Master of Marketing
- CRICOS Code: 055075D
What will I study?
Our Master of Marketing program consists of 13 subjects, covering core general management and specialised marketing subjects and marketing-related electives.
The subjects cover all aspects of marketing plus areas you need to plan, cost, pitch and deliver marketing campaigns that will raise awareness and add value to organisations.
For more information about our Master of Marketing subjects, visit the Master of Marketing page on Melbourne Business Schools' website.
Explore this course
Explore the subjects you could choose as part of this degree.
Organizations face many adaptive challenges to survive and thrive in a context of a complex and uncertain environment driven by forces such as globalization and technology. Managers maintain the status quo efficiently but leaders help individuals, teams, organizations, and societies to do adaptive work. Leadership has been defined as “the process of influencing others to understand and agree about what needs to be done, and how to do it, and the process of facilitating individual and collective efforts to achieve shared objectives” (Yukl, 2006). Leadership is not a position but a process and it is often emergent and shared by individuals who choose to be leaders and have developed leadership capability. Leadership is particularly important in new organization structures that are flat, flexible, diverse, and global rather than hierarchical, stable, and homogenous. There is substantial evidence that leadership can be learned and this introductory subject is aimed at developing the capability to lead individuals and teams through intrapersonal (i.e., self-awareness and self-management) and interpersonal (i.e., social awareness and social skill) development. This subject is a two and a half day intensive that includes theoretical and conceptual content alongside solo and group exercises designed to prepare students for leadership experiences in the MBA program and their future careers.
Organizations face many adaptive challenges to survive and thrive in a context of a complex and uncertain environment driven by forces such as globalization and technology. Managers maintain the status quo efficiently but leaders help individuals, teams, organizations, and societies to do adaptive work. Leadership has been defined as “the process of influencing others to understand and agree about what needs to be done, and how to do it, and the process of facilitating individual and collective efforts to achieve shared objectives” (Yukl, 2006). Leadership is not a position but a process and it is often emergent and shared by individuals who choose to be leaders and have developed leadership capability. Leadership is particularly important in new organization structures that are flat, flexible, diverse, and global rather than hierarchical, stable, and homogenous. There is substantial evidence that leadership can be learned and this introductory subject is aimed at developing the capability to lead individuals and teams through intrapersonal (i.e., self-awareness and self-management) and interpersonal (i.e., social awareness and social skill) development. This subject is a five day intensive that includes theoretical and conceptual content alongside solo and group exercises designed to prepare students for leadership experiences in the MBA program and their future careers.
Effective leadership provides direction, alignment and commitment for the collective. It is about courage, visibility and approachability. It is about learning to disappoint people a little less!
- Social Responsibility and Ethics6.25
Social Responsibility and Ethics
In this subject, students learn about the societal context in which business operates, together with the skills for reasoning about ethical problems that arise in this context. The course examines the various stakeholders of business and discusses the obligations of corporations to those stakeholders. It considers strategies for achieving corporate social responsibility goals – such as environmental sustainability and social outcomes ‐‐ taking into account both the ethical case and the business case for such strategies. The course also examines a range of alternative approaches to moral reasoning as well as the applications of those approaches to the complex and dynamic ethical problems that confront leaders of modern organizations, both in Australia and in other cultures.
- Financial Accounting12.5
Accounting is the “language of business,” and accounting information is the basis for performance measurement, business contracting, and most operating, investing, and financing decisions that managers make. Financial accounting information affects how individuals outside a company perceive that company, and by extension, the resources available to the company to accomplish its objectives. An understanding of and the ability to use financial accounting information will be essential to your success as a professional manager. This subject is designed to provide students with foundation knowledge about external financial reporting by for-profit entities. This foundation knowledge not only provides the basis for correctly interpreting and using accounting information provided internally to managers for managerial decision making, but also provides the basis for using financial statements for more externally-focused judgments and decisions (e.g., assessing a firm’s intrinsic value or to assess a firm’s strengths and weaknesses relative to competitors).
- Managing People12.5
This subject examines human behaviour at the individual, group and organisational levels. Theories, models and research will be discussed and applied through case studies, syndicate team assignments, experiential exercises and reflection on work experience. Each topic has been selected to help you better manage yourself, other people, groups and organisations.
- Data Analysis12.5
Contemporary business is awash in data. Modern business processes and activities usually involve multiple streams of data from areas as diverse as marketing activities, operational processes and financial activities. Therefore, managers are frequently confronted with how to harness these to understand their business better, so that they can make more informed decisions. This subject provides the fundamental quantitative skills necessary for an MBA student to extract information from data, through quantitative analysis, to make better managerial decisions. Students will be familiarized with the tools of quantitative analysis, develop the necessary skills for analytical thinking and a quantitative mind set in measuring performance. The fundamental quantitative skills from this subject provide a foundation to the advanced subjects within the MBA and provide students an analytical framework towards solving managerial problems later in their career.
- Managerial Economics12.5
Managerial economics is designed to provide you with the tools of economic reasoning for developing and evaluating strategic business options and to make better choices. To this end we discuss and develop the fundamental economic concepts and analytical skills required in managerial and strategic decision-making. Applications lie in bargaining, price setting, the analysis of different market environments, and the analysis of situations with asymmetric information. Many subjects—and in particular business strategy, finance, marketing, and negotiations—build upon the material learned in Managerial Economics. To benefit from these synergies you are encouraged to take Managerial Economics early in your program.
