Master of Marketing

By the end of this degree you’ll be able to:  

1. Demonstrate a broad, critical and practical understanding of contemporary marketing issues and practices in business. 
2. Evaluate the role of marketing and its relationship with other functional areas of business to create customer value. 
3. Identify and critically analyse marketing problems and design appropriate marketing strategies and tactics to solve such problems. 
4. Apply marketing expertise and knowledge to planning, directing, implementing, monitoring and controlling an organisation’s marketing effort. 
5. Apply innovative thinking and creativity approaches to effectively address marketing problems and build market-based assets. 
6. Apply research principles and methods to design innovative options and solutions for, and make reasoned judgements about, problems and issues in contemporary business practice. 
7. Apply and integrate professional theory with practice in authentic Work Integrated Learning (WIL) contexts, professional contexts and industry settings. 

Explore marketing as both a management activity and a consumer-oriented philosophy. You’ll evaluate customer needs, compare market segmentation and positioning strategies, and learn to use marketing mix tools for competitive advantage. Emphasising ethical and cultural considerations, the course also fosters critical thinking and teamwork skills, preparing students for success in the dynamic field of marketing management. 

Recommended study pattern

Year 1 

MKTG1100 Marketing Management  

MKTG1101 Consumer Behaviour  

MKTG1103 Marketing Communication Strategy  

MKTG1104 Marketing Research 

AND select and complete four (4) of the following option courses:  

MKTG1311 Product Innovation 

MKTG1399 Interactive Marketing 

MTKG1396 Services Marketing 

MKTG1126 Brand Strategy 

MTKG1394 Sustainable Marketing 

MKTG1290 Business and Network Marketing  

MTKG1401 Customer Experience Design  

MKTG1471 Marketing Analytics  

MKTG1472 Advanced Digital Marketing  

MKTG1518 Marketing Technologies  

BUSM4448 International Marketing 

Year 2  

Select and complete five (5) of the following option courses:  

MKTG1311 Product Innovation 

MKTG1399 Interactive Marketing 

MTKG1396 Services Marketing 

MKTG1126 Brand Strategy 

MTKG1394 Sustainable Marketing 

MKTG1290 Business and Network Marketing  

MTKG1401 Customer Experience Design  

MKTG1471 Marketing Analytics  

MKTG1472 Advanced Digital Marketing  

MKTG1518 Marketing Technologies  

BUSM4448 International Marketing 

AND complete the following Capstone course:  

• MKTG1397 Strategic Marketing  

AND Select and complete two (2) courses from any University Postgraduate Elective.

Award requirements

Completion of subjects as per the recommended study pattern.

Choose your subjects

Majors

Marketing Management  

This introductory course explores marketing as both a management activity focused on the marketing mix and a consumer-oriented philosophy. Students will evaluate customer needs from diverse sources, comparing market segmentation and positioning strategies from both theoretical and practical perspectives. They will also learn to use marketing mix tools to analyse situations and position products for competitive advantage. Recognising ethical, social, and cultural issues in marketing is emphasised, along with their professional implications. Additionally, the course aims to develop critical thinking, teamwork, and presentation skills essential for success in marketing management. 

Consumer Behaviour  

This course delves into consumer motivations and behaviours, which are essential for effective marketing and corporate strategy. It examines the internal, external, and situational influences on consumer decisions. Students will explore core consumer behaviour theories in both individual and organisational contexts, applying these theories to real-world marketing by profiling market segments. They will assess models of consumer behaviour for specific marketing situations and integrate this knowledge into marketing planning, especially in segmentation and positioning. The course also encourages critiquing consumer decision-making theories and recognising cognitive biases while analysing advanced consumer research literature and reflecting on personal writing practices. 

Marketing Communication Strategy  

This course emphasises a strategic planning perspective in integrated marketing communications. It focuses on communication techniques that build strong brand equity. Students will outline the integrated marketing communications planning process and its relationship to the overall marketing plan. They will apply communication theories to identify target audiences and suitable objectives, designing ethical messages that reflect appropriate positioning and influence behaviour. The course also involves evaluating markets to identify effective communication channels for media planning. 

Marketing Research 

This course blends practical knowledge with theoretical foundations in marketing research. It prepares students to plan and manage research projects while conducting data analysis. Students will critique and propose effective marketing research management strategies, analysing the pros and cons of various research designs and methods. They will also learn to design a marketing research plan that meets organisational objectives and assess the overall quality of research projects to ensure their usefulness in the marketing decision-making process. 

Product Innovation 

This course provides a comprehensive understanding of product management, covering new product development, service innovation, user-interface design, and managing product portfolios. Students will learn to evaluate product innovation situations using theoretical frameworks and develop strategies while understanding the relationship between marketing strategy choices and new product development. They will also critique the marketer's role in fostering innovation and analyse market information to inform product strategies. 

Interactive Marketing 

In this course, students will develop a deep understanding of interactive marketing through engaging activities. They will learn the defining elements that facilitate mutual exchanges of information between marketers and consumers, identifying consumer needs and fostering relationships. By the end of the course, students will be able to identify key elements of successful consumer-centred strategies, analyse market context, and develop real-life interactive marketing elements. 

Services Marketing 

This course equips students with the knowledge and skills needed to thrive in the service economy. It examines the unique challenges of service provision and strategies for managing and innovating service solutions tailored to various stakeholders. Students will apply service theories to evaluate business situations, demonstrate innovative thinking to find effective service solutions, and communicate their findings at a master's degree standard. 

