Bachelor of Business (Marketing)

The Bachelor of Business course has been designed with significant industry and expert academic engagement to ensure that it is fit-for-purpose and addresses the needs and contemporary issues that graduates face in a changing global marketplace.

Course Duration

3 Years (9 trimesters)

Total Course Units

20 Core Units
6 Electives Units



Total Course Credit Points


Course Design

The design of the Bachelor of Business (Marketing) ensures that students receive a broad education in business with a specific focus in marketing. The broad business course objectives are covered by twelve (12) compulsory business core Units. The discipline specific course objectives associated with marketing provide students with an in-depth study of marketing (vis-à-vis major). This learning is scaffolded and built through a sequence of eight (8) compulsory Marketing Units that build student’s understanding, skills and application of marketing knowledge. This means a graduate will complete at least nine (9) Marketing Units in the degree (8 major Units plus Marketing Fundamentals Unit in the business core). Students may undertake a further two (2) Marketing Units as electives.

The degree comprises twenty-four (24) Units; twelve (12) core Units, plus eight (8) in the Marketing major plus four (4) electives.

Business Core Units

Unit codes Unit Names Prerequisite
MKT101 Marketing Fundamentals Nil
MGT101 Management Fundamentals Nil
ACC101 Introduction to Accounting Nil
ECO101 Business Economics Nil
BUS101 Business Communications Nil
MGT120 Project Management 1 Nil
BUS120 Understanding, Analysing and Interpreting Information Nil
BUS130 Technology for Business Nil
LAW201 Introduction to Business Law Nil
FIN201 Fundamentals of Finance ACC101
BUS310 Data analytics BUS120 and MKT220
BUS390 Capstone Project Completed 16 Units

Marketing Major Units

Unit codes Unit Names Prerequisite
MKT110 Consumer Behaviour Nil
MKT210 Advertising and Digital Marketing MKT101
MKT220 Business Research and Marketing Insights MKT101
MKT230 Services Marketing MKT101
MKT240 International Marketing MKT101
MKT350 Sales and Negotiation Any level 2 Marketing Unit
MKT380 Branding Any level 2 Marketing Unit
MKT390 Strategic Marketing Completed 16 Units

Elective Units

Unit codes Unit Names Prerequisite
MGT210 Managing Innovation and Digital Transformation MGT101
MGT220 Project Management II: Project Risk Management MGT120
MGT230 Managing Organisations and Change MGT101
MGT320 Project Management III: Managing Innovative Projects MGT220
MKT250 Distribution Management MKT101
MKT260 Not for Profit Marketing MKT101

Course Workload

Each unit in the course will have 12 weeks of classes, the semester will also include a oneweek mid- semester teaching break and a one-week Swat-Vac period and an end of semester examination week, reflecting a 15-week semester. In contrast to the current trend of speeding up the learning process. Students are expected to spend approximately 10 hours of study time per week (3 hours of face-to-face classes and 7 hours of independent study and assessment tasks) per Unit (it is estimated that students should complete a minimum of 150 hours study per Unit, including the teaching period, mid semester break, swat-vac and the exam period over the semester.


A variety of assessment configurations and tasks are utilised in the Units that make up the MIHE Bachelor of Business (Marketing). These include class tests, oral presentations, video interviews, research and business report writing, group and individual tasks. Students will receive feedback throughout the semester that can help them to improve their academic performance. Each Unit has an early assessment task (weeks 3,4,5) to identify students at risk and to provide appropriate support. During the semester, assessment is distributed across the
weeks for Units scheduled in that semester and year of the course (e.g. year 1 semester 1) to avoid too many assignments being due at the same time.

Credit and Recognition of Prior Learning

Credit and Recognition of Prior Learning

Prospective or enrolled MIHE students apply for Credit or RPL in writing and provide the following supporting documents to the Course Director or Dean for review:

  • certified copies of their academic transcript, record of achievement, statement of results, testamur or other relevant evidence
  • an explanation of what the results mean (usually found on the back of the transcript)
  • an extract from the handbook, detailing the course structure and credit points (or equivalent weighting of the course)
  • a unit syllabus including the assessment requirements for each unit seeking credit

Any credit or RPL awarded will be subject to MIHE Credit and Recognition of Prior Learning Policy and Procedure assessment on a case-by-case basis. The outcome of the applicant’s RPL assessment should be included in the letter of offer.

For more detailed information, please refer to MIHE Credit and Recognition of Prior Learning Policy and Procedure.