.:: KDU Management Development Centre (KMDC) ::.

Deakin Course Code: M728
Award granted Master of Marketing
Duration 1.5 to 2 years part time equivalent

Course overview
The course is designed to provide specialist knowledge and skills relating to the theoretical, practical, evaluative and research frameworks underpinning marketing. The course is designed to meet the professional needs of students who have not undertaken prior marketing study. It will be appropriate for students currently working within the marketing field without any formal education in that area as well as for graduate students wishing to enter the marketing field.

Specific course information
Applicants must hold a four year Bachelor's degree (or equivalent) with no marketing major or a three year Bachelor's degree (or equivalent) with no marketing major and 2 years relevant work experience. Alternative entry will be available through the Graduate Certificate of Marketing (comprising 4 credit points over 1 semester of full-time study or part time equivalent) for those applicants who hold a three year Bachelor's degree (or equivalent) with no marketing major or who can show 7 years relevant work experience.

Course rules
The Graduate Certificate of Marketing comprises four units totalling four credit points. (1 semester of full-time study or part time equivalent). Students are required to complete two compulsory units and two units where students have a choice of two alternatives for each. Students successfully completing this course can articulate into the Master of Marketing but will not be granted advanced standing for units completed.

The Master of Marketing requires students to complete 8 credit points over two semesters of full-time study (or part time equivalent).

Admission requirements - general
Deakin University offers admission to postgraduate courses through a number of Admission categories.
In all categories of admission, selection is based primarily on academic merit as indicated by an applicants previous academic record. The minimum requirements are successful completion of a three-year undergraduate degree, or equivalent, from an approved university or other educational institution or successful completion of other equivalent qualifications gained by examination, or approved professional or industrial experience. International students must also meet the English language requirements.

Admission requirements - specific
An undergraduate degree with a minimum of four years of tertiary study or equivalent with no marketing major or an undergraduate degree with no marketing major and a minimum two years relevant work experience or completion of the Graduate Certificate of Marketing.

Advanced standing - general
If you have completed previous studies which you believe may reduce the number of units you have to complete at Deakin, indicate in the appropriate section on your application that you wish to be considered for advanced standing. You will need to provide your previous course details so your credit can be determined. If you are eligible, your offer letter will then contain information about your advanced standing.
Your advanced standing is formally approved prior to your enrolment at Deakin during the Enrolment and Orientation Program. You must bring original documents relating to your previous study so that this approval can occur.

Deakin international students pay AUD2748 per unit in 2008.

View 2008 Deakin tuition fee rate (Deakin International Fee)

MLM790 Trade Practices Law
MMK733 Strategic Marketing
MMK737 Online Marketing
MPK701 Research Design and Analysis
MPK712 Advertising and Consumer Behaviour
MPR732/MPK732 Marketing Management  *
MPK736 International Marketing

Elective units
Select one unit from:
MMK751 Services Marketing
MPK711 Strategic Customer Service

Course Description

MPK712 Advertising and Consumer Behaviour
Semester 2, 1 credit point
Unit chair: N Robertson
Co requisite: MPK732 or MPR732
Incompatible with: ALR710
Contact hours: 1 x 3 hour seminar per week
Note: Online teaching methods require internet access.

Content
The intent of this unit is to develop an understanding of the importance of consumer behaviour theory and research in the formulation and execution of marketing communications. Topics include consumer decision processes, factors influencing consumer behaviour (individual, psychological and environmental factors), marketing communications and brand positioning, marketing communications campaign objectives, advertising creative strategy, advertising media strategy, budgeting, tracking and other marketing communications (i.e., sales promotion, corporate image advertising, sponsorships, public relations, personal selling and direct marketing). A variety of marketing communications campaigns, from both profit and non-profit organisations, will be used to illustrate the interplay between consumer behaviour and marketing communications.

Assessment
Case study 2000 words 20%, critique 3000 words 30%, three-hour examination 50%

MLM790 Trade Practices Law

Content
Topics to be addressed include: price fixing; boycotts; anti-competitive agreements; exclusive dealing; resale price maintenance; misuse of market power; mergers; misleading conduct and false representations; unfair business practices; unconscionable conduct; industry codes; penalties; and remedies.

