The major in Marketing combines aspects of economics, commerce, psychology, sociology and statistical analysis in the assessment of market behaviour and the development of appropriate business responses.

Application of knowledge and skills

Graduates with a marketing major will demonstrate the application of knowledge and skills:

• with judgment, planning, and problem solving in scholarship, practice;
• to adapt marketing knowledge, solve marketing problems, and apply appropriate decision making techniques; and,
• to seek further marketing learning and insight through their own learning and professional practice, and professional development.

- Marketing coordinator

Uses skills in market research, product design and pricing, promotions and distribution networks to identify and meet consumer and organisational needs.  Also prepares budgets, marketing plans and strategies.

- Advertising executive

Collaborates with organisational executives and possibly external agencies to develop advertising strategies and to create and promote a company product or image.  Usually prepares budgets, develops promotional and sales support materials, and may be responsible for directing a team of specialist staff.

- E-commerce marketing manager

Coordinates and develops the marketing activities of a company over the internet, email and other electronic media, including online promotion, sales and communication.

- Public relations

Plans, develops, puts into place and evaluates information and communication strategies that position an organisation to the public, clients, and other stakeholders and promotes good information flows within the organisation.

- Marketing researcher

Collects and analyses qualitative and/or quantitative information essential in assisting marketing decisions, and can help determine whether a demand exists for a particular product or service.

- Sales manager

Plans and coordinates the activities of a sales team, controls product distribution, monitors budget achievement, trains and motivates personnel, and prepares forecasts.

- Business development manager

Emphasises the development of new business opportunities and client relationships, often required to source opportunities and secure business autonomously. This role varies from industry to industry and can offer opportunities both locally and internationally.

- Marketing communications specialist

Usually responsible for a variety of marketing functions including advertising strategy, design and placement, market research projects, sales promotions and product/service publicity including media relations. Collaborates with senior management and other specialist staff to initiate, develop and implement marketing plans to meet strategic goals set by the organisation.

Learning Outcomes

1. Critically review, analyse, consolidate and explore marketing knowledge, and insights into marketing applications through evidence led decisions and market driven data;
2. Demonstrate an understanding of the fundamental applications of marketing with technical analysis, cognitive insight and strategic creativity;
3. Exercise critical thinking, creative problem solving and evidence led judgement in recognising, and address marketing problems through research, independent insight and statistical analysis;
4. Present concise and coherent exposition of marketing knowledge, and to convey marketing ideas in an appropriate language for business audiences.