The orientation of Australian coursework-focussed marketing masters degree

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.