Undergraduate information
Contents Where could the marketing major take you? 2 Bachelor of Commerce major in marketing 3 Careers in marketing 4 Studying the marketing major 5 Study options for marketing majors 6 Studying marketing as breadth 7 Contact us Back cover #1 in Australia #33 in the world Times Higher Education World University Rankings 2014 2015 WHERE COULD THE marketing MAJOR TAKE YOU? Jenny Lee Market research, GFK, Seoul Maya Dagan Manager, American Express, London Bronte Payne Trainee, Sony Pictures, New York Andrew Le Assistant, Carlisle Homes, Melbourne Carolyn Deller Doctoral candidate, Harvard Business School, Boston Nicholas Taylor Operations Director, Allume Energy, Melbourne Michelle Anson Senior Commercial Analyst, Qantas, Sydney 2
Bachelor of Commerce major in is about identifying and understanding customers and giving them a voice in informing business strategy. Effective marketing entails all the functions needed to design and deliver desirable offerings to customers, including research, planning, pricing, packaging, promotion, selling and distribution. Bachelor of Commerce graduates from the University of Melbourne are known for their perceptive understanding of business issues, skilful communication and strong leadership. Completing the marketing major leads to exciting career opportunities in a variety of industries, both in Australia and overseas. WHY CHOOSE MELBOURNE? Study at Australia s best university.q Learn from internationally renowned academics, and interact with some of the world s brightest students. Exciting student experience opportunities As part of your degree you can join a student club, volunteer in communities, travel overseas, and build your professional skills. Ranked 13th in the world for graduate employability W Our graduates are highly sought after, with three out of four employed within 4 months of graduating, and one in three continuing with full-time graduate study E. Generous scholarship opportunities The Faculty of Business and Economics offers a number of scholarships to domestic and international students commencing the Bachelor of Commerce. Additional scholarships and subject prizes are available to current students, so you have the opportunity to be rewarded for your hard work throughout your degree by one of Australia s most generous scholarship programs. Is the marketing major for me? Is the idea of representing your customers view to your organisation appealing to you? Does the thought of managing a brand, contributing to business strategy, or running a media campaign fill you with adrenaline? Then the marketing major is for you. What will I be learning? You will learn how to research and evaluate market opportunities for your organisation. We will teach you how to design and advertise effective products and brands to excite your customers. What knowledge and skills will I develop? At the end of your degree, you will have a solid understanding of key marketing tools and goals such as segmentation, positioning, service excellence, sustainable leadership, and customer value, satisfaction and loyalty. Q Times Higher Education World University Rankings 2015 W QS World University Rankings 2015 E The University of Melbourne Graduate Destination Survey 2014 You will also have developed strong written and verbal communication skills, strategic research and analysis skills, as well as engaging persuasion skills. You will be strong in planning, managing deadlines, multi-tasking and leading functional teams. 3
Careers in marketing Melbourne graduates are among the most employable in the world the University is ranked first in Australia and 13th globally for graduate employability. Q Our students enjoy excellent career outcomes including high starting salaries, outstanding job satisfaction and exceptional employment rates. WHERE DO marketing GRADUATES WORK? Some of our most recent graduates are now working at: A.C. Nielsen Thailand Accenture ANZ Banking Group Australia Post Australian Customs and Border Protection Service Bell Potter Securities Bottega Veneta, China Brown Hamilton Partners Cameron Harrison CBRE Citigroup China Clemenger BBDO Cochlear Ltd, China David Jones Deloitte Department of the Prime Minister and Cabinet Figureline, Malaysia Health Metrics Hilton Hotels & Resorts Investec Bank Kraft Foods Lander & Rogers Lend Lease Lion Mediabrands Medika Supplies, Malaysia Ministry of Education, Singapore National Institute of Economic and Industry Research Netbay Internet Newcrest Mining Oaktree Foundation Pitcher Partners QBE Insurance SAI Global Salmat Schnitz Franchising Swann Insurance Telstra The American Club, Singapore Treasury Wine Estates Unilever Westpac MARKETING CAREER OPPORTUNITIES Sample job titles Your first job