The online business degree, with a marketing edge

Bachelor of Applied Business (Marketing major)


To undertake your studies, you will be enrolled in the Bachelor of Applied Business (Marketing). Your bachelor's degree will be awarded to you at the successful completion of year 3 (or part-time equivalent).

Course structure

Course summary

Course code LBABK
Course name Bachelor of Applied Business (Marketing major)
Course duration 3 years full-time, or part-time equivalent
Location Online
Available internationally Yes

Why is this course right for me?

A business degree with a marketing major will provide you with a foundation of business and key marketing skills. The skills and knowledge available in this qualification are highly desirable in a wide range of roles in the business world.

Those seeking to change careers, move into a new marketing/sales-related role or start their own enterprise will find the content of this course invaluable. The Marketing major is designed for roles requiring a good working knowledge of research skills, market and consumer analysis, media planning and marketing strategies. This is also invaluable when working with external media and marketing-related agencies.

Studying an applied business qualification will introduce you to the workings of organisations and their structure, increase your commercial marketing awareness, and allow you to build practical knowledge that will be essential for your future career goals.

What is an applied degree?

Choose your course major

You have the option of studying Business with or without a major in either Marketing or Management.

Find out more

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Three qualifications in one degree

La Trobe University online applied degrees provide you with the unique opportunity to achieve up to three qualifications over the duration of your studies. Subject to satisfactorily completing each part of your course, you will be awarded an applied diploma (end year 1), an applied associate degree (end year 2), and an applied bachelor degree when you complete all three years. Your potential earning capacity increases as you progress through your course.

Year 1

After completing year 1 of your degree, you will be awarded with an applied diploma, should you decide to exit your degree at this point. You can add this qualification to your résumé and move forward with your career plans or embrace the option to continue your studies while you work.

Exit with
Qualification Diploma of Applied Business
Credit points 120 credit points
Expected income $50K
Core subjects
BUS1OPX - Office Professional

This subject provides students with the opportunity to develop the essential written and verbal communication, and interpersonal skills required by all business professionals. Students consolidate their skills in the basic functions of office software including Word, Excel, Outlook and PowerPoint before moving onto the application of manual and automatic advanced features. How to efficiently and professionally plan and produce a range of documents for work and Australian universities is also addressed. With a particular focus on professional practices, this subject is designed to develop research, critical thinking, planning, communication and interpersonal skills, engaging students in thinking about professional practices in business and academic work.

CSE1SPX - Sustainability Practices

In this subject, students are introduced to developing and implementing a workplace sustainability policy in line with a current theoretical framework and modifying it to suit the interconnections between the economy, society and the environment. Students identify, analyse and evaluate information to develop, monitor and modify organisational policies in accordance with legislative and organisational goals and changing business circumstances. During this process, they are required to communicate and consult with internal and external stakeholders. The subject also introduces students to planning, sequencing and using systematic and analytical processes to research and gather data and to evaluate outcomes of decision-making to identify improvement. This subject addresses La Trobe’s Sustainability Thinking Essential. Sustainability Thinking entails deep appreciation of how the choices we make affects the natural, economic, social, political and cultural systems - now and in the future.

BUS1BFX - Business Fundamentals

In this subject students examine how businesses operate in a local, regional and global environment and how this might change in the future. Students actively engage with current business issues and establish a broad foundation of business knowledge essential to everyone in the business world. With a particular focus on management and human resource practices, this subject is designed to develop critical thinking, creative problem-solving, planning and personal time management skills. This subject also facilitates working closely with fellow students to enhance communication skills and engage in thinking about and discussing big ideas shaping the world of work, into which students will graduate. This subject addresses La Trobe’s Global Citizenship Essential. A study of Global Citizenship will enable you to develop an awareness the external context in which many businesses operate involving activities across international cultural, political and institutional boundaries, and the internal context which operates in many businesses involving communication and engagement with a diverse, multicultural group of stakeholders.

