University of Adelaide

What you'll study

This program blends foundational business subjects with focused marketing and communication units. In the early stages you study core business disciplines such as accounting, economics, business law and organisational behaviour to build commercial literacy. Marketing and communication-specific topics typically include Principles of Marketing, Consumer Behaviour, Marketing Research, Advertising and Promotion, Brand Management, Public Relations and Strategic Communication.

There is a strong contemporary emphasis on digital and data-driven practice with units in Digital Marketing, Social Media Strategy, Marketing Analytics and CRM. Many students complete a capstone or industry project in their final year that integrates strategy, research and campaign planning. Electives allow you to tailor the degree — for example, choosing further study in international marketing, entrepreneurship, media studies or languages.

Typical course structure

• Year 1: business foundations (accounting, economics, business law) and introductory marketing and communication units.
• Year 2: intermediate marketing topics (consumer behaviour, research methods) and communication theory; introduction to digital marketing and analytics.
• Year 3: advanced marketing strategy, brand and campaign development, professional practice or capstone project plus electives/specialisations.

Entry requirements

Domestic applicants are generally expected to have completed the Australian Year 12 or an equivalent senior secondary qualification. Admission is competitive and selection is based on the university's assessment of secondary results; alternative pathways such as recognised diplomas or bridging programs may be available.

International applicants must hold a recognised secondary school completion equivalent to Australian Year 12. Proof of English language proficiency is required — commonly accepted evidence includes IELTS, TOEFL or other recognised tests at levels consistent with undergraduate study. The University also considers mature-age applicants and those with prior study or vocational experience for alternative entry pathways.

Specific prerequisite subjects are not typically strict for this degree, but demonstrated competence in English and numeracy is advantageous for success in marketing analytics and research units.

Career prospects

Graduates enter a broad range of marketing and communication roles across private, public and not-for-profit sectors. Typical job titles include marketing coordinator, digital marketing specialist, brand or product manager, market researcher, communications officer, public relations practitioner, social media manager, account executive in advertising agencies, and marketing analyst.

The degree also provides a strong foundation for postgraduate study in marketing, communication, management or related research programs. Many graduates find roles in marketing agencies, corporate marketing teams, government communications offices, media organisations and start-ups where skills in strategy, campaign execution and data interpretation are valued.

Why study at University of Adelaide

The University of Adelaide is a Group of Eight research-intensive university with an established business faculty that offers close links to industry in South Australia and beyond. Students benefit from work-integrated learning opportunities, industry projects and professional development events that connect coursework to real marketing practice.

The campus environment supports interdisciplinary learning and offers international exchange options so you can gain global perspectives on marketing and communication. Small-class teaching in advanced units, access to business support services and career development programs help prepare graduates for professional roles in a changing marketplace.