Breadcrumbs

Map NZ Map World

BCS - Marketing as a major

Get the up-to-date industry skills you need to become a Public Relations, Marketing or Communications specialist. This degree will teach you how to satisfy customer needs, influence people’s attitudes and behaviour, and drive strategic change within organisations.

Marketing is all about satisfying customer needs and it'll open the doors to a huge range of careers – from advertising and brand management through to strategic planning and product development.

Key information

Years: 3.0
Points: 360
Study Locations: Hamilton
Start Dates: Semester A (February) and Semester B (July)
Fees (Domestic): $6,462 (approx) per year
See if you're eligible for fees-free study in your first year
Fees (International): $27,165 per year
Entry Requirements: Undergraduate International
Faculty/s:
*Tuition fees shown are indicative only and may change. There are additional fees and charges related to enrolment please see the Table of Fees and Charges for more information. You will be sent an enrolment agreement which will confirm your fees.
Apply now

Career opportunities

  • Advertising account executive
  • Marketing/sales manager
  • Brand and campaign manager
  • Content marketing writer
  • Digital marketing specialist
  • Market researcher
  • Business development manager
  • Customer relationship manager

Degree planner — BCS in Marketing (Single Major)

Year 2

Any UoW
Cultural Perspectives paper, eg. MNMGT302

100 Level or above
Elective

200 Level
Elective

200 Level
Elective

Year 3

One of
MRKTG302 or MRKTG303

MNMGT 495/496/499
Industry experience or applied research*

200 Level or above
Elective

200 Level or above
Elective

200 Level or above
Elective

  • Major
  • Elective
  • Compulsory

Marketing focuses on anticipating and fulfilling customers' needs through market research and marketing strategy formulation and implementation.

Marketing is available as a first major for the Bachelor of Business, Bachelor of Communication Studies and the Bachelor of Management Studies with Honours. Marketing may also be included as a second major or as a minor in other undergraduate degrees, subject to the approval of the Faculty in which the student is enrolled.

To complete Marketing as a single major for the BBus, BCS and BMS(Hons), students must gain 135 points from papers listed for Marketing, including 105 points above 100 level, and 60 points above 200 level. Students must complete MRKTG101; one of ACCTN101, DIGIB101, ECONS101, FINAN101, LCOMM101, LCOMM102; either MGSYS101 or MGSYS201, and STMGT101; MRKTG200, MRKTG301, MKRTG302, MRKTG303, either MRKTG202 or MRKTG304; either MRKTG203 or MRKTG306; and either MRKTG204 or MRKTG305. BBus students may count one of MNMGT495, MNMGT496, or MNMGT499, and BCS students may count LCOMM300, in place of MRKGT302 or MRKGT303.

To complete Marketing as part of a double major for the BBus, BCS, BMS(Hons), or other undergraduate degree, students must gain 120 points from papers listed for Marketing, including 90 points above 100 level, and 45 points above 200 level. Students must complete MRKTG101; or one of ACCTN101, ECONS101, FINAN101, either MGSYS101 or MGSYS201 or STMGT101 if MRKTG101 has already been included as part of another major; one of ACCTN101, DIGIB101, ECONS101, FINAN101, LCOMM101, LCOMM102, either MGSYS101 of MGSYS201 or STMGT101; MRKTG200, MRKTG301, either MRKTG202 or MRKTG304, either MRKTG203 or MRKTG306, either MRKTG204 or MRKTG305; and either MRKTG302 or MRKTG303.

To complete a minor in Marketing, students must complete 60 points from the papers listed for the Marketing major, including at least 30 points above 100 level, and including MRKTG101.

100 level

Code Paper Title Occurrence / Location
MRKTG101Fundamentals of Successful Marketing18A (Hamilton) & 18B (Hamilton)
This paper focuses on the role of Marketing in business, introducing students to marketing research, consumer behaviour, and analysis, as essential tools for developing brand positioning strategies that create value.

