Graduate Programs 2007 Department of Marketing Many extraordinary Marketing programs About Monash The focus of the Department is on producing cutting edge marketers who have an infinite knowledge and understanding of the complex issues involved in providing ‘value exchange’ between the customer and the organisation. The Faculty of Business and Economics Department of Marketing The Faculty of Business and Economics The Department of Marketing is one of the comprises the departments of Accounting largest providers of tertiary level marketing and Finance, Business Law and Taxation, education in Australia with over 50 full-time Econometrics and Business Statistics, academic teaching and research staff and Economics, Management and Marketing. over 1500 students enrolled in It is represented on seven university undergraduate and postgraduate programs. campuses: Berwick, Caulfield, Clayton, As a leader in marketing education in the Gippsland, Peninsula, Kuala Lumpur in southern hemisphere the Department of Malaysia and Johannesburg in South Africa. Marketing is committed to maintaining its pre-eminent position in a rapidly changing Other significant teaching locations include educational environment. Perth, Hong Kong and Singapore. Our range of programs is constantly The faculty offers a comprehensive selection reviewed in order to keep pace with the of awards – bachelors degrees, MBA and dynamics of industry, the market place and specialist masters degrees. The diversity of student demand. The Department’s offerings includes generalist and specialist graduate programs have been restructured Monash is renowned as a dynamic single and double degrees, both within the to include a stream for career professionals university. Its research is recognised faculty and with other faculties of the which provides an exciting new opportunity internationally, its faculties are acclaimed for university. Courses are available through to tailor studies to best fit their specific teaching excellence throughout Australia, off campus learning and conventional career goals. All programs are taught within and its graduates hold prestigious positions on campus modes. the marketing framework encompassing the worldwide. principle of ‘value exchange’. The focus of The faculty has approximately 14,000 With more than 48,000 students across the the Department is on producing cutting students enrolled in its undergraduate and edge marketers who have an infinite seven campuses in Melbourne, regional postgraduate courses. Research is actively knowledge and understanding of the Victoria, Malaysia and South Africa, Monash encouraged at postgraduate level through complex issues involved in providing ‘value offers a breadth and depth of courses university and faculty scholarships. exchange’ between the customer and the unique in Australia. organisation. The university has ten faculties – Arts, Graduate School of Business ‘As the marketing message has expanded Art and Design, Business and Economics, The Monash University Graduate School of and been advanced so too has the demand Education, Engineering, Information Business (GSB) delivers graduate business for well qualified marketing practitioners and Technology, Law, Medicine, Nursing and education to over 4000 students, with a well researched marketing knowledge. In the Health Sciences, Pharmacy and Science. further 300 students undertaking higher Department of Marketing we strive to satisfy degrees by research. those demands. We are proud of our skill in The GSB offers a range of coursework creating marketing knowledge and proud of masters programs, related certificates and our students who carry that knowledge diplomas, as well as higher degrees by around the globe.’ research (DBA and PhD). Coursework programs comprise generalist degrees such Professor Mike Ewing as the MBA and Master of International Head of Department Business and specialist programs such as the Master of Marketing. The scale and diversity of the activities of the GSB enable us to offer students an unparalleled range of study choices and the flexibility of a variety of teaching modes in different locations. 2 Department of Marketing Dr Mike Ewing Professor BCom (Natal), BCom (Hons), MCom, DCom (Pretoria) Head of Department Dr Mike Ewing particularly enjoys postgraduate teaching and has taught at London Business School, Rotterdam School of Management, Australian Graduate School of Management, Henley Management College and Tongji University (Shanghai). Mike won the inaugural Dean’s Teaching Award in the Faculty of Business and Economics at Monash and has received numerous awards and citations for research. He researches in the area of marketing communications (advertising effects, brand management, health promotion and the technology- communication interface). Amongst others, his work has appeared in Information Systems Research, the Journal of the Academy of Marketing Science, the Journal of Advertising Research, the Journal of Advertising, the Journal of Business Research, The International Journal of Advertising, Business Horizons, Industrial Marketing Management, and the European Journal of Marketing. He has six book chapters to his credit and serves on the editorial boards of six journals. He is an active member of a number of professional associations. Dr Felix Mavondo Professor BSc (Hons) (Rhodesia), MBA (Zimbabwe), PhD (Monash); Certified Management Consultant (CMC) (Australia) Director of Teaching Felix Mavondo is Professor of Marketing and in 2005 was Director of Research (HDR). He publishes in journals including European Journal of Marketing, Journal of Advertising, Journal of Travel Research, Journal of Marketing for Higher Education and presents regularly at international conferences. Felix considers research the manufacturing stage of the education industry which is critical to effective teaching and engagement with industry. His research and teaching interests include marketing strategy, resources and capabilities, and psychometrics. He is also conducting research in tourism, retailing and institutional embeddedness. Felix has supervised to completion 22 doctoral and masters by research students with ten current research students. 3 Information on graduate courses in Marketing Master of Marketing accredited undergraduate and postgraduate award programs including higher degrees Master of Marketing (Logistics Management) by research. Previously the Postgraduate Education Loan Scheme (PELS) was Master of Marketing (Retailing) available for postgraduate students enrolled in Masters programs (FEE-HELP is not available for students enrolled in Executive Certificate in Marketing Executive Certificate programs). Executive Certificate in Logistics Management Australian citizens and holders of a permanent humanitarian visa are eligible Executive Certificate in Retailing for FEE-HELP. New Zealand citizens and holders of other permanent visas do not have Graduate Certificate in Media Sales access to FEE-HELP loans and must pay their tuition fees upfront without a discount. Graduate Certificate in Research Methods for Marketing Eligible students wishing to fund part or all of their tuition fees through FEE-HELP must complete the loan request form by the relevant census date and provide a tax file number. A Courses, units, modes of study, forms and Semester dates student can elect to pay a portion of fees timetables can be found on our website at: Semesters are of 13 weeks followed by directly to the university, and the remaining www.buseco.monash.edu.au/Mkt a four week examination period. debt will be registered as a loan through the Telephone: 03 9903 2128 or 1300 652 312 Australian Taxation Office. Students will Semester 1, 2007 Facsimile: 03 9903 1558 commence repaying any FEE-HELP loan 26 February – 1 June through the Australian Taxation Office once Email: Examination Period their income reaches the minimum threshold firstname.lastname@example.org 4 June – 29 June for compulsory repayment. A loan for up to Applications for 2007 Semester 2, 2007 the full tuition fee charged for the course can 16 July – 19 October be accessed, but there is a lifetime limit Round one closing dates for Applications of $50,000. Semester 1: 30 November 2006 Examination Period 22 October – 16 November For more information, visit the Department of Semester 2: 31 May 2007 Education, Science and Training website at Media Sales: 3 November 2006 Summer 2007/2008 www.goingtouni.gov.au December 2007 – February 2008 Contact the Graduate Studies Office to Information Evenings are held in May and Study rates enquire whether your application may be lodged after the due closing dates. November each year. Contact the Graduate Part-time students who combine study Studies office for details. and full-time employment normally choose Course Commencement 2007 to study two units per semester. Semester 1: 26 February 2007 Fees Students wishing to complete a Master Semester 2: 16 July 2007 Graduate programs in the Department of degree in 18 months will need to study Marketing are fee paying courses. In 2007 (full-time) four units per semester. Media Sales: 15 January 2007 (Melbourne) the fee for Australian citizens and permanent 19 January 2007 (Sydney) residents will be $2180 per unit. There are Computer knowledge required Applications should be mailed to: no compulsory amenities fees in 2007. Monash University has an extensive range An additional resource fee may apply to of online resources and computer facilities Graduate Studies Office, intensive five day and split block mode units. available to all students. Computer Department of Marketing, Monash University, Caulfield Campus, Fees quoted are 2007 rates. For future years knowledge and access to the internet are of your course, Monash University reserves essential to access the Monash website PO Box 197, Caulfield East, Victoria 3145 the right to adjust annual tuition fees. for enrolment, lecture and examination or timetables, examination results, as well However the University undertakes that any Graduate School of Business, adjustment will not exceed 6% per annum as teaching and learning resources. Monash University, Caulfield Campus, and will be applied on 1 January each year PO Box 197, Caulfield East, Victoria 3145 for that year. Full details may be found at Modes of study or hand delivered to: www.monash.edu.au/study/fees On campus Level 7, Chisholm Tower, FEE-HELP Most core units in the graduate programs 26 Sir John Monash Drive, In 2005 a new government loan scheme are taught on campus in the evening. Caulfield East Victoria 3145 known as FEE-HELP was introduced to Weekly lectures are conducted throughout provide an income contingent loan facility the 13 weeks of each semester usually for eligible full fee students enrolled in between 5pm and 10pm. 4 Intensive teaching blocks • have two years relevant full-time business Contact: Monash University International Five day intensive teaching block units are experience. Admissions from 8am to 6pm Monday through Friday This course is offered on campus at Telephone: +61 3 9627 4852 at Caulfield or Peninsula Campuses. Caulfield. Facsimile: +61 3 9905 8297 Intensive Split blocks