What is Marketing, Communications & Business Development?

Marketing, communications, and business development are highly creative yet data-driven fields perfect for those who enjoy brainstorming big ideas while working within a diverse team.

Marketing and communications include a variety of roles such as digital marketing, advertising, public relations, event planning and traditional marketing. These activities often have significant crossover, referred to as integrated marketing communications (IMC).

Business Development is an umbrella term that includes different activities with a single goal – to develop and grow the business. In most businesses, this usually involves increasing profits by generating sales or onboarding more clients. However, it can also include growing the business by expanding to new markets or developing products or services. It is a highly strategic role that considers ‘the big picture’ and then creates plans and processes to implement those development goals.

Marketing, communications, and business development are highly integrated with other facets of the business, particularly human resources, finance, and operations.

What are you looking for?

What Skills Do You Need For Marketing, Communications & Business Development?

A career in marketing, communications & business development requires a broad range of hard and soft skills. Hard and soft skills are equally important, along with specific personality traits.

HARD SKILLS

  • Numerical and analytical skills
  • Process development and management
  • Proficiency in data management software
  • Data analysis skills
  • Knowledge of legal requirements

SOFT SKILLS

  • Critical thinking
  • High-level communication skills
  • Creative thinking
  • Intrapersonal skills
  • Able to work to deadlines

TRAITS

  • Decisive
  • Problem-solving skills
  • Logical and able to reason
  • Calm under pressure
  • Continually seeking improvement

JOB ROLES

Social Media Assistant

Average Salary
$55,000

A Social Media Assistant helps to fulfil a marketing team’s social channel goals. Focusing on day-to-day execution, a Social Media Assistant will find themselves writing and editing content, scheduling posts, performing research, identifying trends, and dealing with incoming enquiries.

Administration Assistant

Average Salary
$57,000

Working in a business administration department to support key administrative tasks such as managing enquiries, appointments, filing, mail and other ad hoc tasks.

Marketing Assistant

Average Salary
$58,000

Assists colleagues with a range of marketing and administrative tasks, including researching, reporting and copywriting.

Social Media Strategist

Average Salary
$58,000

Possessing a broad knowledge of social media channels, a Social Media Strategist works to develop and implement a business’s social strategy. This role will work to create campaigns across paid and organic social channels, while still managing customer enquiries.

Marketing Coordinator

Average Salary
$68,000

Working across a variety of marketing projects and supporting overarching campaigns. Coordinators may conduct competitor and trend research, facilitate advertising, identify target markets and support with creating marketing plans.

Digital Media Coordinator

Average Salary
$70,000

A Digital Media Coordinator is an entry to mid-level position that works on a variety of digital platforms such as websites, blogs, social media, video content. Coordinators can create content and also manage the posting and execution of content. Staying up to date with industry trends and changes is extremely important in this role.

Social Media Marketer

Average Salary
$73,000

Working specifically in social media, professionals in this field create social media content calendars, carry out paid social advertising and produce content for social media platforms. Engaging with influencers to facilitate sponsored content and analysing data and results is part of the role.

Business Development Specialist

Average Salary
$79,000

Specialises in business development activities, creating plans for business growth and analysing current processes and systems to develop solutions that will positively impact the business. This may also include optimising marketing and hiring strategies.

Social Media Manager

Average Salary
$81,000

Working as a Social Media Manager means that you oversee and manage the social media platforms of a brand. Situated above the role of Social Media Marketer, Social Media Managers usually have more extensive industry experience and a higher level of responsibility, likely contributing to overall strategy decisions as well as the day-to-day execution.

Business Manager

Average Salary
$82,000

Responsible for a variety of sectors within the business, business managers work on new strategies to increase business growth, manage client relationships, and innovate new processes to improve efficiencies.

Communications Manager

Average Salary
$87,000

Custodians of a brand’s communications, Communications Managers, create communications strategies and work closely with the marketing department and other senior leaders in a company. Their overall aim is to contribute to positive brand image and messaging via a range of mediums.

Business Development Director

Average Salary
$133,000

Responsible for driving business growth and increasing revenue. The BD Director will develop new opportunities for the business and oversee the sales department as well as other support roles. They will liaise with all C-suite roles in achieving strategic goals.

Head of Social Media

Average Salary
$160,000

As Head of Social Media, you take on a leading role, moving upwards from day-to-day execution towards management and strategy. With your wealth of industry experience, you direct your team to align your social presence with your company’s brand and goals.

Chief Marketing Officer

Average Salary
$180,000

The most senior role in a marketing team, Chief Marketing Officers, manage the entire marketing team. They oversee budgets, market research, pricing, marketing strategies, marketing communications, advertising, and public relations. They are part of the senior leadership team responsible for the business hitting marketing KPIs.

Social Media Assistant

Average Salary
$55,000

A Social Media Assistant helps to fulfil a marketing team’s social channel goals. Focusing on day-to-day execution, a Social Media Assistant will find themselves writing and editing content, scheduling posts, performing research, identifying trends, and dealing with incoming enquiries.

Administration Assistant

Average Salary
$57,000

Working in a business administration department to support key administrative tasks such as managing enquiries, appointments, filing, mail and other ad hoc tasks.

Marketing Assistant

Average Salary
$58,000

Assists colleagues with a range of marketing and administrative tasks, including researching, reporting and copywriting.

Marketing Coordinator

Average Salary
$68,000

Working across a variety of marketing projects and supporting overarching campaigns. Coordinators may conduct competitor and trend research, facilitate advertising, identify target markets and support with creating marketing plans.

