AU$33,600^ (2025 annual)
AU$33,600^ (2025 annual)
Please use plan code MC197O in the application system for this degree.
Gain a deep understanding of marketing principles that enable you to navigate today’s complex business environment. Prepare to make a lasting impact through data-driven decision-making and strategic planning.
Next intake
13 January 2025
Applications close for next intake
9 Dec 2024
Future intakes
Develop strategic expertise, and the capability to plan, direct, implement and improve marketing campaigns, and apply them where it counts.
Learn fundamental marketing principles to become an effective marketing expert as the landscape continues to shift.
Students and graduates are eligible to apply for membership of the AMI and the Australian Market and Social Research Society.
Gain essential skills and insights to thrive in the dynamic world of marketing. You’ll learn to analyse customer needs and apply the marketing mix to create competitive strategies.
Delve into consumer behaviour to understand the motivations driving purchasing decisions and apply these insights to real-world scenarios.
You’ll master integrated marketing communication techniques to build strong brand equity and develop effective, ethical messaging.
Additionally, you’ll explore the fundamentals of marketing research, uncover the nuances of product innovation, and leverage data analytics to inform your decision-making.
By the end of your studies, you’ll not only have a comprehensive understanding of marketing principles but also the critical thinking, teamwork, and presentation skills needed to make an impactful contribution in your future career.
By the end of this course you’ll be able to:
This degree will deliver specialist knowledge to prepare you for a career in marketing. Career pathways include:
Develop skills that have been validated by industry, while getting credentialed by a world-leading university.
You'll gain knowledge and practical skills from renowned industry partners who are at the forefront of their field.
Advance your career while you study. RMIT Online courses let you balance work, study and life commitments.
Be guided by a network of industry experts and peers, and supported by our dedicated success team.
Gain a comprehensive understanding of the core principles and strategies that drive successful marketing practices across various sectors. Manage the marketing mix, analyse consumer behaviour, and develop effective marketing communication strategies.
You’ll also cover key areas such as brand strategy, product innovation, interactive marketing, and services marketing, equipping you with practical skills to address real-world challenges.
AND
Select and complete four (4) of the following option courses:
Select and complete five (5) of the following option courses:
AND
Complete the following Capstone course:
AND
Select and complete two (2) courses from any University Postgraduate Elective
This is an introductory course which examines marketing as both an activity concerned with managing specific variables related to the marketing mix and as a philosophy guided by a consumer-orientation.
All organisations have consumers who ultimately seek, purchase, evaluate, use and dispose of products and services that they expect will satisfy their personal needs.
This course provides the foundation for understanding the motivations and behaviours influencing customers, which is an essential pre-requisite to the development of effective Marketing and Corporate strategy.
In the context of a decision making model, this course will explore the internal, external and situational influences driving the what, where, when, why and how of Consumer Behaviour.
This course emphasises a strategic planning perspective and provides a theoretical appreciation and practical understanding of the process of contemporary integrated marketing communications.
A major focus of the course will be on communication techniques that lead to the establishment of strong brand equity.
Marketing Research focuses on developing knowledge and skills that are practical in nature yet grounded in theory.
In this course, you will concentrate on learning theory to assist in applying appropriate tools and techniques, diagnosing suitable methods and approaches, and applying these to a contemporary workplace situation.
The overall objective of the course is to provide you with the capability to effectively plan and manage marketing research projects as well as conduct basic data analysis.
The course also aims to provide a foundation for higher-level courses requiring quantitative and qualitative analysis.
This course provides a comprehensive understanding of product management including, but not limited to, new product development, service innovation, user-interface design, managing the product portfolio, product-line extensions, understanding buyer’s reactions to innovations, and creating an innovative culture.
This course will provide you with a basis to improve new product launch rates across different industry contexts, including business-to-consumer and business-to-business, “product” contexts and global contexts.
In this course you will develop a deep understanding of what interactive marketing entails.
Through participating in activities, you will learn about what the defining elements are of interactive marketing, how these elements facilitate a mutual exchange of information between marketer and consumer, how these elements are used to identify consumer needs and to foster relationships, and how these elements can inform strategies to fulfil consumers’ needs.
You will apply this gained understanding through identifying and creating a successful consumer-centred interactive marketing strategy.
This course will equip you with the knowledge and skillsets necessary to work as an effective executive in the service economy.
The course will examine the characteristics of service, recognise the unique challenges involved in service provision and strategies to manage, innovate, communicate and implement service solutions successfully that are appropriate to various stakeholders.
Specifically, this course requires you to leverage on evidence-based information and research to critically analyse service issues and opportunities in order to design innovative service solutions.
Brand management is a key topic for your degree and your career as professional marketers. Brands represent the most important asset a firm has and are therefore crucial to creating lasting value.
This course will focus on the management of brands, including evaluating, developing and building brands, and measuring brand performance and the impact of digital media on brands.
You will also focus on how marketers manage brand meaning and value and develop brand strategies across a variety of business services. Close attention will be paid to the role customers and other stakeholders play in creating brand meaning and value.