In 2007 the course has been expanded to provide an opportunity for students to follow Email: email@example.com Units delivered in intensive split blocks are taught over a five to six day period, usually 8am a number of specialisations and eventually Web: www.monash.edu.au/international to 6pm on Fridays and Saturdays with a two to graduate with a specialisation in a number of Visa information and applications can be four week period between each session. different areas of study. These include obtained from www.immi.gov.au and marketing (as offered in 2006), international www.dfat.gov.au Off campus marketing, interactive marketing, relationship Online marketing, retailing, and supply chain The passport you hold and the education Master of Marketing Online is offered off logistics. sector for which you are seeking a student campus – online. The online mode utilises visa will determine the requirements you Applicants who have already commenced a a full range of media and computer need to fulfil before being granted a student career in marketing but wish to study off technologies, including the internet and visa. If you would like to receive more campus may enter the Master of Marketing virtual tutorials where students chat with information please email: Online (course code 3810) with the following firstname.lastname@example.org each other and their tutor, use email, online requirements: library facilities, print guides and CD-ROM. Minimum level of English requirement: IELTS Students lodge their assignments • hold an undergraduate degree in another (International English Language Testing electronically but will be required to attend discipline from a recognised tertiary Service) is the only English proficiency test an examination centre to sit their final institution; and accepted for non-government and non- examination for the unit. • have two years relevant full-time business agency sponsored students in certain experience. assessment levels. Off campus learning (Distance education) This course is offered off campus with online To check which English test is accepted for A small number of units can be taken delivery from Caulfield campus. your country of assessment level visit: off campus using print based materials combined with electronic communications, The specialist masters in Logistics www.immi.gov.au/study/applying/ either via the internet or email or a Management and in Retailing, require visa_requirements_english.htm combination of media. applicants to: Courses registered on the CRICOS register • hold an undergraduate degree from a of courses for international students: Master Entry requirements recognised tertiary institution; and of Marketing, (Course code 2276): CRICOS The Master of Marketing is offered in a • have two years relevant full-time business code 031027K. Master of Marketing (course number of different ways for both early experience. code 3802): CRICOS code 048116C. career marketers, as well as for career marketing professionals so that applicants at These degrees are offered in addition to the CRICOS provider code: 00008C different stages of their career development specialisations in the Master of Marketing. Advanced standing are able to focus on a program which meets Executive Certificate their individual needs. This course has been designed for Advanced standing (credit exemption) applicants with extensive business may be granted for up to 50% of the Early career marketers units in a course of study considered experience, without an undergraduate Applicants who are in the early stages of to be of equivalent standing. qualification. their career in Marketing may enter the Advanced standing cannot be granted Master of Marketing (course code 3802) Applicants do not require an undergraduate for units completed more than five years straight from their undergraduate degree. degree but must have the following: prior to admission, or for units completed Applicants must • a minimum of six years relevant full-time at undergraduate level. • hold an undergraduate degree in employment experience, which can Applications for advanced standing need marketing or a major in marketing or an include: being either an owner/manager to be lodged at the time of admission to equivalent qualification from a recognised for at least three years or being in a the course. tertiary institution; and management or supervisory position; • have administered expenditure in excess The Chartered Institute of Marketing • have achieved an average grade of credit of $500,000 per annum for at least three – UK (CIM) or above (some business experience is years; and The Department of Marketing has agreement preferred) • have employer recommendation (or if self- with the Chartered Institute of Marketing that This course is offered on campus at up to four units studied through CIM in the employed, provide suitable references). Caulfield Postgraduate Diploma in Marketing may Career marketing professionals Exit points provide advanced standing into the Master Applicants, who have already commenced The course comprises 12 units divided into of Marketing. a career in marketing who have relevant three modules of four units each. Students In addition CIM has agreed that students business experience, have a generalist enrolled in the Master of Marketing programs from the Master of Marketing may be degree and now want to focus on building may exit the course at the end of a four unit awarded advanced standing into their their strengths in marketing through or eight unit module and receive recognition program. Please contact Graduate Studies advanced studies, may enter the Master of for the units completed. for more details. Marketing (course code 2276) with the International students Australian Marketing Institute (AMI) following requirements. Monash University International Admissions Successful completion of the Master of Applicants must is responsible for administering the Marketing degree meets the criteria under • hold an undergraduate degree in another application process for international students the academic requirement of the AMI CPM discipline from a recognised tertiary and for providing information of fees and the (Certified Practising Marketer) Program. institution; and Australian government visa requirements. 5 Irene has more than 25 years experience in marketing, marketing communication and marketing education. Irene Powell Irene is a Senior Lecturer in the Department of Marketing at Monash University. She has She is Course Director for two post- graduate courses – the department’s flag Senior Lecturer an honours degree in marketing from ship course Master of Marketing and the Strathclyde University in Scotland and a innovative Graduate Certificate in Media BA (Hons) Marketing (Strathclyde), master degree in communications from Sales. MA (Communications) (Monash) Monash University. Irene has been awarded the Vice- Irene has more than 25 years experience Chancellor’s Award for Excellence in Team in marketing, marketing communication Based Educational Development and the and marketing education. She worked Business/Higher Education Round Table in the dairy industry in the UK with Award for Outstanding Achievement in responsibility for a range of dairy products Collaboration. with a communication budget worth several Irene has an interest in on line education. million pounds. She has also managed an She has developed an interactive CD-ROM advertising agency. for integrated marketing communication. At Monash University Irene teaches in Her research interests include marketing the areas of marketing communication education, multidisciplinary teams and and media sales and is also responsible integrated marketing communication. for undergraduate supervised work Coordinator of Master of Marketing experience including the Multidisciplinary and Graduate Certificate in Media Sales Industry Project. The MDIP involves marketing, accounting, engineering Telephone: 9903 2778 and design students working with Email: manufacturing companies on new email@example.com product development projects. 6 Master of Marketing On campus Early career marketers The Master of Marketing comprises 12 units (three four-unit modules). Part-time students typically undertake two units per semester and full-time students four. The course can be completed in six semesters of part-time study or three semesters full-time. Students undertaking this course complete eight core units plus four electives. Master of Marketing for early car eer marketers Course Code: 3802.3 CRICOS CODE: 048116C DIRECT ENTR Y ENTRY Entry to this program requires an undergraduate degree in marketing or a major in marketing with an average of credit or above. MODULE 1 MKX5461 Contemporary issues in marketing 4 UNITS MKF5403 Advanced research methods MKF5463 Advanced buyer behaviour 5000 Elective Exit Point: Graduate Certificate in Marketing MODULE 2 MKX5123 Marketing innovation & planning 4 UNITS MKX5741 Marketing data analysis 5000 Elective 5000 Elective Exit Point: Postgraduate Diploma in Marketing MODULE 3 MKF5200 Assessing marketing performance 4 UNITS MKX5251 Case studies in strategy MKX5751 Delivering customer value 5000 Elective Electives Students may choose their elective units from all graduate units offered in the Department of Marketing. Elective units may also be chosen from those offered by other Monash Departments and Faculties. No more than one external elective may be included in the first eight units and no more than two external electives may be included in the total 12 units of the degree. Electives selected from outside the Department require approval from the Course Co-ordinator. 