BUS1AFX - Accounting and Finance Fundamentals

In this subject, students study the foundation elements of finance and its relationship to organisational goals and performance. Through a range of business case studies, students learn about budgets and financial cycles, transaction processing and financial record keeping. Students have the opportunity to apply the skills they've learned through a range of practical exercises that involve creating and analysing financial data and budgets, and developing spreadsheets. Students also consolidate essential numerical concepts by developing formulas used in spreadsheets and performing calculations required to analyse and create financial documentation.

MKT1MDX - Marketing: Stand and Deliver

Marketing: Stand and Deliver is an introductory unit to marketing principles and practice as applied to mainly fast-moving consumer goods. The subject is designed to give you a broad understanding of the formal discipline of marketing and of the key marketing activities in business. Topics cover the marketing concept, the marketing environment, buying behaviour in consumer and organisational markets, customer segmentation, targeting and positioning, developing the marketing mix, and the implementation and control of marketing programs. As a prerequisite to further study in marketing, this subject provides a sound foundation for future marketing subjects, advanced skill development and your career.

MGT1OBX - Working With Others

Flawed or not, teams show no signs of going away. The complexity of today’s world, shaped by accelerating technological, economic and cultural trends, demands that organisations of all kinds seek out the synergistic potential of teams innovate, adapt and resolution problems. In this subject, you will develop the capabilities to form teams, work effectively in teams and lead teams to achieve their goals. In so doing, you will develop the practice of reflecting on your own intrapersonal skills to identify self-diagnosed strategies where improvement is desired. You will also examine how individual characteristics, interpersonal relationships and group processes relate to individual behaviour and outcomes in organisations. You will apply and critically evaluate organisational behaviour theory and concepts to help address current organisational problems relating to motivation, decision-making, teamwork, leadership, and diversity which will help you become a more effective employee, team member and manager.

MKT1ADX - Advertising in the Digital Age

In this subject, you will explore advertising theory and practice in the context of Integrated Marketing Communications (IMC). You will learn how to integrate and critically analyse the elements of the IMC mix. You will learn about advertising, direct marketing, personal selling, publicity and PR. You will develop communication messages that have meaning and impact for consumers in today’s digital age. You will analyse case studies designed to equip you with the knowledge and skills to communicate effectively with consumers.

Elective subjects (choose 1)
CSE1ITX - Information Technology Fundamentals

This subject provides a general and practical introduction to information technology. Areas taught include: fundamental principles of computer operation, the main hardware components of the computer, data storage and retrieval, introduction to system software, introduction to data communications, computer networks, the internet; operating systems, file management systems, security, introduction to information systems; application software modules: spreadsheets, database packages, the World Wide Web.

BUS2QCX - Quality Customer Service

It doesn't matter what sort of business you're in, there’s always a customer. Providing the consistent delivery of quality services and products is the cornerstone of every business. In this subject you will acquire the skills and knowledge to develop strategies to manage organisational systems to ensure products and services are delivered and maintained to standards agreed by the business. You will research quality frameworks, systems, standards, procedures and customer needs, applying our findings to the development of plans to achieve quality improvements. You will also examine ways to establish monitoring systems and adjust and review customer service delivery, according to key performance indicators. With a particular focus on professional practices in customer service, this subject is designed to develop research, critical thinking, planning, communication and interpersonal skills, while developing the appreciation of the importance of customer service in business.

BUS2PMX - Project Management

This subject develops the essential skills required to plan, develop and execute a project within an allocated budget and timeline. Students develop an understanding of the different types of projects that exist across a range of industries and job roles. They will learn how to define the parameters of a project, including the project scope, relevant stakeholders, resources and reporting requirements. The subject incorporates project management methodology and provides students with the opportunity to use project management tools to develop and implement a project plan.

MGT1FOX - Foundations of Management

This subject provides an introduction to the management of organisations. It provides an understanding of the fundamental concepts and relevant issues relating to the management of firms operating in the modern Australian and global business environment. The relationship between management theory, practice and organisational performance will be explored within the context of both individual effect and organisational outcomes.

