Graduate Certificate in Marketing

By the end of this course, you’ll be able to:  

1. Demonstrate a broad, critical and practical understanding of contemporary marketing issues and practices in business. 
2. Evaluate the role of marketing and its relationship with other functional areas of business to create customer value. 
3. Identify and critically analyse marketing problems and design appropriate marketing strategies and tactics to solve such problems. 
4. Apply marketing expertise and knowledge to planning, directing, implementing, monitoring and controlling an organisation’s marketing effort. 
5. Apply innovative thinking and creativity approaches to effectively address marketing problems and build market-based assets. 
6. Apply research principles and methods to design innovative options and solutions for, and make reasoned judgements about, problems and issues in contemporary business practice. 

Learn to analyse customer needs, leverage marketing mix tools for strategic positioning, and understand the psychological factors driving consumer decisions. With a focus on ethical practices and real-world applications, you’ll develop critical thinking, teamwork, and communication skills vital for success. Prepare to make impactful marketing decisions and drive business results in a rapidly evolving environment. 

Recommended study pattern

We recommend that you complete the courses in this program in the following order:

• MKTG1100 Marketing Management  
• MKTG1101 Consumer Behaviour  
• MKTG1103 Marketing Communication Strategy  
• MKTG1104 Marketing Research. 

Award requirements

Completion of subjects as per the recommended study pattern.

Choose your subjects

Majors

Marketing Management  

This introductory course explores marketing as both a management activity focused on the marketing mix and a consumer-oriented philosophy. Students will evaluate customer needs from diverse sources, comparing market segmentation and positioning strategies from both theoretical and practical perspectives. They will also learn to use marketing mix tools to analyse situations and position products for competitive advantage. Recognising ethical, social, and cultural issues in marketing is emphasised, along with their professional implications. Additionally, the course aims to develop critical thinking, teamwork, and presentation skills essential for success in marketing management. 

Consumer Behaviour  

This course delves into consumer motivations and behaviours, which are essential for effective marketing and corporate strategy. It examines the internal, external, and situational influences on consumer decisions. Students will explore core consumer behaviour theories in both individual and organisational contexts, applying these theories to real-world marketing by profiling market segments. They will assess models of consumer behaviour for specific marketing situations and integrate this knowledge into marketing planning, especially in segmentation and positioning. The course also encourages critiquing consumer decision-making theories and recognising cognitive biases while analysing advanced consumer research literature and reflecting on personal writing practices. 

Marketing Communication Strategy  

This course emphasises a strategic planning perspective in integrated marketing communications. It focuses on communication techniques that build strong brand equity. Students will outline the integrated marketing communications planning process and its relationship to the overall marketing plan. They will apply communication theories to identify target audiences and suitable objectives, designing ethical messages that reflect appropriate positioning and influence behaviour. The course also involves evaluating markets to identify effective communication channels for media planning. 

Marketing Research 

This course blends practical knowledge with theoretical foundations in marketing research. It prepares students to plan and manage research projects while conducting data analysis. Students will critique and propose effective marketing research management strategies, analysing the pros and cons of various research designs and methods. They will also learn to design a marketing research plan that meets organisational objectives and assess the overall quality of research projects to ensure their usefulness in the marketing decision-making process. 

Open Universities Australia is a not-for-profit organisation. You will not pay any fees for using our services.

Indicative total fee $17,760

The amount shown here is indicative for an Australian citizen studying part-time, which is typically 4 subjects per year.

Fees may vary depending on:

• the subjects you choose
• credit from previous work experience
• your eligibility for government funding loans or subsidies such as HECS-HELP or a Commonwealth supported place.

To learn more, go to Fees or contact a student advisor.

One of Australia's largest dual-sector institutes, offering both TAFE and higher education, RMIT University proudly delivers work-related education and practical research relevant to current business and community needs.

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QS World University Ranking 2026, within Australia:

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Times Higher Education World University Ranking 2026, within Australia:

17

• An Australian bachelor degree or equivalent (or higher-level qualification), in any discipline from a recognised tertiary institution*.  
• If you do not meet the above entry requirements for the Graduate Certificate in Marketing; you may be considered if you have five years of relevant work experience. 

*If your qualification was completed more than 10 years ago you will need to provide evidence of ongoing professional work and/or professional development in the same discipline as the program for which you are seeking entry. 

Upon successful completion of the Graduate Certificate you will have the opportunity to progress to the Masters degree. 

English Language  

You must meet the University’s minimum English language requirements to be eligible for a place in this program.  

Refer to the English requirements for postgraduate coursework programs. 

Australian Student Visas  

RMIT’s Online Graduate Certificate in Marketing does not meet Australian Student Visa requirements. For an Australian student visa, you must have an on-campus place in a program of study.  

For more details on RMIT’s on-campus programs visit rmit.edu.au.

RMIT assesses each student’s prior learning and qualifications to grant credit so you can complete your online postgraduate degree sooner. Your application will be decided on a case-by-case basis. RMIT aims to grant as much credit as possible at the time of offer, so it’s important to provide as much evidence of prior study and work experience as possible with your application. 

Speak to our Enrolment Advisors to find out more.

Upon successful completion of the Graduate Certificate in Marketing you can continue your studies in the following programs with 48 credit points (4 courses) worth of credit: 

• Online Master of Business Administration (MBA) with 4 course credits 
• Online Master of Marketing with 4 courses credits. 

Credit outside of the above arrangements will be assessed consistently with the RMIT University credit policy and procedures. If you wish to apply for a credit transfer/RPL, please refer to 'Apply for credit'.