7 Master of Marketing On campus (cont.) For career professionals The course has been redeveloped for career professionals who are in business and The specialisation will be noted on academic transcripts and testamurs as wanting to strengthen career opportunities acknowledgement of the specialisation The Department of by enhancing their marketing knowledge taken. The structure of the program is best and skills, and learning with others who reflected in the diagram below. Marketing, in keeping share their commitment to career As at July 2006 the CRICOS codes are progression for themselves and for their applicable to the current program Master with its goal to be organisations. of Marketing (course code 2276) as well This revised program provides opportunities as the specialisations. recognised as a leader in to tailor studies to become the best fit for Intakes for the Master of Marketing are specific career goals. marketing education and available in February and July each year. The current Master of Marketing program is Applicants should check their program of research in Australia and still available as one strand of a series of study with the department as all unit specialisations which is available from offerings may not be available every the Asia Pacific region, Semester 1, 2007. semester. The program will offer specialisations has reviewed its flagship in International Marketing, Interactive Marketing, Relationship Marketing, course, the Master Retailing and Supply Chain Logistics as well as the Master of Marketing focuses of Marketing. on the value exchange principles introduced into the course in 2004. Entry point: Master of Marketing (Course Code 2276) Students choose one of the following six specialisations MARKETING INTERNATIONAL MARKETING CRICOS Code 031027K CRICOS Code 058490J MODULE 1 • Foundations of marketing • Foundations of marketing • Integrated marketing communication • Integrated marketing communication • Theory and process of buyer behaviour • Theory and process of buyer • Marketing research behaviour • Marketing research MODULE 2 • Marketing innovation and planning • Marketing innovation and planning • Marketing data analysis • International retailing • elective • eMarketing • elective • Case studies in strategy MODULE 3 • Assessing marketing performance • International marketing • Case studies in strategy • elective • Delivering customer value • International study program • 5000 elective plus elective or • Major project (12cp) Master of Marketing Master of Marketing International Marketing 8 The Executive Certificate in Marketing will be available for those career professionals who have well developed careers but have not undertaken a bachelor degree. Not available for international students. The Graduate Certificate in Marketing and the Graduate Diploma in Marketing will be available as exit points after four units or eight units as reflected in the diagram below. Specialisations however will only be included for the Masters award. Graduate Studies Administration Team Carmel Keenan, Barbara Harkin, Bev Pearce, Carolyn Jensen and Warren Earle INTERACTIVE MARKETING RELATIONSHIP MARKETING RETAILING SUPPLY CHAIN CRICOS Code 058489B CRICOS Code 058491G CRICOS Code 058492G LOGISTICS • Foundations of marketing • Foundations of marketing • Foundations of marketing • Foundations of marketing • Integrated marketing communication • Integrated marketing communication • Integrated marketing communication • Managing supply chain inventory • Theory and process of buyer behaviour • Theory and process of buyer behaviour • Retailing • Supply chain logistics • Direct Marketing • Direct Marketing • Supply chain logistics • Fulfilment and order management Exit point: Graduate Certificate in Marketing • Direct marketing creative and media • Banking and financial services marketing • Merchandise planning and control • Delivering customer value • Introduction to eBusiness • Services marketing • International retailing • Advanced supply chain management • elective • elective • elective • elective • elective • elective • elective • elective Exit point: Graduate Diploma in Marketing • eMarketing • eMarketing • Major project or two electives • Major project or two electives • Relationship marketing • Relationship marketing • elective • elective • elective • elective • elective • elective • elective • elective Master of Marketing Master of Marketing Master of Marketing Master of Marketing Interactive Relationship Retailing Supply Chain Marketing Marketing Logistics 9 Master of Marketing Online This course is conducted off campus by online delivery The course comprises of 12 units (three four-unit modules). Part-time students typically undertake two units per semester and full-time students undertake four units. The course can be completed in six semesters of part-time study or three semesters full-time. Alternate Entry students complete the first four core units in the Executive Certificate in Marketing. Electives available on line: ALTERNATE ENTRY DIRECT ENTRY Executive Certificate (Course Code: 3810) MKF5401 Developing in Marketing Off campus a marketing (Course Code: 1423) orientation MKX5561 e-marketing ENTRY No undergraduate degree but a minimum An undergraduate degree in a discipline of six years relevant work experience other than marketing and two years relevant MKF5630 Services marketing work experience MKX5241 Sport marketing MODULE 1 MKX9160 Foundations of marketing MKX9160 Foundations of marketing and sponsorship 4 UNITS MKF9110 Theory and process MKF9110 Theory and process MKF5271 Product management of buyer behaviour of buyer behaviour and planning MKF9120 Marketing research MKF9120 Marketing research MKX9261 Integrated marketing MKX9261 Integrated marketing MKF5260 International Marketing communication communication MKF9810 Retailing Exit Point: Exit Point: See page 19 for detailed unit Executive Certificate Graduate Certificate descriptions. in Marketing in Marketing MODULE 2 Elective 4 UNITS To be eligible to progress Elective to the Master of Marketing, MKF5200 Assessing marketing professional entry students performance must complete the MKF5270 Strategic marketing policy Executive Certificate with an average grade of credit (60%) or above. Exit Point: An Application for Graduate Diploma Admission to the Masters in Marketing must be completed and submitted before the closing date. MODULE 3 MKF5150 Major Project (12 credit points) 4 UNITS 5000 Elective 5000 Elective Students who intend completing the Master of Marketing should seek to do MKF5200 and MKF5270 in their final year of study. 10 Sandra Luxton Senior Lecturer Assoc. Dip. (Mkt), B.Bus(Mkt) (Monash) M Bus (Res) (University of SA) Sandra is a Senior Lecturer at Monash University, with some 18 years experience as an academic and a further ten years marketing experience in private industry with BP Australia. In addition to being Co-Director of the Monash International Marketing Study Program, she is Course Coordinator for the Master of Marketing – Online. She is currently completing a PhD, which focuses on the relationship between Integrated Marketing Communication and brand performance. Her area of academic specialisation is advertising and marketing communication. She has published in The Journal of Advertising, The Journal of the Market Research Society (UK), Australian and New Zealand Journal of Business, Higher Education in Europe, Marketing Bulletin, Journal of Food Product Marketing, American Marketing Association and American Academy of Marketing Science Conference Proceedings, and several Australia-New Zealand Marketing Educators Conferences Proceedings. Coordinator of Online Programs Course coordinator Master of Marketing Online and through Open Universities Australia Telephone: 9903 1428 Email: firstname.lastname@example.org Sandra has some 18 years experience as an academic and a further ten years marketing experience in private industry. Her area of academic specialisation is advertising and marketing communication. 11 Master of Marketing (Retailing) On campus course The overall aim of the Master of Marketing (Retailing) course is to provide a national masters level course tailored specifically to the retail industry and affiliated service organisations. The content, structure and presentation of the course are designed to equip students with the strategic skills to manage a retail business in an increasingly complex and challenging environment. Program Structure ALTERNATE ENTRY DIRECT ENTRY From 2004 the course is offered Executive Certificate (Course Code: 2094) on campus in evening classes in Retailing On campus or split block mode. (Course Code: 1861) A Retailing specialisation is also ENTRY No undergraduate degree but a minimum An undergraduate degree plus offered in 2007 in the Master of of six years relevant work experience two years relevant work experience Marketing (see pages 8 & 9 for more information). MODULE 1 MKF9810 Retailing MKF9810 Retailing See page 19 for detailed 4 UNITS MKX9160 Foundations of marketing MKX9160 Foundations of marketing unit descriptions. MKF9830 International Retailing MKF9830 International Retailing MKF9140 Merchandise planning MKF9140 Merchandise planning and control and control Exit Point: Exit Point: Executive Certificate in Retailing Graduate Certificate in Retailing MODULE 2 MKX5741 Marketing data analysis 4 UNITS To be eligible to progress MKX9261 Integrated marketing to the Master of Marketing communication (Retailing) students must MKX5123 Marketing innovation complete the Executive and planning Certificate with an average Marketing Elective grade of credit (60%) or (MKX9610 recommended) above. An Application for Exit Point: Admission to the Masters Graduate Diploma in Retailing must be completed and submitted before the closing date. MODULE 3 MKX5251 Case studies in strategy 4 UNITS MKX5751 Delivering customer value MKF5150 Major project (equivalent to two units) Exit Point: Master of Marketing (Retailing) 12 Michael Morrison Lecturer BEc. (Monash), GradDipOrgBeh. (Swin.), MBus. (Monash) Michael is Principal Researcher with the Australian Centre for Retail Studies, Coordinator of Master of Marketing Michael is a regular commentator (Retailing) and Director of the International Retail Study Program. in the media on current retail His major areas of research include retail management, experiential retailing, store space design and the influence of in-store trends, the future retail landscape music on retail brands and shopper behaviour. His doctoral thesis is focused and experiential retailing. on the power of experiential retailing and its influence on retail brands, store atmosphere and the total shopping experience. He is a regular commentator in the media on current retail trends, the future retail landscape and experiential retailing. Michael travels extensively and his visits to leading retailers around the world focus on the very latest retail and marketing trends, store formats, retailing methods, operational practices and marketing concepts, across all sectors of the retail industry. Coordinator of Master of Marketing (Retailing) Telephone: 9903 1592 Email: email@example.com 13 Master of Marketing (Logistics Management) On campus course Peter Dapiran As Senior Lecturer and Coordinator of Graduate Logistics and Supply Chain Senior Lecturer Management, Peter brings a highly practical perspective to teaching. His DipAppChem (Footscray), extensive experience managing at senior BSc (Melbourne), BA (Swinburne), levels includes a range of domestic and FRMIT (Management) international logistics functions prior to joining the Department of Marketing, Monash University. His main areas of research interest are channel and supply chain design, category management, logistics outsourcing, logistics strategy and customer value. His research findings have been presented at international scholarly and practitioner Peter brings a highly practical conferences, and published in numerous scholarly journals. perspective to teaching He is on the editorial advisory boards of the International Journal of Logistics and Supply Chain Forum. A key focus of Peter’s current programs, gained from his research interest is the wine supply chain. Coordinator of Master of Marketing extensive experience (Logistics Management) Telephone: 9903 2059 managing at senior levels. Email: firstname.lastname@example.org 14 The effective management of logistics in the supply chain is a key factor in the creation of customer value. Our 12 unit master degree is structured in stages to mirror the broadening career aspirations of participants as they move through the course. The first stage crystallises the functional knowledge and