BUS2WDX - Manage Diversity

Organisations operate in a global economy. As a manager and leader, it is your responsibility to get the best out of your employees and respond to customer needs. In this subject you will develop the practical skills for the next generation leading in a diverse workforce. Managing diversity isn't just about abiding by legal obligations, it’s about recognising and valuing human differences and being able to create an inclusive environment, where employees have the opportunity to achieve their full potential. This subject will help you to develop a deep understanding of diversity. You'll reflect on your own attitudes and bias, as well as researching strategies, policies and practices that develop and promote a diverse, inclusive workforce.

Year 2

Successful completion of year 2 will increase your chances of a higher-paying position with an applied qualification that employers are looking for. However, you are now well over half way to your applied bachelor degree so why not continue to study while staying employed?

Exit with
Qualification Associate Degree of Applied Business
Credit points 240 credit points
Expected income $60K-$80K
Core subjects
BUS1ABX - Analysing Business Data

In a world where organisations are confronted with a vast amount of information, there is an ever-increasing demand for graduates who can make effective use of data. This subject will help students to become more competent users of information and will develop their understanding of decision-making processes. The subject will assist students to attain an introductory level of statistical literacy as they apply statistical concepts to critical business problems and major social issues.

BUS2BIX - Business Innovation

Innovation is a hot topic in business today, but what does it really mean, how is it different to creativity and how do companies successfully innovate? This subject addresses these questions and more, while providing you with practical strategies to enhance your creativity and develop an innovation mindset. You will study the principles of innovation across strategy, systems, processes and culture. You will apply your research and critical thinking skills to identify, evaluate and assess opportunities to innovate. You will also develop skills to plan, implement and evaluate innovation strategies that make a positive difference to a customer’s perceived value. This subject uses a case-based approach, where you will investigate various innovation case studies from a range of companies around the world to examine how they innovate.

LST2BSX - Introduction to Business Law and Ethics

In this subject, students are introduced to some of the core principles of contract and consumer protection law, the law of negligence and property law. In addition, students are exposed to ethical standards that apply to business activities, such as contractual relationships and special legal protections against unethical business practices. The subject also adopts a skills-based learning approach. It does this through teaching the basic techniques of legal problem-solving and promoting an understanding of the dynamic nature of the law. These skills prepare students for more advanced law subjects as well as their professional careers.

BUS1BUX - Investigating Economic Issues

Economics is the study of incentives and human behaviour and in particular the choices that individuals, businesses and governments make to deal with scarcity. In Investigating Economic Issues you will undertake research into current economic issues and apply economic concepts and frameworks to critically analyse economic problems and suggest solutions. You will learn how the forces of demand and supply coordinate the behaviour of individuals and businesses in the market and how government policy affects market outcomes. You will study the decisions that businesses make in determining how much to produce and at what cost, and analyse how market structures affect firm choices. From an economy-wide perspective, you will investigate how to measure economic activity, inflation and unemployment, and you will examine the factors that influence these variables and their impacts on individuals, businesses and governments.

MGT2IMX – Managing Across Borders

In this subject, you will gain an appreciation of how changes to the international business environment impact on the conduct of businesses in the domestic and international arena. We begin the term by examining the main drivers of globalisation and the development of multi-national enterprises. We explore how businesses internationalise, with a specific focus on strategies for internationalisation, and how business structures and processes can support these strategies. Within this discussion, we focus specifically on issues of cross-cultural management and knowledge transfer. We conclude our examination of international management by discussing the ethical, social and environmental responsibilities of multi-national enterprises.

MKT2CBX - Consumer Behaviour

This subject provides an understanding of the role of consumer behaviour in development of the total marketing mix. You will evaluate the contribution of psychological and social knowledge to both consumer and organisational marketing. This subject has an emphasis on the development of practical analytical skills, and you will gain experience in the writing of effective positioning statements.

MKT2MRX - Market, Audience and Social Research

Business managers request, purchase, assess and use market research to make a wide number of informed decisions. To be able to do this competently, they need to know what market research can provide, what research methods are appropriate for different types of problems, and how results should be interpreted. The aim of this subject is to give you the knowledge and skills, as either a future business manager or a market research practitioner, to make intelligent decisions in your specification, evaluation and application of marketing research.