This course centres on the increasingly crucial role of sustainable marketing within modern organisations, addressing environmental challenges and promoting sustainable business practices. It is crafted to provide you with the skills and knowledge necessary to implement and innovate sustainable marketing strategies effectively.
Focusing on the broader impact of marketing beyond its traditional commercial confines, the course explores how marketing principles can be adapted to support environmental sustainability and ethical business operations.
The curriculum encompasses a thorough analysis of contemporary sustainable marketing practices, the development of strategic sustainability-focused campaigns, and an examination of the latest trends in the field. This comprehensive approach ensures you are well-prepared to contribute to and shape the evolving landscape of sustainable marketing in diverse organisational settings.
The focus of this course is business and network marketing, looking at how value is created internally and through the network in order to compete effectively in business markets. This involves understanding the nature of value exchanges and the business relationships.
In today’s competitive environment, effective relationships and value creation depends on firms acting in networks of relationships between suppliers, distributors, customers and other stakeholders, in order to access or mutually develop key resources and competences.
The course is both descriptive and practically-based and provides you with the opportunity to investigate and analyse key strategies and activities in business markets.
This is a course that integrates knowledge and skills from various disciplines such as branding, design thinking, consumer behaviour, services marketing, market research and strategy.
A new generation of businesses has a fresh trick up their sleeve: they are focusing on the customer experience in both their product/service design and business model. These leading companies combine top-down, strategy-driven assessments and bottom-up, data driven insights to gain competitive advantage through customer experience.
This course offers the necessary knowledge and skills to allow you to create and implement meaningful experiences.
The aim of this course is to expose students to the application and presentation of analytical and statistical methods to solve marketing problems. Businesses today make marketing decisions that are driven by insights gained from the analysis of data. Especially, marketers nowadays have access to unparalleled data on opinions and behaviour from the digital marketing environment. These data used by marketers for decision-making come from various sources.
At a broad level, these data can be classified into two main types: structured data that come in numerical format, and unstructured data such as text, audio, and video. Furthermore, because of the scale, these data are called “Big Data” with principal characteristics of high volume, high velocity, and high variety. Therefore, data-driven marketing decisions require a different kind of understanding, a new set of skills, and a unique mindset to deal with ever-increasing influx of information.
This course will offer theoretical understanding of data to explain and explore the changes taking place in marketing. Also, the course will expose students to necessary tools and techniques to collect, summarise, visualise, and analyse different types of marketing data. Finally, the course will provide hands-on exercises to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modelling techniques.
This course will help students to make sense of the digital marketing landscape that has become more complex than ever. The holy grail of any marketing problem, “delivering the right message to the right audience at the right time”, that was promised by digital media and digital channels soon turned out to be a distant dream for marketers.
Even though the digital marketing environment provides unparalleled and unlimited data on various aspects of consumer behaviour, it fails to live up to the expectation of marketers due to its increased complexity.
The objective of this course is to understand such complexities in the digital marketing environment through the lenses of conceptual framework, quantitative skill development, and practical application using various online marketing data to unravel the true underlying consumer and firm behaviour.
The course provides a holistic understanding of the emerging marketing technology (MarTech) landscape, including the data, technology and platform ecosystem.
By understanding the trends driving that landscape, marketing leaders will be open to ‘emerging technologies’ and be able to identify the value and relevance of MarTech to organisations, i.e. a Market Landscape Analysis report with Concept Map.
The focus of the course is on developing proposals for implementating suitable MarTech stack use cases, which will enable students to achieve marketing objectives.
Upon completion of this course, students should be able to understand the emerging marketing technology landscape, the drivers and barriers to the digital transformation of marketing functions, and be able to recommend solutions that provide value to the business and its stakeholders.
This course extends what you have learned in introductory marketing to the broader international marketing environment. It introduces you to an advanced understanding of the international marketing environment, the international marketing mix, and international marketing strategy.
You will gain a critical understanding of the role and importance of international marketing to the firm through analyses of all elements of the international marketing environment.
You will explore and assess an international marketing strategy and apply principles of international marketing management to the international marketing mix through real-life business cases and contexts.
This course culminates and extends what you have learned in previous courses.
In Strategic Marketing we will apply theories and concepts to real-life business cases and contexts. We focus on understanding, measuring and managing business success factors from a strategic marketing perspective. In doing so, we use principles of strategy and learn how to deal with market challenges and how to take advantage of market opportunities to support business success.
In this process, we will train critical thinking and creative thinking as fundamental capabilities for strategic marketers and decision makers.
Specifically, you will understand the way the internal and external environment shape strategic marketing decisions and implementation considerations. For example, insights into a focal company, potential customers, competitors, collaborators and contextual dynamics will enable the identification of strategic implications and potentialities.
This course will also require you to build evidence-driven arguments and combine these with innovative solutions, demonstrating critical and creative thinking with regards to strategic marketing issues and opportunities.
To be eligible for the 12-course Master of Marketing, you must have:
To be eligible for the 16-course Master of Marketing, you must have:
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.
*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.
^Upon successful completion of the Graduate Certificate you will have the opportunity to progress to the master's degree.
You must meet the University’s minimum English language requirements for postgraduate coursework programs to be eligible for a place in this program.
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.