experience of new students around appropriate conceptual frameworks. The second stage positions logistics and supply chain management in the broader business context that acknowledges the central importance of the customer. The third stage allows the student to build ALTERNATE ENTRY DIRECT ENTRY on the knowledge gained and to develop a Executive Certificate in (Course Code: 1141) Logistics Management more strategic perspective of logistics and (Course Code: 1485) supply chain management. The corporate project elective in this third stage gives ENTRY No undergraduate degree but a minimum An undergraduate degree and at least students the opportunity to apply their of six years relevant work experience two years relevant employment experience consolidated knowledge to solving a major logistics problem in their organisation. MODULE 1 MKX9610 Supply chain logistics MKX9610 Supply chain logistics 4 UNITS MKX9160 Foundations of marketing MKX9160 Foundations of marketing Program structure MKP9620 Fulfilment and MKP9620 Fulfilment and Some units are delivered on campus in five order management order management day face-to-face intensive teaching blocks. MKP9640 Managing supply MKP9640 Managing supply Blocks may be delivered at Caulfield or chain inventory chain inventory Peninsula campus. Each five day block session has about 40 face-to-face contact Exit Point: hours from Monday to Friday. It is expected Executive Certificate in the pre-reading, assignment work and Logistics Management post-block study time will be an additional 116 hours. MODULE 2 MKX5123 Marketing innovation 4 UNITS and planning A Supply Chain Logistics specialisation is To be eligible to progress to the Master of Marketing MKX9261 Integrated marketing also offered in 2007 in the Master of (Logistics Management) communication Marketing (see pages 8 & 9 for more students must complete MKX5741 Marketing data analysis the Executive Certificate information). with an average grade MKX5751 Delivering customer value of credit (60%) or above. See page 19 for detailed unit An Application for descriptions. Exit Point: Admission to the Masters Graduate Diploma must be completed and in Logistics Management Do an elective in the USA submitted before the closing date. Students interested in the international arena may be able to enrol in the Global logistics unit offered by Michigan State MODULE 3 MKX5251 Case studies in strategy University, USA. The unit is studied via the 4 UNITS MKX5611 Advanced supply chain internet. Numbers are strictly limited and management students need to make special arrangements MKF5150 Major project with the Course Coordinator. (equivalent to two units) OR 2 x 5000 electives Electives in retail studies Exit Point: The end result of all supply chain activities Master of Marketing (Logistics Management) is a satisfied consumer, so an understanding of the retail environment can be very useful for supply chain practitioners. Highly recommended, as electives, are the units offered in the retail master degree. 15 Graduate Certificate in Media Sales The Graduate Certificate in Media Sales Who should apply? is an exciting course and employment The course is appropriate for applicants who opportunity that was first offered in 2001. have recently completed an undergraduate The course has been developed in response degree, or equivalent, and have a keen to the tremendous growth of Australia’s interest in a career in media sales. media and communications industries. There is an unmet and growing need for You need to be able to commit to this mode tertiary graduates with specific training in of study and work. The role of media sales media sales. The Graduate Certificate in executive is for someone who is a fast Media Sales has been specifically devised learner, ambitious, self-motivated to fulfil this need. and enjoys interacting with a wide range of people. In addition to the undergraduate Traditional media companies, such as degree the following selection criteria will newspaper and magazine publishers, radio indicate your suitability: and television stations, transport, cinema and outdoor advertising companies, and the • some sales/service industry experience new media which includes internet, pay (e.g. retail, telemarketing); television and interactive e-digital broadcast • analytical skills; are all funded by advertising revenue. Media • familiarity with the major business software sales executives generate that revenue by packages; providing the link between the media, the • knowledge of statistics and research advertiser and advertisers’ customers. principles; The Graduate Certificate in Media Sales is • confident, outgoing personality and strong a full fee-paying intensive course with the communication skills; and This course is structured opportunity for an employment cadetship. • marketing or communication studies A salary will be paid to the student during with a six week intensive the cadetship. This course is designed to preferred but not essential. provide you with a career entry point into the short course component media industry through an innovative course Entry requirements and cadetship opportunity. Applicants must hold an undergraduate followed by the New in 2007, the Graduate Certificate in degree from a recognised tertiary institution and have a keen interest in a career in media opportunity for an Media Sales is offered in Sydney by Monash University and will be conducted in January/ sales. employment cadetship February 2007, followed by the opportunity of a media employment cadetship. Course structure of up to 12 months. The course is comprised of four units Course objectives taught in a six week intensive block Upon successful completion of the commencing in January/February followed Graduate Certificate in Media Sales by the opportunity of a media employment course students should: cadetship, of up to 12 months, with a media employer. The four units will be taught by a • have an in-depth knowledge of the combination of Department of Marketing Australian media industry environment lecturers and media industry practitioners. and the media audience research methodologies; Course Coordinator: Irene Powell • understand the use of a variety of media Telephone: 9903 2778 audience research methodologies and the use of this research in media planning and Email: email@example.com buying processes; and Application forms for media sales are • be able to develop media planning available at and buying alternatives for Australian www.buseco.monash.edu.au/mkt advertisers and their advertising agencies or by contacting: and be able to negotiate media proposals The Graduate Studies Office on 9903 2128 with media buyers. For further information visit the website www.mediasalescadetship.com.au 4 UNITS Graduate Certificate MKX9010 Introduction to the media sales environment in Media Sales MKX9040 Media audience research (Course Code: 3162) MKX9031 Principles of media planning, buying and selling MKX9021 Media customer relationship development 16 Graduate Certificate in Research Methods for Marketing Dr Dave Stewart BSc (Hons) Monash, PhD Monash Dr Dave Stewart is a Lecturer in the Department of Marketing at Monash University. His academic qualifications are in the area of mathematical statistics. His skills in marketing were crafted ‘on the job’, first as Head of Marketing Research for ANZ Bank, then later as a commercial market researcher. Given this heritage, Dave combines his practical skills with theoretical foundations in designing units in marketing research and modelling. Dave teaches at both undergraduate and post-graduate levels and supervises higher degree research students. His research interests are in the areas of consumer communication, specifically electronic means of communication – viral marketing, and consumer privacy. Course Coordinator Telephone: 9903 1570 Email: David.Stewart@buseco.monash.edu.au This course is designed 4 UNITS Graduate Certificate MKX9050 Marketing theory in Research Methods MKX9060 Marketing research practice for graduates who wish (Course Code: 3817) MKX9070 Qualitative methods: paradigms and approaches MKX9080 Quantitative research methods in marketing to improve their research capabilities. It provides The course has been designed to address There is adequate appreciation of the the following: potential for the course especially from the skills and knowledge in • to meet the needs of the market research following: industry for graduates with a full • students undertaking the Honours the areas of research understanding of research methods and program would be interested in one sophisticated data manipulation; or more units design, multivariate data • to meet the needs of research students in • Masters students will be interested in two or more units analysis, research practice masters and doctoral programs; • to speed up the completion rates for • Doctoral students would be interested and the philosophy and Masters and doctoral students; and in three or more units • to develop research skills for staff to • Practitioners in market research practice of marketing stimulate publications in quality journals. organisations will be interested in all four units research. The course is targeted to research students The program is offered in a series of split and practitioners in research organisations. blocks during Semester 1. Priority will be The course will be relevant to graduates, given to research students and Monash practitioners and staff who wish to develop staff. or improve their research methods. Entry requirements: A degree in business or the social sciences (preference will be given to graduates with some basic background in statistics.) 