Why Study / Key Benefits

• Specialise in marketing while developing a broad foundation in business, management, economics, digitalisation and sustainability.
• Develop advanced marketing and managerial skills for strategic decision-making.
• Learn both traditional and digital marketing strategies.
• Study market research, consumer behaviour, marketing planning, brand promotion and data-informed marketing decisions.
• Develop skills in analytics management, digital and multi-channel marketing, interpersonal communication, marketing research, strategic planning and trend forecasting.
• Gain practical business and digital skills using contemporary platforms and tools.
• Build professional networks through industry experts, mentors and Swinburne's industry connections.
• Complete a mandatory 12-month paid professional work placement, gaining full-time industry experience while earning academic credit.
• The Bachelor of Business (Professional) is AACSB accredited, while the programme also participates in PRME.
• Swinburne describes the refreshed degree as focusing on hands-on business skills, industry connections and current digital platforms and tools.

Programme Structure and Subjects / Topics

The published 2026 indicative sequence contains the following study structure. Swinburne notes that unit availability and sequencing can change and that the sequence may vary according to advanced standing and exemptions.

Year 1 – Business foundation

100 credit points:

Semester 1:

• Financial Information for Decision Making — ACC10007
• Economics for Business Decision Making — ECO10005
• Business Digitalisation — INF10024
• Contemporary Management Principles — MGT10009

Semester 2:

• Business for Sustainability, Social Change and Impact — BUS10014
• Creative Mindset and Entrepreneurship — BUS10015
• Financial Statistics — FIN10002
• Marketing and the Consumer Experience — MKT10009

Each listed unit is 12.5 credit points.

Year 2 – Marketing specialisation

100 credit points:

Semester 1:

• Marketing Research and Analytics — MKT20019
• Integrated Marketing Communication — MKT20021
• 2 elective units

Semester 2:

• Consumer Behaviour — MKT20025
• Marketing and Innovation — MKT20031
• 2 elective units

Professional work placement

100 credit points:

• Work Experience in Industry A — WEI20001: 25 credit points
• Integrated Professional Placement A – Business — BUS20010: 25 credit points
• Work Experience in Industry B — WEI20002: 25 credit points
• Integrated Professional Placement B – Business — BUS20011: 25 credit points

The professional placement is a 12-month paid placement.

Year 4 – Advanced marketing and business

75 credit points:

Semester 1:

• Frontiers in Digital Marketing — MKT20032
• Marketing Insights — MKT30018
• 2 elective units

Semester 2:

• Marketing Strategy and Planning — MKT30016
• Business Consulting Project — BUS30032
• 2 elective units

Disciplines / Specialisations

The selected specialisation is Marketing.

The Bachelor of Business (Professional) currently provides a choice of majors including:

• Accounting
• Business Administration
• Business Analytics and Analysis
• Entrepreneurship
• Finance
• Human Resource Management
• Logistics and Supply Chain Management
• Management
• Marketing

Programme Highlights

• 4-year Bachelor of Business (Professional)
• Marketing major
• Hawthorn campus, Melbourne
• CRICOS code 095883G
• 375 credit points
• 12-month mandatory paid professional work placement
• 1,672–1,976 hours of professional placement, depending on placement duration
• Marketing research and analytics
• Integrated marketing communication
• Consumer behaviour
• Marketing and innovation
• Digital marketing
• Marketing insights
• Marketing strategy and planning
• Business consulting project
• Elective study options
• AACSB accreditation
• PRME participation
• Industry connections and mentoring opportunities.

Career Outcomes

Swinburne specifically identifies the following potential career opportunities for the Marketing major:

• Marketing specialist
• Market research manager
• Advertising consultant
• Brand manager
• Product manager

The skills developed through the major include:

• Analytics management
• Digital and multi-channel marketing
• Interpersonal skills
• Marketing research
• Strategic planning
• Trend forecasting

Latest Updates / Special Requirements

• The current 2027 intakes are 1 March 2027 and 2 August 2027.
• The course CRICOS code is 095883G.
• The programme requires a mandatory 12-month paid professional placement.
• Professional placement participation is subject to Swinburne's course rules and placement requirements. The course handbook states that professional placement involves a competitive selection process and specifies academic-progress requirements associated with placement.
• Students who are unsuccessful in securing a Professional Placement two months before Week 1 of their final semester can be subject to the course's academic-progress provisions.
• The published 2026 study sequence is indicative; unit offerings and sequencing may change.
• Specific placement employer, location and individual remuneration arrangements are not publicly specified – please confirm with IPU.
• International students studying in Australia on a Student visa must study full-time and on campus.

International Student Visa Requirements

International students studying this course in Australia generally apply for the Australian Student visa, subclass 500.

Key requirements include:

• A valid Confirmation of Enrolment (CoE) for the course.
• Overseas Student Health Cover (OSHC), unless an exemption applies.
• Genuine Student requirement.
• Meeting applicable health and character requirements.
• Meeting applicable financial-capacity requirements.
• Providing the documents required by the Department of Home Affairs.
• Complying with all visa conditions.