Brand Strategy 

Focusing on brand management, this course emphasises the importance of brands as key assets for creating lasting value. It covers brand evaluation, development, and the impact of digital media on brand management. Students will apply branding theories to evaluate situations, develop effective strategies, and justify their branding decisions through research while communicating solutions at an academic standard. 

Sustainable Marketing 

This course addresses the role of sustainable marketing in modern organisations, emphasising environmental challenges and ethical business practices. It explores how marketing principles can support sustainability initiatives. Students will apply sustainable marketing principles and tools to design initiatives that create value for stakeholders and connect theoretical frameworks with practical solutions to address sustainability challenges. 

Business and Network Marketing

This course focuses on business and network marketing, examining how value is created through relationships within networks. It emphasises the importance of collaboration among stakeholders to develop key resources. Students will apply business marketing theories to analyse organisational customer needs, evaluate marketing strategies, and use a network approach to present effective marketing opportunities. 

Customer Experience Design 

Integrating knowledge from various disciplines, this course explores customer experience in product and service design. Students will learn to create and implement meaningful experiences that offer competitive advantages. By the end, they will apply innovative design thinking to address experiential marketing problems and develop a comprehensive customer experience strategy. 

Marketing Analytics 

This course exposes students to analytical and statistical methods to solve marketing problems. It highlights the importance of data-driven decision-making in today's marketing landscape. Students will critically analyse the role of analytical techniques, design field experiments for causal inference, and apply data collection and visualisation techniques to convey marketing insights effectively. 

Advanced Digital Marketing 

This course helps students navigate the increasingly complex digital marketing landscape. It focuses on understanding the intricacies of delivering the right message to the right audience. Students will critically analyse digital marketing complexities, research and justify solutions to relevant problems, and apply quantitative skills to understand consumer behaviour in the digital environment. 

Marketing Technologies 

This course provides a holistic understanding of the emerging marketing technology landscape, focusing on data, technology, and platform ecosystems. Students will assess the value of MarTech for organisations and formulate plans to prioritise its benefits. They will evaluate the implementation requirements of various MarTech use cases to achieve marketing objectives. 

International Marketing 

This course extends foundational marketing knowledge to the international context. Students will gain insights into the international marketing environment, mix, and strategy. They will identify factors critical to successful internationalisation, apply relevant frameworks to develop strategies, and create an international marketing plan addressing the challenges faced by firms in global markets. 

Strategic Marketing

This course culminates previous learning by applying theories and concepts to real-life business cases. It focuses on understanding and managing success factors from a strategic marketing perspective. Students will gather data to assess contexts, set effective strategic marketing objectives, and demonstrate creative thinking to develop solutions that benefit stakeholders while collaborating with industry for practical applications.  

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

Indicative total fee $67,200

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.

One of Australia's largest dual-sector institutes, offering both TAFE and higher education, RMIT University proudly delivers work-related education and practical research relevant to current business and community needs. More than 96,000 students study with RMIT, and many of their degrees are available through Open Universities Australia.

Learn more about RMIT University.

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QS World University Ranking 2025, within Australia:

10

Times Higher Education World University Ranking 2025, within Australia:

16

Master of Marketing (12 courses) 

To be eligible for the 12 course Master of Marketing, you must have: 

An Australian bachelor degree or equivalent in a business or related discipline from a recognised tertiary institution*. 

Master of Marketing (16 courses) 

To be eligible for the 16 course Master of Marketing, you must have: 

• An Australian bachelor degree or equivalent in any discipline from a recognised tertiary institution*, or 
• An Australian Bachelor degree (or equivalent oversees qualification), or higher level qualification, from a recognised tertiary institution* in any discipline plus a minimum of two years relevant work experience, or  
• The RMIT Graduate Certificate in Marketing^. 

We offer Recognition of Prior Learning, or the recognition of previous study or learning. This means you can apply for credit and reduce the number of courses you need to complete. Your application will be decided on a case by case basis. RMIT aims to grant as much credit as possible at the time of offer, so it’s important to provide as much evidence of prior study or work experience as possible with your application. 

^Upon successful completion of the Graduate Certificate you will have the opportunity to progress to the Masters degree. 

*If your qualification was completed more than 10 years ago you will need to provide evidence of ongoing professional work and/or professional development in the same discipline as the program for which you are seeking entry. 

You must meet the University’s minimum English language requirements to be eligible for a place in this program.  

If you are a local student, refer to the English requirements for postgraduate coursework programs. 

Australian Student Visas:

RMIT Online’s Master of Marketing does not meet Australian student visa requirements. For an Australian student visa, you must have an on-campus place in a program of study, such as our Master of Cyber Security. For more details on RMIT’s on-campus programs visit rmit.edu.au.

RMIT assesses each student’s prior learning and qualifications to grant credit so you can complete your online postgraduate degree sooner. Your application will be decided on a case-by-case basis. RMIT aims to grant as much credit as possible at the time of offer, so it’s important to provide as much evidence of prior study and work experience as possible with your application. 

Speak to our Enrolment Advisors to find out more.

Pathways into the Master of Marketing 

The Graduate Certificate in Marketing is a pathway to the Master of Marketing. 

Upon successful completion of the Graduate Certificate in Marketing you can continue your studies in the Master of Marketing and receive 48 credit points worth of credit (equivalent to one semester of full-time study) for courses completed in the Graduate Certificate in Marketing. 

Masters advanced standing 

If you have successfully completed one of the following qualifications* with a major in a business or related discipline, or an unrelated discipline with two years relevant work experience, you may be eligible for advanced standing.

*If your qualification was completed more than 10 years ago you will need to provide evidence of ongoing professional work and/or professional development in the same discipline as the program for which you are seeking entry.