COURSE CURRICULUM

The Marketing major is structured across three levels, progressively developing students’ understanding of marketing theory, consumer behaviour, and strategic business practice. At Level 1, students complete core units including Introduction to Marketing and Consumer Behaviour, which introduce fundamental concepts such as market dynamics, customer decision-making, and the role of marketing in organisations. At Level 2, students study Marketing Research, which builds skills in collecting and analysing data to understand markets, along with an elective in either Marketing Communications or Professional Selling, allowing students to explore promotional strategies or sales techniques. At Level 3, students complete Strategic Marketing, which focuses on high-level planning and decision-making in competitive business environments. They also choose from a range of advanced electives such as Scaling and Commercialising Start-ups, Entrepreneurship, New Product Development, Brand Management, Marketing for Social Purpose, Digital Marketing, Marketing Analytics, and Consumers Around the World. These units allow students to specialise in areas aligned with their interests and career goals while gaining practical and analytical expertise. Overall, the course integrates theory, research, and applied learning through projects and case studies, preparing graduates for careers in marketing, advertising, brand management, digital media, consulting, and entrepreneurial ventures in a global business environment. (200 words)