Designed for experienced and aspiring marketing practitioners, the AIB Master of Business Administration (Marketing Management) will prepare you to move rapidly into more senior roles, with the tools to develop an organisation’s marketing strategy, oversee new-product or new-service launch campaigns, manage the customer experience or deploy digital and social media marketing. You’ll be ready and raring to drive business growth by creating strong, unique brands that will stand out from their competitors, evaluate potential markets and champion data, innovation and customers to deliver results for your team and business.  

As well as mastering marketing techniques, you’ll deepen your understanding of the role of marketing and its relationship with other business areas, including finance, human resources management, corporate governance, operations and project management – essential for building your influence as a leader, executive or business owner.  

Graduate with one of the most well-respected qualifications globally – the MBA – and the specialist expertise to propel your career as a marketing leader, strategist and business partner in the ever-changing business world.  

MBA (MBA MARKETING MANAGEMENT) COURSE STRUCTURE 

Three stages to the Fast-Track MBA 

The Fast-Track MBA (MBA Marketing Management) encompasses 12 subjects that make up 3 nested postgraduate qualifications: a Graduate Certificate in Management, a Graduate Diploma in Management and an MBA. 

Each qualification is a ‘milestone’ towards your Master of Business Administration, and can be achieved upon the successful completion of 4 subjects in as little as 4* months each. We know that life happens, therefore if you need to exit the program early, you can still achieve a postgraduate qualification. 

*eligibility criteria applies

AIB MBA structure AU

The subjects you’ll study

Your core subjects are: Leadership (First Subject), Strategic Management (Second Subject), Marketing Management, Operations Management, Financial Management, Strategic Human Resource Management, Corporate Governance and Project Management.

After completing those subjects, you’ll move on to your specialist units to grow your marketing knowledge and propel your career as a marketing leader, strategist and business partner.

Leadership (First Subject)

The subject provides a scholarly and in-depth knowledge of the dynamics of leadership and how it applies to contemporary leadership practice.

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of leadership theories, concepts, and practice, including both traditional and contemporary forms of leadership.
  • Critically evaluate various modes of leadership with consideration of ethical and socially responsible practice.
  • Effectively communicate and apply relevant leadership principles to address diverse needs of various stakeholders.
  • Develop a critically reflective leadership model for your own development.
Strategic Management (Second Subject)

This subject provides comprehensive knowledge of the strategic management process and gives exposure to the concepts and frameworks that are used in understanding a company’s competitive position in domestic and international markets, and the development of new strategies.

On completion of this subject participants should be able to:

  • Demonstrate understanding of contemporary strategic management theory, concepts and principles.
  • Demonstrate knowledge of how strategy formulation and strategy implementation processes work in contemporary organisations.
  • Conduct an analysis of the internal and external environment of the selected organisational context, using appropriate strategic management theories and frameworks to inform future direction.
  • Critically evaluate different strategic alternatives and suggest an appropriate and ethical pathway for a business to build and sustain competitive advantage.
Marketing Management

This subject discusses the importance and strategic role of marketing in today’s globalised and digital business environment. Students learn practical skills that impact on business growth, like how to analyse the market context in which a business or enterprise is operating, segment the market, select an appropriate target market, and recommend strategic and tactical plans that co-create value for the selected target market.

On completion of this subject participants should be able to:

  • Demonstrate an advanced understanding of contemporary marketing theory and practice.
  • Evaluate marketing concepts and organisational issues to make evidence-based decisions on creating value for customers.
  • Apply innovative marketing approaches, techniques, and ethical perspectives to recommend an evidence-based solution to the problem of capturing value from customers.
  • Communicate marketing knowledge, skills, and ideas to others in writing clearly, persuasively, and credibly.
Operations Management

This subject provides an in-depth knowledge of issues critical for the efficient and effective management of operations in service, public, manufacturing, not-for-profit, and other sectors.  The subject covers operations management principles, frameworks, and contemporary topics.

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of operations management principles, frameworks, and contemporary topics.
  • Critically analyse and evaluate operations management issues.
  • Clearly, concisely, and credibly communicate operations management knowledge to others.
  • Apply relevant principles and frameworks to develop innovative and evidence-based solutions for complex operations management issues.
Financial Management

This subject prepares students for effective financial management in organisations. At a foundational level, the subject introduces how a manager can interpret financial statements, identify trends and utilise financial tools and techniques to improve decision making, alongside non-financial considerations including ethics.