Your next step Your future Account Executive Account Planner Campaign Specialist Communications Officer Content Producer Copywriter Creative Services Coordinator Customer Insights Analyst Events Coordinator Account Manager Brand Manager Business Development Manager Campaign Manager Category Manager Consumer Policy Adviser Customer Insights Manager Digital Communications Manager Digital Engagement Manager Digital Specialist Account Director Chief Executive Officer Chief Officer Coordinator Graduate Media Officer Media Planner Pricing Analyst Public Relations Coordinator Publications Coordinator Research Assistant Sales Executive Events Manager Key Account Manager Manager Research Consultant Strategy Consultant Media Buyer Public Relations Consultant Sales Manager Social Media Specialist Sponsorship Manager Communications Director Creative Director Director OUT OF THE CLASSROOM, INTO THE BOARDROOM Management Consulting is a semester-long subject that allows you to work on a project of strategic importance for a Melbourne-based client. You will be able to demonstrate your capabilities in the workplace and get a valuable head start on your career. Global Management Consulting is an intensive version of this subject, taken over two weeks overseas during the winter or summer break. Destinations include Hong Kong, Chile, Singapore, China, Thailand, Malaysia and India. Students have worked with clients in a range of industries and organisations, from large Australian and multinational companies to niche agencies and not-for-profit organisations. Past clients include KPMG, Deloitte, Ernst & Young, Macquarie Bank, Medibank, Telstra, kikki.k, UnitingCare, Channel 31, Melbourne Rebels and the Walt Disney Company. Q Times Higher Education World University Rankings 2014-2015 4
Studying the marketing major is essential to the success of any organisation, so graduates with solid marketing training are valuable assets. The major in marketing is an excellent choice, either as a single major or in combination with other disciplines. Bachelor of Commerce 24 subjects (usually 8 per year) Compulsory subjects 5 subjects to cover Business and Economics fundamentals Q SUBJECT OPTIONS IN MARKETING The Bachelor of Commerce major in marketing requires you to complete a sequence of at least four marketing subjects. It is designed to build progressively on your knowledge in the discipline and help you develop expertise in core marketing functions. Here are marketing subject options you can choose from: Introductory Microeconomics Introductory Macroeconomics Quantitative Methods 1 Laying the foundations Principles of Market and Business Research Market and Business ResearchW Organisational Behaviour Consumer Behaviour Brand Management Major and elective subjects 11-15 subjects to deepen your marketing knowledge All students are required to complete at least one major, but with careful planning, you can complete up to two majors. E You can also select a variety of electives from other Bachelor of Commerce disciplines. Breadth subjects 4-8 subjects from other disciplines Your choice of subjects from outside of the Commerce degree, to complement the marketing major or explore other interests. See page 6 for details. Q You need to complete a specified number of Bachelor of Commerce and breadth subjects at particular levels to meet Bachelor of Commerce degree requirements. Acquiring core skills Developing deeper knowledge Learning through practice Strategic Internet Business Ethics Advertising and Promotions Product Management Neuromarketing Retail Management Service and Relationship Management Consulting Global Entrepreneurial Business Case Analysis Global Management Consulting W There is a choice of Level-2 subjects available to fulfil the quantitative requirement for the degree. Make sure that your subject choices satisfy prerequisites for future subjects you would like to take. E To complete the marketing major, you need to take at least three Level-3 subjects in the discipline. 5
Study options for marketing majors The Bachelor of Commerce degree is extremely flexible and is designed to help you explore your interests. Choosing the marketing major still keeps you open to other possibilities what subjects you choose is up to you. Electives are available across the range of Bachelor of Commerce disciplines. With careful planning, you could complete a second major. WHAT CAN I COMBINE WITH THE marketing MAJOR? Second major options: Accounting (including accreditation), Economics, Finance, Management We do not recommend any particular combinations the choice depends on your interests and career goals. You can wait until second year to decide which discipline you wish to double major in. WHAT BREADTH SUBJECTS CAN I DO? There