Bachelor of Business (Marketing)
Marketing theory, digital strategies and consumer behaviour, focusing on real-world applications across diverse sectors including private, public and non-profit.
Course overview
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. This 3-year program combines broad business fundamentals with an in-depth marketing specialisation through nine or more marketing units, across 20 core units and 6 electives totalling 240 credit points. Each unit involves approximately 10 hours of study per week — 3 hours in-class and 7 hours of independent study. Small class sizes and practical, problem-based industry projects prepare graduates for the job market.
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 a 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 the 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.
Course structure
| Business Core Units | ||
|---|---|---|
| Code | Unit name | 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 | ||
| Code | Unit name | 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
| Code | Unit name | 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 |
Assessments
The course employs diverse assessment methods including presentations, reports, and group and individual projects. Feedback is provided throughout each trimester to support student improvement.
Credit and Recognition of Prior Learning (RPL)
Students applying for credit or Recognition of Prior Learning (RPL) must submit a written application with supporting documents — certified copies of their academic transcript, record of achievement, statement of results, testamur or other relevant evidence, an explanation of what the transcript means, an extract of the course structure showing credit points, and unit syllabi with assessment requirements. Any credit or RPL awarded is assessed on a case-by-case basis under MIHE's Credit and Recognition of Prior Learning Policy and Procedure.
Entry requirements
- ✓Successful completion of Year 12 (VCE) or equivalent
- ✓Equivalent qualifications and experience assessed per the Admissions Requirements
- ✓English language proficiency (see Admissions Information for current requirements)
Career outcomes
