Master of Management (Marketing)

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  • Objectives
    1. Learning GoalGraduates of this degree will be:Adept at analysing and evaluating evidence in management decision making in an area of commerce specialisation.Learning objectives to achieve this goalOn successful completion of this degree students will be able to:• describe and explain the fundamental principles influencing markets and managing organisations• evaluate the impact of a variety of cultural and environmental factors on the organisation and in the market.2. Learning GoalGraduates of this degree will be:Strategic and critical thinkers in relation to business, commerce and public policy related issues and in developing solutions to problems in organisations and in society.Learning objectives to achieve this goalOn successful completion of this degree students will be able to:• explain and critically analyse factors that influence decision making in firms and the economy• identify strategic issues and solutions in relation to economic problems and activity within firms• apply knowledge of theory to analyse real and hypothetical problems in different markets both domestically and internationally.3. Learning GoalGraduates of this degree will be:Effective decision makers in business, commerce and public policy.Learning objectives to achieve this goalOn successful completion of this degree students will be able to:• Apply basic mathematical techniques to analyse business data• Evaluate the applicability of various theories and techniques to business related problems• Employ a range of tools of analysis’ pertinent to the evaluation of evidence in business sector• Use evidenced based research techniques to support decisions• Apply ethical principles and corporate governance strategies to address real world issues and problems.4. Learning GoalGraduates of this degree will be:Cognisant of the critical importance of marketing management, marketing research, branding, consumer behaviour, promotion and communications and services marketing for superior business performanceLearning objectives to achieve this goalOn successful completion of this degree students will be able to:• Analyse the fundamental principles involved in managing consumers and brands• Apply marketing principles by conducting an in-depth marketing plan project using a real world company.• Critically evaluate a marketing plan.
  • Academic title
    Master of Management (Marketing)
  • Course description
    Four foundation subjects:

    Subject     Semester     Credit Points

    316-660  Managerial Economics
    The subject provides an introduction to the fundamentals of microeconomics and strategy, and applies this knowledge to a number of business and management issues. Topics to be covered include: the working of competitive markets and the determination ...     Semester 1, Semester 2     12.50

    316-661  Quantitative Methods for Business
    The subject introduces students without a strong mathematical background to some of the methods used to collect, present and analyse data and to provide illustrative applications to decision problems faced by business managers. Topics will be chosen ...     Semester 1, Semester 2     12.50

    325-606  Organisational Fundamentals
    This subject will introduce students to key themes and issues in management and marketing and help them to develop key management skills. The focus will be on understanding the way organisations operate in their economic and social environments and t...     Semester 1, Semester 2     12.50

    333-692  Financial Decision Making
    This subject is designed to equip students with the tools necessary to enable them to make the core investment decisions that managers face on a daily basis as well as the knowledge as to where they can find the information necessary to apply those t...     Semester 1, Semester 2     12.50

    Two compulsary subjects:

    Subject     Semester     Credit Points
    325-621  Organisational Behaviour
    This subject will include the major themes within Organisational Behaviour that help students to understand the issues that influence the behaviour of people working in organisations. Major theories and models in key areas of organisational behaviour...     Semester 1, Semester 2     12.50

    325-640  Marketing Management
    This subject provides an introduction to the basic concepts, principles and activities of marketing and how to manage an organisation's marketing effort. Some of the principal topics include the analysis of market opportunities, selecting target...     Semester 1, Semester 2, Summer     12.50

    Eight Marketing electives (to be selected from the list below):

    Subject     Semester     Credit Points

    325-634  Public Relations Management
    This subject examines the practices of public relations management. Topics include an introduction to public relations, the evolution of public relations, public relations theory, ethical issues in public relations, public relations strategies and ta...     Semester 1     12.50

    325-660  Marketing Plans and Strategy
    This subject examines the task of preparing and implementing marketing plans. It also introduces students to the tasks of identifying and evaluating a variety of marketing strategies and gives students the opportunity to learn, examine and apply stra...     Semester 2     12.50

    325-661  Brand Management
    This subject focuses on the task of developing and managing brands. It examines the way in which brand decisions may contribute to creating competitive advantage and explains how to analyse industries, make changes in brand strategies over time, and ...     Semester 2, Summer     12.50

    325-665  Internet Marketing
    This subject examines the managerial implications of the Internet revolution in marketing. It analyses the opportunities and challenges presented by Web-based marketing. It focuses on the strategies that organisations can use to integrate Internet an...     Semester 2     12.50

    325-666  Customer Behaviour
    This subject examines the factors affecting the purchase, usage and disposal of products and services. Topics include the introduction and application of customer behaviour concepts to marketing decision making; consumer behaviour models of informati...     Semester 1     12.50

    325-667  Advertising
    This subject concentrates heavily on advertising, but also addresses the issues of personal selling, public relations, and sales promotions. The emphases will be on understanding the theoretical foundation underlying persuasive communications, promot...     Semester 1     12.50

    325-671  Business to Business Marketing
    The subject analyses the environment of business marketing and business markets. It assesses the characteristics of business marketing and examines the market opportunities for business-to-business marketing. Other topics include relationship strateg...     Semester 2     12.50

    325-680  Marketing Research
    Business managers request, assess, purchase and use marketing research to make a wide range of informed decisions about target markets, product offerings and the performance of marketing activities. To be able to do this competently, managers need to...     Semester 2     12.50

    325-681  International Marketing Management
    International Marketing provides students with an introduction to basic marketing concepts as they apply in an international context. More fundamentally, it discusses some of the most important topics facing both international marketing practitioners...     Semester 1, Summer     12.50

    Two electives:
    Two free electives to be taken from the Master of Management elective subject listing.

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