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
graduate.mkt@buseco.monash.edu.au
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: study@monash.edu
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 study@monash.edu
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 irene.powell@buseco.monash.edu.au
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: sandra.luxton@buseco.monash.edu.au
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:
michael.morrison@buseco.monash.edu.au
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:
peter.dapiran@buseco.monash.edu.au
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: irene.powell@buseco.monash.edu.au
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: samir.gupta@buseco.monash.edu.au Email:
Email: mike.ewing@buseco.monash.edu.au Janine Hendry peter.thompson@buseco.monash.edu.au
Senior Lecturer Dr Yelena Tsarenko
Director of Teaching Telephone: 9903 2064 Lecturer
Email: ken.grant@buseco.monash.edu.au Telephone: 9903 2354
Dr Felix Mavondo
Colin Jevons Email:
Professor
Senior Lecturer yelena.tsarenko@buseco.monash.edu.au
Telephone: 9905 9249
Email: felix.mavondo@buseco.monash.edu.au Telephone: 9903 2304 Ian Walker
Email: colin.jevons@buseco.monash.edu.au Senior Lecturer
Sandra Luxton Telephone: 9903 2598
Course co-ordinators
Senior Lecturer Email: ian.walker@buseco.monash.edu.au
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 steve.worthington@buseco.monash.edu.au
Email: sandra.luxton@buseco.monash.edu.au
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: jan.brace-govan@buseco.monash.edu.au margaret.matanda@buseco.monash.edu.au Email:
Dr Erica Brady Dr Felix Mavondo graduate.mkt@buseco.monash.edu.au
Lecturer Professor Barbara Harkin
Telephone: 9905 5845 Telephone: 9905 9249 Coordinator
Email: erica.brady@buseco.monash.edu.au Email: felix.mavondo@buseco.monash.edu.au Telephone: 9903 2825
Peter Dapiran Michael Morrison Email:
Senior Lecturer Lecturer barbara.harkin@buseco.monash.edu.au
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: peter.dapiran@buseco.monash.edu.au Email: Email: bev.pearce@buseco.monash.edu.au
Dr Chris Dubelaar michael.morrison@buseco.monash.edu.au
Warren Earle
Associate Professor Dr Harmen Oppewal Administrative Officer
Telephone: 9903 1580 Professor Telephone: 9903 2055
Email: chris.dubelaar@buseco.monash.edu.au Telephone: 9903 2360 Email: warren.earle@buseco.monash.edu.au
Dr Mike Ewing Email: harmen.oppewal@buseco.monash.edu.au
Carolyn Jensen
Professor, Head of Department Irene Powell Administrative Assistant
Telephone 9903 2563 Senior Lecturer Telephone: 9903 2128
Email: mike.ewing@buseco.monash.edu.au Coordinator of Master of Marketing Email: carolyn.jensen@buseco.monash.edu.au
Dr Francis Farrelly and Graduate Certificate in Media Sales
Telephone: 9903 2778 Carmel Keenan
Associate Professor
Email: irene.powell@buseco.monash.edu.au Administrative Assistant
Telephone: 9903 2364
Telephone: 9903 1573
Email: francis.farrelly@buseco.monash.edu.au Dr Mike Reid Email: carmel.keenan@buseco.monash.edu.au
Professor Mark Gabbot Senior Lecturer
Professor Telephone: 9905 5539
Telephone: 9903 2547 Email: mike.reid@buseco.monash.edu.au
Email: mark.gabbott@buseco.monash.edu.au Dr Dave Stewart
Dr Ken Grant Lecturer
Associate Professor Coordinator of Graduate Certificate
Telephone: 9903 2283 in Research Methods for Marketing
Email: ken.grant@buseco.monash.edu.au Telephone: 9903 1570
Email: david.stewart@buseco.monash.edu.au
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: ian.walker@buseco.monash.edu.au Email: brian.imrie@buseco.monash.edu.au
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
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