access of the internet via mobile devices has become more prevalent than desktop assess. Mobile marketing does not fit into the traditional marketing mindset. The course examines how mobile represents a completely new way of thinking about marketing. A solid understanding of the mobile marketing landscape and strategic use of the mobile marketing toolkit is crucial, including an examination of the sector’s rapid evolution and a consideration of current and future trends. Multiple case studies will be used for our examination of the key factors driving both success and failure in this new participatory world of marketing. This course also provides a detailed understanding of the mobile marketing landscape, including an examination of the sector’s rapid evolution and consideration of current and future trends.

Exclusion: MARK6025

MARK6109 Business to Business Marketing & Key Account Management

Many managers and professionals will spend much of their career trying to influence the buying behaviours of key business customers rather than directly impacting the purchasing behaviours of end consumers. Many firms distribute and market via intermediaries like agents, brokers and retailers. This course addresses the specific elements of marketing knowledge and planning that relate to business, industrial and technology markets. These include assessing market opportunities and examining the business environment and managing the functional aspects of marketing in an organisational setting. The course is also focuses on the latest developments and practices in sales and key account management (KAM). The primary focus is on the business-to-business (B2B) environment, with some references to the development of selling within the context of marketing strategies. The course will address the role of personal selling in the B2B environment – it will look at how organisations secure and maintain business through a strategic application of selling and account management strategies.

Exclusions: MARK5957, MARK6004, MARK6123

This course is not offered in 2015

MARK6110 Advanced Marketing Strategy

This is a specialist course that focuses on advanced marketing strategy and segmentation analysis. It integrates knowledge of market and competitor analysis with strategic business considerations, to achieve superior performance in sales growth, market share and profit contribution. Topics include: organisational strategy; strategic marketing planning; value proposition development; defensive strategies; competitive and life-cycle strategies at the level of the business unit; portfolio analysis, diversification and differentiation; social, ethical, technological and global issues as they impact on marketing performance. The course will also include topics that assist managers to segment their market appropriately, to identify target markets, and how to best reach those markets. Topics include: analysis of variance (ANOVA and MANOVA), multiple regression analysis (linear and logistic), factor analysis (exploratory and confirmatory), cluster analysis, conjoint analysis. The latter part of the course includes hands-on experience using various multivariate analysis techniques and involving computer laboratory sessions to practice these techniques. The relevance of these multivariate techniques will be discussed in relation to segmentation and targeting, customer relationship management (CRM) and data mining. This is a marketing strategy course with an emphasis on analytic techniques to help market researchers and managers understand their markets better.

Exclusions: MARK6017, MARK6024

MARK6111 Global Marketing Strategy

Globalisation is the process by which firms operate on a global basis, organising their structure, capabilities resources and people in such a way as to address the world as a single market. It is natural however that marketing practices will vary from country to country, and culture, economic and social circumstances, and societal infrastructure are different. These differences mean that a successful marketing approach in one country will not automatically work in another country. Customer preferences, competition, distribution channels and communications media differ. Global marketing requires marketers to behave in ways that are global and local at the same time by responding to similarities and differences in various markets. An important task in global marketing is learning to recognize the extent to which marketing plans and programs might be standardised worldwide as well as the extent to which they need to be adapted. The decision to enter markets outside the home country depends on a firm's resources, managerial attitudes, and the nature and extent of opportunities and threats. This gives rise to important themes in international marketing: market entry, partnering and strategic alliances, managing across borders, grey markets - these are some of the key issues dealt with in this course.

MARK6112 Advanced Topics in Marketing 1

This course will focus on an in-depth examination and discussion of contemporary and emerging marketing issues of concern to practising managers. Hence the exact nature of the material and topics studied will likely vary, at least to some degree, from year to year.

Possible topics might include an in-depth discussion of marketing metrics, pricing issues, emerging self-service technologies that impinge on how customers interact with firms, advanced issues in consumer behaviour, etc.

MARK6113 Advanced Topics in Marketing 2

This course will focus on an in-depth examination and discussion of contemporary and emerging marketing issues of concern to practising managers. Hence the exact nature of the material and topics studied will likely vary, at least to some degree, from year to year.

Possible topics might include an in-depth discussion of marketing metrics, pricing issues, emerging self-service technologies that impinge on how customers interact with firms, advanced issues in consumer behaviour, etc.

