Bachelor of Arts / Bachelor of Business(Marketing)

3 Years On Campus Bachelors Program

Western Sydney University Parramatta

Program Overview

The Bachelor of Arts / Bachelor of Business (Marketing) at Western Sydney University is a flexible double degree designed for students who want to combine creativity, critical thinking, and strong business and marketing expertise. It is especially suited to students interested in media, communication, branding, and strategic marketing roles in modern organisations.
The program is delivered at Parramatta campus (Western Sydney University, Parramatta, NSW, Australia), offering a vibrant learning environment close to major business and industry hubs.

Curriculum Structure:

Year 1:
In the first year, students build foundational knowledge across arts and business disciplines, focusing on communication, academic writing, and introductory marketing concepts. Core learning typically includes units such as Marketing Principles, Academic Skills for Business, and Understanding Society and Culture, helping students develop both analytical and communication skills essential for future studies.

Year 2:
The second year introduces more specialised business and marketing knowledge alongside arts-based analytical thinking. Students typically study units such as Consumer Behaviour, Principles of Management, and Digital Media Foundations, gaining insight into how organisations engage audiences and operate in competitive markets.

Year 3:
In Year 3, students move into advanced marketing strategy and business decision-making while also exploring arts electives that broaden critical thinking. Common units may include Marketing Communications, Market Research, and Organisational Behaviour, focusing on applying theory to real-world business scenarios.

Year 4:
The final year emphasises professional readiness, strategic thinking, and capstone learning experiences. Students typically complete units such as Strategic Marketing Management, Business Internship or Project, and advanced arts electives, preparing them for leadership roles or postgraduate study.

Focus Areas: Strategic Marketing, Consumer Behaviour, Digital Media, Business Strategy, Communication Studies, Cultural and Social Analysis

Learning Outcomes: Graduates gain strong skills in marketing strategy, communication, research, and business decision-making, enabling them to work effectively across corporate, creative, and public sectors.

Professional Alignment (Accreditation): The business component aligns with industry-recognised business education standards and prepares students for professional roles in marketing and management sectors.

Reputation (Employability Rankings): Western Sydney University is recognised in global rankings such as QS World University Rankings, reflecting strong graduate employability and industry engagement outcomes.

Experiential Learning (Research, Projects, Internships etc.)

Students in the Bachelor of Arts / Bachelor of Business (Marketing) at Western Sydney University gain hands-on experience through a strong focus on real-world business practice, industry engagement, and applied learning. The program is designed to move beyond theory, helping students develop practical marketing, communication, and strategic skills through collaborative projects, digital tools, and industry-linked learning experiences. Located at the Parramatta City Campus, students also benefit from a vibrant business hub environment connected closely with industry in Western Sydney:

Work Integrated Learning (WIL): Opportunities to apply classroom learning in real business settings through internships, industry placements, and consulting-style projects with partner organisations.
Business simulations & group projects: Students work in teams on real-world marketing challenges, developing campaigns, brand strategies, and market analysis reports using industry scenarios.
Digital tools & software exposure: Training in business and marketing technologies including data analysis tools, digital marketing platforms, and online collaboration systems used in modern organisations.
Western Sydney University Library & learning resources: Access to extensive academic databases, business research collections, and study spaces supporting marketing research and assignments.
Industry engagement programs: Direct interaction with employers through guest lectures, networking events, and industry mentoring programs that connect students with marketing professionals.
Campus-based learning environment: The Parramatta City Campus provides modern learning spaces designed for collaborative business education, presentations, and interactive workshops.

Progression & Future Opportunities

Graduates of the Bachelor of Arts / Bachelor of Business (Marketing) at Western Sydney University are well-prepared for careers that combine creativity, communication, and strategic business thinking. With strong training in both marketing and arts-based perspectives, students graduate ready to work in fast-paced industries where digital engagement and brand storytelling are essential. Common career pathways include: Marketing Coordinator, Digital Marketing Specialist, Brand Strategist, and Communications Officer.

Careers support: Western Sydney University provides dedicated employability services through careers coaching, resume and interview preparation, internship matching, and access to the Western Sydney CareersHub and WSU Talent Connect platform.
Employment stats & salary: Based on Australian Graduate Outcomes Survey (QILT) data, business and marketing graduates typically achieve a median starting salary of around AUD 65,000–75,000, with strong progression as experience and specialisation increase.
University–industry partnerships: Students gain real-world exposure through Work Integrated Learning (WIL), industry projects, and partnerships with organisations across Sydney’s business, government, and creative sectors, supported by the university’s strong industry engagement network.
Long-term accreditation value: The Western Sydney University Business School holds AACSB accreditation, a globally recognised standard of excellence that strengthens international employability and academic credibility.
Graduation outcomes: Graduates commonly move into roles across advertising agencies, corporate marketing teams, media and communications firms, government departments, and consulting organisations, with clear pathways into senior marketing and management positions.

Further Academic Progression:
After completing this double degree, students can progress into postgraduate study such as a Master of Marketing, MBA (Master of Business Administration), or specialised master’s degrees in digital marketing, data analytics, or international business at Western Sydney University or other global institutions, supporting long-term advancement into leadership and executive-level roles.