On completion of this course participants should be able to:

  • Demonstrate understanding of core contemporary financial management theory, techniques and practice.
  • Critically evaluate and effectively communicate recommendations to address financial management issues.
  • Apply financial management theory and techniques to professional practice in an ethical manner.
Strategic Human Resource Management

This subject will prepare students for the continuously evolving nature of work in uncertain times and the challenges and opportunities that this presents for organisations in meeting the strategic needs of a diverse workforce.

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of strategic human resource management theory and its application in practice.
  • Critically evaluate and recommend improvements to existing human resource management strategies.
  • Identify and evaluate different perspectives and contemporary trends, and their impact on strategic HRM.
  • Design and effectively communicate an evidence based human resource management initiative with consideration to ethical concerns.
Corporate Governance*

This subject examines the development, concepts, and significance of the concepts and practice of Corporate Governance, and organisational governance within the context of organisational capacity building.

Pre-requisites: Three AQF Level 8 subjects must be completed before attempting Corporate Governance

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of contemporary corporate governance theories, principles and regulatory frameworks.
  • Use corporate governance theories and frameworks to interpret the key corporate governance responsibility, structure and function in practice.
  • Critically evaluate corporate governance structure and practices with consideration of needs of various stakeholders, corporate ethics and social responsibility.
  • Effectively apply and communicate relevant theories and frameworks to ensure sound and ethical corporate governance decisions in practice.
Project Management*

This subject provides the skills and knowledge required to successfully manage projects in service, public, not-for-profit, private and other sectors. The subject covers various practical frameworks and emerging topics.

Pre-requisites: A minimum of three AQF level 8 subjects which must include Operations Management must be completed before attempting Project Management.

On completion of this subject participants should be able to:

  • Demonstrate advanced understanding of project management principles, frameworks, and contemporary topics.
  • Critically analyse, reflect on, and synthesise complex information, problems, principles and frameworks related to project management.
  • Research and apply relevant principles and frameworks to develop innovative, ethical, and evidence-based solutions for complex project management issues.
  • Clearly, concisely and credibly communicate project management knowledge to specialist and non-specialist audiences to inform practice.

Consumer Behaviour*

The subject highlights the importance of consumer behaviour and customer experience concepts and theories in understanding the consumer decision making process as well as the customer journey. The subject addresses knowledge and analytical skills to assess the influence of various factors in consumer decision making and understand the importance of integration and measurement of customer experience.

Pre-requisites: Marketing Management

On completion of this subject participants should be able to:

  • Demonstrate advanced conceptual understanding of consumer behaviour and customer experience management theories and practices.
  • Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour.
  • Demonstrate the ability to evaluate, synthesise and apply innovative approaches, techniques and perspectives to consumer behaviour and customer experience management.
  • Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets.
  • Communicate customer experience knowledge, skills and ideas to others clearly, persuasively and credibly through customer journey mapping, deriving recommendations to enhance customer experience.
Digital Marketing*

There is an expectation that modern enterprises engage in digital marketing providing positive brand experiences for their customers and other stakeholders. Digital marketing is increasingly important to understand, because customers engage online and offline with brands. This subject is designed to provide students with an understanding of digital marketing. Students will learn about the various types of digital marketing as well as to how to plan, deploy, manage and evaluate a digital marketing strategy.

Pre-requisites: Marketing Management

On completion of this subject participants should be able to:

  • Demonstrate an advanced understanding of contemporary new digital marketing theory and practice
  • Examine digital marketing theory, measures and practice to create a comprehensive digital marketing audit.
  • Critically analyse various metrics, innovative approaches, techniques and ethical perspective to design a digital marketing strategy.
  • Communicate digital marketing strategies, tactics and measures to others clearly, persuasively and credibly.

 

New Product Design*

This subject takes the student through new product design from conception to launch of a new product or service. The subject aims to provide in-depth knowledge and application of traditional and innovative tools and frameworks used in a successful new product design process.

Pre-requisites: Marketing Management

On completion of this subject participants should be able to:

  • Demonstrate an advanced understanding of contemporary new product design theory and practice.
  • Demonstrate an ability to apply innovative approaches and techniques as well as ethical perspectives throughout the development of new product design.
  • Communicate new product design knowledge, skills and ideas to others clearly, persuasively and credibly.
  • Evaluate complex business concepts and issues to deliver an evidence-based rationale for new product design.

