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Master of Marketing

Use cutting-edge marketing tools and techniques to think more strategically about brand management, consumer behaviour, marketing communications and research.

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

Why choose this program?

  • Advance your career in marketing with a degree from Australia’s leading business school
  • Gain specialist marketing knowledge, and ability to think strategically about brand equity, digital marketing, competitive advantage, positioning and value
  • Develop in-depth expertise by drawing on the latest approaches and industry techniques
  • Learn from internationally renowned academics and marketing experts
  • Wide range of electives: Ability to select courses and design a program that meets your professional needs
  • Recognition of prior learning: Up to 4 courses may be awarded based on previous studies and professional work experience

Who is this program for?

  • You’re a mid-career or early career professional looking to expand your leadership or management opportunities, or gain specialist knowledge in an area of marketing

Job and career prospects

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

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

The Master of Marketing has two entry pathways:

  • 1 year full-time (or 2 years part-time) program consisting of 8 courses (48 UOC): 4 core courses, 4 elective courses
  • 1.5 years full-time (or 3 years part time) program consisting of 12 courses (72 UOC): 4 core courses, 8 elective courses

The core courses and the capstone course are offered on Saturdays over six (6) weeks while the elective courses are held in the evenings during weekdays over 12 weeks.

Compulsory 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

Course outline
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

Course outline
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

Find the course outline PDF for this course in the archives

MARK6103 Marketing Consulting Project

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.

Exclusions: MARK5960, MARK6003

Find the course outline PDF for this course in the archives

Elective courses

Choose up to eight elective courses

Note: These courses are not available to students enrolled in 8414 or 7414 programs.

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

Course outline
MARK6105 Relationship Marketing & CRM

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

Find the course outline PDF for this course in the archives

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

Course outline
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

Find the course outline PDF for this course in the archives

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

Find the course outline PDF for this course in the archives

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

Find the course outline PDF for this course in the archives

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.

Course outline
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.

Find the course outline PDF for this course in the archives

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.

Find the course outline PDF for this course in the archives

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

Find the course outline PDF for this course in the archives

Students completing 72UOC (12 courses) may apply to take up to 2 course electives from these additional courses, listed below;

MARK5811 Applied Marketing Research

This course offers an overview of the varied forms of marketing research that are used by practicing marketing managers to make informed decisions. Topics include: problem definition and research design, questionnaire design, sampling, interviewing, data analysis, interpretation, and reporting.

The course considers quantitative and qualitative tools and techniques as well as mixed methods. It reviews research data in the context of applied marketing problems by including, for example, studies of market segmentation, price and promotion response, market attractiveness and entry, and media selection.

Exclusion: MARK5932

Find the course outline PDF for this course in the archives

MARK5812 Distribution, Retail Channels and Logistics

This course presents an integrated approach to distribution strategy, retail channel management, and related aspects of logistics. Distribution involves the creation of product and service availability through marketing channels, retailing involves the management and marketing of assortments of merchandise for direct sale to the consumer, and logistics involves the creation of targeted levels of customer service through the distribution system.

Students will examine:

  • Distribution activities involved in getting consumer and business goods and services to market
  • The unique characteristics associated with retail marketing of merchandise assortments
  • The strategic aspects of logistics as a marketing tool

In marketing management, quality products and good promotion efforts are not enough. Product and service assortments and availability levels must competitively match the wants of target market customers. Logistics decisions in marketing concern setting and managing appropriate levels and allocations of stock, levels of delivery service, and levels of associated physical distribution services to achieve marketing and distribution objectives.

Course outline
MARK5813 Creativity & Innovation in Marketing

The development and commercialisation of new products and services is a core business function for most organisations. The purpose of this course is to develop a solid understanding of new product and service development from a strategic marketing and management perspective.

The topics cover:

  • The strategic basis for product development including sources and types of innovation, market entry timing, product market structure and competition, disruptive and entrepreneurial innovation, and the development of new services and service bundles
  • Marketing research techniques for new product development including user and lead user analysis, conjoint analysis, and pre-market forecasting
  • The management of the new product development process including collaboration and networks as well as strategies for launching and marketing new products and services

Find the course outline PDF for this course in the archives

MARK5814 Digital Marketing

Marketers make considerable use of interactive electronic technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: information provision, advertising and promotion, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services.
 
These activities present management with exciting opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies. Topics include: integrating e-marketing with traditional forms of marketing (such as the use of the Internet alongside radio, magazine and television media), customer service and fulfilment challenges, global connectivity, adaptive and accountable marketing planning, and specific implications for intermediaries and business-to-business marketers.
 
