COURSE CURRICULUM

The Bachelor of Marketing equips students with the knowledge, technical skills and practical expertise required to excel in today’s dynamic and competitive business environment. Graduates develop a broad understanding of marketing principles, digital technologies, consumer behaviour, branding, market research, advertising, campaign planning and strategic decision-making. The program emphasizes the application of these skills to real-world business problems, enabling students to analyse complex marketing challenges, evaluate evidence, and implement innovative and ethical solutions that consider global contexts and sustainability. Communication, collaboration and leadership are central to the learning outcomes, with students trained to effectively engage diverse stakeholders, work in teams and adapt their approaches to various audiences. The course also fosters an inclusive mindset, encouraging graduates to integrate equity, diversity and cultural perspectives into marketing practices, while understanding their ethical and social responsibilities. Structurally, the degree comprises four key components. Core studies develop foundational marketing knowledge and an understanding of organisational decision-making, preparing students to apply their learning across different business contexts. Discipline studies provide in-depth exploration of marketing techniques and practices, often meeting professional accreditation requirements and enhancing critical and creative thinking skills. The capstone study consolidates knowledge gained across the program and offers experience in multi-disciplinary decision-making, problem-solving and professional application. Elective studies provide flexibility, enabling students to broaden their knowledge of marketing, explore complementary business disciplines, or engage in enrichment opportunities across the University. With a total of 144 credit points, including core, discipline, capstone and elective units, the program ensures both depth and flexibility, preparing graduates for careers in marketing, digital strategy, brand management, advertising, market research, consultancy, business analytics and related fields. By combining theoretical foundations with practical application and professional skills development, the Bachelor of Marketing equips students to make meaningful contributions to contemporary business and brand success.