COURSE CURRICULUM

The Master of Business Management (Marketing Major) is a 16-unit postgraduate program consisting of an 8-unit core structure and an 8-unit specialised marketing major designed to develop advanced knowledge and skills in modern marketing strategy, consumer behaviour, and digital marketing technologies. The core structure builds a strong foundation in essential business disciplines, including Management and Business Context, Effective Business Communications, Managing Human Resources, Marketing Management and Digital Communications, Managerial Finance, Accounting for Management Decision Making, Managing People, Organisations and Context, and Professional Practice and Career Development. These units help students develop key competencies in leadership, communication, financial literacy, and strategic business decision-making. The Marketing Major focuses on understanding consumer behaviour and applying advanced marketing techniques in global and digital environments. Core subjects include Science of Consumer Behaviour, Service Industry Marketing in the Digital World, Global Marketing in the Digital Era, and Digital Marketing and Machine Learning, which provide insights into customer psychology, service marketing, international markets, and data-driven marketing strategies. Additional units such as Business Research Design, Strategic Solutions for Sustainable Organisations, Accounting Systems and Information Assurance, and a Business Internship offer practical experience and analytical skills development. Overall, the program prepares graduates for careers in marketing management, digital marketing, brand management, market research, and strategic communication roles in global and technology-driven business environments.