Why Study / Key Benefits

The Master of Marketing combines advanced marketing knowledge with practical business applications. The Business Analytics specialisation adds data-focused skills, including extracting useful insights from data and presenting findings through visualisation techniques. Swinburne specifically highlights exposure to mobile applications, social media, artificial intelligence and Big Data.

Key benefits include:

• Advanced knowledge of marketing strategy and practice.
• Business Analytics specialisation within a marketing master's degree.
• Development of skills in data interpretation and visualisation.
• Exposure to AI, Big Data, mobile applications and social media.
• Learning through real-world cases and practical applications.
• Experiential learning involving real clients, live projects and industry interaction.
• Opportunity to develop strategic decision-making, critical-thinking and creative problem-solving skills.
• AACSB accreditation of the Master of Marketing.

Programme Structure and Subjects / Topics

The 200-credit-point master's consists of foundation, core and specialisation components.

Foundation units – 50 credit points:

• Management Analysis and Problem Solving – MGT60040
• Business Sustainability and Social Impact – MGT60042
• Future Management Skills – MGT60043
• Marketing Management – MKT60010

Each unit is 12.5 credit points.

Core units – 100 credit points:

• Opportunity Discovery, Creativity and Design – ENT60009
• Data Empowered Marketing – MKT60011
• Consumer Behaviour – MKT60012
• Global Digital Marketing – MKT70017
• Services Marketing and Customer Management – MKT70020
• Customer Experience Management – MKT70021
• Marketing Strategy and Planning – MKT80010
• Marketing Communications Agency – MKT80015

Each unit is 12.5 credit points.

Business Analytics specialisation – students select four units, giving 50 credit points:

• Cloud Enterprise Systems and Analytics – INF60012
• Mobile Business and Social Media – INF60013
• Business Information Systems Internship Project – INF80005
• Applied Business Intelligence Analytics and Data Visualisation – INF80031
• Predictive Analytics – INF80040
• Artificial Intelligence and Insights – INF80051

Disciplines / Specialisations

Selected specialisation: Business Analytics.

Swinburne describes the Business Analytics specialisation as focusing on machine learning in business and on delivering insights from data through visualisation techniques.

The Master of Marketing also offers other specialisations, including:

• Accounting
• Business Information Systems
• Entrepreneurship
• Finance
• Financial Technologies
• Human Resource Management
• International Business
• Project Management
• Research
• Social Impact
• Social Media
• Supply Chain Innovation. 

Programme Highlights

Key programme features include:

• 200 credit points.
• Standard duration of 2 years full-time.
• Hawthorn campus in Melbourne.
• Business Analytics specialisation.
• 2027 March and August intakes.
• Real-client and live-project learning opportunities.
• Industry interaction and work-integrated learning.
• AACSB accreditation.
• Potential advanced-standing pathways of 1 or 1.5 years for eligible applicants.

Career Outcomes

The broader Master of Marketing is designed to prepare graduates for marketing-related roles including:

• Brand manager
• Market researcher
• Digital marketer
• Marketing roles
• Management and executive roles
• Advertising
• Branding
• Marketing consultancy
• Corporate communications
• Customer experience.

The Business Analytics specialisation adds capabilities in:

• Data analysis
• Data visualisation
• Business intelligence
• Predictive analytics
• Artificial intelligence and insights
• Analytics for marketing and business decision-making.

Latest Updates / Special Requirements

The current Swinburne information confirms:

• CRICOS code: 102652D.
• Course code: MA-MKT1.
• Hawthorn is the listed campus.
• International Student visa holders in Australia must study full-time and on campus.
• IELTS requirement is 6.5 overall with no band below 6.0.
• The standard qualification requires 200 credit points.
• Credit transfer/RPL is assessed individually.
• Advanced standing can potentially reduce the duration to 1 or 1.5 years for eligible applicants.

International Student Visa Requirements

International students studying this programme in Australia normally require an Australian Student visa, Subclass 500.

The Department of Home Affairs currently requires Student visa applicants to:

• Be enrolled in an eligible full-time course.
• Provide a valid Confirmation of Enrolment (CoE).
• Hold Overseas Student Health Cover (OSHC), unless an exemption applies.
• Meet the Genuine Student requirement.
• Meet applicable health requirements.
• Meet applicable character requirements.
• Sign the Australian Values Statement where required.
• Provide financial-capacity evidence where requested.
• Provide English-language evidence where required or qualify for an exemption.