Undergraduate information
Marketing
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Commerce major in Marketing
Marketing is about understanding customer needs, resources and networks to create value for the customer and for the organisation. Melbourne Commerce graduates are known for their perceptive understanding of business issues, skilful communication and strong leadership. Completing the marketing major leads to exciting career opportunities in a variety of industries, both in Australia and overseas.
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Where could the marketing major take you?
Maya Dagan Marketing management, UK
Raymond Ho Brand management, Australia
Felix Kramer Corporate advisory, Australia
Faye Solomidis Brand management, Australia
Ahmed Moosa Marketing services, Australia
Jenny Lee Market research, South Korea
Nicholas Taylor Management consulting, Australia
Sarah Hughes Retail management, Australia
Olivia Lee Brand management, Australia
Courtney Mahoney Marketing services, Australia
Frances Goh Market research, Australia
Is the marketing major for me? Is the idea of representing your customers’ view to your organisation appealing to you? Does the thought of managing a brand, contributing to business strategy, or running a media campaign fill you with adrenaline? Then the marketing major is for you.
What will I be learning? You will learn how to research and evaluate market opportunities for your organisation. We will teach you how to design and advertise effective products and brands to excite your customers.
What knowledge and skills will I develop? At the end of your degree, you will have a solid understanding of key marketing tools and goals such as segmentation, positioning, service excellence, sustainable leadership, and customer value, satisfaction and loyalty. You will also have developed strong written and verbal communication skills, strategic research and analysis skills, as well as engaging persuasion skills. You will be strong in planning, managing deadlines, multi-tasking and leading functional teams.
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Careers in marketing
Melbourne graduates are among the most employable in the world – the University is ranked first in Australia and 10th globally for graduate employability.* Our students enjoy excellent career outcomes including high starting salaries, outstanding job satisfaction and exceptional employment rates. Where do marketing graduates work? Some of our most recent graduates are now working at: Accenture A.C. Nielsen Thailand ANZ Banking Group Australia Post Australian Customs and Border Protection Service Bell Potter Securities Bottega Veneta, China Brown Hamilton Partners Cameron Harrison CBRE Citigroup China Clemenger BBDO Cochlear Ltd, China David Jones Deloitte Department of the Prime Minister and Cabinet Figureline Marketing, Malaysia Health Metrics Hilton Hotels & Resorts Investec Bank Kraft Foods Lander & Rogers Lend Lease Lion Mediabrands Medika Supplies, Malaysia Ministry of Education, Singapore National Institute of Economic and Industry Research Netbay Internet Newcrest Mining Oaktree Foundation Pitcher Partners QBE Insurance SAI Global Salmat Schnitz Franchising Swann Insurance Telstra The American Club, Singapore Treasury Wine Estates Unilever Westpac 4
marketing career opportunities Sample job titles Your first job
Your next step
Your future
Account Executive
Marketing Coordinator
Account Planner
Marketing Graduate
Campaign Specialist
Media Officer
Communications Officer
Media Planner
Content Producer
Public Relations Coordinator
Copywriter
Pricing Analyst
Creative Services Coordinator
Publications Coordinator
Customer Insights Analyst
Research Assistant
Events Coordinator
Sales Executive
Account Manager
Events Manager
Brand Manager
Key Account Manager
Business Development Manager
Marketing Manager
Category Manager
Marketing Research Consultant
Campaign Manager
Marketing Strategy Consultant
Consumer Policy Adviser
Media Buyer
Customer Insights Manager
Public Relations Consultant
Digital Communications Manager
Sales Manager
Digital Engagement Manager
Social Media Specialist
Digital Marketing Specialist
Sponsorship Manager
Account Director
Creative Director
Chief Executive Officer
Communications Director
Chief Marketing Officer
Marketing Director
Out of the classroom, into the boardroom Management Consulting is a semester-long subject that allows you to work on a project of strategic importance for a Melbourne-based client. You will be able to demonstrate your capabilities in the workplace and get a valuable head start on your career. Global Management Consulting is an intensive version of this subject, taken over two weeks overseas during the winter or summer break. Destinations include Hong Kong, Chile, Singapore, China, Thailand, Malaysia and India. Students have worked with clients in a range of industries and organisations, from large Australian and multinational companies to niche agencies and not-for-profit organisations. Past clients include KPMG, Deloitte, Ernst & Young, Macquarie Bank, Medibank, Telstra, kikki.K, UnitingCare, Channel 31, Melbourne Rebels and Walt Disney Company.
*QS World University Rankings 2013
Marketing in the Bachelor of Commerce
Marketing is essential to the success of any organisation, so graduates with solid marketing training are valuable assets. The major in marketing is an excellent choice, either as a single major or in combination with other disciplines. Bachelor of Commerce 24 subjects (usually 8 per year1)
Compulsory subjects 5 subjects to cover Commerce fundamentals
Major and elective subjects 11-15 subjects to deepen your Commerce knowledge
Breadth subjects 4-8 subjects from other disciplines
Introductory Microeconomics
All students are required to complete at least one major, but with careful planning, you can complete up to two majors.3 You can also select a variety of electives from other Commerce disciplines.
Your choice of subjects from outside of the Commerce degree, to complement the marketing major or explore other interests. See page 6 for details.