The Marketing subject focuses on the challenges faced by organisations in managing demand, and how to address those challenges with optimal demand-side strategies. To be successful, organisations have to be able to recognise, create, grow, and protect market-based assets that influence demand. Brand equity, the installed base of customers, and support from channels (e.g., intermediaries such as retailers) constitute the most important market-based assets that help produce market outcomes such as sales growth, price premiums, market share, customer share, customer retention, customer referrals, and addressable markets.
In this subject, students will learn how (and which) marketing investments help develop market-based assets, how market-based assets translate into market outcomes, and how market outcomes in turn help in ensuring the long-term survival and success of organisations.
- Consumer Behaviour12.5
Current approaches to business emphasize the importance of adopting a consumer focus. At its essence, marketing—and business more broadly—is an attempt to influence consumer behaviour. This subject seeks to provide insights into consumer psychology as a basis for developing powerful consumer-influence tactics and marketing strategies.
While all of us are consumers, our intuitions about our own behaviour, as well as that of others, are often inaccurate. Understanding our consumers—or ourselves, as consumers—is no easy task. A solid understanding of cognitive and social psychology can offer insight beyond business acumen and help guide a plethora of business decisions.
In this course you will learn about fundamental theories and concepts in consumer psychology and about new research findings to enhance your understanding of how and why people choose, use, and evaluate goods and services the way they do.
- Marketing Research12.5
This subject will focus on how both qualitative and quantitative aspects of marketing research can help managers address substantive marketing problems including: market segmentation, targeting and positioning, estimating market potential, forecasting demand, developing advertising and pricing, and introducing new products. The subject uses a combination of lectures, case discussions, and exercises to develop a better understanding of the process of marketing research. An important aspect of the subject involves getting hands-on experience with marketing research problems through a field project. This project will require students to integrate everything that they have learned to conduct an actual research project from problem definition through a final report and presentation.
- Marketing Strategy12.5
This subject demonstrates to you the benefits of undertaking marketing actions within a strategic framework, and will show you how that can be achieved. Marketing Strategy enables us to refine our vision, check its fit with our target markets’ needs, focus our efforts on the most worthwhile opportunities, and see how best to realize those opportunities. There are three logical steps in this process: (1) Analysis, (2) Generating and Calibrating Strategic Options, and (3) Planning to realize chosen options. We will examine each of these in this subject.
This subject provides an overall direction for the marketing effort. It also links marketing to corporate strategy, and through it to other managerial functions in the organization.
- Leadership and Change12.5
Leadership and Change
Leadership & Change explores the role of leaders and the process of leadership in impacting and influencing organisational performance. In today’s leaner and flatter organisations, leaders require much more than just the authority associated with their position to be effective. The aim of this course is to examine the theory and practice of how leaders and leadership make a difference, with the explicit goal of having students reflect on their own leadership challenges and capabilities. Three themes underpin the subject content, process and assessment: 1. personal reflection is the basis for growth, learning and development as a leader; 2. learning comes from experience, and experiential activities and insights from the “here and now”; and 3. leadership involves questioning premises and initiating new directions rather than just implementing pre-determined trajectories.
- Marketing Communications12.5
In this course we will explore what leading firms are doing in response to changes impacting on the discipline of marketing communications. To this end, we will consider the main concepts, tools & techniques of contemporary marketing communications. We will focus on the design & implementation of effective marketing communications campaigns. We will also consider the issues that arise in planning, implementing & controlling communications strategies across multiple media: print & broadcast advertising, PR, direct, online & other electronic channels.
Negotiation is the art and science of securing agreements between two or more interdependent parties. The central issues of this course deal with understanding the behavior of individuals, groups, and organizations in the context of competitive situations. The purpose of this course is to understand the theory and processes of negotiation as it is practiced in a variety of settings. The course is designed to be relevant to the broad spectrum of negotiation problems that are faced by the manager and professional, often in a global context.
This course is designed to complement the technical and diagnostic skills learned in other courses at MBS. A basic premise of the course is that while a manager needs analytical skills to discover optimal solutions to problems, a broad array of negotiation skills is needed in order for these solutions to be accepted and implemented. The course will give you the opportunity to develop these skills experientially and to understand negotiation in useful analytical frameworks.
- Product Management12.5
- understand the issues involved in developing product strategies, including related services marketing issues
- develop the analytical skills necessary when using market research and developing sound product related decisions
- gain a conceptual framework for organising thinking about product related problems
- understand the marketing or product manager's role in developing product strategies
- Brand Management12.5
Brand Management is a course designed to prepare the student for the challenges of building, protecting and strengthening a brand. The course examines branding from across a range of different industries and is relevant for those interested in managerial, entrepreneurial, not for profit and government sectors. This is a very applied elective and examines all the the key areas of brand management including brand research, brand building, brand strategy, brand positioning, brand extension and brand architecture. The course is case based and uses examples from across the major areas of branding including consumer goods, services, B2B, retail branding and luxury goods.