Bachelor of Arts, Bachelor of Marketing

4 Years On Campus Bachelors Program

Monash University

Program Overview

The Bachelor of Arts, Bachelor of Marketing at Monash University offers a powerful combination of creative, analytical, and business-focused learning, designed for students who want to understand people, culture, communication, and modern marketing strategy. This double degree is ideal for students who are curious, strategic thinkers, and interested in careers across media, branding, advertising, communications, and global business. This program is delivered at Monash University’s Clayton and Caulfield campuses (Melbourne, Australia).

Curriculum Structure

Year 1:
In the first year, students build a strong foundation in both arts and marketing disciplines. You’ll typically study introductory areas such as Marketing Fundamentals, Introduction to Business Law, and Business Statistics, alongside arts-based units that develop communication and critical thinking skills. This year is designed to help you understand how organisations connect with audiences and how marketing drives business decisions.

Year 2:
In Year 2, learning becomes more specialised with subjects such as Consumer Behaviour, Marketing Research, and Digital Marketing Principles. Students also continue their arts major with units that may include communication, media studies, or sociology-related subjects. This year focuses on understanding audiences more deeply and learning how to apply data and insights to real marketing challenges.

Year 3:
Year 3 builds advanced marketing capability through units like Marketing Strategy, Brand Management, and Integrated Marketing Communications, alongside higher-level arts electives. Students begin applying theory to real-world case studies, developing strategic thinking and problem-solving skills required in professional marketing environments.

Year 4:
The final year focuses on consolidation and professional readiness. Students typically complete advanced marketing studies such as Strategic Marketing Management and undertake a capstone or industry-focused project. This year strengthens leadership, analytical, and applied research skills, preparing graduates for entry into competitive marketing and business roles.

Focus Areas:

Marketing strategy, consumer behaviour, digital marketing, branding and communication, media and culture, business analytics, and strategic decision-making.

Learning Outcomes:

Graduates will be able to analyse consumer behaviour, develop integrated marketing strategies, communicate effectively across diverse audiences, apply data-driven insights, and solve complex business problems in dynamic global markets.

Professional Alignment (Accreditation):

This program aligns with industry expectations for marketing and business graduates, supporting pathways into professional roles across advertising, corporate marketing, media, and consulting sectors.

Reputation (Employability Rankings):

Monash University is consistently ranked among Australia’s leading universities in global rankings such as QS World University Rankings, with strong graduate employability outcomes reported through national graduate surveys (QILT).

Experiential Learning (Research, Projects, Internships etc.)

At the Monash University, students in the Bachelor of Arts / Bachelor of Marketing develop practical, job-ready skills through a strong focus on real-world learning. The program blends creative thinking from the Arts with data-driven marketing knowledge, allowing students to work on authentic industry challenges, collaborate in teams, and build professional experience while studying. Learning is supported through industry-connected teaching, practical assessments, and access to advanced learning environments that reflect real workplace settings.

Students also gain experience through structured professional opportunities, industry projects, and Monash’s strong Work Integrated Learning (WIL) programs:

Work Integrated Learning (WIL) opportunities: Students can complete industry placements, internships, and professional practice units through Monash’s Work Integrated Learning programs, including the Monash Industry Experience Program (MIEP)
Industry-based projects: Real marketing and communication projects completed in collaboration with organisations, giving students experience solving live business challenges
Digital marketing tools & analytics platforms: Training in industry-standard tools used in marketing, digital strategy, and consumer analysis (such as marketing analytics platforms and data interpretation software used in business contexts)
Group-based learning & campaign development: Students work in teams to design marketing strategies, branding campaigns, and communication plans based on real case studies
Global learning opportunities: Study abroad and international exchange options, including programs at Monash campuses such as Prato, Italy, for global business and cultural experience
Monash Business School learning environments: Access to modern teaching spaces, collaborative learning studios, and business-focused resources designed for interactive learning
University libraries & research support: Use of Monash Library resources, including business databases, market research tools, journals, and digital learning collections to support marketing research and assignments

Progression & Future Opportunities

The Bachelor of Arts, Bachelor of Marketing at Monash University develops graduates who can think critically, communicate effectively, and apply modern marketing strategies across diverse industries. This double degree combines creative, cultural, and analytical skills with strong marketing expertise, preparing students for dynamic careers in both local and global organisations. Typical career pathways include Marketing Specialist, Communications Officer, Brand Manager, Digital Content Strategist, and Public Relations Executive.

This combination of arts and marketing creates versatile and in-demand graduate outcomes:

Career Preparation & Employability Services: Monash University provides access to Monash Talent and Career Services, offering career coaching, resume and interview preparation, employer networking events, internship opportunities, and tailored career planning support. Students also benefit from work-integrated learning and industry engagement opportunities that connect study with real-world practice.
Employment Outcomes: Monash University graduates are highly regarded by employers, with strong national graduate outcomes reported through QILT surveys. Arts and marketing graduates are employed across media, government, corporate communications, advertising, cultural institutions, and digital industries.
Median Salary: Graduates entering marketing, communications, and media-related roles typically earn a median starting salary of approximately AUD $65,000–$85,000 per year, with strong long-term growth into senior marketing, communications, and leadership positions.
University–Industry Partnerships: Monash University maintains strong partnerships with global organisations, media companies, government agencies, and industry leaders. These connections support internships, industry projects, guest lectures, and real-world learning experiences that strengthen employability and professional readiness.
Long-Term Qualification Value: This double degree provides strong long-term career flexibility by combining creative, analytical, and strategic marketing skills with broad arts-based critical thinking and communication abilities. Graduates are well positioned for careers across multiple industries including media, business, government, and creative sectors.
Graduation Outcomes: Graduates develop skills in communication, marketing strategy, digital media, cultural analysis, branding, storytelling, research, and audience engagement. These capabilities prepare students for fast-moving roles in modern marketing, media, and communications environments.

Further Academic Progression: After completing this program, graduates may pursue postgraduate study such as a Master of Marketing, Master of Communications, Master of Business Administration (MBA), Master of Digital Marketing, Master of International Business, or specialised qualifications in Media, Public Relations, or Business Analytics. These pathways support progression into senior leadership roles, strategic communications careers, and global marketing positions.