Bachelor of Marketing (Psychology)

3 Year On Campus Bachelors Program

Deakin University

Program Overview

The Bachelor of Marketing (Psychology) at Deakin is designed for people who are genuinely curious about why people behave the way they do — and how that understanding can shape smarter, more meaningful marketing. It brings together the science of human behaviour and hands-on marketing skills, making it a great fit if you enjoy creative thinking, problem-solving, and working with real-world ideas rather than abstract theory. By the time you graduate, you won’t just know how to promote products — you’ll understand what drives decisions, loyalty, and trust.
Campus locations: This program is delivered at Deakin’s Burwood (Melbourne) Campus

Curriculum Structure

First year is all about building your foundations. You’ll study core units in both psychology and marketing, including Marketing Fundamentals, Foundations of Psychological Practice, and Introduction to Psychology: Human Behaviour. This is where your perspective starts to shift — you begin looking at people not just as “consumers,” but as individuals shaped by emotion, context, habits, and bias. It sets up the mindset you’ll carry through the rest of the degree.

In second year, things become more applied and a lot more interesting. Units like Consumer Behaviour, Social Psychology, and Integrated Marketing Communications in the Digital Age help you connect psychological theory to real marketing decisions. You’ll start analysing how people respond to brands, messages, and digital environments, while experimenting with data and communication tools. This is often the year students discover whether they lean more toward strategy, creativity, or insight-driven analysis — and how those strengths can work together.

By third year, you’re bringing everything together. Advanced units such as Marketing Insights, Brand Management, and Strategic Marketing (Capstone) focus on solving complex, real-world problems. Alongside this, you’ll choose a work-integrated learning experience — like an internship or consultancy project — where you apply what you’ve learned in a professional setting. This final year feels much closer to working in industry, helping you graduate with confidence, experience, and a clear sense of direction.

Focus Areas

Consumer psychology, strategic communication, data-driven marketing, and hands-on project experience.

Learning Outcomes

You’ll graduate with the ability to explain why people think and act the way they do, and use that insight to design marketing strategies that feel relevant, ethical, and effective. You’ll learn how to turn data and ideas into clear stories, work confidently in teams, and contribute across creative and analytical roles.

Professional Alignment (Accreditation)

This degree is accredited by both the Australian Marketing Institute and the Australian Psychology Accreditation Council, which gives it real credibility. It means your studies align with industry standards and can support careers in marketing — while also keeping pathways open for further study in psychology if you choose to go that way.

Reputation & Employability

Deakin has a strong reputation for practical learning and career support, and is ranked #1 in Victoria for graduate employment. Employers value graduates who can combine insight with action — and this degree is built to help you do exactly that.

If you’re drawn to understanding people, shaping ideas, and creating strategies that actually resonate, this program doesn’t just teach you marketing — it helps you turn curiosity into a career.

Experiential Learning (Research, Projects, Internships etc.)

At the Bachelor of Marketing (Psychology) at Deakin University, students develop practical, real-world skills by combining marketing strategy with psychological science, allowing them to understand and influence consumer behaviour in meaningful ways. Learning is highly applied, with opportunities to work on real business problems, engage in research-based projects, and use industry-standard tools that mirror professional marketing and psychology environments. Students also gain hands-on experience through collaborative group work, data analysis tasks, and industry-engaged learning experiences: this is where theory is directly applied to real consumer and business challenges.

Work Integrated Learning (WIL): Opportunities to complete industry-linked projects, case studies, and potential internship experiences with real organisations, helping students build professional experience before graduation
DeakinTALENT Career Services: Dedicated employment support including internships, career coaching, employer networking, and resume/interview preparation tailored to marketing and psychology-related roles
Deakin Psychology Clinic: A supervised training environment where psychology students observe and engage with applied psychological practice and research-informed learning
Industry-standard software tools: Training in data analysis and research tools such as SPSS, survey platforms like Qualtrics, and digital marketing/consumer insight tools used in professional settings
Collaborative group projects: Real-world marketing and behavioural case studies that build teamwork, communication, and strategic problem-solving skills
Deakin Library & digital resources: Extensive academic databases, marketing research journals, psychology publications, and online learning resources supporting evidence-based learning
Cloud-based learning platform (CloudDeakin): Interactive online learning system enabling flexible study, collaboration, and access to lectures, assessments, and industry materials
Business and Psychology learning environments: Dedicated teaching spaces supporting simulations, presentations, and applied learning in both marketing and psychological science contexts

Progression & Future Opportunities

The Bachelor of Marketing (Psychology) at Deakin University prepares graduates to understand consumer behaviour at a deeper level by combining marketing strategy with psychological science. You’ll graduate with strong skills in consumer insight, digital marketing, data interpretation, and communication—giving you a clear advantage in today’s behaviour-driven marketing industry. Typical career pathways include Marketing Specialist, Consumer Insights Analyst, Brand Manager, Digital Marketing Coordinator, and Market Research Analyst.

This blend of psychology and marketing creates strong, future-focused career outcomes:

Career Preparation & Employability Services: Deakin University provides access to DeakinTALENT, offering personalised career coaching, resume and interview preparation, internship matching, employer networking events, and career development workshops. Students also gain access to work-integrated learning opportunities that connect study with real industry experience.
Employment Outcomes: Deakin graduates are highly regarded by employers, with strong employment outcomes reported in national graduate surveys (QILT). Marketing and psychology graduates are employed across corporate organisations, advertising agencies, government departments, research firms, and digital marketing companies.
Median Salary: Graduates entering marketing, consumer insights, and psychology-related commercial roles typically earn a median starting salary of approximately AUD $65,000–$85,000 per year, with strong progression into senior marketing, strategy, and leadership positions.
University–Industry Partnerships: Deakin University maintains strong partnerships with leading companies, government agencies, and industry organisations. These partnerships support internships, industry projects, guest lectures, and practical learning experiences aligned with current marketing and behavioural science trends.
Long-Term Qualification Value: This degree provides a highly versatile qualification that combines marketing expertise with psychological insight, making graduates highly competitive across advertising, digital marketing, consumer research, brand strategy, and business consulting roles.
Graduation Outcomes: Graduates develop expertise in consumer psychology, marketing strategy, behavioural analysis, data interpretation, communication, branding, and digital marketing. These skills prepare students for fast-evolving, insight-driven roles in modern marketing environments.

Further Academic Progression: After completing this program, graduates may pursue postgraduate study such as a Master of Marketing, Master of Business Psychology, Master of Business Administration (MBA), Master of Data Analytics, Master of Digital Marketing, or specialised qualifications in Consumer Behaviour, Strategic Management, or International Business. These pathways support progression into senior leadership roles, consultancy positions, and global marketing careers.