Master of Commerce - Articulation (coursework) (Marketing specialisation)

1 Years On Campus Masters Program

University of Western Australia

Program Overview

The Master of Commerce – Articulation (Coursework) (Marketing specialisation) at The University of Western Australia (UWA) develops advanced business and marketing knowledge, combining core commerce studies with specialist marketing units such as consumer behaviour, marketing strategy, digital marketing and marketing analytics. It suits graduates seeking to build a specialised marketing career while gaining broader commercial understanding through UWA Business School.

Curriculum Structure

Year 1

In the first year, students build their business foundation through units including ACCT5432 Introductory Financial Accounting, MKTG5561 Marketing Management, and MGMT5507 Management and Organisations, developing an understanding of financial decision-making, marketing management and organisational behaviour. Students also study ECON5541 Economics for Business: Applications and Policy and MGMT5511 Introduction to Global Business, while beginning their Marketing specialisation with selected advanced marketing units.

Year 2

The second year moves further into specialised and strategic business knowledge, beginning with MGMT5526 Principles for Responsible Management and continuing with additional Marketing specialisation and elective units. Depending on their study choices, students can develop expertise through units such as Applied Marketing Research (MKTG5465), Global Marketing Strategy (MKTG5462), Integrated Marketing Communications (MKTG5501), Social Media Marketing (MKTG5502), Big Data in Marketing (MKTG5504), Search Engine Marketing (MKTG5506) or AI in Marketing (MKTG5508).

Focus areas

Marketing management, buyer behaviour and decision-making, marketing analysis and planning, global marketing strategy, services marketing, applied marketing research, integrated marketing communications, social media marketing, big data, search engine marketing, AI in marketing and business relationship management.

Learning outcomes

Students develop the ability to analyse business and marketing problems, apply marketing concepts and research methods, evaluate consumer and market behaviour, develop strategic marketing solutions, understand digital and data-driven marketing, communicate business recommendations effectively, and apply responsible management principles in contemporary business environments.

Professional alignment (accreditation)

The course is delivered by UWA Business School, giving students access to a business education within a globally recognised university environment. UWA's Business Administration subject is ranked among the world's top 100, supporting the international standing of the business discipline.

Reputation (employability rankings)

UWA is ranked 77th in the world in the QS World University Rankings 2027 and is #1 in Western Australia for graduate employability according to the QS Graduate Employability Ranking 2022. UWA also reports 10 subjects in the world's top 50 in QS 2026 and GRAS 2025, reinforcing the university's strong global academic reputation.

Experiential Learning (Research, Projects, Internships etc.)

The Master of Commerce – Articulation (coursework), Marketing specialisation at The University of Western Australia (UWA) gives students a strongly applied approach to marketing through advanced units such as Applied Marketing Research, Marketing Analysis and Planning, Social Media Marketing, Big Data in Marketing, Search Engine Marketing and AI in Marketing. The course combines lectures with tutorials and workshops, allowing students to work with marketing problems, research methods, digital channels and data-driven decision-making rather than relying only on theoretical study.

Key experiential learning opportunities include:

Applied marketing research: MKTG5465 Applied Marketing Research uses lectures and tutorials to develop practical skills in conducting and evaluating marketing research.
Marketing analysis and planning: MKTG5408 Marketing Analysis and Planning combines lectures with two-hour tutorials, giving students opportunities to apply analytical and planning concepts to marketing decisions.
Big data and marketing analytics: MKTG5504 Big Data in Marketing includes a weekly two-hour workshop alongside lectures, providing a practical setting for exploring data-driven marketing.
Digital marketing tools and methods: Students can specialise in Social Media Marketing, Search Engine Marketing and AI in Marketing, giving the program a strong focus on contemporary digital marketing practice.
AI applications: MKTG5508 AI in Marketing specifically introduces artificial intelligence within marketing, with lectures and tutorials focused on applying the subject to marketing practice.
Work-integrated learning: UWA's Master of Commerce provides the opportunity to gain hands-on job experience through a Work-Integrated Learning unit, with supervised placements available in for-profit, not-for-profit or public-sector organisations.
Business computer labs: UWA Business School provides computer labs that students can use when they are not being used for classes, supporting practical digital and analytical coursework.
Digital research resources: UWA Business School provides access to specialist databases including LSEG (Refinitiv Eikon DataStream), Bloomberg, Capital IQ Global via WRDS, Compustat and CRSP via WRDS. While these resources are particularly relevant to finance and business analysis, they form part of the Business School's wider specialist digital research environment.
Collaborative learning spaces: The Business Common Room provides 24/7 access for business students, including study areas and device-charging facilities, while postgraduate students have access to the Professor Izan Postgraduate Study Room.
Library and research facilities: The Barry J Marshall Library houses UWA's business print collection and provides 1,000+ study spaces, technology-equipped group-work rooms, 16 bookable group study spaces, library computers, online journals and eBooks.
Academic research support: UWA Library provides postgraduate coursework students with access to OneSearch, scholarly databases, millions of online resources and librarian support for advanced searching, literature reviews and reference management.