MKT2BBX - Digital Branding and Retailing

In this subject, you will develop the concepts of a product and a brand within the context of an increasingly digital environment. Digital Branding and Retailing includes the process of organising marketing activities around the introduction, promotion and optimisation of brands and brand portfolios. Since brands are intangible assets, creating and nurturing a strong brand can be a challenge. By applying the customer based brand equity (CBBE) model, analysing brand positioning and values and choosing and leveraging brand elements, marketers can design marketing strategies. Within a retailing environment this means designing, creating and strengthening brands and brand extensions, and managing these brands over time, geographic boundaries and market segments. You will learn to manage a portfolio of brand equities, including the ability to conduct a brand audit, focusing particularly on the management task. Working in small groups and individually assisted by Learning Portal content, you will develop the relevant skills and abilities needed to gain a competitive advantage within a highly complex modern world.

Year 3

Congratulations! You have completed your qualification. Your applied bachelor degree greatly improves the opportunities available to you. A qualification of this level greatly enhances your résumé and says a great deal about you. Not only will you be armed with the job-ready skills and knowledge that employers are desperate for, but you also show you can stay focused to achieve a goal.

Exit with
Qualification Bachelor of Applied Business
Credit points 360 credit points
Expected income $80K-100K
Core subjects
BUS3DBX - Digital Business

In this subject you will develop and enhance your online research and communication skills. In so doing, you will explore the business models of digital disruptors such as eBay, Apple, Google, Facebook and Amazon, who are using digital business models to disrupt established businesses in telecommunications, transportation, advertising, e-commerce, automotive, insurance, education and many other industries. You will also explore how established businesses are responding with new business models of their own to meet challenges posed by the expanding digital economy. Through this subject you will develop the skills required to design innovative solutions using digital technologies to enhance the ability of businesses and community organisations to achieve strategic goals.

BUS3ENX - Entrepreneurship

This subject offers you the opportunity to use disciplinary knowledge and skills to resolve a business challenge. The subject attracts students from a range of fields, bringing a multidisciplinary perspective to the researching, analysis and problem-solving aspects of the challenge. In teams, you will be required to design an original business plan aimed at creating sustainable value through the provision of a particular product or service to meet an identified market opportunity. The projects aim to enhance the well-being of your community or aim to solve a social, health, economic or environmental problem. Teams must present their business plan in the form of a formal written report and a video pitch to potential investors. The subject is designed to provide you with the opportunity to enhance, demonstrate and document work-ready skills appropriate to your chosen career path.

MGT3LWX - Leadership

Effective leadership is not only valued at an organisational/managerial level, but also to enhance your influence in daily life. This subject examines the key theories and the current trends in responsible leadership across a range of work-place contexts. You will apply these theories to critically analyse contemporary Australian leaders and, where possible, to apply these theories to your own work contexts. You will also reflect on your own leadership strengths and development needs in working collaboratively with others to achieve results.

MKT3IMX - International Marketing

This subject focuses on the nature of the international marketplace and the problems and decisions facing managers of international marketing. It is comprehensive and practical, covering marketing goods and services across national boundaries, as well as within different national markets. Major topic areas covered are the international marketing imperative, analysis of foreign environments, development of international marketing strategies and the implementation of marketing programs across different nations and within nations.

MKT3SOX - Social Marketing

In this subject you will learn about social marketing. Social marketing is the application of marketing principles to solve social problems. Increasingly social marketing is developing its own theory base and also drawing on research in allied areas such as health communication. It is increasingly being adopted by governments, non-government organisations (NGOs) and others institutions around the world as they seek effective solutions relating to social issues and social problems in poverty, public health, road safety, racism and climate communication and change, along with environmental issues. In this subject you will be introduced to the theory and application of social marketing, explaining how techniques such as branding, segmentation and the marketing mix can be used to respond to social and health issues. Working individually and in small groups, you will learn to analyse real-world problems and develop innovative and creative solutions using social marketing frameworks.