17 Graduate teaching staff Head, Department of Marketing Dr Samir Gupta Peter Thompson Dr Mike Ewing Lecturer Lecturer Professor, Head of Department Telephone: 9903 2492 Telephone: 9905 5443 or 9904 4542 Telephone 9903 2563 Email: firstname.lastname@example.org Email: Email: email@example.com Janine Hendry firstname.lastname@example.org Senior Lecturer Dr Yelena Tsarenko Director of Teaching Telephone: 9903 2064 Lecturer Email: email@example.com Telephone: 9903 2354 Dr Felix Mavondo Colin Jevons Email: Professor Senior Lecturer firstname.lastname@example.org Telephone: 9905 9249 Email: email@example.com Telephone: 9903 2304 Ian Walker Email: firstname.lastname@example.org Senior Lecturer Sandra Luxton Telephone: 9903 2598 Course co-ordinators Senior Lecturer Email: email@example.com Peter Dapiran Coordinator of Master of Marketing Dr Steve Worthington Sandra Luxton Online Professor Michael Morrison Coordinator online graduate Telephone: 9903 2754 Irene Powell Marketing programs Email: Dr Dave Stewart Telephone: 9903 1428 firstname.lastname@example.org Email: email@example.com Graduate teaching staff Dr Margaret Matanda Marketing graduate Dr Jan Brace-Govan Lecturer studies office and staff Lecturer Telephone: 9904 4021 Telephone: 9903 2128 Telephone: 9903 2491 Email: Facsimile: 9903 1558 Email: firstname.lastname@example.org email@example.com Email: Dr Erica Brady Dr Felix Mavondo firstname.lastname@example.org Lecturer Professor Barbara Harkin Telephone: 9905 5845 Telephone: 9905 9249 Coordinator Email: email@example.com Email: firstname.lastname@example.org Telephone: 9903 2825 Peter Dapiran Michael Morrison Email: Senior Lecturer Lecturer email@example.com Coordinator of Master of Marketing Coordinator of Master of Marketing Bev Pearce (Logistics Management) (Retailing) Administrative Officer Telephone: 9903 2059 Telephone: 9903 1592 Telephone: 9903 1488 Email: firstname.lastname@example.org Email: Email: email@example.com Dr Chris Dubelaar firstname.lastname@example.org Warren Earle Associate Professor Dr Harmen Oppewal Administrative Officer Telephone: 9903 1580 Professor Telephone: 9903 2055 Email: email@example.com Telephone: 9903 2360 Email: firstname.lastname@example.org Dr Mike Ewing Email: email@example.com Carolyn Jensen Professor, Head of Department Irene Powell Administrative Assistant Telephone 9903 2563 Senior Lecturer Telephone: 9903 2128 Email: firstname.lastname@example.org Coordinator of Master of Marketing Email: email@example.com Dr Francis Farrelly and Graduate Certificate in Media Sales Telephone: 9903 2778 Carmel Keenan Associate Professor Email: firstname.lastname@example.org Administrative Assistant Telephone: 9903 2364 Telephone: 9903 1573 Email: email@example.com Dr Mike Reid Email: firstname.lastname@example.org Professor Mark Gabbot Senior Lecturer Professor Telephone: 9905 5539 Telephone: 9903 2547 Email: email@example.com Email: firstname.lastname@example.org Dr Dave Stewart Dr Ken Grant Lecturer Associate Professor Coordinator of Graduate Certificate Telephone: 9903 2283 in Research Methods for Marketing Email: email@example.com Telephone: 9903 1570 Email: firstname.lastname@example.org 18 Units in detail Units offered in the graduate marketing programs Advanced research methods how logistics management extends across Business to business marketing This unit is designed to equip you with the organisational boundaries. Through your This unit puts the blowtorch on the all- latest knowledge for moving from ‘research assignment work, you have the opportunity important business-to-business segment problems’ to ‘marketing insight’. It looks at to apply new concepts in case studies and that so many marketing practitioners are a range of research techniques and analyses in your own workplace. involved in. You have the opportunity to why some are better than others in different examine the distinct characteristics of Assessing marketing performance situations. You are given the opportunity to business-to-business, the way business acquire a broad knowledge in both All marketing practitioners, both in the buyers make buying decisions and the qualitative and quantitative research, while consumer and business-to-business characteristics of business decision makers. stripping away the mystique around the sectors, want to deliver value for their You analyse business-to-business marketing sometimes confusing term ‘research organisations. And they want access to a principles, you develop workable strategies, methods’. The focus is on developing your credible scorecard for measuring marketing and you look at the options for applying critical thinking and analytical skills. success. This unit examines a range of practical business-to-business marketing contemporary tools that can be used for tactics. This unit illustrates the business-to- Advanced buyer behaviour diagnosing, assessing, tracking and business marketing mix, the challenge of This is your opportunity to think deeply evaluating performance as well as modifying managing multiple channels, and business- about the relevance to marketing of actions in order to improve future projects. to business segmentation. questions such as: ‘Why do people buy?’ Through in depth analysis of long-term and ‘What motivates buyers?’ ‘Why do people short-term sustainable competitive Case studies in strategy – on campus consume the way they do?’ This unit aims to advantage, this is a unit that addresses a With generous use of cases, this unit draws develop in you the ability to critically examine topic of enduring importance for all on, and integrates, the analysis techniques the role and contribution of the behavioural marketers. you have learned from all other units. It is sciences to consumer behaviour. It involves structured to integrate the theoretical, Banking and financial services marketing reviewing and discussing compelling, hand- functional and planning aspects of marketing picked articles. And there is a group project Financial services organisations are striving (and other business disciplines) into a with case application. This case application to become more innovative and practical problem-solving framework. You uses a theory or theme from the consumer entrepreneurial. Right now they need carefully work through such fundamentals as behaviour literature to analyse and compare qualified marketers who can energise them objective setting, problem identification, two competing products or retailers. in new ways and show them how to turn internal and external environment analysis, challenges into opportunities in building strategy design and evaluation and strategy Advanced supply chain management stronger customer relationships. This unit implementation. Essentially, this unit extends As you study the practices of leading edge starts with the essentials of marketing your understanding of the development, organisations, in this unit you get exposed services. From there, it becomes specific evaluation and implementation of strategies. to the latest in contemporary thought and with a detailed examination of the marketing practice in logistics and supply chain of modern financial services. With many management. There is special emphasis on current examples to illustrate the concepts, exactly how organisations are using logistics we take a close look at contemporary and supply chain management as a providers and critically assess their competitive tool. The unit shows clearly just marketing efforts. As a consultant you need to be close to the leading edge in your area of expertise. The research methods learnt at Monash have helped me maintain this positioning. Andrew runs his own supply chain consulting business. His role involves seeking out clients and formulating strategies to achieve the outcomes they are looking for and implementing those strategies. He finds the area challenging and particularly interesting and “I can indulge my interest while earning a living.” “The catalyst for returning to study was a desire to keep current in my field and challenge myself. My goal, initially, was to get through the Graduate Diploma Andrew Downard section of the course, once underway I was enjoying the programme so much I stayed for the full Masters degree. The use of actual practitioners as well as Director, AD Supply Chain Group Pty Ltd academics provided a ‘real world’ flavor to the teaching.” Masters of Marketing (Logistics Management) 19 Units in detail (cont.) Units offered in the graduate marketing programs Contemporary issues in marketing Direct marketing: creative and media Fulfilment and order management In demonstrating that marketing is an evolving This unit gives you the opportunity to study As all professional marketing practitioners and dynamic discipline, this unit discusses in split-block mode the creativity that makes understand, a key element of logistics and issues that are right now impacting marketing direct marketing so powerful. Students look supply chain management is the managing theory and practice or are likely to in the future. at what works and what’s involved in of orders and their physical fulfilment. In this The issues uncovered include: sustainability, evaluating creative work. You examine in unit the topics you investigate include experiential retailing, strategy, branding and detail the channels that direct marketing strategic warehousing decisions, third party value exchange. In seminar format with guest uses such as mail, email, telemarketing and logistics, decision analysis techniques for presenters, this unit gives you the opportunity mobile marketing. It’s a hands-on unit where facility locations, warehouse design, labour to consider how organisations manage or you hear from industry specialists and visit a management, contingency planning and adapt to the impact of these issues in daily facility that is doing truly innovative work. measuring performance. Understanding operations and in the development of Plus, there is a real live not-for-profit case these processes is invaluable for all marketing strategy. For assessment you to get your teeth into. marketers, especially direct marketers. research specific issues in detail. After all, both B-to-B and B-to-C marketing eBusiness culminates in customer satisfaction only Delivering customer value This unit gives you an overview of the when something is delivered. Value is such a fundamental element of concepts, theories and issues associated marketing. All customers want to receive with e-business. It raises a range of topics Integrated marketing communication value of one sort or another. Professional around e-business in order to illustrate the Integrated marketing communication is marketers appreciate the need to create fundamentals that you need to consider as about understanding how organisations value, whether they are offering products or you advance your understanding of what communicate brand value to their customers services. This unit probes the real meaning e-business is, and how it works. This unit and prospects. To complete this unit and to of meeting customer needs through involves lectures, cases, class discussions be in touch with current marketing delivering value. You look at the whole and guest speakers. It is a dynamic subject communications, you’ll need to watch TV, question of how organisations can use area, and there is a real focus on the current read newspapers and magazines, listen to ‘value’ to their advantage. And you spend marketplace to ensure that the material the radio, surf the net and check out your time discussing the processes involved covered is in tune with the very latest mailbox. In this unit you come to terms with where business focuses on delivering value implementations. the integration of the communication not only to customers, but to all players elements of advertising, direct response, involved in the distribution chain. eMarketing the internet, publicity, event management, Traditional business disciplines, in general, sales promotion and sponsorship as they Developing a marketing orientation now appreciate the fundamental challenges all contribute to brand value. Understanding exactly what customers put presented by the application of technology value on, can be challenging. Similarly, it is to their knowledge base. In marketing, the International marketing also challenging to determine how delivering most visible agent of change in recent International marketing involves establishing the value that’s important to customers memory has been the web. It has and coordinating marketing activities across impacts the bottom line. In this unit the revolutionised whole sectors of the world national boundaries. This unit takes you a theories of marketing orientation are economy. This unit takes traditional views long way towards developing a global examined. Questions such as ‘should we of marketing and exposes them to critical mindset. You analyse and evaluate the focus on competitors rather than analysis in the light of the technology change complexities of the ever-changing global customers?’, or ‘should everyone in the that is all around us. It explores how marketing environment so that in your work organisation be customer focused?’ are marketers can now utilise different ways you will be able to identify and profit from explored in detail. As you delve into the of understanding, creating, communicating global marketing opportunities. And you importance of a marketing orientation, you and delivering customer value. develop an international marketing plan for a particularly focus on the benefits of a strong specific product or service. Topics covered internal marketing culture. Foundations of marketing include analysis of the global marketing Foundations of marketing gives you a environment, country profiling, evaluation of Direct marketing fundamental framework for the Executive industry and market attractiveness and This is the unit where students can get a Certificate in Marketing and the Master of analysing market characteristics. clear grasp of the fundamentals of direct Marketing. You scrutinise current issues and marketing. The all-embracing emphasis on trends while working through topics such understanding the customer is dotted as marketing planning, value exchange, through this unit so that in the end, you are forecasting, brand positioning, new product under no illusion that direct marketing starts development, communications, pricing and and ends with the customer. In split block demand chain management. This unit is mode, you explore all the pillars of direct – presented from a marketing management targeting, media channels, offers, testing, perspective and examines the scope and measurement, lifetime value and database role of the marketing discipline. It equips you analysis. The unit includes a major study with the essential tools for the management, of a challenging direct marketing case. analysis, development and implementation of effective marketing strategies. 20 I am happy that I chose to get involved in various committees and clubs at Monash. It is also a great way to meet new people and is probably the most valuable experience I brought back (to Norway). Anders is Marketing Manager, Nordic countries, with The Scholar Ship. In this relatively new role, his key responsibilities are to promote and establish a profile for The Scholar Ship in the region, brand building, PR and communications, as well as establishing and maintaining relationships with key stakeholders. “I chose Monash because of the good reputation of the University and also the Anders Fosse reputation of the department (Marketing) which I was studying in. The class room Marketing Manager, The Scholar Ship environment was great; small and to some extent, intimate classrooms which Master of Marketing made learning much more possible and everyone had their chance to put their point of view across. Interaction was great.” International retailing Managing supply chain inventory Marketing research This unit reviews, researches and discusses Once you have completed the introductory Marketing research is a critical part of the the critical issues and opportunities facing unit, Supply Chain Logistics (MKX 9610), marketing information system. It can improve retailers in Australia and around the world. you are ready to advance your specialist marketing decisions by providing the In split block mode you have the opportunity logistics knowledge with this unit. Here you practitioner with information and insight to explore the developments in the examine in detail different techniques for relating to consumer needs. With examples internationalisation of the retail industry, managing inventories along the whole supply of industry applications, this unit gives you and the essential nature and character of chain and explore the relationship of a comprehensive overview of all forms of retailing. You penetrate into the key inventory planning with manufacturing, research as used by marketers. Some of international trends, the strategies for distribution and supply. You carefully study the topics examined include the nature international expansion and the critical techniques such as control point models, of research problems, exploratory and success factors for growth and sustainability. MRP, MRPII, ERP, DRP and JIT/TQC. You qualitative research, collection methods, The unit also covers buyer behaviour, retail also investigate the sales and operations measurement concepts, sampling and operations, market entry strategies, and the planning process as an integrative fieldwork, sources of error, evaluation of impact and influence of culture on modern mechanism for bringing customer demand statistical and practical significance, data retailing. closer to the inventory management role. analysis and interpretation. International study program Marketing data analysis Marketing research practice International study program is available when With very practical applications in the This unit provides a practical insight into you complete ‘Foundations of marketing’ workplace, this unit explores the uses of marketing research through challenging and four other marketing units. The program marketing data for enhancing effective cases studies, exercises, and presentations. is designed to expose you to the thinking of decision-making. The proliferation of It is very much a hands-on unit, all about some of the world’s leading marketers. information in the modern era means that making research work in the market When you complete this unit, you are careful analysis of marketing data is now situations of today. Identifying problems and expected to understand the critical factors vital in order to understand customers and planning research are important, but they associated with marketing in an international get to know customer behaviour patterns. count for little if implementation in the field arena such as culture, globalisation, This unit shows you the benefits of intelligent is found to be wanting. This unit focuses on marketing communications, branding, analysis of marketing data. Such analysis is the real life requirements for designing, sponsorship, e-marketing and customer essential for diagnosing, assessing, tracking executing and disseminating applied service. (In addition to the standard unit fees and evaluating marketing performance, as marketing research and alerts you to the payable for this unit, you pay your own well as for modifying actions in order to pitfalls that can so easily ambush research airfares, transfers and accommodation.) improve future projects. efforts. Major project (12 credit points instead Marketing innovation and planning Marketing theory of the normal 6) This unit gives you an understanding and A theory is a systematically organised set Looking for an opportunity to dissect appreciation of how the innovative mind of statements that can be empirically tested. a marketing challenge from your own works. You learn how to blend innovative There is no question that a crucial element workplace? Maybe the major project is the thinking with the disciplines of planning a of marketing, as in all disciplines, is theory, answer, for this is an independent research new venture. You consider the for it helps us determine cause and effect, to unit. You identify the topic or problem to be entrepreneurial mind and the differences explain, and to predict. This unit is designed tackled, you do the research (stretched over between an idea and an opportunity. With so that you will be excited by the boundless one or two semesters) and you produce the an innovative approach, this unit stretches opportunities offered by the wonderful final report. To do the job properly, of course, your thinking – so be prepared to challenge theories that have evolved in many you take a broad view to reach a standard business norms and be involved! disciplines. It is hoped that after this unit you comprehensive solution calling on your Feedback from previous students indicates will be spurred on to conduct meaningful, learnings from the other units you have that the newfound knowledge on offer here useful, and interesting research. studied. can help you in business as well as in life. 21 Units in detail (cont.) Units offered in the graduate marketing programs Merchandise planning and control this unit, you will truly understand qualitative You penetrate into the real meaning of all the If you want to understand the role of research and you’ll be able to assess the vital elements of modern sales management. merchandising within a corporate and supply different qualitative research methods for The topics examined include: the selection, chain environment, this unit is exactly what their suitability in solving research problems. recruitment, training and development of you need. You’ll learn how to apply sales people, the sales process, forecasting Quantitative research methods in and estimating market potential, sales standards of ethical behaviour in a retail marketing budgeting and profitability, planning sales environment, develop and present a merchandising plan and develop and Advanced quantitative know-how is territories, determining sales quotas and present a balanced assortment plan. invaluable for marketing research and this the optimum allocation of sales effort and In essence, this unit covers the A – Z of unit is designed to lift your quantitative skills. resources. merchandising, it takes a close look at how Data collection in marketing studies often involves large amounts of quantitative input. Services marketing the various merchandising components fit together and lets you analyse the This unit introduces multivariate statistical From financial services to professional complexities and challenges within a critically techniques for the analysis of experimental services to the rapidly expanding fields important supply chain. and survey data, and the development of of telecommunications and technology, models to address marketing problems. It services marketing today is everywhere. Nonprofit and social marketing covers material that is essential for knowing And it is a continually expanding sector that This unit explores the similarities, differences how to select the most appropriate research most marketing practitioners are likely to be and challenges of marketing in fields such as design and data analysis tools. You upgrade involved in for at least part of their careers. social and political marketing, government your ability to properly implement, interpret This unit provides an in-depth analysis of the and education marketing, and arts and and report marketing research findings. marketing techniques that apply to service culture marketing. With numerous local and organisations and industries. It takes you Relationship marketing into the mind of the services marketer