A marketing degree opens up job opportunities in the marketing field and beyond. Here are the best online marketing and digital marketing degrees in Australia.
You should consider a degree in marketing if you're solid with numbers and a good communicator. A grasp of psychology helps as well. Marketing professionals help businesses grow by reaching customers and convincing them to buy products.
A Bachelor of Business (Marketing) is the degree to go for if you haven't been to university before. If you have a degree already (any discipline), consider an online Master of Marketing program.
Further study options also exist. A graduate certificate is a way to learn marketing and perhaps get started on a masters. Specialist digital marketing degrees are available. And you can study marketing in the field of data analytics.
Bachelor of Marketing
A Bachelor of Business (Marketing) or Bachelor of Marketing is a general business degree. Along with marketing, you study subjects such as accounting, economics, finance and management.
The degree prepares you for almost any business career and advantages you in applying for marketing jobs. After graduating, you can develop marketing expertise through on-the-job training and a marketing masters.
Popular subjects in a bachelor program are consumer behaviour, marketing research, digital marketing and marketing strategy... READ MORE
Graduate Certificate in Marketing
If you have a degree (any discipline) or significant job experience, a Graduate Certificate in Marketing could be a good option. The course is quite short, often consisting of four (4) subjects from a 12-subject Master of Marketing.
You can do an online graduate certificate to test if marketing is for you and perhaps go on to get a masters. Alternatively, you can use the course to upskill, gaining general knowledge or digital marketing skills.
Courses may contain foundation units for a masters or let you choose subjects for yourself. You can do an online course while working full-time... READ MORE
Graduate Certificate in Digital Marketing (Beginner)
Some Graduate Certificate in Digital Marketing courses are designed for people with a non-marketing background. The courses are popular with professionals from areas such as journalism, sales management, and business management.
A foundations course in digital marketing may cover subjects such as consumer insights and customer-orientated marketing, before moving on to digital marketing methods.
Benefits from a beginner course include that you get to know the potential for digital marketing, gain insight into how to work with DM agencies, and lay foundations for further learning... READ MORE
Graduate Certificate in Digital Marketing
For those who just want to learn about digital marketing, specialist Graduate Certificate in Digital Marketing courses are available. To gain entry, you'll generally need to have a marketing background in the form of bachelor studies and/or professional experience.
Topics you may study could include digital customer behaviour, analytics-driven marketing, digital marketing technologies today, and digital marketing strategy.
Digital marketing is a big field, meaning you'll normally have to invest in further education and development after graduating to build genuine expertise... READ MORE
Masters in Marketing
A Masters in Marketing is a 12-subject professional degree for people who are serious about a career in the field. Classes are made up of a mixture of experienced marketers and those looking to start a marketing career.
Generally, marketing masters are quite comprehensive programs. You can expect to do some foundation, principles-based subjects. As well, you will have the opportunity to do advanced studies in areas of your choosing.
Accelerated online degrees can be completed in two years of part-time study. Essentially, you do a subject from start to finish every couple of months... READ MORE
Masters in Digital Marketing
Digital marketing is a large and growing field that calls for advanced, specialist skills. Hence, the popularity of Masters in Digital Marketing.
With this degree, you do in-depth learning of digital marketing concepts and gain the tools to be effective using online media. The program is ideal if you're keen to be a rapid technology adopter who is able to work independently.
Your learning won't be finished once your done due to the fast-evolving digital landscape. But you'll have enduring strategies and analytic skills that are hard to gain in other ways... READ MORE
Masters in Marketing Analytics
For marketers with strong maths skills, a Master of Analytics (Marketing) is a potentially lucrative education opportunity. Students develop analytics capabilities for extracting marketing insights from data.
Earning a Master of Analytics with a Marketing specialisation gives you a career advantage. Businesses need skilled analysts to produce and interpret statistical information. An ability to convert metrics into practical guidance for marketing strategy makes you valuable.
A 12-subject analytics masters can be completed online while you work full-time... READ MORE
Master of Business Administration
While a Master of Business Administration (MBA) is a general management program, you can also specialise in marketing. Alongside core business management subjects – such as accounting, economics, finance, organisational management, and leadership – you'll explore several marketing topics.
An MBA degree with a marketing specialisation is open to marketing professionals as well as those new to the field. You'll study marketing from a manager's perspective.
MBA (Marketing) graduates are well positioned for executive marketing roles, such as CMO, as well as general management positions... READ MORE
What You'll Study (Course Structure)
Marketing degrees and postgraduate courses vary in structure and content. A Bachelor of Marketing consists of 24 units or subjects, less than half of which may be about marketing. A Master of Marketing is typically 12 subjects, most or all with a strong marketing focus. Graduate certificate courses offer a sample of a master’s degree and are comprised of 4 subjects.
