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.

Choose your subjects

Majors

Specialisations available within this course include:

• Information Systems
• Project Management.

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

Indicative total fee $59,600

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.

Creative thinkers are made at ECU.

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 31,000 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.

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QS World University Ranking 2026, within Australia:

26

Times Higher Education World University Ranking 2026, within Australia:

25

All applicants are required to meet the published entry requirements.

This course allows eligible applicants to fast track their degree through Credit and Recognition of Prior Learning (CRPL), where they have completed a degree in a specified discipline (or with appropriate experience):

You may be able to receive CRPL if you have any of the following:

• A Bachelor degree, or major, in a related discipline*, or
• A Bachelor degree in any discipline, plus three years relevant work experience^, or
• A Graduate Certificate of Marketing, or Applied Digital Marketing, or Entrepreneurship and Innovation, or
• Evidence of academic capability judged to be equivalent.

Depending on the nature of your prior study and experience, you may be able to complete your course in 1.5 years of full-time study (3 years of part-time study) – 180 credit points.

*Related discipline refers to any Marketing and/or Entrepreneurship and/or Innovation related discipline.

^Relevant work experience constitutes professional Marketing and/or Entrepreneurship and/or Innovation Managerial positions to be approved by the Course Coordinator.

All applications are assessed individually, and the exact amount of credit awarded will depend on how your previous study or experience aligns with this course.

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 a 20-credit point work placement unit as an elective in this course. The 20-credit point work placement option requires students to undertake a minimum of 100 hours of learning in a work setting. Work placement hours are typically completed on a part time basis and students will undertake projects and tasks that are related to their course learning outcomes. Work placements will be secured through the work-integrated learning team, or as a result of pre-approved networking and contacts developed by the student.

Attendance requirements

Students are required to attend host organisations to complete their learning in a work setting. Hours will be organised on an individual basis and host organisations may require students to attend after hours and on the weekends. In addition to their time in the work setting, students may be required to attend virtual and/or face-to-face sessions as instructed by the Unit Coordinator.