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.

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.)

This Bachelor of Marketing (Psychology) (International) at Deakin isn’t about memorising theories in isolation — it’s designed around doing. From early in the degree you’ll be applying psychological insights to real marketing problems, using contemporary tools and analytics that professionals actually use. The course intentionally embeds work-integrated learning so you don’t just study concepts like consumer behaviour or social psychology — you put them into action through genuine projects, reports, presentations and professional self-development tasks. As a result, you’ll graduate confident not only in what you know but in how to use it in real industry settings:

Here’s how this program builds practical, career-ready skills through real experiences:

Work-integrated learning (WIL) units where you contribute to campaigns alongside established professionals and build industry experience
Hands-on experience with emerging technologies and analytics tools used in marketing and consumer insight work
Projects that have you apply psychology-led marketing strategies in industry contexts rather than just simulate them
Research reports, professional presentations and real-world style assessments that mirror workplace deliverables
Opportunities to create professional profiles and career action plans to boost employability before graduation
Option to choose WIL electives such as Consultancy Experience, Entrepreneurship Experience, Internship, International Consultancy Experience or Business for Social Impact — each offering a different flavour of applied learning experience within real or industry-linked settings.

Progression & Future Opportunities

Graduates from this degree walk into the job market with both marketing savvy and deep insights into human behaviour, which makes you unusually competitive. You’ll be ready for careers that bridge people and business — think digital marketing director, customer insights analyst, communications manager, or customer experience specialist. Because you’ll understand why people decide what they do, you can step straight into roles where influencing decisions and interpreting data are central.

Here’s what this means for you:

Built-in employability support: Deakin’s career service (DeakinTALENT) offers personalised coaching, resume and interview help, workshops, networking events and access to job listings — and you can keep using it up to a year after graduating.
Real industry connections: Through strong partnerships in the Business School and School of Psychology, you’ll work on projects with real organisations, gaining hands-on experience with analytics tools, marketing strategy and professional portfolios before you graduate. That kind of experience gets you noticed by employers.
Work-Integrated Learning: A key part of your course includes practical work integrated units where you’ll tackle real scenarios, build industry networks and reflect on your career goals so you’re not just qualified — you’re work ready.
Professional credibility: The degree is accredited by the Australian Marketing Institute, helping shorten the process to become a Certified Practising Marketer, and by the Australian Psychological Accreditation Council, meaning you also graduate with a credential that sets you up for further psychology study.

Further Academic Progression:
After you finish this bachelor’s, you’ve got solid pathways if you want to keep studying. Many students choose to continue toward postgraduate qualifications in marketing or psychology — for example, a graduate diploma or a Master of Psychology — which can lead to specialised careers or registration as a practising psychologist. You can also build on this foundation with honours or advanced studies that deepen expertise in consumer behaviour, organisational psychology, or strategic marketing. This degree doesn’t just open doors to jobs — it keeps options open for higher-level study and professional growth.