Digital Media Coordinator

Average Salary
$70,000

A Digital Media Coordinator is an entry to mid-level position that works on a variety of digital platforms such as websites, blogs, social media, video content. Coordinators can create content and also manage the posting and execution of content. Staying up to date with industry trends and changes is extremely important in this role.

Social Media Marketer

Average Salary
$73,000

Working specifically in social media, professionals in this field create social media content calendars, carry out paid social advertising and produce content for social media platforms. Engaging with influencers to facilitate sponsored content and analysing data and results is part of the role.

Business Development Specialist

Average Salary
$79,000

Specialises in business development activities, creating plans for business growth and analysing current processes and systems to develop solutions that will positively impact the business. This may also include optimising marketing and hiring strategies.

Social Media Manager

Average Salary
$81,000

Working as a Social Media Manager means that you oversee and manage the social media platforms of a brand. Situated above the role of Social Media Marketer, Social Media Managers usually have more extensive industry experience and a higher level of responsibility, likely contributing to overall strategy decisions as well as the day-to-day execution.

Business Manager

Average Salary
$82,000

Responsible for a variety of sectors within the business, business managers work on new strategies to increase business growth, manage client relationships, and innovate new processes to improve efficiencies.

Social Media Strategist

Average Salary
$58,000

Possessing a broad knowledge of social media channels, a Social Media Strategist works to develop and implement a business’s social strategy. This role will work to create campaigns across paid and organic social channels, while still managing customer enquiries.

Communications Manager

Average Salary
$87,000

Custodians of a brand’s communications, Communications Managers, create communications strategies and work closely with the marketing department and other senior leaders in a company. Their overall aim is to contribute to positive brand image and messaging via a range of mediums.

Business Development Director

Average Salary
$133,000

Responsible for driving business growth and increasing revenue. The BD Director will develop new opportunities for the business and oversee the sales department as well as other support roles. They will liaise with all C-suite roles in achieving strategic goals.

Head of Social Media

Average Salary
$160,000

As Head of Social Media, you take on a leading role, moving upwards from day-to-day execution towards management and strategy. With your wealth of industry experience, you direct your team to align your social presence with your company’s brand and goals.

Chief Marketing Officer

Average Salary
$180,000

The most senior role in a marketing team, Chief Marketing Officers, manage the entire marketing team. They oversee budgets, market research, pricing, marketing strategies, marketing communications, advertising, and public relations. They are part of the senior leadership team responsible for the business hitting marketing KPIs.

What Is a Typical Day as a Marketing or Business Development Professional?

A typical day as a marketing or business professional can vary dependent on the segment you’re working in. However, no two days are the same, thanks to the variety and fast-paced nature of the industry.

As a Marketing Manager

  • Creating a report on a previous campaign and meeting with colleagues from senior management to discuss results
  • Reviewing next month’s content calendar from the social team and providing feedback
  • Researching external agencies to assist with paid ad buying for a campaign that needs amplifying in digital channels
  • Reviewing results from last week’s customer focus group and integrating these findings into a marketing strategy
  • Meeting with photographers to discuss content requirements for a product rebrand

As a Business Development Manager

  • Contacting prospective clients
  • Meeting with your team to discuss this month’s KPI’s
  • Reviewing an upcoming marketing strategy and contributing expertise from a sales perspective
  • Developing a lead generation campaign in conjunction with the marketing team
  • Researching new strategic partnerships and presenting these to senior management

The Digital Shift

With the constant introduction of new technology, those working in marketing and business development need to adapt to suit these changing ways of communication, such as by shifting focus to digital mediums as well as learning and using new platforms and media opportunities when they arise.

Transparency

Trust and authenticity have become an increasingly key part of consumers’ expectations from businesses, particularly in marketing, communications and sales. Therefore, Marketing, Communication and Business Development professionals need to consider using transparent, human-centric approaches wherever possible.

Industry Intersects

There are several industries where marketing, communication and business development intersect. Examples include retail, real estate, hospitality, agriculture, construction, government, healthcare, manufacturing, and logistics, to name a few. This is excellent news for graduates looking to maximise their career options and tailor their dream job in an industry that interests them.



Industry Insights

Courses in Marketing, Communications & Business Development

Thanks to the broad nature of the study area, you aren’t restricted to a single career path upon graduation, giving you long-term career opportunities over your working lifetime.

If you are ready to kickstart your marketing career a Certificate IV in Marketing and Communication (BSB40820) will prepare you to enter the field and certify your current experience.

A Diploma of Marketing and Communication (BSB50620) qualification will assist you to command a higher salary, both at the beginning of your career and into the future. Overall, it’s an excellent way to set yourself apart from other applicants and ensure you’re well versed in current industry trends.

Obtaining a Diploma of Business (Business Development) (BSB50120) can set you up for senior roles and career progression. You will develop
leadership and strategic business skills and progress your career into strategic business and executive management roles.

A popular choice is to consolidate your study with a double diploma offering. Thanks to a large amount of crossover between the Diploma of Marketing and Communication and the Diploma of Business (Business Development), you can graduate with two qualifications in a much shorter time frame than if you were to complete them separately. Broadening your skillset is also excellent for future changes in your career path and allows you to capitalise on diverse industry opportunities.

WHY STUDY WITH CAL?

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Our Real Outcomes Guarantee is our commitment to you and your career goals, ensuring that your studies will give you real-world benefits.

Our team, assessments and feedback are all focused on helping you in your career, not just completing your course. As the only RTO offering this, our guarantee is part of our ongoing work to go beyond just a piece of paper.

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Charlotte N. / Administrative Officer (AO5)

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