Bachelor of Marketing Communication

Details for Australian residents

View details for International students.

You are considered an Australian resident (domestic student) if you:
  • Are an Australian or New Zealand citizen; or
  • Are an Australian permanent resident; or
  • Hold a permanent Australian humanitarian visa
You are considered an international student if you:

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Course essentials

Experience the diverse and dynamic marketing communication profession as an Early Career Professional by working on real projects for real clients, including managing client projects in our Student-led Communication Agency, undertaking a professional placement, industry mentoring and coaching, and participating in industry tours and industry led workshops.

Throughout this three-year degree, you will engage with industry and leaders in marketing communications so you gain valuable knowledge and skills enabling you to be job-ready when you graduate. You learn marketing communication theory through practical experience in:

  • developing integrated marketing communication campaigns
  • digital engagement, social marketing and strategic planning
  • consumer behaviour and the importance of market research in reaching the target audience
  • public relations
  • media management for new and traditional media
  • client relationship management and delivering to client expectations
  • public speaking and how to pitch messages
  • web design and online publishing
  • measuring campaign success and analytics
  • writing for public relations and advertising.

You will work on communication campaigns at international, national and local levels with a focus on emerging trends in the marketing communication industry, including digital engagement strategies and social marketing for social enterprises, not-for-profit and Government communications. You will gain broad experience in corporate and brand communications.

Capstone Studies

Capstone units are generally undertaken in your final year of studies as these units are designed to prepare you for the workplace. As such, you will be engaging with industry either undertaking your professional internship or managing client projects in the Student-led Communication Agency.


From Year 2 you will undertake a Minor, a set of four related units based on a topic. You are encouraged to select a Minor that supports your Career Goals and professional interests. These can be from across the university in disciplines such as: screen media, sport, health, tourism, creative industries, international development and Indigenous studies. It is recommended to consult with your Course Coordinator before choosing your Minor. The following is a selection to choose from:


Our Marketing Communication graduates work in communications agencies, corporate communications, public affairs, media agencies, PR and advertising consultancies, government communications, event management, digital production houses, and many have successfully established their own creative agencies.

Our Marketing Communication graduates have the opportunity to work in a varied and diverse industry that spans government, corporate, small business and not-for-profit – be it local, national and / or global.

Graduates of this course are job ready for work as a:

  • communication coordinator, public relations officer, marketing coordinator, corporate affairs officer, publicity officer, media relations officer
  • account coordinator, strategy planner, advertising planner, engagement coordinator, reputation manager
  • community relations officer, events coordinator, fundraiser.


Full-time public relations professionals in Australia earn on average A$71,396 (Job Outlook).

Advertising and marketing professionals earn on average A$62,400 (Job Outlook).

Employment rates

Employment to 2016-17 for professionals in public relations, and in marketing and advertising is expected to grow strongly (Job Outlook).


Our local and international partnerships with companies and government offer valuable communications placements.

Study pathways

Find out more about pathways and credits.

Credit for skills and past study

If you have completed study with another university or institution and believe you are eligible to receive credit for skills and past study, you can apply for advanced standing.

Applications for advanced standing can be made after a discussion with your course coordinator or academic adviser.

Course objectives

The course learning outcomes align with AQF Level 7. Graduates of the Bachelor of Marketing Communication will be able to:

  1. Exhibit sound understanding of the principles and practice which support creative development of Marketing Communication practices.
  2. Analyse, evaluate and synthesise ideas and concepts of Marketing Communications through creative, critical and reflective practice.
  3. Pitch knowledge, ideas and opinions verbally and in writing, both independently and collaboratively.
  4. Interpret, communicate and present ideas and solutions in response to client and interpersonal challenges.
  5. Exemplify entrepreneurial skills including creativity, initiative, adaptability, leadership and resourcefulness.
  6. Critically reflect on social, cultural and ethical issues by applying local and international perspectives to practices in Marketing Communications.

Course structure

To attain the Bachelor of Marketing Communication students will be required to complete 288 credit points (equivalent to 24 units) consisting of:

  • 48 credit points (equivalent to 4 units) of College Core units.
  • 192 credit points (equivalent to 16 Units) of Marketing Communication Professional Core units.
  • 48 credit points (equivalent to 4 units) of Minor studies from the list below




Admission requirements

Meeting the minimum admission requirements does not guarantee you entry into this course.

Some courses receive more applications than the number of places available. In this situation we will also assess your education, work and other relevant experience.

If you do not meet the minimum requirements you may be eligible for one of our special admission programs. We also encourage you to explore our study pathways to help you reach your goal.

  • TAFE: Successful completion of a cognate (similar discipline) Australian Diploma or Advanced Diploma (or equivalent) will be granted advanced standing of a maximum 96 credit points (Diploma) or 144 credit points (Advanced Diploma).
    Successful completion of a non-cognate (not similar) Australian (or equivalent) Diploma or Advanced Diploma will be granted advanced standing on a case by case basis.
  • Year 12: Successful completion of an Australian Senior Secondary Certificate (VCE or equivalent) including Units 3 and 4: a study score of at least 25 in English (EAL) or at least 20 in English other than EAL.
  • International: Successful completion of an Australian Senior Secondary Certificate (VCE or equivalent) OR
    Successful completion of an Australian Diploma or Advanced Diploma (or equivalent)
    IELTS (or equivalent): Overall score of 6 with no band less than 6.0
  • Mature: Applicants with relevant work, education and/or community experience will be considered for admission to the course.
  • Other: Students opting to transfer from a VU General Degree to ABMM Bachelor of Marketing Communication Professional Degree can transfer without required Distinction GPA. Students interested in transferring into ABMM are encouraged to discuss this with the ABMM Course Coordinator.

How to apply for this course

Before applying:

Consider whether you also wish to apply for:

When you're ready:

Secondary school students

Apply via VTAC

VTAC applications due 4 November 2016.

Non-secondary school students

If you're not currently studying at secondary school and only want to apply for courses at VU:

Apply direct to VU

You will need to create an account (or use your existing VU one).

Direct applications due 30 November 2016.

After you apply:

  • It’s important to check for emails from us (remember to check your Spam folder).
  • Complete any requests for information by the given dates, otherwise your application may not be considered

You can also contact us directly:

  • Ring us on +61 3 9919 6100
  • Find answers and ask questions at GOTOVU

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At Victoria University, we aim to display accurate and complete course information online. However, we are unable to guarantee that every course change is currently displayed. You may contact the University directly on +61 3 9919 6100 to confirm the most up-to-date course fees, pathways and credit transfer, recognition of prior learning, admission and enrolment procedures, examinations and services available to our students.