COURSE CURRICULUM

The program is structured across five semesters to progressively develop strong foundational knowledge, advanced strategic insight, and real-world professional capability in marketing. In Semester 1, students establish a solid base for the degree by studying Marketing Fundamentals alongside Business Statistics or Quantitative Methods, building essential analytical and data interpretation skills, while a postgraduate elective allows early exploration of individual interests. Semester 2 deepens understanding of market-driven decision making through Market Research, Consumer Experiences and Behaviours, and Integrated Marketing Communications, equipping students with the ability to analyse consumer insights, design effective promotional strategies, and align marketing activities with organisational goals. In Semester 3, learning advances further with a strategic and analytical focus, as students undertake Marketing Analytics and Strategic Marketing, developing the capability to evaluate complex market data, assess competitive environments, and design evidence-based marketing strategies, complemented by a postgraduate elective to broaden or specialise their expertise. Semester 4 provides greater flexibility and specialisation, allowing students to tailor their studies through two postgraduate electives while completing Digital Marketing for Customer Engagement, which emphasises contemporary digital strategies, customer-centric engagement, and the effective use of digital platforms and technologies in modern marketing contexts. In the final Semester 5, students transition from academic learning to professional practice through a 20-week Professional Portfolio subject, a Work Integrated Learning component designed to enhance employability, professional development, and applied skills. This final stage enables students to consolidate theoretical knowledge with practical experience, potentially through an internship, and culminates in the submission of a professional portfolio that showcases both practical achievements and theoretical understanding. Collectively, the program provides a comprehensive, progressive learning journey that prepares graduates to think strategically, analyse markets critically, adapt to digital transformation, and apply marketing expertise confidently in dynamic, real-world professional environments.