Master of Marketing

2018 Deakin University Handbook

Note: You are seeing the 2018 view of this course information. These details may no longer be current. [Go to the current version]
Year2018 course information
Award granted Master of Marketing
Course Map

This course map is for new students commencing from Trimester 1 2018.

This course map is for new students commencing from Trimester 2 2018.

This course map is for new students commencing from Trimester 3 2018.

If you require a course map from a previous year, please contact a Student Adviser.

CampusOffered at Burwood (Melbourne)
Cloud CampusYes

1.5 to 2 years full-time or part-time equivalent

CRICOS course code092727K Burwood (Melbourne)
Deakin course codeM788
Approval statusThis course is approved by the University under the Higher Education Standards Framework.
Australian Qualifications Framework (AQF) recognition

The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 9.

Course sub-headings

Course overview

The Master of Marketing is for those looking to invest in a specialist, professional course that builds on their current experience and skill sets. If you want to climb the next rung of your career, this course will give you excellent grounding in crucial areas that affect the performance of modern markets.

Diversify your knowledge and skills by studying cutting-edge concepts and frameworks that underpin modern marketing. You will learn to appreciate the business and entrepreneurial acumen that is needed to grow a business. You will hone your research, strategy and communication skills, this expertise will help you succeed in the upper echelons of business. You can elect to study two postgraduate units from any course offered by the Deakin Faculty of Business and Law (subject to unit entry requirements). These units will help to broaden your knowledge of business and management. We suggest units in leadership, process management or financial interpretation.

More importantly, you can undertake specialist streams and choose between Customer and Digital Marketing Analytics, Public Relations and Image Marketing, or Research. These are areas currently driving change in markets and industry. These specialisations will give you a deeper understanding-of and abilities-in in these specialist marketing areas. The Research stream can serve as a pathway to a PhD.

You will have exciting opportunities for internships, international study tours and can work on real projects with our industry partners. Senior and Chief Marketers feature regularly in our classes as guest speakers.

Having an in-depth understanding of marketing concepts and techniques is valuable in industry, government and community. You will complete this course with high quality skills, aptitude and the qualification to grow into a thriving marketing career.

You may gain entry to the Master of Marketing program through successful completion of the Graduate Diploma of Marketing

Indicative student workload

As a student in the Faculty of Business and Law, you can expect to participate in a range of teaching activities each week. This could include classes, seminars, practicals and online interaction. You can refer to the individual unit details in the course structure for more information. You will also need to study and complete assessment tasks in your own time.

Professional recognition

The Master of Marketing is accredited by the Australian Marketing Institute (AMI).

Career opportunities

Graduates who are employed in management roles can expect to find move to more senior managerial positions; these senior posts will require you to have market savvy, market management and entrepreneurial capabilities. Examples of these jobs in areas like general marketing (e.g., marketing manager, product manager, and client manager), branding (brand manager, new market manager), research (Market Intelligence Officer), digital media, marketing communications management, and customer experience manager. The Master of Marketing helps you launch your career into senior management. I urge you to use your time in the course to increase the quality of your academic and industry networks, this will build your visibility and value as a business leader.

Participation requirements

Units in this course may have participation requirements that include compulsory placements, work-based training, community-based learning or collaborative research training arrangements.

Placement can occur at any time, including during the standard holiday breaks listed here:

Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.

Mandatory student checks

Units which contain work integrated learning, a community placement or interaction with the community may require a police check, working with children check or other check. These requirements will be detailed in unit guides upon enrolment.

Fees and charges

Fees and charges vary depending on your course, your fee category and the year you started. To find out about the fees and charges that apply to you, visit the Current students fees website.

Course Learning Outcomes

Graduate Learning Outcome Course Learning Outcome
Discipline specific knowledge and capabilities Demonstrate specialised and experience-based knowledge of advanced concepts and theories relating to marketing and business management.
Communication Apply and demonstrate advanced communication skills in marketing and business contexts.
Digital literacy Obtain, manage, interpret and disseminate appropriate marketing information using digital technologies.
Critical thinking Analyse and apply critical analysis skills to the (business) marketing environment.
Problem solving Apply a range of problem solving techniques to create solutions to real-world and complex marketing applications.
Self-management Demonstrate advanced skills to work and learn independently, and take responsibility for personal and professional development.
Teamwork Collaborate with people from different backgrounds and contribute to the management of business and marketing teams.
Global citizenship Engage as a marketing professional in a manner reflective of an understanding of ethical principles, professional codes of conduct and cultural variations.


Course rules

To complete the Master of Marketing, students must attain a total of 16 credit points consisting of:

  • 10 credit points of core marketing units
  • 2 credit points of elective units selected from any Business and Law postgraduate units, and
  • one specialisation of 4 credit points

Most units (think of units as 'subjects') are equal to 1 credit point.

Students will undertake a one-credit point research training unit and one credit point research-based project unit.

Students are required to meet the University's academic progress and conduct requirements. Click here for more information.


Refer to the details of each specialisation for availability.

Course structure

Core units

Marketing Core units

MMK737Unit description is currently unavailable

MMK738Unit description is currently unavailable

MMK751Unit description is currently unavailable

MMK739Unit description is currently unavailable

MPK701Unit description is currently unavailable

MPK713Unit description is currently unavailable

MPK733Unit description is currently unavailable

MPM705Unit description is currently unavailable

MPT732/MPK732Unit description is currently unavailable #

MPT736/MPK736Unit description is currently unavailable #

Or any other unit with the approval of the Course Director

# MPT code denotes study tour version of the unit


Course structure

Elective units

The remaining credit points of electives must be selected as follows:

  • One 4 credit point Marketing specialisation and
  • 2 credit points of any postgraduate business unit offered in the Faculty of Business and Law



Work experience

This course provides students the opportunity to complete one or more elective work integrated learning units.

[More information: WIL Programs]

Details of specialisations

Customer and Digital Marketing Analytics


Burwood (Melbourne), Cloud (online)

Unit set code



MIS771Unit description is currently unavailable

MIS772Unit description is currently unavailable

MIS782Unit description is currently unavailable

MIS784Unit description is currently unavailable


Details of specialisations

Research Project


Burwood (Melbourne), Cloud (online)

Unit set code



MPP704Unit description is currently unavailable (4cp)


Please note: Students must achieve an average of 70% in their first four units of study in the course to undertake the Research Project specialisation. Acceptance is also contingent on availability of supervisors.

Details of specialisations

Public Relations and Image Marketing


Burwood (Melbourne), Cloud (online)

Unit set code



ALR704Unit description is currently unavailable

ALR718Unit description is currently unavailable

ALR731Unit description is currently unavailable

Plus one credit point from:

ALR700Unit description is currently unavailable

ALR782Unit description is currently unavailable


Other course information

Course duration - additional information
Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.

Other learning experiences

You may elect to complete the Marketing Study Tour program that includes Marketing Management (MPT732) and International Marketing (MPK736) units.

Research and research-related study

Masters Degrees include research-related study (1 cp or equivalent) and independent research (1cp or equivalent) minimum. Components of research and research-related study may be embedded across a number of units where student achievement is demonstrated in specific assessment tasks.