The difference between a marketing and a digital marketing degree may largely comes down to the proportion of digital marketing content. With a digital marketing degree, you’ll likely do more study on topics such as digital platforms, marketing analytics, and social media.
To give an idea of what you can study, here are example subject descriptions from different Australian marketing programs.
Bachelor of Marketing
The unit explores how to design, conceptualise and execute marketing campaigns digitally. Strong attention is given to methods unique to digital technologies and the network property of social media platforms. The subjects covers brand building, target audiences, public relations and online communications. The aim of the subject is for students to build a knowledgeable and intuitive understanding of the digital consumer journey.
Source: University of Sydney Bachelor of Commerce
This subject explores consumer behaviour basic concepts. Students develop an understanding of the overall consumer psychological processes and also a basic understanding of consumption decisions, consumer culture, and ethical and social responsibility issues in a consumer behaviour context. Throughout the subject, you are exposed to industry-based problems and situations that allow you to develop research, analytical and communication skills for future professional practice.
Source: UTS Bachelor of Business
This subject builds student knowledge of market and business research concepts. The unit explores the purpose, methods and uses of market business research; helps students to appreciate a 'users' and 'doers' viewpoint; and teaches you how to increase the managerial value of research for decision making. Topics include the statement of the research problem; study design; data collection tools and procedures; statistical data analysis methods such as multiple regression analysis; and how to interpret and use research findings.
Source: University of Melbourne Bachelor of Commerce
This study unit provides an overview of contemporary theory and practice of marketing communications. Included are components of advertising in the main media (television, print, radio, outdoor and cinema), sales promotions, personal selling and new media, such as online. The unit provides students with a solid theoretical and conceptual foundation. As well, students learn strategic and practical perspectives on marketing communications planning and application.
Source: University of Sydney Bachelor of Commerce
To thrive, organisations need to be responsive to the needs and wants of customers. This subject covers marketing principles with a focus on the customer. You learn the traditional 4P’s (Product, Price, Place and Promotion). Students also explore a consumer-based perspective on the marketing mix, including the 4 C’s of marketing – Consumer wants and needs, Cost, Convenience, and Communication. The subject also builds knowledge and skills in: analysing competitors, digital and non-digital communication, and strategies for generating customer value.
Source: UTS Bachelor of Business
The marketing of services presents unique challenges and also opportunities to enhance value to customers. A service has an intangible, heterogeneous nature and depends on service personnel for delivery. Strategies to respond to the challenges and opportunities are shown. Topics include: buyer behaviour for services; managing service environments; the vitalness of measuring service quality, consumer satisfaction, perceived value and loyalty; relationship marketing principles and practice; managing perishable services; how service personnel and customers impact on value creation; minimising stress for service personnel; quality failures, customer complaints and service recovery.
Source: University of Melbourne Bachelor of Commerce
A vital intangible asset of any organisation is the brand or portfolio of brands. Marketers employ internal and external communication approaches to convey the brand's value proposition and experience to key stakeholders and target customers. The basis for brand equity are the names, symbols and slogans, along with underlying associations, perceived quality, brand awareness and customer base. Most brands fail due to inadequate market research and analysis. The brand's core values must be articulated, with accurate positioning strategies and alignment between internal and external brand-building communication. This subject helps students to understand brand equity and management. You learn how to create, position, build and maintain brand equity.
Source: University of Sydney Bachelor of Commerce
Why do some companies perform better than others? This is the fundamental strategy question. This subject builds knowledge and skills to create and sustain higher performance in the marketplace based on market-led strategic management. Students examine strategic issues such as identifying opportunity, formulating strategy and implementation. There is seldom one right answer in a business scenario. But strong analytical skills deliver a much better set of potential answers than weak analysis. The subject develops competence to cultivate marketing within organisations as a strategic force and not just an operational department.
Source: UTS Bachelor of Business
Graduate Certificate in Marketing (or Digital Marketing)
Source: UTS Graduate Certificate in Marketing and Digital Strategy
Source: UTS Graduate Certificate in Digital Marketing
Source: RMIT Online Graduate Certificate in Marketing
Source: University of Tasmania Graduate Certificate in Marketing
Master of Marketing (or Digital Marketing)
Source: University of Tasmania Graduate Certificate in Marketing
Source: QUT Graduate Certificate in Business (Marketing)
Source: RMIT Online Master of Marketing
Consumer behaviour forms the cornerstone of marketing strategy, in turn becoming the focus of the business and managers. This subjects explores how to understand consumers and leverage that knowledge to improve business profitability. Marketers strive to develop more effective strategies to attract, reach and keep their customers. Strategy formulation relies on understanding how consumers are affected by both internal and external factors to the firm.
