Why Study / Key Benefits

The Master of Marketing specialising in Research is a postgraduate coursework qualification designed for students who want advanced marketing knowledge together with formal business-research training.

Key benefits include:

• Develops a deep understanding of target markets and how organisations communicate with them.
• Covers consumer behaviour, digital marketing, marketing strategy and marketing communications.
• Uses real-world cases and practical applications alongside academic study.
• Develops research capability through research methodology and a substantial business research thesis.
• The Research specialisation teaches students to select a research topic, review existing literature, formulate research questions, analyse data and present research findings.
• Provides opportunities to develop critical enquiry, creative problem-solving, strategic decision-making and digital marketing capabilities.
• The course is accredited by AACSB International. Swinburne states that only around 6% of business schools worldwide hold AACSB accreditation.
• Swinburne lists industry connections including CPM Australia and Lewers and highlights experiential learning through real clients, live projects and industry interaction.

Programme Structure and Subjects/Topics

The degree comprises 200 credit points made up of foundation units, core marketing units and the Research specialisation.

Foundation units:

1. Management Analysis and Problem Solving — MGT60040 — 12.5 credit points
2. Business Sustainability and Social Impact — MGT60042 — 12.5 credit points
3. Future Management Skills — MGT60043 — 12.5 credit points
4. Marketing Management — MKT60010 — 12.5 credit points

Core marketing units:

1. Opportunity Discovery, Creativity and Design — ENT60009 — 12.5 credit points
2. Data Empowered Marketing — MKT60011 — 12.5 credit points
3. Consumer Behaviour — MKT60012 — 12.5 credit points
4. Global Digital Marketing — MKT70017 — 12.5 credit points
5. Services Marketing and Customer Management — MKT70020 — 12.5 credit points
6. Customer Experience Management — MKT70021 — 12.5 credit points
7. Marketing Strategy and Planning — MKT80010 — 12.5 credit points
8. Marketing Communications Agency — MKT80015 — 12.5 credit points

Research specialisation:

The Research specialisation requires 50 credit points. According to the current handbook, students must complete the following two units:

1. Research Methodology — BUS80003 — 12.5 credit points
2. Business Research Thesis — BUS80021 — 25 credit points

Students then select one 12.5-credit-point unit from the approved Research options, including:

• Quantitative Research Methods — BUS80017
• Qualitative Research Methods — BUS80018
• Advanced Microeconometrics — ECO80002
• Economics of Innovation — ECO80003
• Data Science for Business — INF80054
• Social Network Analysis — INF80055

Therefore, students do not complete every research unit listed above. The required Research component totals 50 credit points.

The research component develops skills in:

• Research planning
• Literature review
• Research-question development
• Quantitative and/or qualitative research
• Data analysis
• Business research
• Thesis preparation
• Presentation of research findings

Disciplines/Specialisations

The requested specialisation is Research.

The Master of Marketing also provides other specialisation options, including:

• Accounting
• Business Analytics
• Business Information Systems
• Entrepreneurship
• Finance
• Financial Technologies
• Human Resource Management
• International Business
• Project Management
• Research
• Social Impact
• Social Media

Programme Highlights

• Postgraduate marketing qualification with a dedicated Research specialisation.
• 200 credit points.
• Standard 2-year duration.
• Hawthorn campus in Melbourne.
• Research Methodology and Business Research Thesis form the central research component.
• Marketing curriculum covers consumer behaviour, digital marketing, customer experience, marketing strategy and marketing communications.
• Opportunity to develop research skills in quantitative and qualitative methods, econometrics, business data science and social network analysis.
• AACSB accreditation.
• Industry connections including CPM Australia and Lewers.
• Experiential learning through real clients, live projects and industry interaction.

Career Outcomes

Swinburne identifies career opportunities associated with the Master of Marketing in areas such as:

• Marketing management
• Digital marketing
• Brand management
• Market research
• Advertising
• Marketing consultancy
• Corporate communications
• Customer experience

The Research specialisation can additionally support work involving:

• Marketing research
• Consumer research
• Business research
• Market and customer analytics
• Research consultancy
• Data-informed marketing strategy
• Academic or research-oriented careers, subject to further qualifications where required

Latest Updates/Special Requirements

• Current qualification: Master of Marketing.
• Specialisation: Research.
• Course code: MA-MKT1.
• CRICOS code: 102652D.
• Current 2027 start dates: 1 March 2027 and 2 August 2027.
• Current application deadlines: 24 February 2027 and 28 July 2027 respectively.
• Standard duration: 2 years full-time.
• Advanced-standing routes may reduce the duration to 1 or 1.5 years depending on previous qualifications and/or relevant experience.
• International Student visa holders studying in Australia must study full-time and on campus.
• The Research specialisation requires 50 credit points, consisting of Research Methodology, Business Research Thesis and one additional 12.5-credit-point approved Research unit.
• Credit/RPL is assessed individually.
• 2027 programme-specific tuition fee: Not publicly specified – please confirm with IPU.

International Student Visa Requirements

The relevant visa for an international student studying this programme in Australia is the Student visa, subclass 500.

Key requirements include:

• Enrolment in a full-time CRICOS-registered course.
• A valid Confirmation of Enrolment (CoE).
• Overseas Student Health Cover (OSHC), unless an exemption applies.
• Meeting the Genuine Student requirement.
• Meeting applicable health and character requirements.
• Providing financial evidence where required.
• Complying with all visa conditions.

Visa application charge:

• The Student visa currently costs from AUD 2,500 for the main applicant, with concessions available only in specified circumstances.
• Applicants should use the Department of Home Affairs Visa Pricing Estimator immediately before applying because charges can change.

Work rights:

• A standard coursework master's student can work up to 48 hours per fortnight while the course is in session.
• Students can generally work unlimited hours when their course is not in session, subject to visa conditions.
• The special exemption from the 48-hour limit applies to students studying a master's by research or a doctoral degree, not to this Master of Marketing coursework degree.