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Why Marketing Courses Matter: Insights from a Marketing PhD

Why Marketing Courses Matter: Insights from a Marketing PhD

October 11, 2023

Marketers need to be creative and efficient to stand out and communicate effectively in a crowded market.

With a PhD in Marketing, ICMS Bachelor of Business (Marketing) lecturer Nicole Lasky is well placed to offer insights into why marketing courses matter.

“Potential students should look for marketing courses that include market research, practical assignments and internships,” Lasky said.

“Examples of market research skills are quantitative analysis, big data analysis and qualitative analysis. Examples of practical assignments include developing real marketing plans, writing press releases, developing events (project management) and developing integrated marketing campaigns.

“Internships should be with firms with good brands and dedicated marketing departments.”

Theory and Practical align in Meaningful internships

Built into the ICMS Bachelor of Business (Marketing) is Work Integrated Learning (WIL) subjects, which guarantees students the opportunity to complete a work placement as part of their degree.

This ties in with Lasky’s advice on gaining invaluable soft skills while on work placement.

ICMS has over 1000 partners and students are placed in internships according to their professional aspirations and industry goals.

The Future Marketer

According to Lasky, as markets become more fragmented and competition increases, marketers need to have particular strategic skills and attributes.

These include:

* The ability to analyse market research and information analysis.

* The ability to identify and understand niche markets and their very specific needs.

* The ability to be innovative in product offerings.

* The ability to communicate with chosen markets in their language in the right channels.

Strategise and synergise

For a successful career in this industry, marketing courses need to cover a broad range of subjects to equip students with the necessary knowledge and skills.

Fundamentally about storytelling, marketing courses equip students to use their creativity to craft narratives that are compelling and that resonate with target audiences.

Making this connection shift into brand loyalty and, ultimately sales, is what makes this an exciting and innovative industry.

“Understanding market research means letting go of stereotypes of large markets and seeing what is true for smaller markets,” Lasky said

“Because of increasingly intense competition, marketers need to find new ways to solve customer problems. Communicating in their language means changing words, tone and imagery that mimic the specific language of particular groups.

“Choosing the right channels means not assuming that one place or tool is the best. Rather, different groups of people obtain information from different places, so learning this about your chosen market is essential.”

The theory of marketing courses provides a firm foundation upon which to build a career. Market research, strategy, advertising, social media, digital and more need to be covered in the degree to give graduates the best chance of success.

In addition to core business subjects and electives across the range of degrees on offer, the ICMS Bachelor of Business (Marketing) offers the following specialisation subjects:

* Marketing (MKT101A)

* Consumer Behaviour (MKT102A)

* Digital Marketing (MKT103A)

* Integrated Marketing Communications (MKT201A)

* Marketing Strategy (MKT301A)

* Marketing Analytics and Big Data (MKT302A)

Rare skills required for professional success

Soft skills, critical thinking, resilience and adaptability are qualities Lasky agreed will hold marketers in good stead in the future of the industry.

“While marketers will need to be able to learn and use digital tools, these will continually change and can be learned by anyone,” Lasky said.

“The defining factors of success are strategic skills, such as understanding markets and being innovative in solving their problems and communicating with them. These are rarer skills.”


Essential for professionals seeking a career in this dynamic industry, marketing courses equip students with the necessary skills to successfully launch new products, drive maximum profits for their organisation, build solid brands and streamline operations.

These courses matter because they provide students with the knowledge and understanding necessary to attract, engage and retain loyal customers.

The best courses provide students with in-depth knowledge of the latest tools, best practices and trends, all in order to build a loyal client base.

For more information on the ICMS Bachelor of Business (Marketing), click here.

* Nicole Lasky holds a PhD in Marketing from the University of New South Wales, with a focus on radical innovation. She also holds a Bachelor of Business, concentrating in management and marketing, and a Master of Business (International Business and Property Economics). 


Bachelor of Business (Marketing), Undergraduate, News