Bachelor of Business (Marketing)

Marketing is the craft of connecting people with products, services and ideas. It’s a discipline that blends creativity with strategy and analytics, from building iconic brands, to understanding human behaviour and crafting campaigns that cut through in an omnichannel world. Behind every great brand, from Apple to Coca-Cola, is a marketing strategy built on bold ideas, sharp insights and evidence-based, data-driven decision-making. 

In this major you will explore how marketing strategies are designed, delivered and evaluated in today’s digital‑first environment. 

What you will learn 

From your very first semester, you'll engage in practical, real‑world learning experiences with our industry and community partners, ensuring you graduate with a portfolio showcasing your first‑hand business expertise. 

Through core business units, you'll develop a strong foundation in critical thinking, problem-solving, teamwork, business ethics and professional communication - skills that are in high demand. 

In your major, you will: 

• Master contemporary marketing concepts, theories and digital technologies, from marketing analytics and automation tools to AI-powered content creation and social media management platforms. 

• Gain deep expertise in consumer psychology and behaviour, gathering real-time intelligence and evidence-based insights into what drives your audience. 

• Design and deliver integrated marketing communication campaigns that drive engagement, build brands and achieve defined objectives across multiple channels. 

• Develop advanced data analytics skills to collect, analyse, interpret and present the data that powers evidence-based decision-making. 

• Explore strategic and service marketing, crafting agile strategies and standout customer experiences in a digital-first environment. 

• Investigate real-world marketing challenges and apply creative, analytical thinking to develop solutions to genuine problems. 

• Practise socially responsible, ethical and sustainable marketing, acting with integrity in an era of data privacy and corporate accountability. 

• Engage with industry partners and collaborate in digitally enabled teams, applying your skills in authentic professional contexts. 

In addition, our WIL program offers internship opportunities with leading organisations, helping you build valuable professional networks and gain practical industry experience. 

Is this major for you? 

This major is for creative problem-solvers and data-driven thinkers who are curious about how brands are built, fascinated by what drives human behaviour and energised by the challenge of influencing it. If you’re strategic, analytical and innovative, love generating big ideas and want to shape the way people think, feel and act, marketing could be the major for you.

Careers and outcomes

Build a versatile marketing career across industries, agencies, government and organisations of all sizes.