Marketing professionals need to understand their markets, research customers’ needs and wants, and appreciate internal capabilities and objectives. In this course, students will explore the significance of marketing in the wider business context and how business results are achieved through the development and endorsement of a customer focus. Areas of study include market research, buyer behavior, marketing metrics, marketing planning, advertising and promotion.
Aims and objectives
The Bachelor of Business (Marketing) allows students to develop advanced marketing and managerial skills essential for a career in the area of marketing. The marketing major is designed to prepare individuals to understand their markets, research customers’ needs and wants, and appreciate internal capabilities and objectives.
Upon successfully completing the Bachelor of Business (Marketing) students will be able to:
Define and integrate theoretical principles applicable to business and apply those principles in a range of practices
Systematically review and critically evaluate research from a variety of sources in order to make informed judgements on options for innovatively solving a range of problems that arise in business contexts
Formulate creative solutions that are fit for purpose and demonstrate cognisance of the impact of business decisions on the triple bottom line
Coherently articulate a line of reasoning demonstrating cultural sensitivity and apply a framework to analyse and offer solutions to ethical dilemmas
Communicate a range of business arguments by evaluating and implementing alternative communication strategies as appropriate to the audience
Build on and continuously develop the intellectual independence to be critical and reflective learners, cognisant of new technologies
Work collaboratively in diverse groups
For the completion of the Bachelor of Business (Marketing) students are required to complete a total of 24 units (300 credit points) consisting of:
Eight  prescribed Bachelor of Business core units (100 credit points)
Eight  units of study from the Marketing discipline major (100 credit points)
Eight  units of Secondary studies (100 credit points) comprising of a second major, co-major, minor/s, or electives
Graduates may find rewarding work in international trade, finance, marketing, tourism, hospitality, multinational firms, financial institutions and government departments requiring a marketing function.
Key Information due to COVID-19: Swinburne will continue with its fully online learning for our students. Online learning and assessments continues to be the primary mode of delivery for the majority of the learning activities.