This area of study entry applies to students commencing this course in 2019
and should be read in conjunction with the relevant course entry in the Handbook.
Any units listed for this area of study relate only to the 'Requirements' outlined
in the component of any bachelors double degrees.
Unit codes that are not linked to their entry in the Handbook are not available for study in the current year.
Faculty of Business and Economics
Marketing is about more than just sales or advertising - it's actually a dynamic, complex activity that requires excellent communications skills and focuses on providing value to both organisations and consumers. This major prepares you for the increasingly dynamic business environment, and ensures that you have the knowledge and skills to thrive in an ever-changing industry. You'll learn to draw upon marketing theory to create top-level marketing strategies and contribute to contemporary marketing challenges. Majoring in marketing and communications provides you with valuable marketing insights and key communication skills that can be used in any part of any organisation, and will equip you with skills for the broadest possible spectrum of roles.
Marketing and communications is listed in the Bachelor of Business Administration at Peninsula as a major or minor.
In addition to achieving the broad outcomes of their course, students successfully completing this major will be able to:
- have the requisite knowledge and ability to use marketing concepts, tools, and techniques to address marketing-related issues across a range of organisational contexts.
Major requirements (48 points)
No more than 12 points at level 1 may be credited to a major and at least 18 points must be credited to the major at level 3.
- The following six units (36 points):
- MKB1700 Fundamentals of marketing
- MKB2703 Consumer psychology
- MKB2704 Consumer orientated marketing communications
- MKB2705 Research methods and analysis
- MKB3803 Stakeholder marketing
- MKB3804 Strategic marketing in social contexts
- Two units (12 points) from the following:
- MKB2706 Brand and product management
- MKB3801 Sales and distribution
- MKB3802 Professional services marketing
Minor requirements (24 points)
No more than 12 points at level 1 may be credited towards the minor.
- any four units (24 points) from the major, offered at the Peninsula campus, with at least two units (12 points) at level 2 or 3.
Successful completion of the major or minor can be counted towards meeting the requirements for the following single degree:
- B2007 Bachelor of Business Administration
Students in this course can complete the minor using 24 points of their free electives.*
Students in other single bachelor's degrees may be eligible to complete the minor or major by using 24 or 48 points of their free electives.
Successful completion of the major can be counted towards meeting the requirements for the Bachelor of Business Administration component in the following double degree:
- B2045 Bachelor of Business Administration and Bachelor of Media Communication
- B2046 Bachelor of Business Administration and Bachelor of Arts