This course is designed to extend your real-world integrated marketing communication knowledge and skills. You will acquire the skills to confront the fragmentation of mass markets, the explosion of new technologies that give consumers more control over the communication process, the emergence of global markets, and the rapid changes in economic conditions within which organisations operate.

In undertaking this study area you will also acquire the necessary skills and knowledge to make decisions on planning, research and execution of integrated marketing communication programs to address real business needs.

Real-world learning

Developed in consultation with industry, our programs incorporate real-world case analysis, activities and workplace projects. You will also benefit from meaningful connections with industry leaders and practitioners as they share their insights into essential skills and attributes needed for professional practice.

You will learn how to exercise creativity, independent judgement and critical reflection, to plan, design, adapt and implement strategies and solutions that contribute to real world business practice and research.

Your knowledge and research skills are taken to an advanced level in the capstone unit of this course. This unit comprises a workplace experience project or a business case project.

You will have the opportunity to take a contemporary qualification into the marketplace. Many graduates begin in consultancies as account executives or in government or private sector organisations performing a variety of roles from publicity through to events management, product launches and brand management. Agency positions for graduates include account managers in advertising, direct, digital and emarketing as well as media roles. Company positions for graduates often include advertising, direct marketing and product management. You then have the opportunity to progress to senior consultant or be part of the senior management team within organisations as part of the strategic planning process.

Early exit

Students may exit from the Master of Business (BS11) at the following stages, once those particular course requirements have been met:

• Graduate Diploma of Business (BS79) (Study Area A)
• Graduate Certificate in Business (BS39) (Study Area A).

Possible careers

• Marketing Officer/Manager
• Public Relations Officer/Consultant