Breaking new ground in marketing

After a year off for review, Deakin is once again offering the Master of Business (Marketing). And it is better than ever.

‘We made use of the year to reimagine the course,’ explained course director Dr Ho Yin Wong.

And reimagine it he did, with a focus on marketing technology. The new, first-of-its-kind marketing technology unit responds to the ever-changing global landscape where students will one day work.

‘This really is quite a unique unit when you look at offerings from other universities,’ Dr Wong said. ‘The landscape and the platforms we use are changing almost every minute. Developed with industry specialists, the content will change every trimester to reflect this wider reality.’

Leaders in digital transformation

Australia’s rapid digital transformation has led to technology being one of the fastest-growing sectors. Analysts forecast that we will be a world-leading digital economy by 2030.

Studying at a university ranked in the top 1% globally, students will learn cutting-edge skills from experts. Students will connect with Deakin’s pioneering experts and one day follow in their footsteps.

‘We have new modules including digital and social media marketing, and marketing analytics along with the more traditional units like branding and services marketing,’ Dr Wong explained.

Another technological advance of interest is artificial intelligence (AI). Dr Wong said it is undeniably a hot discussion topic in marketing.

‘AI will certainly have some kind of impact on our industry,’ Dr Wong said. ‘For example, in the creation of content, you can just key in some words and there is your story. Whether it is good content, that is another thing altogether!’

Maintaining the human element

While knowledge of technology is essential to the new marketer, Dr Wong points out there will never be a day when they do not also require good human judgement. That is why the course enables students to keep abreast of new and emerging technologies but never strays too far from the proven foundation of the discipline.

‘These days, everyone talks about social media, digital marketing, this and that. We acknowledge that we cannot ignore technology, that it is critical. But we also believe the traditional units remain extremely useful,’ he said. ‘We think of marketing as science and arts. That is why we have included a science perspective, with at least three or four quantitative units, as well as having art forms like storytelling and content creation.’

In response to changing global attitudes, students can study Environmental Sustainability for Business. With this, and other electives from across the university, students can focus on their interests and career goals.

Deakin Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB). It also holds EQUIS accreditation through the European Foundation for Management Development (EFMD). This recognition means our degrees are recognised and our graduates are employable worldwide.