Bachelor of Arts/ Bachelor of Business
with a major in Marketing – Blended learning – on-campus and digital learning
Selected major: Marketing
Marketing is so much more than selling products and services to customers; it’s about finding innovative ways to bring value and meaning to your customers with the aim of strengthening brand loyalty, as well as increasing sales.
In this major, you'll develop the advanced marketing and managerial skills needed to think strategically and succeed in this exciting industry.
You’ll learn how to deploy traditional and digital marketing stategies, research the market, understand consumer behaviour, logically design a marketing plan, promote a brand, and use data to inform marketing decisions that deliver the integrated marketing strategies.
Employment in the marketing sector has experienced strong growth and according to joboutlook.gov.au this is expected to continue.
Majors for Bachelor of Arts:
Climate and Social JusticeCriminologyEthics and TechnologyIndigenous StudiesPerspectives on Globalisation Politics, Power and TechnologyProfessional and Creative Writing Screen Studies and Popular CultureMajors for Bachelor of Business:
AccountingAccounting and FinanceAccounting and Financial Planning Business AdministrationBusiness Analytics and AnalysisEntrepreneurship and InnovationFinanceFinancial PlanningHuman Resource ManagementLogistics and Supply Chain ManagementManagementMarketingSports ManagementWith a double degree in a Bachelor of Arts/ Bachelor of Business you’ll be set to become a well-rounded businessperson who understands what’s good for the world.
Build your business, management, and operations knowledge so you’re ready to make your mark on the business world. Then go deeper, hone your critical thinking and communication skill set as you explore key global social, economic and cultural issues impacting the operation of contemporary society.
With this combination of degrees - you'll be rich in transferable skills essential for the future workforce. You’ll learn how to become an entrepreneurial thinker and innovator and find a wealth of diverse career opportunities across corporations, government and not-for-profits, to small business and startups.
Build up your résumé with real industry experience with our Work Integrated Learning programs, guaranteed on all our bachelor degrees including placements, internships or industry-linked projects.
Start dates
Hawthorn campus
- Semester 1 - 26 February 2024
- Semester 2 - 29 July 2024
VTAC codes
- 3400210121 (CSP)
- 3400210123 (IFP)
Swinburne students work with ACMI
Swinburne’s Bachelor of Arts students created new experiences called Constellations for the Australian Centre for the Moving Image (ACMI) visitors as part of its $40 million transformation.
The Constellation is a large-scale, data-driven exhibit that connects visitors to films, TV series, artworks and video games outside ACMI.
As ACMI’s Major Academic Partner, Swinburne supports the Swinburne Studio – an available to hire multi-purpose function space – home for ACMI’s many diverse festivals and events, as well as a programming collaboration space between the two organisations.
Course details
- Course structure, work integrated learning, career opportunities and professional recognition.
Course structure
Successful completion of the Bachelor of Arts/ Bachelor of Business requires students to complete units of study to the value of 400 credit points. All units of study are valued at 12.5 credit points unless otherwise stated.
View course rules and special requirements
| Units | Unit codes | Credit points |
|---|---|---|
| Financial Information for Decision Making | ACC10007 | 12.5 |
| Technology and Society | ART10002 | 12.5 |
| Innovative Business Practice | BUS10012 | 12.5 |
| Economics for Business Decision Making | ECO10005 | 12.5 |
| Business Digitalisation | INF10024 | 12.5 |
| Contemporary Management Principles | MGT10009 | 12.5 |
| Marketing and the Consumer Experience | MKT10009 | 12.5 |
| Skills and Strategies for Social Change * | ART20003 | 12.5 |
| Changemakers in Action * | ART30004 | 12.5 |
| Arts Internship * | ART30005 | 12.5 |
| Sustainable Business Practice * | BUS30031 | 12.5 |
| Industry Consulting Project * | BUS30032 | 12.5 |
*Outcome unit – completion demonstrates the attainment of course learning outcomes
+
+
Selected major: Marketing
Marketing is so much more than selling products and services to customers; it’s about finding innovative ways to bring value and meaning to your customers with the aim of strengthening brand loyalty, as well as increasing sales.
In this major, you'll develop the advanced marketing and managerial skills needed to think strategically and succeed in this exciting industry.
You’ll learn how to deploy traditional and digital marketing stategies, research the market, understand consumer behaviour, logically design a marketing plan, promote a brand, and use data to inform marketing decisions that deliver the integrated marketing strategies.
