Bachelor of Business (Business Analytics)

Program Overview

This Master's in Marketing equips graduates with a comprehensive understanding of marketing perspectives, advanced digital marketing tools, and the ability to strategize, analyze, and communicate in various marketing areas. The program focuses on business and marketing subjects, specialization subjects, and a capstone project, preparing students for careers in digital marketing, brand management, and marketing communications. Graduates have strong career prospects in national and international marketing and management roles, including Digital Marketing Specialist, Brand Manager, and Marketing Research Manager.

Program Outline

Degree Overview:

This Master's in Marketing

equips graduates with a comprehensive understanding of key marketing perspectives, advanced digital marketing and research tools, and the ability to strategize, analyze, advertise, and communicate in various marketing areas including:

• Digital marketing
• Brand management
• Marketing communications

The program is grounded in marketing within the digital age

, preparing students for careers in a new economy where technology, decisions, and action become intertwined.

It focuses on three key themes:

• Business & Marketing Subjects: Building foundational knowledge in accounting, financial management, operations management, and organizational behaviour and management.
• Specialisation Subjects: Delving deeper into specific areas like consumer behaviour, marketing communication, digital marketing, social marketing, marketing strategy, and retail marketing management.
• Capstone Project: Conducting a research project related to an organizational context to develop research skills and showcase understanding and application of learned concepts.

Upon completion, graduates will be able to:

• Create and execute digital/traditional marketing plans
• Use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) for website optimization
• Use data analytics to generate website traffic, increase brand awareness, and improve conversions
• Utilize fundamental communication skills across various media platforms
• Effectively conduct social media marketing
• Evaluate marketing information systems
• Use market research to contribute to business decision-making

• Digital Marketing Specialist
• Search Engine Marketing Specialist
• Social Media Manager
• Marketing Research Manager
• Brand Manager
• Brand Manager
• Creative Agency Manager

Outline:

The Master of Marketing offers a unique approach

to evaluate marketing theories and frameworks, design projects using market research tools, and position products and services for the market. Alongside a foundation in specialized knowledge and skills related to marketing, you also develop an understanding of the challenges facing managers and organizations in marketing in the global marketplace and apply what you've learned in practice.

The program is organized around 3 themes:

• Business & Marketing Subjects:
• Accounting and Financial Management
• Operations Management
• Organizational Behaviour and Management
• Principles of Marketing Management
• Specialisation Subjects:
• Consumer Behaviour
• Marketing Communication
• Digital Marketing
• Social Marketing
• Marketing Strategy
• Retail Marketing Management (Elective)
• International Marketing Strategy (Elective)
• Managing Services and Relationship Marketing (Elective)
• Strategic Brand Management (Elective)
• Supply Chain Management (Elective)
• Contemporary Issues in International Business (Elective)
• Creating and Marketing New Products (Elective)
• Capstone Project: Business Research Capstone

Assessment:

• Digital Marketing: Assignments, exams, group projects, case studies, and presentations.
• Social Marketing: 50% assessed coursework in the form of essays, assignments, and participation; 50% research project based on real-world case study.
• Marketing Strategy: Exam and research project.
• Business Research Capstone: Literature review, research proposal, data analysis and findings, and oral presentation.

Teaching:

The program combines lectures and hands-on exercises

to equip students with theoretical knowledge and practical skills. Students also get opportunities to learn by working with real businesses dealing with current issues.

The program benefits from a diverse and experienced faculty of academics

, practitioners, and industry experts.

This program utilizes innovative teaching methods to facilitate engagement and understanding,

including:

• Blended learning approach with lectures and workshops
• Case studies and real-world applications
• Guest speakers from leading industries
• Interactive group projects

Careers:

The program provides students with career opportunities and advancement in:

• Business & Marketing: Management positions for organizations across all sectors.
• Digital Marketing: Jobs in search engine optimization (SEO), social media marketing, content marketing, and digital advertising.
• Marketing Communications: Roles in public relations, advertising, and brand management.
• Market Research: Positions as Market Research Analysts, collecting and analyzing data to inform business decisions.

Other:

The program offers an exceptional student experience:

• Small class sizes: ensuring individual attention and interaction with faculty.
• Dedicated Career Service team: providing support with resume and cover letter writing, interview preparation, and job opportunities.
• Strong industry connections: facilitating internships and networking opportunities to prepare students for successful careers.

This program is also quality assured by the University of Wollongong

, which is registered with the Tertiary Education Quality and Standards Agency (TEQSA), the national regulator of the higher education sector in Australia.