Exclusion: MARK5947

Course outline
MARK5815 International Marketing in Asia

As markets globalise firms are increasingly looking beyond their domestic market for growth opportunities. This course highlights the conceptual, descriptive and strategic issues involved in identifying and capturing international marketing opportunities. This includes the various environments that have an impact on international marketing (economic, technological, socio-cultural, political-legal and corporate), and the implications these have on marketing strategy.

The regional focus of this course is Asia, with attention given to such issues as market entry strategies, product adaptation, business-to-business negotiations and the influence of culture on consumer behaviour in the region. Guest lecturers and case studies are used to highlight key points.

Exclusion: MARK5945

Find the course outline PDF for this course in the archives

MARK5820 Events Management and Marketing

The course examines the place of a range of events in the broader economy. It explores the types, purpose, importance (i.e. taxonomy) of events i.e. meetings, conventions, incentives, exhibitions, sporting, cultural other events. It analyses the impacts of event on local and wider community and economy – economic, environmental social/ cultural and political - and the implications of these impacts for sustainable business development. The course emphasises the management and marketing of events through the whole process from the initial idea and feasibility study to post event evaluation.

 

Course outline

For the 1 year full-time (or 2 years part-time) program (with credits)

Category A

To be eligible for the program (with credits), you need to have:
  • A recognised bachelor degree (or equivalent qualification) in commerce or business with a credit average (65% or higher) as determined by the UNSW Postgraduate Coursework Entry Calculator; and
  • At least 2 years full-time relevant professional and marketing experience; and
  • Demonstrated competency in business statistics
OR

Category B

To be eligible for the program (with credits), you need to have:
  • A recognised bachelor degree (or equivalent qualification), as determined by the UNSW Business School; and
  • At least 5 years full-time relevant professional and marketing experience; and
  • Demonstrated competency in business statistics, and evidence of formal marketing training

For the 1.5 years full-time (or 3 years part-time) program (without credits)

Category C

To be eligible for the program (without credits), you need to have:
  • A recognised bachelor degree (or equivalent qualification) in commerce or business with a credit average (65% or higher) as determined by the UNSW Postgraduate Coursework Entry Calculator; and
  • A major (at least seven courses) in marketing or related discipline within the bachelor degree; and
  • At least 1 years full-time relevant work experience

The UNSW English Language requirements also apply to this program.

Note: No other requirement (such as GMAT, GRE, personal statement, academic referee) is considered unless otherwise specified.


Additional supporting documentation

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

Alternative program

If you did not meet the entry requirements but wish to study Marketing, you might want to consider the Master of Commerce (majoring in Marketing) instead.

Pathway option

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 (for domestic students only).

Students who are not graduates of Australian or NZ universities

For students who have studied at overseas universities, the normal minimum academic requirement is the equivalent of a credit average grade (65%) from an Australian university, as determined by the UNSW Postgraduate Coursework Entry Calculator. Details on assessment will be determined by your grading system so it is important that this is attached with your transcript when you apply.

Note: For applicants from non-211 China universities for UNSW Business School Postgraduate Coursework programs, 88 cut off is equivalent to an 85% Australian scaled average using the calculator.

We will use the National Office of Overseas Skills Recognition (AEI-NOOSR). They are the government body that provides official information on the comparability of overseas qualifications with Australian qualifications using the Australian Qualifications Framework (AQF) as our benchmark.

In those countries where an equivalent grade has not been established, the following will be taken into consideration:

  • The standard and content of the undergraduate program completed, and
  • The standard of the institution from which the qualifications were obtained
  • Indian universities award different types of bachelor and master degrees, with different requirements in terms of length of study. At a minimum, applicants would be required to have a 3-year bachelor degree or professional bachelor degree and provide all individual marksheets.
  • Iranian universities award different types of bachelor degrees, with different requirements in terms of length of study. At a minimum, applicants would be required to have a 4-year bachelor degree.

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
8423
Award
Masters Degree (Coursework)
Assumed Knowledge
Marketing
Total Units of Credit (UOC)
72
Study Mode
Face to face
Duration
1.5 years full-time, 3 years part-time
Commencing semesters
Semester 1 - March
Semester 2 - July
Course fee*
$4,110
Program fee (total)*
$49,320
* Fees are indicative only

​​​​​​​​​Area of Study

Browse the list of study areas available for postgraduate study

 

​​​​​​​​​​​​​​​​​Search Degrees​​

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