COURSE CURRICULUM

The Master of Commerce requires the completion of 96 credit points and is structured to provide advanced research training for students preparing for doctoral studies in marketing. The program is organised into a selected specialisation, with each specialisation divided into two equal components: Part A, Core Research Studies (48 credit points), and Part B, Advanced Research Studies (48 credit points). For the Marketing Studies specialisation (MRKTSTPG01), students complete a total of 96 credit points designed to build strong theoretical, analytical and research capabilities in the discipline of marketing. The Core Research Studies component introduces students to key areas such as consumer behaviour, marketing theory, branding, digital marketing, market analysis and contemporary research methods. This stage provides a strong foundation in both classic and modern marketing perspectives, enabling students to critically evaluate academic literature and understand how markets and consumer decisions operate. The Advanced Research Studies component builds on this foundation by engaging students in independent and rigorous research work, where they design, conduct and extend original scholarly projects under academic supervision. Students apply advanced qualitative and quantitative methodologies to investigate complex marketing problems and contribute new insights to the discipline. Throughout the program, students work closely with experienced academic staff, participate in a research-focused environment and refine their individual research interests. The integrated structure ensures graduates develop both deep theoretical understanding and practical research expertise, preparing them for successful progression into PhD studies and future careers in academia, marketing research, consultancy and industry roles focused on data-driven marketing strategy and consumer insights.