The objective of this subject is to undertake a project related to the chosen area of professional focus. Students will identify an appropriate workplace or industry related research problem or opportunity, conduct a concise review of theories and frameworks, engage in identifying secondary data, analyse the data and present findings in a formal business research report.

Pre-requisite: A minimum of 10 MBA subjects (all AQF level 8 subjects and at least 4 AQF level 9 subjects) must be completed before attempting the Project.

On completion of this subject participants should be able to:

  • Critically examine contemporary business theory and practices related to an identified enterprise (or industry) problem or opportunity.
  • Demonstrate ability to apply innovative approaches, techniques, ethical perspectives, and the use of secondary data, to an identified enterprise (or industry) problem or opportunity.
  • Critically evaluate business (or industry) concepts and synthesise existing research, theory, and secondary data to advise business stakeholders on business solutions.
  • Communicate evidenced-based recommendations to stakeholders clearly, persuasively, and credibly.

*When scheduling your timetable, please note that some subjects have pre-requisites that must be successfully completed prior to commencing the subject.

In addition to an MBA in Marketing Management, the following specialisations are offered by AIB: Finance, Entrepreneurial Management, Human Resource Management and Logistics & Supply Chain Management.

Prefer not to specialise your MBA degree? That’s ok – our general MBA option allows you to mix & match elective courses to tailor your study program.

Multiple start dates

With the flexibility and convenience of 11 start dates every year, you can start your MBA when it suits you.

START DATES

Enrolment cutoff date: 06 June 2022

Enquire

Study at your own pace 

At AIB, students have the flexibility to study at the pace that suits them. Unlike other institutions, we offer many intakes throughout the year, plus the ability to speed up your studies with concurrent subjects  subject to meeting our eligibility criteria or slow it down to make it achievable for you, and schedule breaks in as well when you need them. The Fast-Track MBA is truly flexible to your schedule.

There are 11 MBA terms per year at AIB, with each term running for 7 weeks followed by a 1-week break. Students typically spend around 150 hours per subject (or about 20 hours per week) to complete their MBA, but this varies, depending on your personal level of experience and education.

Learn more: MBA Hours Per Week Study Calculator

Assessment

The assessments in our MBA include written assignments and reports, recorded presentations, case study analyses and online quizzes. As a practically-focused business school, all of AIB’s assessments are practical in nature, and we have a strong focus on authentic assessment methods.

This means that you can base your MBA assessments on your workplace, industry or a professional scenario you’ve been in, so that your MBA learning has real world context and application. In many cases, students are able to use their assessment research and reports to start enacting change in their workplace while studying.

Eligibility Requirements

A degree is not essential for entry to the Fast-Track MBA (Logistics & Supply Chain Management). There are multiple entry pathways that allow you to use your practical experience.

MBA applicants must have one of the following to be eligible:

  1. Minimum five years’ work experience, including at least three years’ of management or significant technical experience.
  2. An Advanced Diploma or associate degree (or equivalent) and at least three years’ of relevant work experience.
  3. A bachelor’s degree and at least two years’ of relevant work experience.

The Fast-Track MBA is taught online in English. Additional English and computer requirements apply.

There are 6 MBA terms per year at AIB, with each term running for 7 weeks with a 1-week break to follow. We anticipate that you will spend around 150 hours per subject (or about 20 hours per week) to complete your MBA – but this depends on you, as everyone has different levels of experience and education. 

As the practical business school, all of AIB’s assessments are practical in nature, and we have a strong focus on authentic assessment methods. What this means is that you can base your MBA assessments on your workplace, industry or a professional scenario you’ve been in, so that your MBA learning has real world context and application. In many cases, students are able to use their assessment research and reports to enact change in their business. The assessments in our MBA include written assignments and reports, recorded presentations, case study analyses and online quizzes to name a few.

“The marketing units of the MBA have been incredibly helpful for what I do every day. Using subjects like New Product Design, Operations Management and Financial Management, for example, I’ve been able to bring the process of bringing new products to market down by a month, which productivity-wise is a lot of money to organisations. The marketing and non-marketing subjects were equally valuable.”

Kristy Bloomfield
Global Marketing Manager, Lyre’s Spirit Co

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