while overseas examples, an interactive seminar approach gives you the opportunity to With many contemporary examples, this unit analysing service design and delivery, develop an in-depth appreciation of nonprofit is essentially a total critique of relationship customer service, service quality marketing. In this diverse sector, marketing. In both B-to-B and B to C, measurement and internal marketing. commercially derived marketing concepts relationships have always been important. The current interest in relationship marketing Sport marketing and sponsorship have played an important role, but marketing also faces special challenges. The focus is is a reflection of the focus that managers This unit reflects on the omnipresence on the unique features of nonprofit now place on establishing, maintaining, of sport in Australian society, the marketing and the role of social marketing enhancing and even, where necessary, interconnectedness of sport and business, concepts. terminating relationships. In this unit you particularly marketing, and those factors get to examine the origins of relationship that differentiate sport marketing from Product management and planning marketing, the variety of relationships mainstream marketing. Important issues New product development today is big involved and how value is added through covered include sport marketing planning business but risky. Research shows that relationships. You also analyse the options and strategy development, stakeholder 70% of new products do not last more than for implementing relationship marketing. analysis and developing the sport marketing two years. To get to know what exactly brand. You also study closely a range of Retailing sponsorship issues including sponsorship optimises new product success, the emphasis of this unit is on the processes This unit provides a complete overview of all linked strategy development and that are known to work. You study key that’s important about retailing. You pursue sponsorship evaluation. This unit is valuable product development phases such as the the critical issues, problems and practices whether you have an interest in marketing identification, development, testing and involved in managing a retail operation. You strategy and application or sport marketing. launch of new product and service ideas. get the opportunity to study close up the management of retail organisations within Supply chain logistics Plus, you scrutinise current issues in the management of brands and investigate a changing retail landscape and the Implementing effective marketing that the importance of speed to market. application of strategic and financial planning creates demand is only part of the business in this sector. The unit carefully details such challenge for marketers. Clearly, customer Qualitative methods: paradigms and issues as the role of the retailing industry in demands must be satisfied. We can only approaches distribution, its structure and its dynamics, satisfy customers through using an Qualitative research is profoundly important retail merchandise planning, and the current appropriate channel of distribution – and for understanding customers and therefore techniques used in the formulation of retail managing the logistics of that channel. it is vital in marketing. This unit provides strategies. This is the unit that gives you an overview an introduction to qualitative research of modern logistics as they operate in Sales management the marketplace today. Topics discussed techniques. Much of the study involves dissecting the pros and cons of the various With marketing and selling so indelibly in detail include distribution cost analysis paradigms in qualitative research. You gain intertwined, professional marketers must and strategic profit models, channel practical experience in gathering and appreciate the sales process. This is the structure, function and design, the evolution analysing data for various qualitative unit that gives you a comprehensive of vertical marketing systems, and methods. When you successfully complete understanding of sales management. performance management. 22 I draw on what I have learnt in the course everyday, in one way or another, and continue to be amazed how often an opportunity arises to apply this information. Rod is currently a Buyer for Target for the music and internet product area. The most interesting aspect of his role has been learning more about the music labels and the business models adopted to manage the industry. “My career has grown and developed in parallel to my progression through the Masters degree, which, I think, is a perfect example of how the pursuit of academic success can directly support your career ambitions. It is also important Rod Anderson to note that through my working life, like everyone, there have been successes and there have been wrong turns but having the support of post-graduate study Buyer, Target Australia ensured I had a positive influence driving me forward even when my career was Master of Business – Retail & Wholesale not necessarily tracking where I wanted it to go.” Survey data analysis Theory and process of buyer behaviour With thought-provoking case studies and This unit seriously probes buyer behaviour. exercises, this unit introduces multivariate It gives you the opportunity to understand statistical techniques. These are techniques the buying behaviour and motivation of that are currently used by modern marketers individual buyers as well as organisational in analysing business and marketing survey buyers. You review a range of essential data. You review the statistical tools concepts from psychology, sociology, available, while uncovering topics such anthropology and economics. The unit also as factor analysis, structural equation uses the value exchange framework along modelling, cluster analysis, discriminant with models and concepts relevant to buying analysis, correspondence analysis and behaviour. There is special emphasis on multivariate analysis of variance. The developing an understanding of decision emphasis throughout this unit is on processes and examining exactly how understanding, interpreting and reporting consumers and businesses respond to analysis results and on the proper use of change, innovation and trends. techniques. SPSS software is used for Minor thesis (12 credit points instead of problem solving. the normal 6) Strategic marketing policy – off campus With the Minor thesis you can experience In this unit you take a step back for a the benefits of independent research as a comprehensive overview of marketing, while rewarding method of extending your you carry out a critique of current directions marketing knowledge. You choose your and a critical review of traditional theories. topic, being as specific as you want, in Specific topics include strategy and its role conjunction with the unit coordinator or a in the organisation, ethics, and exchange prospective supervisor. Through this unit, theory and process. You also examine the you develop your ability to think about and impact of technology on marketing and reflect on issues in marketing, you get strategy implementation. You use case immersed in a specialised area and you studies that require strategy development make your own contribution to our shared to integrate a range of analysis approaches marketing knowledge. learned both in this unit and in your other marketing studies. 23 Further opportunities International Study Program Monash Marketing Awards The International Marketing Study Program for Excellence is undertaken overseas, giving students For over 30 years, the Department of the opportunity to meet and speak with Marketing has staged an annual event the heads of some of the world’s leading ‘Monash Marketing Awards for Excellence’. organisations. Students travel with a It celebrates and recognises the high program leader from the Department achieving students (undergraduate, of Marketing, Ian Walker. graduate and postgraduate) within The program duration is approximately the units and courses administered three and a half weeks and usually departs by the Department of Marketing. Australia in January. This event is organised and administered Eligibility by a dedicated committee of students from Marketing and other related disciplines. The The international study program is open to: committee consists of eight to ten students Postgraduate, Master and Undergraduate generally in their final year. The committee is students (in their second year or above). responsible for raising corporate Expression of interest sponsorship, selling tickets for the event, If you are interested in being considered direct marketing, finance and, most for this program or wish to attend an importantly, strengthening the relationship information session contact: between industry and academia. Ian Walker Brian Imrie Email: email@example.com Email: firstname.lastname@example.org Telephone: 9903 2598 Telephone: 9904 7110 www.mimsp.com www.monashawards.com Industry links Widely regarded as the retail industry’s Australian Centre for Retail Studies centre of excellence, the ACRS engages in three principal areas of activity: The Australian Centre for Retail Studies is a specialist centre for retail education • management development programs and research that operates in Australia, • industry research New Zealand and South East Asia. • professional services As a commercial centre within the For more information go to: Department of Marketing in Monash www.buseco.monash.edu.au/centres/ University’s Business and Economics acrs/about_acrs Faculty, the centre offers unique advantages Advisory Board over other general management-training providers. Our management development As part of our ongoing commitment to programs recognise that managing in a retail relevant and current education in marketing, environment is often different from managing the Department of Marketing has in other business environments so programs established an Advisory Board and a series and content are tailored to specifically meet of Course Advisory Committees (CAC’s) as that need. Our programs and services are a vehicle for providing ongoing industry and geared at building skills, knowledge and practitioner input to our teaching products. understanding at all levels of management The Board and CAC’s have representatives from first line appointee to CEO. from a wide variety of corporate backgrounds. To a large extent the ACRS is a bridge between the academic and the commercial The broad band of knowledge ensures the retail world, enabling clients to access Department will not only be aware of the resources and knowledge that may not be needs of the corporate world, but will also otherwise available to them as well as the be abreast of leading edge marketing practical commercial retail knowledge and technology and practice. experience of the ACRS team who engage Further information on board membership in a broad range of activities within the retail is available on line: industry. www.buseco.monash.edu.au/depts/ mkt/t_l/advboards.php 24 Research strengths The Department of Marketing is at the Advertising and brands Marketing