Source: QUT Graduate Certificate in Business (Marketing)
Source: RMIT Graduate Certificate in Digital Marketing Leadership
Source: RMIT Online Master of Marketing
Source: RMIT Online Master of Marketing
Source: UTS Master of Digital Marketing
Master of Marketing Analytics
Source: UNSW Master of Analytics (Marketing)
Source: UNSW Master of Analytics (Marketing)
Source: UNSW Master of Analytics (Marketing)
Source: UNSW Master of Analytics (Marketing)
Digital Marketing Degree
A digital marketing degree may be a good choice if you are especially interested in reaching customers online. Topics such as ecommerce, blogging, email campaigns, the online customer experience and social media marketing may be emphasised in a digital marketing degree.
But digital marketing should feature prominently in any good marketing course. There may not be a great difference between a degree with "digital marketing" in the title and one without. For any given program, you should check course details to see how well the degree meets your education goals.
Social media marketing degree
A social media marketing degree and digital marketing degree are essentially the same thing. Marketing instructors usually talk in terms of digital platforms, a term that refers to social media channels such as Facebook and Instagram but also covers apps like Spotify and Uber.
When you learn about social media marketing, the focus is generally on conceptual tools and skills that are long-lasting and transferable. The exact details of how to succeed with social media marketing are constantly changing along with the social media landscape.
Online Marketing Degree
An online marketing degree is a good choice if you lack the time, inclination or option to attend a campus. Every type of marketing degree is available online.
You can expect a high-quality learning experience with online study. The best marketing degrees are designed exclusively for online students and are great for working professionals.
The normal pattern of study is to do one subject at a time, with each unit completed over a 6-8 week teaching period. To keep you engaged, you can connect to classmates through online discussion forums, social media and other channels.
Learning Outcomes
Any degree in marketing prepares you to take on roles where you’re helping to sell a product. You’ll have insight into consumer behaviour, strategies and tools to reach a target audience, communication skills to inform and persuade, and business know-how to profit from marketing dollars spent.
Marketing use to be considered a field where, after learning key principles, the rest of your development could mostly happen on the job. But that’s increasingly not the case with technology advances and the sophistication of modern marketing.
Master’s degrees in Marketing, Digital Marketing and Marketing Analytics allow you to build skills and insights that put you ahead of other marketing professionals. For example, you can learn strategies for finding and understanding consumers using analytics. Marketing can be made more systematic and less hit-and-miss with what you learn from a modern online degree.
What Can You Do With a Marketing Degree?
A marketing or digital marketing degree gives a robust foundation for you to be employable and have a good career. The training is general and qualifies you for many business jobs.
The marketing industry itself is deep in terms of work opportunity. More than half a million Australians are employed in marketing and sales occupations. The largest categories are "Advertising, Public Relations & Sales Managers" and "Advertising & Marketing Professionals".
Marketing skills also allow you to work anywhere. Nearly every business or other organisation needs marketing to be noticed. Skills are highly transferable between entities and across industries.
Career Opportunities With a Marketing Degree
Graduates with a Bachelor of Marketing or Master of Marketing degree are typically employed in roles such as marketing manager, digital marketing manager, digital advertising manager, SEO specialist, content marketing specialist, brand manager, and social media manager.
To give you an idea of the career opportunities, here is a random selection of job ad summaries.
Job ad examples where a marketing degree is advantageous. Random sample.
Marketing and Communications Executive – Hilton
You will be responsible for the development of the marketing plan and activities to increase brand awareness, communicate promotions to target markets and address our hotels' business needs. Must be educated to college level and have experience in a similar marketing role.
Marketing Manager – CarNext Door
You will be responsible for developing and implementing a Search Engine Optimization strategy to build our site’s content. Must have a strong understanding of analysing and optimising websites to improve site structure, rankings and conversion.
Sales And Marketing Manager – Polite Social
You’ll handle outbound sales and marketing activities, enquiries, quotes, bookings and schedules with an organised, fastidious approach and excel at multitasking. Must have a passion for all things events and marketing and a Bachelor Degree or higher.
Brand Manager – Follow that Style
You need unique sales skills and an ability to build strong relationships with new and existing customers in order to increase sales revenue and sell through. Key responsibilities include account management and keeping up content on all social media.
Brand and Advertising Manager – Perpetual
The successful applicant will be responsible for delivering consistent messaging across all channels, whilst maximising effectiveness through regular data-driven insights and analysis. Marketing experience and familiarity with digital monitoring/reporting tools is desirable.
Brand Manager – Parmaleto
You will be responsible for building and implementing the brand strategy in the Cheese category. You must be degree-qualified with a genuine passion for marketing.
Digital Advertising Manager – Bolster
The dig ad manager will deliver successful campaigns and exceptional service to our clients. Skills and attributes required are an extensive knowledge of digital advertising systems and tools, a bachelor’s degree or higher and a love of music, entertainment and its industry.
Content Marketing Specialist – Medibank
You will be responsible for creating compelling and differentiating health, wellbeing and member content across a range of digital mediums such as web, video, social media, email and audio. Must have content production and distribution management skills including web publishing, social, email and SEO.