Employment in the marketing sector has experienced strong growth and according to joboutlook.gov.au this is expected to continue.
| Units | Unit codes | Credit points |
|---|---|---|
| Marketing Research and Analytics * | MKT20019 | 12.5 |
| Integrated Marketing Communication | MKT20021 | 12.5 |
| Consumer Behaviour | MKT20025 | 12.5 |
| Marketing and Innovation | MKT20031 | 12.5 |
| Frontiers in Digital Marketing | MKT20032 | 12.5 |
| Marketing Strategy and Planning * | MKT30016 | 12.5 |
| Innovative Branding * | MKT30017 | 12.5 |
| Marketing Insights * | MKT30018 | 12.5 |
*Outcome unit – completion demonstrates the attainment of course learning outcomes
+
Other studies
4 units (50 credit points)
Choose from a combination of the following course components to complete 50 credit points of other study. Students may also select elective units (12.5 credit points each).
Work Integrated Learning
Swinburne's Work Integrated Learning program provides additional opportunities for you to gain valuable skills and real industry experience in the form of placements, internships or study tours - all while earning credit towards your degree.
Choose a Work Integrated Learning option:
You'll get paid to work in an area related to your field of study for 12 months, where you'll combine hands-on learning with academic submissions, workplace reflection and feedback from your host organisation. Most students undertake their placements in the third year of their degree, so you’ll want to map out your electives as soon as you can and register for a placement at least 6 months before your preferred start date.
The Professional Placement co-major has four 25 credit point units.
Professional Placement in Business
| Units | Unit codes | Credit points |
|---|---|---|
| Work Experience in Industry A | WEI20001 | 25 |
| Integrated Professional Placement A | BUS20010 | 25 |
| Work Experience in Industry B | WEI20002 | 25 |
| Integrated Professional Placement B | BUS20011 | 25 |
Professional Placement in Humanities
| Units | Unit codes | Credit points |
|---|---|---|
| Work Experience in Industry A | WEI20001 | 25 |
| Integrated Professional Placement A - Humanities | SOC20018 | 25 |
| Work Experience in Industry B | WEI20002 | 25 |
| Integrated Professional Placement B - Humanities | SOC20019 | 25 |
You'll get paid to work in an area related to your field of study for 6 months, where you'll combine hands-on learning with academic submissions, workplace reflection and feedback from your host organisation. Most students undertake their placements in the third year of their degree, so you’ll want to map out your electives as soon as you can and register for a placement at least 6 months before your preferred start date.
The Professional Placement minor has two 25 credit point units.
Professional Placement in Business
| Units | Unit codes | Credit points |
|---|---|---|
| Work Experience in Industry A | WEI20001 | 25 |
| Integrated Professional Placement A - Business | BUS20010 | 25 |
Professional Placement in Humanities
| Units | Unit codes | Credit points |
|---|---|---|
| Work Experience in Industry A | WEI20001 | 25 |
| Integrated Professional Placement A - Humanities | SOC20018 | 25 |
A Professional Internship is all about gaining valuable real-world skills in your area of study all while earning credit points towards your degree. Plus, it looks great on your CV as it shows you’ve had real industry experience before you’ve even graduated!
You might choose to complete your internship part-time over a semester or in a more intensive block during Summer or Winter terms.
Travel overseas, discover other cultures, enrich your professional experience and enhance your CV all while gaining credit towards your course.
- Full-time study: 100 credit points/eight standard units of study per year
- Part-time study: 50 credit points/four standard units of study per year
- One credit point is equivalent to one hour of study per week per semester (including contact hours and private study)
- See the course planner for an example degree structure
Course learning outcomes
Upon successful completion of the Bachelor of Arts/ Bachelor of Business, graduates will be able to:
- systematically review and critically evaluate research from a variety of sources to inform their knowledge and conceptual understandings in the humanities and/or social sciences
- Formulate arguments that are fit for purpose and demonstrate an understanding of the relevant theories and evidence in their areas of expertise
- critically analyse information to generate creative solutions to solve complex problems in the area of humanities and/or social sciences, and understand the importance of inter-disciplinarity for generating solutions
- Define and integrate theoretical principles and apply these in their areas of expertise
- apply knowledge and skills with responsibility and accountability for their own learning and practice, individually and in collaboration with others
- interpret and communicate ideas, problems and arguments in modes suitable to a range of audiences using a range of media
- coherently articulate a line of reasoning demonstrating cultural sensitivity and apply a framework to
- analyse and offer solutions to ethical dilemmas in local and international contexts.
- define and integrate theoretical principles applicable to a business discipline and apply those principles in a range of practices.
