Bachelor of Business in Marketing

COURSE CURRICULUM

The Marketing Major is designed to develop a versatile skill set that is highly valued across industries by focusing on customer engagement, demand generation, and strategic marketing practices. The program equips students with the ability to understand consumer behaviour, design effective marketing strategies, and integrate digital tools into modern marketing environments. Key areas of study include Digital Marketing and AI, Marketing Communications, Consumer Behaviour, Marketing of Service Products, Marketing Innovation and New Product Development, International Marketing, Marketing Research and Analytics, and Strategic Marketing and Planning. These units provide a strong foundation in both traditional and digital marketing approaches, enabling students to create data-driven and creative marketing campaigns. The program also emphasises the importance of market research and analytics, helping students understand customer insights and make informed business decisions. Students develop practical skills in branding, advertising, product development, and global marketing strategies. It is important to note that Marketing Fundamentals is already covered in the first year of the Bachelor of Business, so students replacing this major unit instead study Digital Marketing. Additionally, the Marketing Major cannot be combined with the Hospitality Management Major due to overlapping content. Overall, this major prepares graduates for careers in marketing, advertising, digital media, brand management, market research, and international business, with strong emphasis on creativity, strategy, and digital innovation.