If you have successfully completed one of the following qualifications* with a major in a business or related discipline, or an unrelated discipline with 2 years of relevant work experience, you may be eligible for advanced standing as follows:
Qualification level | Masters exemptions offered | Remaining program duration |
---|---|---|
Bachelor degree (AQF level 7) | 48 credit points (equivalent to one semester of full-time study) | 144 credit points (equivalent to 3 semesters of full-time study) |
Bachelor degree (Honours) (AQF level 8) | Up to 96 credit points (equivalent to 2 semesters of full-time study) | 96 credit points (equivalent to 2 semesters of full-time study) |
Graduate Certificate (AQF level 8) | 48 credit points (equivalent to one semester of full-time study) | 144 credit points (equivalent to 3 semesters of full-time study) |
Graduate Diploma (AQF level 8) | Up to 96 credit points (equivalent to 2 semesters of full-time study) | 96 credit points (equivalent to 2 semesters of full-time study) |
Master degree (AQF level 9) | Up to 96 credit points (equivalent to 2 semesters of full-time study) | 96 credit points (equivalent to 2 semesters of full time study) |
The Australian Qualifications Framework (AQF) is the national policy for Australian qualifications in vocational and higher education.
*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.
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.
To be eligible for the 12-course Master of Marketing, you must have:
To be eligible for the 16-course Master of Marketing, you must have:
All non-Australian residents and overseas full-fee paying students are required to meet RMIT English language requirements and are required to provide current evidence of English language proficiency for admission to RMIT University (see English language requirements below).
*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.
^Upon successful completion of the Graduate Certificate you will have the opportunity to progress to the master's degree.
To study this course you will need to complete one of the following English proficiency tests:
For detailed information on English language requirements and other proficiency tests recognised by RMIT, visit English language requirements and equivalency information.
Don't meet the English language test scores? Complete an English for Academic Purposes (EAP) Advanced Plus at RMIT University Pathways (RMIT UP).
RMIT’s Online 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.
Credit outside of the above arrangements will be assessed consistently with the RMIT University credit policy and procedures. If you wish to apply for a credit transfer/RPL, please refer to 'Apply for credit'.
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.
In 2025, the annual student contribution amount (tuition fee) you will pay for full-time study in the Master of Marketing is:
^Fees typically increase each year and may change without notice. Total fees are estimates and should only be used as a guide.
For information on how to apply for a deferral, withdrawal or refund please see deferrals and withdrawals.
In addition to tuition fees, you will be charged an annual student services and amenities fee (SSAF), which is used to maintain and enhance services and amenities that improve your experience as an RMIT student.
The SSAF is calculated based on your enrolment load and the maximum fee for 2025 is AU$365.
You may also be required to purchase other items related to your program, including field trips, textbooks, and equipment. These additional fees and expenses vary from program to program. Find out more about calculating your actual SSAF.
Some students may be eligible to apply to defer payment of some or all of their tuition fees via the Commonwealth Government’s FEE-HELP loan scheme. FEE-HELP is for eligible full-fee paying students and allows you to defer payment of your tuition fees to the Australian Tax Office up to your HELP limit.
You may be eligible to apply to defer payment of the student services and amenities fee (SSAF) through the SA-HELP loan scheme. If you use SA-HELP, the amount will be added to your accumulated HELP debt.
If your FEE-HELP and/or SA-HELP loan application is successful, the Australian Government will pay RMIT, on your behalf, up to 100% of your fees. This amount will become part of your accumulated HELP debt.
You only start repaying your accumulated HELP debt to the Australian Government once you earn above the minimum income threshold for repayment, which is set each year by the Australian Government (this also applies if you are still studying.)
The Australian Taxation Office (ATO) will calculate your compulsory repayment for the year and include this on your income tax notice. For more information about loan repayment options see Commonwealth assistance (HELP loans) or Study Assist.
Visit our HELP loans page for lots of useful information about eligibility, how to apply and payment. You can apply for FEE-HELP once you have enrolled in a degree.
HELP loans are not available to international students.
In 2025, the annual student contribution amount (tuition fee) you will pay for full-time study in the Master of Marketing is:
^Fees typically increase each year and may change without notice. Total fees are estimates and should only be used as a guide.
For information on how to apply for a deferral, withdrawal or refund please see deferrals and withdrawals.
In addition to tuition fees, you will be charged an annual student services and amenities fee (SSAF), which is used to maintain and enhance services and amenities that improve your experience as an RMIT student.
The SSAF is calculated based on your enrolment load and the maximum fee for 2025 is AU$365.
You may also be required to purchase other items related to your program, including field trips, textbooks, and equipment. These additional fees and expenses vary from program to program. Find out more about calculating your actual SSAF.
After a robust marketing career developed through various well-recognised organisations, Daniel shaped his career trajectory to pursue a passion for academia. This was driven by a commitment to making an impact on students, colleagues and broader society through shared knowledge. Daniel is committed to generating a teaching environment that is inclusive, dynamic and innovative to help students achieve their learning objectives, and advancing research that addresses contemporary social issues.
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Acknowledgement of Country
RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Sentient' by Hollie Johnson, Gunaikurnai and Monero Ngarigo.