Master of Business (Marketing)

Victoria University

About

You'll study the science and theory of marketing in the dynamic local and global business environment.  This course will enable you to develop general and specialist marketing skills, useful in both businesses and non-profit organisations.

You’ll learn to think strategically, take initiative and deliver ethical and practical outcomes based on business objectives.

This course will allow you to further develop key business skills in areas including statistics, economics and sustainability.

You’ll also become adept at marketing techniques, including in the digital environment.

You'll graduate with the confidence and competence for management or leadership roles in the marketing industry.

You’ll also be prepared for postgraduate research opportunities after completing the research component of this course.

Structure

To attain the Master of Business (Marketing), students will be required to complete 192 credit points (equivalent to 16 units) consisting of:

  • 48 credit points (equivalent to 4 units) college core units
  • 24 credit points (equivalent to 2 units) core units
  • 84 credit points (equivalent to 7 units) professional core units

Plus either OPTION 1 12 credit points (equivalent to 1 unit) capstone research project unit; and, 24 credit points (equivalent to 2 units) elective units. Students to select from any postgraduate units from across the University (subject to availability). Please check any pre-requisite requirements prior to enrolling. OR OPTION 2 12 credit points (equivalent to 1 unit) research proposal unit; and, 24 credit points (equivalent to 2 units) minor thesis unit.

Course structure and units

Year 1, Semester 1

  • Business Statistics Unit code BEO5539 Credits12
  • Business Economics Unit code BEO6600 Credits12
  • Marketing Management Unit code BHO6505 Credits12
  • Work and Organisation Systems Unit code BMO6506 Credits12

Year 1, Semester 2

  • Business Ethics and Sustainability Unit code BMO5501 Credits12
  • Business Research Methods Unit code BMO6630 Credits12
  • Digital Marketing Unit code BHO6001 Credits12
  • Marketing Communication Unit code BHO5503 Credits12

Year 2, Semester 1

  • Customer Relationship Management Unit code BCO6604 Credits12
  • Marketing Strategy Unit code BHO5525 Credits12
  • Consumer Behaviour Unit code BHO5574 Credits12

Research Component Option 1

  • Business Research Project Unit code BGP7730 Credits12

Or

Research Component Option 2

  • Business Research Proposal Unit code BGP7711 Credits12

Year 2, Semester 2

  • Brand and Product Management Unit code BHO5504 Credits12
  • Analysing the Web and Social Networks Unit code ADM5004 Credits12

Research Component Option 1

Elective 1 from any of the university postgraduate courses (unit offering is subject to availability)

Elective 2 from any of the university postgraduate courses (unit offering is subject to availability)

Or

Research Component Option 2

  • Business Research Thesis Unit code BGP7712 Credits24

Students will not normally be permitted to commence the minor thesis component of the course until they have satisfied requirements in at least four specialist units of study and two research units (BMO6630 and BHO5583 or equivalent units)

Entry requirements

Meeting the minimum admission requirements does not guarantee you entry into this course. Some courses receive more applications than the number of places available. In this situation we will also assess your education, work and other relevant experience.

If you do not meet the minimum requirements you may be eligible for one of our special admission programs. We also encourage you to explore our study pathways to help you reach your goal.

Find out more about how to apply for our courses, and our commitment to admissions transparency.

Entry requirements

Completion of an Australian Bachelor degree (or equivalent) in any disciplineORCompletion of an Australian Graduate Diploma (or equivalent) in a similar disciplineORApplicants without an undergraduate qualification may be admitted to the Graduate Diploma based on approved work experience. Upon completion of the Graduate Diploma, graduates will be eligible for admission to this course with credit granted for completed units.

Pathways from VU courses

There are many ways you can start your education journey at VU. Pathways offer an easy transition between courses at different levels, so that you can start with a certificate and progress right through to postgraduate study.

Find out more about pathways and credits.

Credit for skills and past study

If you have completed study with another university or institution and believe you are eligible to receive credit for skills and past study, you can apply for advanced standing.

Applications for advanced standing can be made after a discussion with your course coordinator or academic adviser.

Learning outcomes

On successful completion of this course, students will be able to:

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  1. Critically reflect upon theoretical approaches by evaluating their application to effective marketing practice.  
  2. Justify and interpret theoretical propositions and related bodies of knowledge to critically evaluate the resolution of marketing problems and recommend marketing actions realigned for contemporary and emerging business settings.  
  3. Critically apply cross-disciplinary knowledge in decision making with creativity for dynamic and new contexts.  
  4. Evidence accountability in autonomous and collaborative judgements and innovative strategic thinking in response to contemporary and future marketing challenges.  
  5. Work as a reflective practitioner to formulate, implement and evaluate industry- specific investigations to resolve complex marketing problems and inform management decision making.  
  6. Communicate effectively with specialist and non- specialist audiences including multi-disciplinary teams, diverse cultural communities, business and other professional organisations.  
  7. Exemplify professional leadership in a dynamic 21st century work environment, acting consistently, ethically and in a socially responsible manner.  
  8. Plan and execute a substantial research based project to generate and evaluate complex ideas and concepts at abstract and practical levels.  

Institution