Bachelor of Marketing, Advertising and Public Relations

3 Years On Campus Bachelors Program

Edith Cowan University

Program Overview

The Bachelor of Marketing, Advertising and Public Relations at Edith Cowan University is a unique degree that combines three closely connected disciplines, giving students a versatile skill set for careers in creative industries, brand management, communications, and digital media. Ideal for creative thinkers and aspiring marketing professionals, the program develops strategic business knowledge alongside practical skills in marketing, advertising, public relations, digital content creation, and audience engagement. Campus locations: City Campus (Perth), Joondalup Campus and South West Campus, Western Australia.

Curriculum Structure

Year 1

In the first year, students build a strong foundation in marketing, advertising, and communication principles. Units such as Marketing Principles & Practices, Foundations of Advertising, and Communication Campaigns introduce students to customer-focused marketing, advertising strategy, and effective communication planning. Students also explore Understanding Buyer Behaviour, helping them analyse how consumers make purchasing decisions.

Year 2

The second year focuses on digital communication, audience engagement, and brand development. Through units including Digital Marketing, Social Media Marketing, and Strategic Branding, students learn how organisations create impactful digital campaigns, build brand value, and connect with audiences across multiple platforms. Principles of Inclusive Communication further develops professional communication skills for diverse audiences and contemporary workplaces.

Year 3

In the final year, students integrate their marketing, advertising, and public relations expertise through advanced industry-focused learning and elective specialisations. Students refine their strategic planning abilities, work with real-world communication challenges, develop professional portfolios, and may undertake internships or work placements that provide valuable industry experience and professional networking opportunities.

Focus Areas:

Marketing Strategy, Digital Marketing, Social Media Marketing, Advertising Strategy, Public Relations, Communication Campaigns, Audience Analysis, Brand Management, Media Content Strategy, Consumer Behaviour.

Learning Outcomes:

Develop integrated marketing, advertising and public relations strategies; analyse consumer and audience behaviour; create engaging digital and traditional media campaigns; apply strategic branding principles; communicate effectively across diverse professional contexts; and solve business and communication challenges using creative and analytical approaches.

Professional Alignment (Accreditation):

The program is delivered through ECU's School of Business and Law and is designed in consultation with industry to ensure graduates develop skills aligned with contemporary marketing, advertising, and public relations practice.

Reputation (Employability Rankings):

ECU is recognised for strong graduate outcomes and student satisfaction. The university reports graduate satisfaction levels above the national average, with a strong focus on industry engagement, practical learning, and employability through work-integrated learning opportunities.

Experiential Learning (Research, Projects, Internships etc.)

The Bachelor of Marketing, Advertising and Public Relations at Edith Cowan University is designed to give students hands-on experience in marketing communications, advertising strategy, branding, and public relations practice. Throughout the degree, students work with industry contacts, use the latest marketing and communication software, develop professional portfolios, and gain practical experience across both traditional and digital media environments. The course also offers valuable opportunities to engage with real-world business challenges and build industry connections before graduation:

Industry Software: Students work with the latest industry-standard marketing, advertising, and digital media software used by professionals to develop campaigns, manage brands, and analyse audience engagement.
Work Placement: Students can undertake a work placement unit involving a minimum of 100 hours of workplace learning, gaining practical industry experience and professional networking opportunities.
Internship Program: Students may choose two internship units, each requiring a minimum of 225 hours of workplace learning, allowing them to apply classroom knowledge in professional marketing, advertising, or public relations settings.
Industry Projects: Learning activities involve working with real-world industry contacts and business challenges, helping students develop practical solutions and professional skills.
Digital Media Experience: Students gain hands-on experience in both traditional and digital media, including areas such as Digital Marketing, Social Media Marketing, Media Content Strategy, and Strategic Branding.
Portfolio Development: Throughout the degree, students create professional portfolios that showcase their campaigns, communication strategies, and creative work to future employers.
Group Projects: The course emphasises teamwork, communication, and collaborative campaign development, reflecting the way marketing and communication professionals work in industry.
Libraries and Learning Resources: Students have access to ECU Library services, digital databases, industry research resources, collaborative study spaces, and academic support services that enhance marketing and communication research capabilities.
Work Integrated Learning Team: ECU's dedicated Work Integrated Learning (WIL) team assists students in securing approved internships and placements with host organisations relevant to their career goals.

Progression & Future Opportunities

Graduates of the Bachelor of Marketing, Advertising and Public Relations at Edith Cowan University are equipped with a versatile mix of creative, strategic, and analytical skills that are highly valued across modern marketing and communications industries. The degree prepares students to develop compelling campaigns, manage brand reputations, and engage audiences across digital and traditional media platforms. Typical career pathways include: Marketing Coordinator, Advertising Executive, Public Relations Consultant, and Digital Marketing Specialist.

Careers support: ECU's Careers and Employability Service provides career counselling, resume and interview workshops, networking events, job search assistance, and access to internships and industry placements that help students build professional experience before graduation.
Employment stats & salary: Australian marketing and communications graduates typically achieve a median full-time salary of approximately AUD 65,000–75,000 in the early stages of their careers, with strong earning potential as they progress into specialist and management roles.
University–industry partnerships: ECU maintains strong industry connections through guest lectures, industry projects, professional placements, and collaborations with marketing, media, advertising, and public relations organisations across Western Australia and beyond.
Long-term accreditation value: ECU's business programs are accredited by AACSB, an internationally recognised accreditation awarded to leading business schools worldwide, enhancing the global recognition of the qualification.
Graduation outcomes: Graduates work across advertising agencies, public relations firms, corporate marketing departments, government organisations, media companies, and not-for-profit sectors, with opportunities to advance into senior communication and marketing leadership positions.

Further Academic Progression:
After completing this degree, graduates can continue their studies through postgraduate qualifications such as a Master of Marketing and Innovation Management, Master of Business Administration (MBA), Master of Communication, or other specialised master's programs in digital marketing, public relations, and strategic communication, supporting advancement into senior management and specialist roles.