Master of Marketing and Innovation Management

At the end of the program, students of the Master of Marketing and Innovation Management can:

1. Apply critical thinking and technical skills to solve authentic business problems.
2. Demonstrate effective communication and teamwork skills appropriate to cultural contexts.
3. Demonstrate mastery of a global body of marketing and innovation knowledge and practice, including knowledge of research principles and methods
4. Independently initiate, plan and execute a substantial project to meet agreed deliverables.
5. Justify decisions and judgements that address a complex business issue considering the ethical and social consequences.

The Master of Marketing and Innovation Management is a unique course in Western Australia, developing marketing managers who are able to tackle complex business cases in national and international contexts.

Students in this course will be able to create value for an organisation, their customers, their partners and society at large. They will be equipped with the skills and knowledge required for a career in customer, product, brand and revenue management, and the skills to research the needs of customers, bring new and innovative products to market, manage channel partners and manage customer satisfaction and loyalty.

This Masters course provides students with the skills, theory and practical experience to audit a market, identify opportunities, and create, implement and manage marketing processes and plans.

Recommended study pattern

As a guide, core subjects in this degree can include: 

• Managing People and Organisations
• Marketing Leadership
• Fundamentals of Value Creation in Business
• Applied Digital Marketing.

Plus there’s a selection of specialisations to choose from. As part of your application, you’ll be guided through how to get the right degree structure in place for you.

Award requirements

Students are required to complete 240 credit points.

Open Universities Australia is a not-for-profit organisation. You will not pay any fees for using our services.

Indicative total fee $58,300

The amounts shown here are indicative for an Australian citizen studying full-time, which is typically 8 subjects per year.

Fees may vary depending on:

• the subjects you choose
• credit from previous work experience
• your eligibility for government funding loans or subsidies such as HECS-HELP or a Commonwealth supported place.

To learn more, go to Fees or contact a student advisor.

ECU is ranked one of the world’s best young universities and Australia’s best public university for teaching quality. That quality extends to more than 30,000 students, many studying online through Open Universities Australia. ECU offers the same quality of teaching to you, regardless of where you’re studying in the world. Their flexible study solutions include a huge range of online courses, recognising your need to juggle work, family or other commitments.

Learn more about ECU.

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QS World University Ranking 2025, within Australia:

29

Times Higher Education World University Ranking 2025, within Australia:

24

The following course-specific admission requirements are mandatory and must be satisfied by all applicants. These requirements are in addition to or supersede the minimum requirements outlined within the Academic admission requirements band section below.

All applicants are required to meet the published entry requirements. Successful applicants with a Graduate Certificate qualification or higher in Digital Marketing or Marketing & Innovation Management may seek reduced course duration by applying for recognition of prior learning.

Academic admission requirements (Band 6) may be satisfied through completion of one of the following:

• Bachelor degree; or
• Equivalent prior learning including at least five years relevant professional experience.

English competency requirements may be satisfied through completion of one of the following:

• IELTS Academic Overall band minimum score of 6.5 (no individual band less than 6.0);
• Bachelor degree from a country specified on the English Proficiency Bands page for Band 4;
• Successfully completed 0.375 EFTSL of study at postgraduate level or higher at an Australian higher education provider (or equivalent);
• Where accepted, equivalent prior learning, including at least five years relevant professional experience; or
• Other tests, courses or programs defined on the English Proficiency Bands page for Band 4.

If you have completed units of study in another Postgraduate course or have relevant professional experience, you may be eligible for Credit and Recognition of Prior Learning (CRPL).

To assess your eligibility for credit, we first need you to apply for and accept an offer in your course of interest with us. You can then submit an Application for Credit and Recognition of Prior Learning via your Student Portal.

Internship option

Students can choose to complete two internship units as part of this course. These units concentrate on the development and application of non-technical skills important to the students' chosen profession and developing an awareness of professional conduct within the Australian work context. Students will develop a professional portfolio which will help demonstrate to potential employers their developed skills and suitability for employment. The program also provides an opportunity for students to apply their disciplinary knowledge and demonstrate leadership and autonomy in the research, planning, design and implementation of a work-based project which is related to their postgraduate degree studies. During this internship, students are expected to demonstrate evidence of professional conduct, initiative and professional leadership at the standards expected by industry, as well as demonstrate a capacity to work effectively in a team-based environment.

Attendance requirements

Typically, students will be required to take both units in the same semester, working on a full-time basis (37.5 hours per week) over a 16-week period in their assigned host organisation. These working hours may include shift and/or weekend work depending on the nature of the organisation. Working arrangements may vary on an individual basis. In addition to the 16 weeks of full-time work, students will be required to attend on-campus preparatory and end of semester seminars, as instructed by the Unit Coordinator.

Internships and partners will be secured through the Work-Integrated Learning Coordinator, Work Placement Coordinator and/or the Unit Coordinator, or as a result of pre-approved networking and contacts developed by the student. Terms of payment, if any, will be negotiated on an individual basis.