MKT3SMX - Strategic Marketing

This subject provides you with the ability to develop and communicate effective marketing strategies within organisational and non-organisation contexts by drawing upon relevant strategy concepts, theory, and analytical tools and frameworks.

Elective subjects (choose 2)
MGT3OCX - Organisational Change and Development

Organisational change and development is concerned with the application of behavioural science knowledge and practice to help achieve greater organisational effectiveness. The focus of this subject is on enhancing the total organisational system within the content of the wider environment in order to enhance the organisation’s capacity to achieve its goals. You will develop an understanding of the relevance of theories and principles that underlie the practice of organisational change and development in contemporary organisations.

MGT3SMX - Strategic Management

This subject provides students with a comprehensive understanding of techniques and models applied in organisations to ensure sustainable competitive advantage. This involves application of key theories to decisions and actions taken by an organisation’s senior management team to devise a long-term plan with the intention of developing the organisation’s core competencies and increasing the organisation’s competitiveness. Key topics in this subject include: understanding the dynamics of the internal and external environments, Value Chain Analysis, the 5 Forces Model, corporate level strategy, business level strategy, modes of entry into domestic and international markets, propensity to innovate and level of competition and corporate governance. The focus will be on developing the ability of students to understand, evaluate and effectively apply strategic management knowledge to modern organisations.

Course learning outcomes
  • Identify, source and analyse information relevant to business and social challenges.
  • Evaluate a range of alternate solutions to business and social challenges and account for potentially competing economic, ethical, social and commercial perspectives in a responsible manner.
  • Devise innovative recommendations to business and social challenges, based on the identification of the elements of a problem and the application and evaluation of problem solving approaches.
  • Communicate professionally and effectively with a range of stakeholders, using a variety of modes of communications and appropriate tools.
  • Engage professionally and effectively to the success of a multicultural, team, in a manner which is respectful of the needs, values, personalities and capabilities of others.
  • Utilise digital technologies to identify, source, analyse and communicate information relevant to business and social challenges.
  • Meet the disciplinary knowledge and skill requirements for graduates seeking to commence a career in marketing.
Career opportunities

This course has been designed with a focus on upskilling, or moving into the exciting world of business. Career opportunities include:

  • Administration Manager
  • Entrepreneur
  • Executive Personal Assistant
  • New business start-up
  • Office Administrator
  • Office Manager
  • Product Manager
  • Project Assistant
  • Administration Officer
  • Executive Officer
  • Manager
  • Program Consultant
  • Program Coordinator
Key dates
Study period Start date Census date Last withdrawal End date
Study Block 1 7 Jan 2019 3 Feb 2019 3 Mar 2019 31 Mar 2019
Study Block 2 4 Feb 2019 3 Mar 2019 31 Mar 2019 28 Apr 2019
Study Block 3 4 Mar 2019 31 Mar 2019 28 Apr 2019 26 May 2019
Study Block 4 1 Apr 2019 28 Apr 2019 26 May 2019 23 Jun 2019
Study Block 5 6 May 2019 2 Jun 2019 30 Jun 2019 28 Jul 2019
Study Block 6 3 Jun 2019 30 Jun 2019 28 Jul 2019 25 Aug 2019
Study Block 7 1 Jul 2019 28 Jul 2019 25 Aug 2019 22 Sep 2019
Study Block 8 5 Aug 2019 1 Sep 2019 29 Sep 2019 27 Oct 2019
Study Block 9 2 Sep 2019 29 Sep 2019 27 Oct 2019 24 Nov 2019
Study Block 10 7 Oct 2019 3 Nov 2019 1 Dec 2019 29 Dec 2019
Study Block 11 4 Nov 2019 1 Dec 2019 29 Dec 2019 26 Jan 2020
Study Block 12 2 Dec 2019 29 Dec 2019 26 Jan 2020 23 Feb 2020

For admission to this course, one of the following is required:

  • Completion of Year 12, with a score in English of at least 25, or
  • An equivalent academic level achievement, or
  • Work experience after leaving school
    • Two years if completing a business degree
    • One year if completing an IT degree

All students are required to undergo the online Didasko Pre-enrolment Assessment and achieve a pass mark of 60%.

