Master of Commerce specialisation in Marketing - Taught 180

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During your studies in Marketing you will learn how to understand customer needs, develop value propositions to satisfy them, and then use a range of traditional and digital marketing communication tools to communicate value propositions to your target customers and other stakeholders.

You can complete a Bachelor of Commerce (Honours) in Marketing or a Master of Commerce in Marketing, with a customised dissertation specialising in an area such as:
- Marketing management
- Branding
- Digital marketing
- Advertising and communications management
- Marketing research
- Service management
- Value co-creation
- Customer engagement
- Sustainable marketing
- Collaborative consumption
- Tourism
A dissertation is an advanced research project involving one-on-one mentoring by a dedicated academic staff member. This individualised experience will extend your analytical capabilities, enable you to stand out when job hunting and future-proof your career.

Graduates who have specialised in Marketing typically enjoy a wide range of employment opportunities. Most take up first positions in marketing departments, retailing, sales and general management. Others may be employed in marketing research or advertising. Having a postgraduate qualification in marketing serves as an important differentiator for students.
Possible roles include:
- Assistant brand manager/product manager
- Assistant marketing manager
- Advertising executive
- Product/service developer
- Social media manager
- Public relations executive
- Market researcher
- Marketing consultant
- Sales representative

Prerequisite: A major in Marketing including MKTG 202 or STATS 208, or an equivalent course as approved by the Head of Department

A student required to complete 180 points for this degree may substitute up to 30 points from other 700 level courses offered at this University as approved by the Programme Director.

Complete 180 points for one of the following:

180 points for Dissertation Pathway, or
180 points for Research Project Pathway, or
180 points for Applied Research Consultancy Project Pathway

Dissertation Pathway

Complete 180 points comprising:

15 points from Group 1 Elective Courses, and
30 points for all Business Compulsory Courses, and
45 points for all Marketing Compulsory Courses, and
At least 15 points from Group 2 Elective Courses, and
0 to 15 points from Group 3 Elective Courses, and
Either:
60 points for all Dissertation - 1 Semester, or
60 points for all Dissertation - 2 Semesters

Group 1 Elective Courses

Complete exactly 15 points from the following:

BUSINESS 704 - Quantitative Research Methods (15 points)

BUSINESS 705 - Qualitative Research Methods (15 points)

Business Compulsory Courses

Complete 30 points for ALL of the following:

BUSINESS 710 - Conducting Research (15 points)

BUSINESS 713 - Responsible Business (15 points)

Marketing Compulsory Courses

Complete 45 points for ALL of the following:

MKTG 701 - Foundations of Marketing Thought (15 points)

MKTG 705 - Advanced Consumer Research (15 points)

MKTG 714 - Contemporary Issues in Marketing Research - Level 9 (15 points)

Group 2 Elective Courses

Complete at least 15 points from the following:

MKTG 710 - Digital Advertising Dynamics (15 points)

MKTG 712 - Digital Marketing Strategy (15 points)

MKTG 713 - Business-to-Business Marketing Dynamics (15 points)

Group 3 Elective Courses

Complete 0 to 15 points from the following:

ECON 720 - Econometric Methods (15 points)

GLMI 706 - Working in an Age of Uncertainty (15 points)

INFOSYS 700 - Digital Innovation (15 points)

INFOSYS 703 - Managing with Artificial Intelligence (15 points)

Dissertation - 1 Semester

Complete 60 points for ALL of the following:

MKTG 791 - Dissertation - Level 9 (60 points)

Dissertation - 2 Semesters

Complete 60 points for ALL of the following:

MKTG 791A - Dissertation - Level 9 (30 points)

MKTG 791B - Dissertation - Level 9 (30 points)

Research Project Pathway

Complete 180 points comprising:

15 points from Group 1 Elective Courses, and
30 points for all Business Compulsory Courses, and
45 points for all Marketing Compulsory Courses, and
At least 30 points from Group 2 Elective Courses, and
0 to 30 points from Group 3 Elective Courses, and
30 points for all Research Project

Group 1 Elective Courses

Complete exactly 15 points from the following:

BUSINESS 704 - Quantitative Research Methods (15 points)

BUSINESS 705 - Qualitative Research Methods (15 points)

Business Compulsory Courses

Complete 30 points for ALL of the following:

BUSINESS 710 - Conducting Research (15 points)

BUSINESS 713 - Responsible Business (15 points)

Marketing Compulsory Courses

Complete 45 points for ALL of the following:

MKTG 701 - Foundations of Marketing Thought (15 points)

MKTG 705 - Advanced Consumer Research (15 points)

MKTG 714 - Contemporary Issues in Marketing Research - Level 9 (15 points)

Group 2 Elective Courses

Complete at least 30 points from the following:

MKTG 710 - Digital Advertising Dynamics (15 points)

MKTG 712 - Digital Marketing Strategy (15 points)

MKTG 713 - Business-to-Business Marketing Dynamics (15 points)

Group 3 Elective Courses

Complete 0 to 30 points from the following:

ECON 720 - Econometric Methods (15 points)

GLMI 706 - Working in an Age of Uncertainty (15 points)

INFOSYS 700 - Digital Innovation (15 points)

INFOSYS 703 - Managing with Artificial Intelligence (15 points)

Research Project

Complete 30 points for ALL of the following:

MKTG 792 - Research Project - Level 9 (30 points)

Applied Research Consultancy Project Pathway

Complete 180 points comprising:

45 points for all Business Compulsory Courses, and
45 points for all Marketing Compulsory Courses, and
At least 30 points from Group 1 Elective Courses, and
0 to 30 points from Group 2 Elective Courses, and
30 points for all Applied Research Consultancy Project

Business Compulsory Courses

Complete 45 points for ALL of the following:

BUSINESS 710 - Conducting Research (15 points)

BUSINESS 713 - Responsible Business (15 points)

BUSINESS 714 - Advanced Consulting Methods - Level 9 (15 points)

Marketing Compulsory Courses

Complete 45 points for ALL of the following:

MKTG 701 - Foundations of Marketing Thought (15 points)

MKTG 705 - Advanced Consumer Research (15 points)

MKTG 714 - Contemporary Issues in Marketing Research - Level 9 (15 points)

Group 1 Elective Courses

Complete at least 30 points from the following:

MKTG 710 - Digital Advertising Dynamics (15 points)

MKTG 712 - Digital Marketing Strategy (15 points)

MKTG 713 - Business-to-Business Marketing Dynamics (15 points)

Group 2 Elective Courses

Complete 0 to 30 points from the following:

ECON 720 - Econometric Methods (15 points)

GLMI 706 - Working in an Age of Uncertainty (15 points)

INFOSYS 700 - Digital Innovation (15 points)

INFOSYS 703 - Managing with Artificial Intelligence (15 points)

Applied Research Consultancy Project

Complete 30 points for ALL of the following:

MKTG 759 - Applied Research Consultancy Project - Level 9 (30 points)