is a wealth of study options available at the University. You can take all your breadth subjects in one discipline, or break them up to explore different interests. Keep in mind that some subject areas have prerequisites, and completing particular breadth subjects can lead to graduate study. Breadth subjects are available in these study areas: Agriculture, animal studies, food science and veterinary science Architecture, building and planning Education, teaching and training Engineering and geomatics Environment and natural resources Historical, philosophical, political and social studies Information technology and systems Language, literature and cultural studies Law, legal studies and criminology Medicine, dentistry, health and welfare Music Performing and visual arts, theatre, film and television Sciences and mathematics What I loved about the University of Melbourne was the extensive range of subjects I could take in multiple disciplines across faculties as part of the Breadth program. The highlights for me were the Screen and Culture subjects I took in the Faculty of Arts and the Victorian College of the Arts, which allowed me to indulge my creative interests. Bronte Payne, major in and Finance - now working as Trainee at Sony Pictures, New York. GRADUATE STUDY FOR MARKETING MAJORS The major in marketing is only the first step towards becoming a marketing specialist. You could further refine your skills for marketing practice or a career in research through graduate study. The Master of Commerce (), offered through Melbourne Business School, provides Bachelor of Commerce graduates with advanced studies in marketing. Students have the option to take one of two pathways: academic research or consulting. Students who choose the academic research pathway will be required to undertake the academic thesis over two semesters. The program is designed for Bachelor of Commerce graduates who may be interested in progressing into the doctoral program, or pursuing a career in consulting, market research or strategy. FIND OUT MORE mbs.unimelb.edu.au 6
Studying marketing as breadth Can I do marketing subjects even if I m not a Bachelor of Commerce student? Yes, you can. One of the cornerstones of Melbourne degrees is breadth studies the opportunity for all students to take subjects from outside their major area of study. Breadth studies in marketing are available to students in the Bachelor of Arts, Bachelor of Biomedicine, Bachelor of Environments, Bachelor of Music or Bachelor of Science. If you would like to take some marketing subjects, check the structure of your degree and check any individual subject prerequisites. As a start, we recommend doing Principles of in first year. From there, you can mix and match subjects based on your interests, or complete a sequence of subjects called a breadth track to progressively build your marketing knowledge. GRADUATE STUDY FOR NON-MARKETING MAJORS The Bachelor of Commerce major in marketing is the best way to build your leadership and persuasion skills early on, but it s not the only way to acquire high-level marketing training. The Master of Management () offered through Melbourne Business School is ideal for non-bachelor of Commerce graduates who want to pursue a career in marketing and communications. It is also a great option for Bachelor of Commerce graduates who wish to add marketing to their portfolio.the course enables graduates to develop, implement and control integrated marketing programs while working closely with managers in other functional areas. It focuses on the means by which organisations attract and retain customers, and covers many aspects of marketing including marketing strategy, customer behaviour, service excellence, branding and international marketing. FIND OUT MORE mbs.unimelb.edu.au MARKETING COMMUNICATIONS AND BRANDING Examine the value of desirable brands and the importance of effective communication with your customers. Principles of OR Consumer Behaviour Brand Management Advertising and Promotions MARKETING STRATEGY Build knowledge and skills to help you develop effective marketing strategies in a globalised world. Principles of Strategic Global PRODUCT MARKETING Build knowledge and skills to help you design offerings that provide valued customer experiences. Principles of OR Consumer Behaviour Product Management Service and Relationship Retail. Build knowledge and skills in how to effectively reach customers and build value with them. Principles of OR Consumer Behaviour Retail Internet As part of the Management Consulting subject I was assigned to a real client, and was able to gain real-life industry experience working in a team. Aya Haruyama, major in and Finance 7
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