Progression & Future Opportunities

The Master of Commerce – Articulation (coursework), Marketing specialisation at the University of Western Australia develops advanced business and marketing knowledge that can support careers across marketing management, digital marketing, advertising, branding, market research and consulting. The Marketing specialisation allows students to build expertise in areas such as marketing analysis and planning, global marketing strategy, social media marketing, big data in marketing, search engine marketing and AI in marketing, giving graduates a broad skill set for a changing marketing industry.

Typical career opportunities include:

Marketing Manager
Digital Marketing Specialist
Brand/Product Manager
Marketing Researcher or Consultant

UWA specifically identifies marketing career pathways in marketing management, advertising, sales management, digital marketing, product development and branding, new venture creation, marketing research and consulting.

The degree also provides strong career-building advantages through:

Career and employability support: UWA Business and Commerce students can access internships, global study programs and real-world business projects, helping them develop practical experience and professional networks alongside their academic qualification.
Industry connections: The UWA Business School has more than 30 industry and corporate partnerships, including Bankwest, EY, Woodside, KPMG, BHP, Chevron, AGL Energy, CBH Group, Fortescue Metals, the Reserve Bank of Australia and Wesfarmers. These connections can help students build professional networks before graduation.
Real client experience: UWA Marketing academics have facilitated work-integrated projects using real client briefs and industry projects. Past marketing projects have involved organisations including Google, Coles, Microsoft, Rio Tinto, Tourism WA, Transperth and Westpac.
Employment outcomes and salary: UWA's official published course information does not currently provide a current program-specific employment rate or salary figure for this 2026 Master of Commerce Marketing specialisation. An older UWA publication reported a $56,000 median graduate starting salary for its Bachelor of Commerce graduates based on the 2017 Graduate Outcomes Survey, and noted that postgraduate study could lead to higher expected salaries; because this figure is dated, it should not be presented as the current salary outcome for this master's degree.
International accreditation value: The UWA Business School is accredited by EQUIS and AACSB and is a Communicating Signatory to PRME. UWA states that these internationally recognised accreditations help ensure its business degrees are valued by employers worldwide, adding long-term international recognition to a commerce qualification.
Graduate outcomes: UWA describes its Business and Commerce courses as providing the skills, knowledge and industry connections needed for a global business career, with practical experience and professional networks built through internships, industry projects and global opportunities.
Professional networking: Students can participate in 15+ Business School student clubs, including the Marketing and Management Association of UWA, while engaging with corporate supporters and professional development activities.
Career flexibility: Because the Marketing specialisation includes both traditional and emerging areas such as integrated marketing communications, social media, big data, search engine marketing and AI, graduates can target roles across conventional marketing as well as data-driven and digital marketing environments.

Further Academic Progression: After completing the Master of Commerce with a Marketing specialisation, students can continue their academic development through specialist postgraduate study, including UWA's Master of Marketing or Master of Business Analytics, depending on their career interests. UWA also identifies honours-level study and, after appropriate professional experience, a Master of Business Administration (MBA) as further study options. For students interested in research and academia, UWA's marketing community also supports doctoral-level research, providing a potential pathway toward a PhD in Marketing.