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					   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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including area of study                                                                                        (eg. March 2007          or Part-time        Off-campus
eg. Master of Marketing                                                                                        or July 2007)
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institution necessary to make an informed decision about the application on matters that concern the student’s enrolment at Monash. I authorise the University to verify my
past and current employment for the purpose of making an informed decision about the application or matters that concern the student’s enrolment at Monash. I authorise
Monash University to obtain further information with respect to my application and, if necessary, seek academic information or transcripts from Australian educational
institutions. Where necessary QualSearch will be engaged to access this academic information. I understand that Monash University is not responsible if any educational
body or institution does not supply these records. I understand that the results of the search will be made available to me on request and that an audit of this authority may
also be undertaken.

Signature of Applicant                                                                                                                                    Date        /        /

Where did you hear about this course?

      Colleagues/Friends                                               Internet                                                         Monash Open Day

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MBA Applications only
     Employment Reference (MBA APPLICANTS ONLY)

Please submit two employment references (maximum one single A4 page per reference) and provide details of referees below. The employment
references should include details of work experience and/or potential for MBA study as well as details of referees.
References must include the following information, presented on company letterhead:

• Precise position title                                                               • Precise duties performed
• Duration (including dates) of employment                                             • Full name and title of writer, including date of issue

Name

Position                                                                                                                          Telephone

Address

Name

Position                                                                                                                          Telephone

Address



Monash Privacy Statement
The information on this form is collected for the primary purpose of assessing your application for admission. Other purposes of collection include the creation of a record on the student database,
attending administrative matters, corresponding with you and statistical analyses. If you choose not to complete all the questions on this form, it may not be possible for the Faculty of Business and
Economics to assess your application. Personal information may also be disclosed to and collected from the educational institutions to make an informed decision about the application or matters that
concern your enrolment. You have a right to access personal information that Monash University holds about you subject to any exceptions in relevant legislation. If you wish to seek access to your
personal information, please contact the University Privacy Officer on (03) 9905 6011.
                                                                                  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: graduate.mkt@buseco.monash.edu.au
                                                                                  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.
Monash University is required to         Office when considering a course.
comply with a number of privacy          August 2006
laws operating throughout Australia
including the Information Privacy Act
2000 (Vic) (‘Privacy Laws’). The
Privacy Laws regulate how personal
information is handled throughout its
life cycle, from collection to use and
disclosure, storage, accessibility and
disposal. It applies to any personal
information or health information that
a person provides to Australian
campuses of Monash University.

				
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