Bachelor of Commerce (Marketing)

3 Years On Campus Bachelors Program

La Trobe University

Program Overview

The Bachelor of Commerce (Marketing) at La Trobe University equips students with a strong foundation in business while developing specialised expertise in marketing, consumer behaviour, brand management, and digital marketing. Designed for students who are interested in understanding customers, building brands, and creating impactful marketing strategies, the program combines practical industry experience with emerging areas such as AI-powered marketing and data-driven decision-making. Campus location: Melbourne (Bundoora Campus), Victoria, Australia.

Curriculum Structure

Year 1

In the first year, students build essential business and marketing foundations through subjects such as Marketing Fundamentals, Business Analysis and Modelling, and Economics for a Changing World. They also develop an understanding of finance, business law, and emerging technologies through Fundamentals of Finance, Introduction to Business and Company Law, and Generative Artificial Intelligence for Business, providing a strong platform for future marketing studies.

Year 2

During the second year, students deepen their understanding of marketing principles and management practices while developing analytical and strategic thinking skills. Areas of study typically include consumer behaviour, integrated marketing communications, and marketing research, alongside Contemporary Approaches to Management, helping students understand how marketing functions within broader organisational environments.

Year 3

In the final year, students focus on advanced marketing topics including Brand Management, Marketing Strategy, International Marketing, and Social Marketing. They also explore future-focused concepts such as AI-powered marketing, personalised targeting, predictive analytics, and data-driven decision-making while completing industry-related projects that strengthen practical workplace skills.

Focus Areas:

Consumer Behaviour, Brand Management, Marketing Research, Integrated Marketing Communications, International Marketing, Social Marketing, Marketing Strategy, AI-Powered Marketing, Predictive Analytics, Digital Marketing, Data-Driven Decision Making.

Learning Outcomes:

Develop the ability to analyse market challenges, identify emerging opportunities, create effective marketing strategies, apply digital technologies and AI tools in business decision-making, communicate persuasively with diverse audiences, and utilise research-informed approaches to solve complex business problems ethically and sustainably.

Professional Alignment (Accreditation):

The program is delivered through La Trobe Business School, which is accredited by AACSB, a globally recognised accreditation held by a select group of business schools worldwide. Depending on elective choices and career pathways, graduates may also be eligible to pursue membership with relevant professional business associations.

Reputation (Employability Rankings):

La Trobe Business School's AACSB accreditation reflects internationally recognised standards of excellence in business education. The university emphasises industry placements, work-integrated learning projects, international exchange opportunities, and practical industry engagement to enhance graduate employability and career readiness.

Experiential Learning (Research, Projects, Internships etc.)

Students in the Bachelor of Commerce (Marketing) at La Trobe University develop practical marketing skills through a combination of industry-focused coursework, real-world business projects, and exposure to emerging technologies shaping modern marketing. The program goes beyond theory by incorporating hands-on learning experiences in consumer behaviour, brand management, marketing research, digital marketing, and AI-powered marketing strategies. Students graduate with a work-ready portfolio and practical experience that can be showcased to future employers.

Building on this practical approach, students benefit from a range of experiential learning opportunities and facilities:

Industry projects: Work on real business challenges and hands-on marketing projects that strengthen problem-solving, strategic thinking, and professional communication skills.
AI-powered marketing tools: Learn how to use emerging marketing technologies, including automation, personalised targeting, predictive analytics, and data-driven decision-making tools used in contemporary marketing practice.
Work-Integrated Learning (WIL): Gain professional experience through work-integrated learning projects that connect classroom learning with real industry environments.
Industry placements and internships: Students can participate in industry placements that typically range from 80 to 400 hours, earning academic credit while developing workplace skills and professional networks.
Group projects and collaborative learning: Many marketing subjects incorporate team-based projects, business case analyses, presentations, and collaborative problem-solving activities that mirror professional workplace practices.
International exchange opportunities: Students can broaden their global business perspective through overseas exchange programs and international learning experiences.
Department of Management and Marketing: Students learn within a department that actively engages with business leaders, industry practitioners, and employer partners through industry projects and professional networking opportunities.
Library and digital learning resources: Access extensive business databases, market research resources, digital learning platforms, collaborative study spaces, and specialist academic support services across La Trobe's campuses.
Industry-connected business school: La Trobe Business School maintains global partnerships and industry collaborations that provide students with exposure to diverse business environments and professional experiences.

Progression & Future Opportunities

Graduates of the Bachelor of Commerce (Marketing) at La Trobe University develop a strong understanding of consumer behaviour, brand management, digital marketing, and strategic communication. The program combines commercial knowledge with practical marketing skills, preparing graduates to create innovative marketing solutions and drive business growth across a range of industries.

Typical career roles: Marketing Coordinator, Brand Manager, Digital Marketing Specialist, Market Research Analyst.

Future Progression & Opportunities:

Career support services: La Trobe's Career Ready Advantage program provides employability workshops, career coaching, mentoring opportunities, networking events, industry engagement activities, and professional skills development designed to improve graduate employment outcomes.
Employment outcomes and salary: Marketing graduates typically commence their careers with salaries ranging from approximately AUD $65,000–$85,000. The median early-career salary is generally around AUD $75,000–$80,000, with strong opportunities for advancement into specialist and management positions.
University–industry partnerships: Students benefit from La Trobe's extensive industry connections through internships, industry projects, guest lectures, work-integrated learning opportunities, and collaborations with organisations across business, retail, media, technology, and professional services sectors.
Long-term accreditation value: La Trobe Business School is accredited by AACSB, a globally recognised accreditation awarded to a select group of business schools worldwide, enhancing the international reputation of the qualification.
Graduation outcomes: Graduates are equipped for careers in marketing, advertising, digital communications, customer experience, market research, brand management, sales, and business development across both private and public sector organisations.

Further Academic Progression:
After completing this degree, students can continue their studies through postgraduate programs such as a Master of Marketing, Master of Business Administration (MBA), Master of Business Analytics, Master of Management, or Master of International Business. These qualifications can support progression into senior marketing, consulting, strategic management, and executive leadership roles.