Capabilities forefront of research into the field of It is now widely accepted that intangible In today’s ever changing business Marketing within Australia and internationally. assets, such as brands, provide the most environment, marketers need to be able The staff of the Department have specialties sustainable source of competitive to rapidly identify and react to new growth which cover the entire range of marketing advantage. Brands are assets because, opportunities. This requires building and practice. Every year these staff are when properly managed, they provide a sustaining appropriate marketing capabilities responsible for numerous publications – secure stream of income for the and linking these directly to the journal articles, textbooks and chapters, organisation. Marketing communication is organisation’s strategies and economic seminar presentations and working papers. responsible for creating and maintaining a objectives. This research strength brings Staff are involved in a range of industry brand’s position in the minds of its together externally-oriented customer-centric research projects for major companies and stakeholders. research with internally-focused public sector organisations, and also organisational orientation, implementation conduct research funded through successful The advertising and brands research strength brings together research into brand and performance-related research themes. competitive grant applications to organisations such as the Australian relationships/brand management and Current areas include: Research Council. marketing communications and includes: • Customer relationship management (CRM) Research in the Department aims to address • Brands, brand relationships and brand • Business-to-business exchanges and important theoretical and methodological management relationships (B2B) challenges in the marketing discipline and to • Integrated marketing communications • Services marketing contribute to a better understanding of how (IMC) practical marketing related problems in • Service quality • Advertising industry and the wider community can be • Strategic marketing solved. • Direct marketing • Market orientation Research is organised around the following • Public relations • Organisational learning three recognized research strengths. • Sponsorship • Marketing performance measurement and • Technology-enabled communication implementation • Health promotion. • Competition and cooperation • Internal customer orientation • Innovation • Resources and capabilities research. Prior to joining the Marketing Department in 2000, Yelena was Associate Professor of Economics at Kiev International University of Civil Aviation, Ukraine. At Monash, Yelena teaches at both undergraduate and graduate levels in business research methods and marketing models. She supervises higher degree research students in the areas of consumer psychology and services marketing and has published in leading international marketing journals, including Journal of Marketing Management and Journal of Services Marketing. ‘Customer forgiveness’ is a new area of investigation where Yelena is rapidly Dr. Yelena Tsarenko establishing her academic credentials. Recently, Yelena addressed a gathering Lecturer of researchers and members of the business community on her conceptualisation of ‘forgiveness’ within the context of the customer – service provider relationship. BEc (Kiev), PhD (Kiev) This seminar generated significant media coverage at the time. 25 Research strengths (cont.) Retailing and consumer services Research activities focus on the following Retailing deals with a large variety of themes: offerings – ranging from physical products • Consumer shopping behaviour such as packaged goods, to intangible • Assortment management products such as financial services or travel. Traditionally, this sector comprised mostly • Store location and agglomeration effects small businesses who typically invested very • Retail branding little in research. However, these days the retail sector is a driver of technological and • Store atmosphere and the retail experience management change and includes some of • The role of personal selling the largest companies world-wide. • Consumer channel choice Retail research at Monash has grown • Loyalty programs in retail substantially in the last few years, with an increased number of quality publications, • Distribution issues in the automotive sector successful competitive grant applications, • Franchising in retail an increasing number of PhD students choosing retail issues as topics, and the • Corporate social responsibility in retail establishment of two new research units • Consumers’ perceptions of international in the Faculty: retailers • Customer satisfaction • Customer loyalty • Online services and online customer value analysis. Harmen is Professor of Marketing and included amongst his research interests are consumer behaviour, marketing research and retail and urban planning, with a focus on modelling and understanding consumer choice behaviour. He specialises in choice modelling, which is an increasingly important method for understanding and predicting market behaviours. Dr Harmen Oppewal His disciplinary background is in psychology, geography and planning. He conducted numerous studies in retail, services, tourism and leisure, housing and Professor transportation for academic and consulting projects in The Netherlands, the UK Director of Research and Australia, where he held positions at the Universities of Eindhoven, Surrey, BSc, MSc (Groningen), PhD (Eindhoven) and Sydney before coming to Monash. He has over 50 publications, several of which appeared in top tier academic journals such as the Journal of Marketing Research, Journal of Retailing and Environment and Planning. 26 Notes Advice to prospective students (from past students) “If the opportunity presents itself where you can bring study into your life then grab it with both hands and use it as a tool to drive both your personal and professional goals.“ Rod Anderson, Buyer, Target Australia “Become very skilled in scheduling your time. Keeping on top of the course, your career and most importantly your relationship with loved ones can be difficult but if you work at it then it will pay you back.” Andrew Downard, Director, AD Supply Chain Group Pty Ltd “Stop thinking about it and get over there (Australia)! It is great and I am yet to meet a fellow Scandinavian who regrets choosing Monash.” Anders Fosse, Marketing Manager, The Scholar Ship (International student) 27 Graduate School of Business Application Form Instructions 1. For Australian and New Zealand citizens and permanent residents’ student Return this form by the last Friday in November for Semester 1, applications only. International students and students applying for a research or the last Friday in May for Semester 2, to: degree need to complete a different application form, please refer to General Monash University Graduate School of Business information section on page 42 GSB Programs Guide 2006 for details. PO Box 197, Caulfield East, Vic 3145 2. Please print boldly using BLOCK letters. All relevant sections must be completed. Located at 3. Certified copy supporting documents must be included with this application: Graduate School of Business academic transcripts and current curriculum vitae. Your application will not be Building H, Level 1 processed unless full documentation is attached. Fax copies are not acceptable. 900 Dandenong Road 4. MBA applicants must also include two employment references. Caulfield East 5. This application is the property of Monash University. Supporting documentation Victoria 3145 will NOT be returned. Telephone: 1300 784 990 6. Selection for the programs will be based on an overall assessment of the applicant’s academic history, experience and potential to benefit from and contribute to, the program in the light of available places. APPLICATION FORM CHECK LIST • Complete Application Form (ALL relevant sections must be completed) • Proof of name change (if different to transcript results) • CERTIFIED copy of previous tertiary results, including proof of course completion • Full curriculum vitae • Two employment references (MBA APPLICANTS ONLY) • Application for Advanced Standing (if applicable). Application form from: http://www.adm.monash.edu.au/service-centre/forms/advanced-standing.pdf • Letter of support from your employer if applying for an MBA or Executive Certificate course • Evidence of PR status for non Australian citizens 1. COURSE PREFERENCES Degree Name Campus Intake month and year Full-time On-campus or including area of study (eg. March 2007 or Part-time Off-campus eg. Master of Marketing or July 2007) 1. 2. 3. 2. PERSONAL DETAILS Title: (please circle) MR MRS MISS MS DR Date of birth / / Female/Male Family name Given names Preferred name Street number and name Suburb/City State Postcode Tel (Home) Tel (Bus) Mobile Email Citizenship Australian Permanent Resident? YES NO Have you previously applied to study at Monash University? YES NO If yes, previous ID _________________________________ If your first degree was completed outside Australia, was the language of instruction English? YES NO If no, please provide evidence of your English language skills. See General information section on page 42 of the GSB Programs Guide 2006 or go to http://www.gsb.monash.edu.au/apply IELTS score __________ or TOEFL score __________ (if English is not your first language) – please refer to entry requirement on page 42 of the GSB Programs Guide 2006. Are you applying for advanced standing (credit exemption)? YES NO An application form may be downloaded from: http://www.adm.monash.edu.au/service-centre/forms/advanced-standing.pdf OFFICE USE ONLY ID Number Course Code Offer Reject Signed Date / / CREDIT APP YES NO Acknowledged Date / / Keyed Date / / Outcome Date / / 3. ACADEMIC HISTORY (please provide a certified copy of academic transcripts/results) Name of Qualification Institution State/Country Start date/End date Course Completed (Yes/No) If NO, how much completed? 4. 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Monash University Department of Marketing Graduate Studies 26 Sir John Monash Drive, Caulfield East, Victoria 3145 Telephone: 1300 652 312 or 9903 2128 Facsimile: +61 3 9903 1558 Email: email@example.com Web: www.buseco.monash.edu.au/Depts/Mkt Privacy at Monash Disclaimer Monash University values the privacy While the information provided in this Courses registered on the CRICOS of every individualÕ s personal and brochure was correct at the time of register of courses for international health information and is committed its publication, Monash University students: CRICOS provider code: 00008C to protecting the information it holds reserves the right to alter this Master of Marketing, (course code 2276): and uses about all individuals who information should the need arise. CRICOS code 031027K. Master of provide personal information to the You should always check with the Marketing (course code 3802): CRICOS university. Department of Marketing Graduate code 048116C. 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