Assessment
Written assignment 2000 words 30%, examination 3 hours 70%

MPK701 Research in Marketing

Content
The unit will develop an appreciation of the scope of research in marketing, together with the processes and techniques used commonly in research. Topics include an introduction to research in marketing, problem definition, research design, qualitative and quantitative methods, measurement concepts, qualitative and quantitative data analysis, univariate and multivariate statistical analysis, sensitivity analysis, the development of marketing models, reporting and presentation of results. Applications of research in marketing in the areas of strategic analysis, pricing, brand management, consumer behaviour or sales forecasting will also be discussed.

Assessment
Case study 2000 words 25%, case study 2000 words 25%, three-hour examination 50%

MMK733 Strategic Marketing
Semester 1, 1 credit point
Unit chair: J Soldatos
Co requisite: MPK732 or MPR732
Note: Online teaching methods require internet access.

Content
The unit involves a thorough examination of the two major aspects of strategic marketing. The first is the analytical framework for strategic market planning: the nature of strategic market planning; analysing market opportunity and competitive capability. The second major aspect examines managerial aspects of planning: defining the business; industries and their evolution; global marketing policy and planning systems; organisation, implementation and control. The overall objective of the unit is to demonstrate the role of strategic marketing in creating sustainable competitive advantage.

Assessment
Case study 2500 words 30%, two-hour examination 70%

MMK737 Online Marketing
Semester 1, 1 credit point
Unit chair: S Adam
Contact hours: The unit is taught in block mode over three Friday/Saturday combinations
Note: Online teaching methods require internet access.

Content
This unit examines and discusses the impact of the Internet (Net) on marketing science and practice. Particular emphasis is given to the role of the World Wide Web (Web) in current and future integrated marketing communication, customer fulfilment strategy and customer relationship management (CRM).

Assessment
Reflections journal 1000 words 10%, research paper 4000 words 40%, two-hour examination 50%

MPK732 Marketing Management
Summer semester studies (Full fee rates apply) (T, X), Semester 1 or semester 2, 1 credit point
Previously coded as: MMK732
Unit chair: J Vieceli
Incompatible with: MPR732
Contact hours: 1 x 3 hour seminar per week
Note: Online teaching methods require internet access.

Content
The unit consists of 12 modules built around the integrative nature of the marketing process and its role in achieving corporate objectives. Topics include the marketing process; the marketing environment; market research and information systems; segmentation; targeting and positioning; buyer behaviour, pricing consideration and approaches; integrated marketing communication; products and new product development; distribution; international marketing; marketing strategy and planning and the implementation and control of marketing programs. Emphasis is placed on the management decision-making process through the use of case studies. The unit not only introduces participants to core marketing concepts and techniques, but also encourages the application of these within the context of the participants' work environment.

Assessment
Case study 2500 words (individual) or 4000 words (group) 25%, case study 2500 words (individual) or 4000 words (group) 25%, three-hour examination 50%

MMK751 Services Marketing
Semester 2, 1 credit point
Unit chair: L McQuilken
Co requisite: MPK732 or MPR732
Note: Online teaching methods require internet access.

Content
Service industries currently account for approximately 70% of Australia's GDP and employ approximately 80% of the workforce. It is anticipated that 90% of all new jobs created during this decade will be in the service sector. Service organisations differ in many important respects from manufacturing organisations, requiring a distinctive approach to planning and implementing marketing strategy. This subject builds on the knowledge gained in Marketing Management by providing a detailed analysis of how to tailor marketing goals and strategies to service organisations.

Assessment
Assignment 3000 words 40%, three-hour examination 60%

MPK736 International Marketing
Semester 2, 1 credit point
Previously coded as: MMK736
Unit chair: M Taghian
Co requisite: MPK732 or MPR732
Contact hours: 1 x 3 hour seminar per week
Note: Online teaching methods require internet access.

Content
The purpose of this unit is to examine the key elements in the formulation and implementation of international marketing strategy. The unit analyses the stages through which the firm moves in formulating its global strategy initial entry; local market expansion; and global rationalisation. The formulation and implementation of strategy is discussed within the context of increasing interdependence of country markets and regional market integration.

Assessment
Assignment 2500 to 4000 words 25%, assignment 2500 to 4000 words 25%, three-hour examination 50%