Marketing plays a pivotal role in business strategy and is in a constant state of evolution. Successful brands such as Google, Apple and Cadbury rely heavily on marketing programs to ensure they stay in front of competitors and in the minds of customers.

Marketing creates value—for customers, shareholders and society as a whole. It does this by creating an alignment between what consumers value and what organisations offer. It provides techniques that help firms to better understand the needs, preferences and perceptions of their customers (a prerequisite to adding value to them) and ways of using that understanding to focus the value-creating and communicating activities of the firm into areas where they will be most effective.

You will gain a thorough understanding of the marketing mix, from products and services to the not-for-profit area of business. You will learn about the fast-changing world of eMarketing and integrated marketing communications through the use of case studies from industry. You will learn how to analyse consumer behaviour and use market research.

You will apply your knowledge of marketing principles to industry-focused, real-world scenarios, allowing you to learn strategic marketing concepts such as brand portfolio, segmentation and positioning strategies, as well as operational marketing.

You will have the opportunity to test your skills and knowledge in a simulated environment and take a marketing plan from concept to implementation. With a team, you will create a real product, and devise and implement a detailed marketing plan and sell your product to other students at market days.

Real-world learning

QUT's marketing major builds from a first-year unit introducing basic elements of the discipline to units developing knowledge in marketing research, management and communication, to units focussed on special applications such as eMarketing, services marketing and international marketing.

Tools such as market and consumer research, product design, promotional, pricing and distribution strategies will be studied to give a depth of understanding of marketing.

Work placement opportunities in consultancies, corporate settings, government and community groups are available. You’ll also have access to events run by professional bodies such as the Australian Marketing Institute, and opportunities to create your own career networks.

In the capstone unit, Strategic Marketing, you will develop skills in implementing strategic marketing decisions in specific business situations. Over the course you will also develop the ability to integrate marketing and other business functions.

Career outcomes

QUT has been a leader in marketing education for more than 20 years, and our graduates are marketing professionals working in a range of careers locally and internationally, including:

business development manager
marketing communications officer
market research
product manager
account executive
organisational communication specialist.

Our graduates work in a very wide range of roles and industries from the marketing departments of large firms to small businesses, consultancies and not-for-profit organisations.

Possible careers

Account Executive
Computer Salesperson/Marketer
Creative Writer
Government Officer
Market Research Manager
Marketing Officer/Manager
Organisational Communication Specialist
Publishing Professional
Sales Person