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The orientation of Australian coursework-focussed marketing masters degree

Arambewela, Rodney, Polonsky, Michael and Kidd, Jeffrey 2004, The orientation of Australian coursework-focussed marketing masters degree, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z..

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Title The orientation of Australian coursework-focussed marketing masters degree
Author(s) Arambewela, Rodney
Polonsky, Michael
Kidd, Jeffrey
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) curriculum design
segmentation
positioning
Summary Using content analysis, this paper examines the orientation of Australian coursework masters degrees in marketing by analysing data collected from 38 university websites on the entry requirements, degree structure and research opportunities of the programs. The findings indicate that there appears to be an attempt to offer programs aiming at a range of “outcomes”, i.e. training for PhD, advanced studies in marketing, or accreditation for those in the industry. The diverse orientation of the degrees offered means that Australian institutions are potentially facing a challenge, targeting programs at different market segments.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005395

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