Marketing, communications, and business development are highly creative yet data-driven fields. They are 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 responsibilities and activities with a single goal of developing and growing a 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 developmental goals.
Marketing, communications, and business development are highly integrated with other facets of the business, particularly human resources, finance, and operations.
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.
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.
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.
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.
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.
Marketing executives assist in the planning, developing, and overseeing marketing plans within a business. They may be responsible for implementing marketing plans, and usually work as part of a marketing team to achieve larger marketing goals of an organisation.
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.
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.
A Digital Marketing 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.
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.
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.
Assists colleagues with a range of marketing and administrative tasks, including researching, reporting and copywriting.
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.
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.
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.
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.
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.
Marketing executives assist in the planning, developing, and overseeing marketing plans within a business. They may be responsible for implementing marketing plans, and usually work as part of a marketing team to achieve larger marketing goals of an organisation.
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.
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.
A Digital Marketing 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.
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.
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.
Assists colleagues with a range of marketing and administrative tasks, including researching, reporting and copywriting.
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.
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
As a Business Development Manager
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.
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. However, your best chance at success in marketing is to develop skills through a nationally recognised qualification.
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) will assist you to develop your skills further, project you into high-level marketing positions and command a higher salary. 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 executive business 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 (BSB50620) and the Diploma of Business (Business Development) (BSB50120), 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.
Develop your social media and digital marketing skills to boost your business with this social media marketing online course.
100% Online Learning
Approx 12 - 14 months part-time
Approx 12 months full-time
Digital Marketing Coordinator$70,000
Social Media Manager$90,000
Social Media Strategist$62,000
Develop your business management skills and become a confident business development manager with essential market research, relationship-building and leadership skills in this business development online course.
100% Online Learning
Approx 14-16 months part-time
Approx 12 months full-time
Business Manager$100,000
Business Development Manager$79,000
Business Development Director$141,000
Become a qualified Marketing Manager by developing your strategic marketing and communications skills, and learning how to best position your business both domestically and internationally. Increase your marketing skillset and prepare to move into a senior management role.
100% Online Learning
Approx 14 - 16 months part-time
Approx 12 months full-time
Product Marketing Manager$110,000
Marketing Manager$95,000
Brand Manager$110,000
Establish your communication skills and kickstart your career in marketing with essential advertising, campaign execution and PR skills in this marketing and communications online course.
100% Online Learning
Approx 10-12 months part-time
Approx 8 months full-time
Marketing Executive $65,000
Marketing Coordinator $75,000
Marketing Assistant$58,000
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.
[My] manager explicitly told me that one of the reasons she awarded me the position was because she saw that I’d got the double diploma that I had achieved… Not because of the skills that I’d learned in my last role, but because of the skills that CAL taught me.
It’s helped me not only with just having the diploma on paper, but also enhancing those skills on the job to give you the experience that you need to move up the ladder.
We support you beyond achieving your qualifications – we want to help you be as prepared as possible for taking the next step in your career. Our Careers Hub gives you complimentary and exclusive access to resources and personalised advice from our in-house Career Coach.
My experience with Jenni the career counsellor was exceptional…The feedback was so helpful. She was encouraging too, and made me feel more sure about how to ‘sell myself’ to the target employers. I am very impressed with CAL’s careers hub – many resources that I will use. Thank you very much for your help.
– Samantha M.
Every member of our team is here to support you beyond achieving your qualifications. We want you to be as prepared as possible for taking the next step in your career. As a CAL student you’ll gain access to our Careers Hub through our online learning hub ‘Spark’.