Introductory Macroeconomics Quantitative Methods 1 Market and Business Research2 Organisational Behaviour 1
You need to complete a specified amount of Commerce and breadth subjects at particular levels to meet BCom course requirements. A course adviser can help you select subjects to ensure that you don’t neglect these requirements.
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There is a choice of Level-2 subjects available to fulfil the quantitative requirement for the degree. Make sure that your subject choices satisfy prerequisites for future subjects you would like to take.
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To complete the marketing major, you need to take at least three Level-3 subjects in the discipline.
Subject options in marketing The Bachelor of Commerce major in marketing requires you to complete a sequence of at least four marketing subjects. It is designed to build progressively on your knowledge in the discipline and help you develop expertise in core marketing functions. Here are marketing subject options you can choose from: Laying the foundations
Acquiring core skills
Market and Business Research
Principles of Marketing
Consumer Behaviour
Brand Management
Internet Marketing
Strategic Marketing
Product Management
Entrepreneurial Marketing
Business Ethics
Global Marketing
Neuromarketing
Developing deeper knowledge
Learning through practice
Advertising and Promotions
Retail Management
Service and Relationship Marketing
Global Management Consulting
Management Consulting
Business Case Analysis
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Study options for marketing majors
The Commerce degree is extremely flexible and is designed to help you explore your interests. Choosing the marketing major still keeps you open to other possibilities – what subjects you choose is up to you. Electives are available across the range of Commerce disciplines. With careful planning, you could complete a second major.
What can I combine with the marketing major? Second major options: Accounting (including accreditation), Economics, Finance, Management We do not recommend any particular Commerce major combinations – the choice depends on your career goals and interests. You can wait until second year to confirm your major, so you can take a little time to decide what you want to do.
What breadth subjects can I do? There is a wealth of study options available at the University. You can take all your breadth subjects in one discipline, or break them up to explore different interests. Note that some subject areas have study prerequisites, which you can discuss with a course adviser. Keep in mind that completing particular breadth subjects can lead to graduate study – another option for you to consider. Breadth subjects are available in these study areas: • Agriculture, animal studies, food science and veterinary science
• Language, literature and cultural studies
• Architecture, building and planning
• Law, legal studies and criminology
• Education, teaching and training
• Medicine, dentistry, health and welfare
• Engineering and geomatics • Environment and natural resources • Historical, philosophical, political and social studies • Information technology and systems
Graduate study for marketing majors The major in marketing is only the first step towards being a marketing specialist. You could further refine your skills – for marketing practice or a career in research – through graduate study. The Master of Commerce (Marketing), offered through Melbourne Business School, provides Commerce graduates with advanced studies in marketing. Students have the option to take one of two pathways: consulting or academic research. Students who choose the academic pathway will be required to undertake the academic thesis over two semesters. The program is designed for Commerce graduates who may be interested in progressing into the PhD program or pursuing a career in consulting, market research or strategy. www.mbs.unimelb.edu.au
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• Music • Performing and visual arts, theatre, film and television • Sciences and mathematics
Studying marketing as breadth
Can I do marketing subjects even if I’m not a Commerce student? Yes, you can. One of the cornerstones of Melbourne degrees is breadth studies – the opportunity for all students to take subjects from outside their major area of study. Breadth studies in marketing are available to students in the Bachelor of Arts, Biomedicine, Environments, Music or Science. If you would like to take marketing subjects, check the structure of your degree, have a look at prerequisites and consult with a course adviser. As a start, we recommend doing Principles of Marketing in first year. From there, you can mix and match subjects based on your interests, or complete a sequence of subjects – called a breadth track – to progressively build your marketing knowledge.
Marketing Communications and Branding Examine the value of desirable brands and the importance of effective communication with your customers. • Principles of Marketing OR Consumer Behaviour
Product marketing Build knowledge and skills to help you design offerings that provide valued customer experiences. • Principles of Marketing OR Consumer Behaviour • Product Management • Service and Relationship Marketing
• Brand Management • Advertising and Promotions
retail marketing Marketing Strategy Build knowledge and skills to help you develop effective marketing strategies in a globalised world.
Build knowledge and skills in how to effectively reach customers and build value with them. • Principles of Marketing OR Consumer Behaviour
• Principles of Marketing
• Retail Marketing
• Strategic Marketing
• Internet Marketing
• Global Marketing
Graduate study in marketing The Commerce major in marketing is the best way to build your leadership and persuasion skills early on, but it’s not the only way to acquire high-level marketing training. The Master of Management (Marketing), offered through Melbourne Business School, is ideal for non-Commerce graduates who want to pursue a career in marketing and communications. It is also a great option for Commerce students who wish to add marketing to their portfolio. The course enables graduates to develop, implement and control integrated marketing programs while working closely with managers in other functional areas. It focuses on the means by which organisations attract and retain customers, and covers many aspects of marketing – including marketing strategy, customer behaviour, service excellence, branding and international marketing. www.mbs.unimelb.edu.au
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www.bcom.unimelb.edu.au
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Marketing Undergraduate Information brochure Authorised by: Provost Published by: The Faculty of Business and Economics Photography: Joe Vittorio CRICOS Provider code: 00116K Intellectual Property: For further information refer to www.unimelb.edu.au/Statutes Copyright: Copyright University of Melbourne 2014. Copyright in this publication is owned by the University and no part of it may be reproduced without the permission of the University.
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