- systematically review and critically evaluate research from a variety of sources in order to make informed judgements on options for innovatively solving a range of problems that arise in business contexts.
- formulate creative solutions that are fit for purpose and demonstrate cognisance of the impact of business decisions on the environment, economy and society.
- coherently articulate a line of reasoning demonstrating cultural sensitivity and apply a framework to analyse and offer solutions to ethical dilemmas.
- communicate a range of business arguments by evaluating and implementing alternative communication strategies as appropriate to the audience.
- build on and continuously develop the intellectual independence to be critical and reflective learners, cognisant of new technologies.
- work collaboratively in diverse groups.
Career opportunities
There are countless career opportunities with the Arts/Business double degree combination.
You’ll graduate equipped with a strong set of practical and transferable skills relevant to a broad range of industry sectors and career outcomes.
This double degree combination can strengthen career outcomes in areas such as business communication, engagement, international business, government relations, public affairs, and helping businesses develop strategies and action around issues such as ethical behaviour and products, diversity and climate change.
Depending on your selected areas of study, you may choose to find employment in advocacy, accountancy, advertising, anti-corruption, banking, business administration, business information systems, business analysis, consumer protection, community development, corrections, cultural services, data analytics, the entertainment industry, entrepreneurship, finance, financial planning, government, human rights, human resources, investment, media and communication, NGO/aid work, marketing, , public affairs, risk management, sporting organisations, supply chain and logistics, unions, writing, and youth work.
Your career may commence with a graduate program or begin with roles such as: administrator, advocate, executive, consultant, content creator, officer, executive officer, coordinator, analyst, assessor, advisor, correspondent, writer, or researcher.
Alternatively, you may continue onto postgraduate study such as teaching, business, research, media and communication, or writing.
Professional recognition
As a Bachelor of Business graduate with a major in:
The Accounting or Accounting and Finance majors: You may be eligible to apply for membership of CPA Australia (CPAA), Chartered Accountants Australia and New Zealand (CAANZ), the Association ofChartered Certified Accountants (ACCA) or the Institute of Public Accountants (IPA).
The Finance major: is recognised under the CFA Institute Affiliated University. The course covers at least 70% of Level 1 of the CFA program Candidate Body of Knowledge (CBOK) placing emphasis on the CFA Institute Codes of Ethics and Standards of Practice. This recognition signals to students, employers and the marketplace that Swinburne’s curriculum is closely tied to professional practice and is well suited to preparing you for employment in the finance and investment industry, and for sitting the CFA examination. Students of the Finance major may be eligible for CFA Program Student Scholarships.
The Human Resource Management: is accredited by the Australian HR Institute (AHRI). Accreditation is reviewed every three years by the AHRI National Accreditation Committee. Students applying for this course can be assured that the quality of core units map onto the AHRI Model of Excellence for HR Practitioners and Academics, a recognised benchmark of HR best practice and standards.
Fees
Find out more about fees.
AACSB Accreditation
Swinburne business degrees are accredited by the Association to Advance Collegiate Schools of Business (AACSB) International. The alumni of AACSB accredited business schools are among the world’s most influential leaders, innovators, and entrepreneurs impacting business, government, and non-profit sectors. Only five per cent of business schools worldwide are AACSB accredited.
Begin your path to Chartered Financial Analyst®
Swinburne's Bachelor of Business and Bachelor of Business (Professional) with major in Finance together with Master of Finance incorporates at least 70 percent of the CFA Program Candidate Body of Knowledge (CBOK) and emphasises CFA Institute Code of Ethics and Standards of Practice.
Students of these programs have a head start to obtain the Chartered Financial Analyst® designation and selected students of these programs may receive CFA scholarships.
HR Professional Recognition
Swinburne's Bachelor of Business with a major in Human Resource Management has met the criteria for course accreditation and is currently accredited by the Australian HR Institute (AHRI).
Accreditation is reviewed every three years by the AHRI National Accreditation Committee.
Students applying for this course can be assured that the quality of core units map onto the AHRI Model of Excellence for HR Practitioners and Academics, a recognised benchmark of HR best practice and standards.
Scholarships
At Swinburne scholarships are about providing opportunity, promoting equity and recognising excellence and achievement. Scholarships are available for both commencing and current students.
How to enter this course
- Entry requirements, credit transfer and recognition of prior learning.
How to apply
Find out more about how to apply.
View the Course Admission Information, which includes the ATAR and Student profiles for this course. Swinburne’s general admissions information is also available here.