About the University

The principal aims of the University are to prepare students for professional careers through high quality courses at undergraduate and postgraduate levels, and to make a contribution to the intellectual development of Canberra and the south-east region, and of the nation, through the research and consultancy activities of its staff. The university accepts a responsibility to achieve these aims in the context of its range of continuing education opportunities through distance education and e-learning.

Objectives

• To provide undergraduate, postgraduate and continuing education programmes which are intellectually stimulating and appropriate to the professional.
• To create, advance and disseminate knowledge and enquiry in ways which are closely linked with and enrich the University's professional focus and that strengthen the knowledge and intellectual base of the professions.
• To continue to enhance the quality of the University's intellectual, cultural and physical environment, and ensure that its strengths are vigorously promoted and marketed.
• To ensure that the University's academic programmes, infrastructure and facilities provide for flexible learning practices which focus on student needs and ensure the wide availability of the University's professional education.
• To provide a complete intellectual resource, form training for admissions to the professions, to continuing education within the professions, and research for the professions to enable them to serve the society from which they are drawn.

History
The University of Canberra was established by the Commonwealth Government in 1967 as Canberra College of Advanced Education. Students were enrolled on a part-time basis in 1968 and full-time teaching began the following year. The University of Canberra Act 1989 came into effect on 1 January 1990 replacing the earlier 1967 Act. On 1 December 1997 jurisdiction for the University was passed to the Australian Capital Territory. The University is a member of the Association of Commonwealth Universities.

About the programme

The Master of Marketing Communication programme is built around the theory and practice of Marketing Communication, Advertising and Public Relations. It focuses on the increasingly integrated fields of marketing, advertising, public relations and business communication.

It has been designed specifically to provide a leading edge education in the field of Marketing Communication. Objectives of this Master programme:

• Provide knowledge on the application of communication theory to practical communications area and an ensuring awareness of the interaction
  
• Provide the fundamental skills associated with one or more communication media and/or communication policies in an international or comparative context
• Select, apply, evaluate communication theory appropriately to a range of qualitative and quantitative research tasks in a selected area of international communication
• Provide advanced skills in at least one area of professional communication and/or advanced knowledge of international communication issues and problems
• Initiate, plan, and execute research tasks in a selected area of international communication in either a theoretical or applied context.
  

Benefits

• Internationally Recognised Qualification
  This is an internationally-recognised degree programme as the University of Canberra is a member of the Association of Commonwealth Universities (ACU). As such, it allows graduates to pursue Doctorate studies. The degree conferred is the same as on campus graduates.
  
• Professional and Highly Qualified Lecturers
  This programme will be facilitated by highly qualified academic staff who are both subject matter experts as well as trained e-facilitators. They will provide participants with continual support throughout the programme. All e-facilitators are pre-approved by the university.
  
• International Standard of Academic Excellence
  The degree conferred is the same as the on campus.
  
• Participants will be taught through distance learning
  This flexible method of learning allows participants to cope with study commitments without compromising on work responsibilities.
  
• Flexible Learning
  This programme is highly suited for busy managers and professionals as class attendance is non-compulsory. It gives participants more control in their time management and allows them to learn at their own pace.
  

Programme Structure
Semester I (March - June)

Modules

Marketing Communication Theory
The title of this subject is intentionally ambiguous, in that it focuses on communication theory that is relevant to marketing communication theory. The subject begins with an overview of the development of ideas about communication; it moves on to the micro level with a detailed examination of human, and specifically consumer information processing, including the role of emotion in message reception. The subject continues at the micro level with a seminar on personal constructivism, then moves to the macro level with social constructivism. The basis for the formulation of public opinion is examined, including computer-based methods for analysing audiences. Cognitive mapping and geodemographics are considered. Finally, two seminars will focus on the intercultural dimensions of communication before a closing seminar dealing with the production side.

Marketing Communication Strategy
This subject will give advance consideration to advertising, public relations, broadcast management and other marketing communication practices and strategies as media planning, media buying, evaluation and execution. Students will use the case study to plan, direct, organise, control and provide feedback for managerial communication techniques used in advertising, public relations and marketing communication.

Marketing Communication Research
This subject is an advanced subject that will give students a strong foundation in the

Semester II (July - November)

Modules

Integrated Communication Campaign
This subject will focus on integrated Marketing Communications (IMC), a revolutionary approach to marketing communication. Traditionally, the various components of marketing communication, i.e. advertising, public relations, sales promotion, direct marketing and so forth, have operated largely independent of each other. The IMC paradigm stresses that marketing communication operated in an environment saturated by product messages. Increasing inattentiveness on the part of the consumers, and a reduction in the product life cycle means that any technological innovation is likely to be copied by competitors within weeks. The effective use of consumer databases is an important feature of IMC. Finally, IMC emphasises quantifiable empirical measures and accountability.

International Marketing Communication
This subject will advance students' knowledge of international marketing communications. Topics covered include how the practice of marketing communications is carried out in international markets, why there is a need for adaptation and modifications to the message and how planning takes place in various markets. Also examined are the environmental influences when communicating to international markets. The influence of culture on the targeted consumer, such as their motivations, values and product consumption and media exposure, is also studied.

Marketing Communication Seminar

Entry Requirement

• A recognised bachelor degree from a fully accredited university
  
• Professional qualification deemed to be equivalent to a first degree
  
• Minimum 2 years of working experience at executive/managerial level
  
• Proficiency in written and spoken English
  
• Candidates who do not satisfy the above qualifications but with substantial working experience may be considered on a case-by-case basis.
  

To find out if your existing qualification meet the entry requirement, email us

Programme Duration

The programme can be completed in twelve months. A typical semester lasts five months, comprising of three modules of study.

Contact Us

Contact us to find out more about our programmes.

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