MARK6114 Brand Management

Sales derive from the behaviour and actions of consumers, customers, buyers and clients. Such behaviour is measured in terms of purchasing, repeat-buying, duplicate buying, retention and switching. An understanding of these measures and associated patterns and models is critically important. Practical uses of this knowledge are considered: auditing the performance of established brands, predicting and evaluating the performance of new brands, checking the nature of unfamiliar markets, of partitioned markets and of dynamic situations (for example, as a result of price-promotions, advertising, the introduction of loyalty-programs, and new product launches). This course also provides participants with a good working knowledge of many aspects of product and brand management within consumer and industrial markets. The course considers: the relationship between products and brands; the history of brands; product audits and brand architecture decisions; brand selection, registration, naming and design; legal requirements; brand performance measurement; creating, maintaining and measuring brand equity. Practical exercises illustrate the implications for understanding consumers, brands, the marketing mix and marketing management.

Exclusions: MARK5984, MARK6012, MARK6020

MARK6115 Consumer Behaviour and Marketing Insights

An essential component of marketing is consumer insight. Insight into the needs and wants, preferences, and consumer choice behaviour is what gives a marketing manager an edge in the consumer centric market. This understanding underlies key marketing functions such as innovation and design, communications and advertising, and strategic positioning. Recent advances in psychological science, ethnography, and behavioural economics provide fascinating insights and offer distinct guidance to managers. This course gives an overview of factors responsible for consumer decision making and those that influence choice behaviour. It offers guidance into “levers” or actions a manager can take to influence purchase behavior, often in surprising and unexpected ways. The course integrates with complementary Master of Marketing courses, in particular the core courses MARK6100, MARK6102, MARK6103; and key electives MARK6107 and MARK6114.

The Graduate Certificate in Marketing is a pathway program into the Master of Marketing for professionals without a bachelor degree but have at least 5 years full-time professional marketing and business experience.

Supporting documentation

Applicants need to provide a detailed resume (outlining relevant competencies and achievements) and evidence of other academic and professional qualifications.

Applicants may be required to undergo an assessment of prior knowledge.

The UNSW English Language requirements also apply to this program.

Articulation pathways

In order to articulate into the Master of Marketing, you have to successfully complete four courses within the Graduate Certificate in Marketing, and achieve a minimum overall grade (WAM) of 65.

Contact us if you require further clarification on this articulation pathway.

Application checklist

Before you apply, ensure that you:

  1. Choose the right program that matches your interests and career aspirations
  2. Meet the entry requirements of the program
  3. Check if you are eligible to apply for credits or advanced standing based on recognition of prior learning (RPL) for this program
  4. Note: You can apply for credits during the online application process

  5. Have the various supporting documentation for your application. E.g.

   a. Official academic transcripts
   b. Proof of completion of qualification
   c. Proof of identity and citizenship
   d. Proof of relevant work experience (if required)

    You can upload the above documentation during the online application process

How to apply

You can apply for this program online:

There are two intakes per year:

  • Semester 1 (March) intake, apply by November 30
  • Semester 2 (July) intake, apply by May 30

Late applications may be accepted after the closing dates subject to the availability of places.

Need help?

Still need help finding the right postgraduate business program for you? Contact us now.

We know you're busy balancing postgraduate study with your personal and other work commitments. So UNSW Business School's dynamic learning spaces, facilities and student support helps you make the most of every day on campus.

Expand your professional network

Your postgraduate cohort is more than a valuable future business network – you'll make lifelong friends in class and at a range of social events. Join a student club – there are more than 180 social, cultural, sports and professional clubs to choose from. The Graduate Student Association is a great place to start.  Find out more

All the support you need to achieve

If it has been a while since you last studied, you may need to brush up on your skills. We'll help with study skills workshops and Career Mentoring programs. Our Meet the Executive series offers unique behind the scenes business insights and the Business School's LEAD Business Leadership program, as well as many other orientation, leadership and mentor programs, can open the door to new opportunities. Find out more

Stay active on campus

Exercise boosts your mental wellbeing and can help you deal with exam or assignment pressures. It's easy to stay fit with state of the art sporting facilities on campus, including a 50m indoor pool, fitness centre, squash courts and a range of competitive sports teams.

Everything you need in one place

The UNSW Kensington campus is like a village hub, with cafes, bars, banks, a post office, medical and dental centres as well as retail outlets. It's a short bus trip to Sydney's CBD, many beautiful beaches, the SCG and Centennial Park, and movie theatres at Fox Studios.

Make the most of every opportunity

Your postgraduate degree is a unique chance to get a new perspective on life. So get involved – as well as student clubs and social activities there are internships, volunteer projects, competitions and international exchanges on offer. It's a great way to further develop your leadership, project management or specialist skills.

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Quick facts for students

Program code
Graduate Certificate
Total Units of Credit (UOC)
Study Mode
Face to face
0.5 years full-time, 1 year part-time
Commencing semesters
Semester 1 - March
Semester 2 - July
Course fee*
Program fee (total)*
* Fees are indicative only

​​​​​​​Area of Study

Browse the list of study areas available for postgraduate study


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