University of Adelaide

What you'll study

The program combines core marketing theory with communication practice to give students a broad foundation in how organisations create, deliver and communicate value. Typical topics include marketing principles, consumer behaviour, marketing research, branding and product management, advertising and campaign development, public relations and reputation management, and digital and social media marketing. Students study quantitative and qualitative research methods, marketing analytics and data-driven decision making, as well as strategic communication planning and ethics.

Study structure is driven by a mix of compulsory core units, discipline electives and professional skills subjects. Common learning activities include case studies, group projects, industry briefs, simulated campaigns and a capstone project or industry placement that applies marketing and communication theory to real-world problems. Optional majors or elective streams often allow specialisation in areas such as digital marketing, advertising, public relations, marketing analytics or international marketing.

Entry requirements

Admission is open to domestic applicants who have completed a secondary school qualification or recognised equivalent. The University of Adelaide also considers applications from mature-age applicants, vocational education pathways and those with relevant work experience. International applicants must hold an equivalent secondary qualification from their home country and demonstrate English language proficiency through a recognised test or qualification.

Prerequisites vary depending on the applicant’s background; while there are typically no strict subject prerequisites beyond general university entry, strong communication skills and a basic numeracy background are recommended. Applicants with prior tertiary study may be eligible for admission on the basis of previous academic results and may receive credit for comparable units.

Career prospects

Graduates are prepared for a wide range of roles in commercial, government and not-for-profit sectors. Common career paths include marketing coordinator or executive, brand manager, digital marketing specialist, social media strategist, advertising account executive, public relations officer, communications adviser, and market researcher. The analytical and communication skills gained also support careers in sales, business development, consultancy and entrepreneurship.

Many graduates progress to postgraduate study in marketing, communication, business or related disciplines, or complete professional certifications in areas such as digital advertising, analytics and public relations to enhance specialised career prospects.

Why study at University of Adelaide

The University of Adelaide offers this program within a research-active environment with strong links to industry across South Australia and nationally. Students benefit from practical, industry-relevant teaching, opportunities for work-integrated learning and access to professional networks that help transition theory into practice. Small-group learning, engagement with real client briefs and opportunities for interdisciplinary study broaden employability.

Studying in Adelaide gives access to a diverse business ecosystem, from marketing agencies and start-ups to government and large corporate employers, creating local placement and project opportunities. The university also provides student support services, career development programs and opportunities to undertake exchange or short-term international study to expand global perspectives in marketing and communication.