Advanced standing

Those of you who have studied at tertiary level elsewhere, or who have relevant studies or work experience*, may be eligible for advanced standing (credit) towards your online La Trobe University qualification. Each college has specific policies in respect to the number and type of subjects and work experience it is willing to accept for advanced standing (credit) purposes.

We will inform you of the process for advanced standing at enrolment. However, if at some later point you believe you are eligible for advanced standing, please advise your Student Experience Team as soon as possible. It is preferable that you have advanced standing approved for a subject prior to starting it. Advanced standing must be approved before going through census for that subject.

For more information about advanced standing, contact us.

*Work experience recognition available only to applicants of the Bachelor of Applied Information Technology


Didasko supports the idea that learning and wellbeing are linked and that students learn best when their wellbeing is optimised. La Trobe University's wellbeing pages have many resources that can assist you with your health and wellbeing.

For health and wellbeing resources, click here.

Your responsibilities

In brief, students have a responsibility to:

  • Abide by the Terms and Conditions given upon enrolment.
  • Contact the Student Experience Team immediately if there is a change their personal details or if they require special consideration.
  • Progress with their course within the given term end date (unless circumstances change).
  • Follow the Universities Academic Integrity requirements.

For more information regarding your responsibilities as a student, click here.


When you start your course, you will be given an invitation to join a live orientation (video conference) for the first day of your first term. This orientation is designed to answer any questions you have and help you navigate the online Learning Portal.

Although the orientation is not compulsory, we have found that many students benefit attending as it prepares you for some challenges that may occur during your course.

Student resources

Didasko deliver online learning resources for La Trobe University qualifications. The resources can vary from subject to subject and can include:

  • Multimedia
    Didasko have an award-winning content creation department that produce engaging learning resources.
  • Live video
    Didasko host live lectures such as subject welcomes, assessment overviews and live forums through video conferencing tools.
  • Recorded video
    We record our subject lectures so that they are relevant to an applied learning outcome.
  • Learning guides
    In some cases, learning guides are also available in PDF form and are useful to students who prefer written material.
  • Assessments
    There are different types of assessments and projects to measure students’ understanding. Some of those types are: essay, multiple-choice questions, oral assessments.
  • Exams
    Some of the exams are proctored by the Academic Team via remote desktop sharing.
  • Vendor Certifications (IT degrees only)
    Vendor Certifications are Industry exams recognise worldwide. Some subjects include specific Vendor Certificates free of charge. These can relate to Microsoft and CompTIA, CCENT from Cisco and Programming in HTML5 with JavaScript and CSS3 from Microsoft too.
Equipment required

To get the most out of this exciting online experience, we recommend you equip yourself with the right tools for the job before you commence your studies.

All study resources (content and assessments) will be provided as part of the course. You will need to supply the following.

  • A good, reliable internet connection
  • Desktop/laptop computer
  • Webcam
  • Sound capabilities (microphone/speakers)

Please note: should you wish to take electives, BUS2PMX - Project Management or CSE1ITX - Information Technology Fundamentals, and you are studying using an Apple computer, please let us know at the time of your selection.

Course costs*

Your degree fees are only $10,958 per year if you meet the relevant residency requirements, and are studying in a Commonwealth Supported Place.

  Annually 3 year total
Cost* $13,118 $39,354
Government contribution (CSP) -$2,160 -$6,480
Student contribution (HECS-HELP)** $10,958 $32,874

Find out more about course costs

International course costs

*The University reserves the right to vary fees on an annual basis. Fees will not normally rise above 7 per cent per annum for continuing students. Should the University decide to increase its fees, that increase will take effect on 1 January of the following year. While every effort has been made by La Trobe University to ensure that the information on this website is up to date and accurate, La Trobe University does not give any guarantees, undertakings or warranties in relation to the accuracy, completeness and up to date status of the above information. Course costs may vary depending on elective subjects chosen.

**Eligibility criteria applies. Available to Australian citizens only.

Take the Pre-enrolment Assessment today