Marketing

Marketing is a pervasive element in modern society and is increasingly vital to the success of private and public sector organisations. By studying marketing, you will learn how to communicate value to consumers, and examine the strategies for successful marketing. The marketing major develops your critical and analytical thinking, team building, presentation and pitching skills as well as problem-solving skills. Study in Marketing provides knowledge about consumer behaviour and purchase decision making, integrating theory and practice from many branches of the social sciences.

Options for studying Marketing

Marketing can be either completed as a major or minor (Table A) in the following degrees: Bachelor of Commerce, Bachelor of Commerce and Bachelor of Advanced Studies, Bachelor of Commerce and Bachelor of Laws, Bachelor of Engineering (Honours) and Bachelor of Commerce and Bachelor of Advanced Computing and Bachelor of Commerce.

The Marketing major and minor are also available to students not enrolled in a Commerce degree through the shared pool (Table S) - see the Interdisciplinary Studies Handbook for details.

Please note. Students cannot complete both a major and a minor in Marketing for their degree.

Pathways through the major and minor

The requirements for a major/minor in Marketing are spread out over three years of the degree (possibly four years if students are completing a combined Bachelor of Advanced Studies degree).

(i) Marketing major

To achieve a major in Marketing, students must complete 48 credit points comprising:

  • 12 credit points of 1000-level core units of study;
  • 12 credit points of 2000-level core units of study;
  • 6 credit points of 3000-level core units of study; and
  • 18 credit points of 3000-level selective units of study.

A sample pathway for the Marketing major (over three years of a degree) is listed below.

Please Note. This sample progression is meant as an example only. Depending on unit prerequisites, students may be able to complete these units in a different sequence to that displayed in this table.

Year Session Units of study
First Semester 1 Core: MKTG1001 Marketing Principles
Semester 2 Core: MKTG1002 Marketing Research
Second Semester 1 Core: MKTG2113 Marketing Insights
Semester 2 Core: MKTG2112 Consumer Behaviour
Third Semester 1 Selective: 3000-level unit listed for major Selective: 3000-level unit listed for major
Semester 2 Core: MKTG3600 Marketing in Practice** Selective: 3000-level unit listed for major

** Capstone unit for major – completed in final semester of study

For details of the core and selective units of study required for the major or minor please refer to the Marketing section of the unit of study table, Table A, in this handbook.

(ii) Marketing minor

To achieve a minor in Marketing, students must complete 36 credit points comprising:

  • 12 credit points of 1000-level units of study;
  • 12 credit points of 2000-level units of study; and
  • 12 credit points of 3000-level units of selective units of study.

A sample pathway for the Marketing minor (over three years of a degree) is listed below.

Please Note. This sample progression is meant as an example only. Depending on unit prerequisites, students may be able to complete these units in a different sequence to that displayed in this table.

Year Session Units of study
First Semester 1 Core: MKTG1001 Marketing Principles
Semester 2 Core: MKTG1002 Marketing Research
Second Semester 1 Core: MKTG2113 Marketing Insights
Semester 2 Core: MKTG2112 Consumer Behaviour
Third Semester 1 Selective: 3000-level unit listed for minor
Semester 2 Selective: 3000-level unit listed for minor

For details of the core and selective units of study required for the major or minor please refer to the Marketing section of the unit of study table, Table A, in this handbook.

Students can also refer to the Business School website for progression examples for specific major/minor combinations for their degree.

Honours

Students enrolled in the Bachelor of Commerce and Bachelor of Advanced studies who complete a major in Marketing with a weighted average mark of 70% (within the first three years of their degree) may be eligible to complete honours in Marketing as their fourth year of study in this combined degree program. Students will need to have completed any requirements of their degree not satisfied with the completion of honours (including both majors, all core units, all Open Learning Environment units, and any elective units as necessary to ensure they meet degree requirements) by the end of their third year of study to proceed to honours in their fourth year of study.

For details about the requirements for admission to honours and the structure of the honours program, please refer to Business School Honours.

Learning Outcomes

On successful completion of the Marketing major students will be able to:

No. Mid-Level Learning Outcomes
1 Identify and explain key principles in the field of marketing.
2 Distinguish and apply various marketing tools and frameworks to conduct market needs and environmental analysis, to inform strategic decision making and problem solving.
3 Professionally communicate and justify ideas and strategic recommendations to a range of audiences.
4 Analyse and synthesise information through primary and secondary research  to generate relevant market and consumer insights to solve marketing problems.
5 Apply creative and strategic techniques to develop new insights, product and market ideas.
6 Demonstrate respect for cultural differences in the application of relevant marketing strategies to diverse markets and solving different problems.
7 Effectively collaborate with others, contribute and discuss different opinions in verbal, written and group contexts.

Further information

For further information regarding study in marketing at the University of Sydney, please refer to the Discipline of Marketing.