Bachelor of Business major Marketing

3 Years On Campus Bachelors Program

RMIT University

Program Overview

The Bachelor of Business (Marketing) at RMIT University is designed for students who want to understand consumer behaviour, build strong brands, and create effective marketing strategies in a rapidly evolving digital marketplace. Campus location: Melbourne City Campus, Melbourne, Victoria, Australia. The program combines business fundamentals with specialised marketing knowledge, giving students practical industry-focused skills through real projects, case studies, and contemporary marketing applications.

Curriculum Structure

Year 1

In the first year, students build a strong foundation in both business and marketing. Core subjects such as Marketing Principles, Buyer Behaviour, and Marketing Communication introduce the fundamentals of consumer decision-making, branding, market segmentation, and promotional strategy, while business subjects help students understand how organisations operate within the broader business environment.

Year 2

The second year focuses on developing analytical and digital marketing capabilities. Through subjects including Market Research and Digital Marketing, students learn how to collect and interpret market data, develop customer insights, optimise digital channels, and apply evidence-based marketing strategies to real business challenges.

Year 3

In the final year, students refine their strategic and professional skills through advanced marketing studies and capstone experiences. Subjects such as Strategic Marketing, together with specialised electives like Marketing Analytics, Applied Brand Management, or Customer Experience Strategy, allow students to tackle complex business problems and develop industry-ready marketing solutions. The Business Graduate Portfolio helps students showcase their capabilities to future employers.

Focus Areas:

Consumer behaviour, digital marketing, brand management, marketing communication, market research, customer experience design, marketing analytics, product innovation, strategic marketing, sales and customer engagement.

Learning Outcomes:

Develop and implement marketing strategies, analyse consumer and market data, conduct marketing research, manage brands and customer experiences, apply digital marketing techniques, communicate effectively with stakeholders, and solve business challenges using evidence-based decision-making.

Professional Alignment (Accreditation):

The Marketing major is accredited by the Australian Marketing Institute and is recognised by the Chartered Institute of Marketing. Students receive complimentary AMI student membership and gain a pathway towards Certified Practising Marketer (CPM) status.

Reputation (Employability Rankings):

RMIT is internationally recognised for its strong industry engagement and practical learning approach. The Marketing major is specifically designed in collaboration with industry and incorporates real-world projects, helping graduates develop skills that align with current employer expectations and emerging marketing trends.

Experiential Learning (Research, Projects, Internships etc.)

Students in the Bachelor of Business (Marketing) at RMIT University develop practical marketing expertise through industry-informed learning, real business challenges, and hands-on projects that reflect current marketing practice. Throughout the program, you'll apply marketing concepts to real-world scenarios, analyse consumer behaviour, create marketing strategies, and work collaboratively on projects that mirror professional marketing environments. The curriculum is designed around industry expectations, ensuring graduates build both technical and professional skills valued by employers:

Real industry projects: Work on authentic industry-based projects and business challenges that allow you to apply marketing theory to practical business situations.
Case study learning: Analyse real organisations, brands, and consumer markets through industry-focused case studies used across marketing subjects.
Marketing Analytics: Develop data-driven decision-making skills through dedicated studies in marketing analytics and customer insights.
Digital Marketing tools and strategies: Gain practical experience in digital marketing, marketing communications, customer experience strategy, and contemporary digital channels.
Group projects and collaborative learning: Complete team-based assignments and campaign development projects that replicate professional marketing environments.
Customer Experience Strategy: Learn how organisations design and improve customer journeys through dedicated customer experience coursework.
Market Research training: Build hands-on research skills through marketing research subjects that focus on consumer insights and evidence-based decision making.
Industry engagement opportunities: Partner with industry as part of your studies, helping you build professional networks and workplace-ready experience before graduation.
Australian Marketing Institute (AMI) resources: Receive access to the AMI Content Library, webinars, industry news, networking opportunities, and professional development resources through the program's AMI accreditation.
Library facilities: Access RMIT's extensive library collections, business databases, research resources, study spaces, and digital learning support services.
Professional accreditation benefits: The Marketing major is recognised by the Australian Marketing Institute and the Chartered Institute of Marketing (UK), providing valuable industry recognition and professional development opportunities.

Progression & Future Opportunities

Graduates of the Bachelor of Business (Marketing) at RMIT University gain practical expertise in consumer behaviour, digital marketing, branding, and market analytics, preparing them for careers across a wide range of industries. The program’s strong industry focus ensures graduates are equipped with the skills employers seek in today's rapidly evolving marketing landscape.

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

Future Progression & Opportunities:

University career support services: Access to RMIT Careers and Employability, including career counselling, resume and interview workshops, employer networking events, job-search assistance, and industry mentoring programs designed to improve graduate employability
Work-integrated learning and industry experience: Industry projects, business simulations, internships, and real-world assessments developed in collaboration with employers, allowing students to apply marketing knowledge in professional settings
University–industry partnerships: RMIT maintains strong industry connections with businesses, government organisations, and multinational companies, providing opportunities for internships, live projects, guest lectures, and graduate recruitment pathways
Employment outcomes and salary insights: Marketing graduates commonly enter the workforce with starting salaries of approximately AUD $65,000–$85,000, while the median early-career salary is around AUD $75,000–$80,000, depending on industry, location, and role
Long-term accreditation value: RMIT Business School holds international accreditation through AACSB, placing it among a select group of business schools worldwide recognised for excellence in business education
Graduation outcomes: Graduates are prepared for employment across corporate, government, consulting, retail, technology, and not-for-profit sectors, with strong practical and analytical skills that support long-term career advancement

Further Academic Progression:
After completing this degree, students can continue their studies through postgraduate qualifications such as a Master of Marketing, Master of Business Administration (MBA), Master of Business Analytics, or other specialised business master's programs. Graduates may also pursue research-based studies, creating pathways into academic, consulting, and senior leadership careers.