200 level

Code Paper Title Occurrence / Location
MRKTG200Strategic Marketing Planning18B (Hamilton)
This paper cultivates students' abilities in applying strategic marketing planning processes and concepts to real-world situations. It adopts a managerial perspective.
MRKTG202Consumer and Buyer Behaviour18A (Hamilton) & 18B (Hamilton)
The paper provides psychological and social frameworks for analysing and influencing consumer decision-making, focusing on attitudes, motivational drivers, heuristics and personality types, applicable to all five consumer decision stages.
MRKTG203Advertising and Integrated Marketing Communications18A (Hamilton) & 18B (Hamilton)
This paper covers online and offline media and techniques, in addition to traditional advertising and promotional tools. Students develop a promotional campaign plan based on strategic decision-making for an organisation.
MRKTG204Digital Marketing and Branding18A (Hamilton) & 18B (Hamilton)
Digital marketing applies the fundamentals of marketing to digital business through the application of digital tools and platforms. This means employing the Internet and mobile platforms to implement marketing activities.

300 level

Code Paper Title Occurrence / Location
MKTG352Marketing Research18A (Hamilton), 18A (Tauranga), 18B (Hamilton) & 18B (Tauranga)
The emphasis of this paper will be on developing analytical and logical skills required to undertake effective marketing research.
MKTG353International MarketingThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG354Marketing of Services18A (Hamilton) & 18A (Tauranga)
This paper is designed to offer a sound base of services marketing theory and the opportunity to practice applying this knowledge to real-life service interactions.
MKTG355Consumer Behaviour18A (Hamilton), 18A (Tauranga), 18B (Hamilton) & 18B (Tauranga)
This paper examines how and why consumers acquire, use, and dispose of goods, services, and ideas, with special attention to marketing, advertising, and public policy applications.
MKTG356Sports and Event MarketingThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG358Relationship MarketingThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG359Professional Selling18B (Hamilton) & 18B (Tauranga)
The successful salesperson needs to be more customer oriented, knowledgeable and skilled than ever before. This paper is concerned with developing abilities in these areas, together with an understanding of how theory translates into practice.
MKTG370Digital Marketing18A (Hamilton) & 18B (Hamilton)
Addressing the unique characteristics of the new digital media landscape, this course focuses on emerging information, communication technologies, and social media. This course delves into key issues and challenges to marketers in the age of new media.
MKTG371Strategic Brand Management18A (Hamilton)
This paper takes a consumer-oriented perspective to brand management. It examines why brands are important, what brands mean to consumers, and issues in building and managing brands over time.
MKTG372Managing Creativity and InnovationThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG373Integrated Marketing PromotionsThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG375Marketing AnalyticsThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG390Directed Study18C (Online) & 18S (Hamilton)
This paper is available only to Waikato Management School students with the approval of the Chairperson of Department.
MSYS319Industry Experience 218C (Online)
This paper requires a period of four to thirteen weeks work experience in an appropriate and approved host organisation with relevance to the student's degree and major. Investigation of three research topics supports the academic component of the paper.

400 level

Code Paper Title Occurrence / Location
MKTG453International MarketingThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG454Marketing of Services18A (Hamilton) & 18A (Tauranga)
This paper is designed to offer a sound base of services marketing theory and the opportunity to practice applying this knowledge to real life service interactions.
MKTG458Relationship MarketingThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG459Professional Selling18B (Hamilton) & 18B (Tauranga)
The successful salesperson needs to be more customer oriented, knowledgeable and skilled than ever before. This paper is concerned with developing abilities in these areas, together with an understanding of how theory translates into practice.
MKTG470Digital Marketing18A (Hamilton), 18A (Tauranga), 18B (Hamilton) & 18B (Tauranga)
Addressing the unique characteristics of the new digital media landscape, this course focuses on emerging information, communication technologies, and social media. This course delves into key issues and challenges to marketers in the age of new media.
MKTG471Strategic Brand Management18A (Hamilton) & 18A (Tauranga)
This paper takes a consumer-oriented perspective to brand management. It examines why brands are important, what brands mean to consumers, and issues in building and managing brands over time.
MKTG472Managing Creativity and InnovationThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG490Directed Study18A (Tauranga), 18B (Tauranga), 18C (Hamilton), 18C (Tauranga) & 18S (Hamilton)
This paper is available only to Waikato Management School students with the approval of the Chairperson of Department.
MKTG495Industry Experience 418C (Online)
A period of four to thirteen weeks internship is spent in a host organisation with relevance to the student's major, located in New Zealand or overseas. Students find their own host organisation, which is then approved by the departmental co-ordinator. In addition to the time spent in the host organisation, Weekly small group elect...
MKTG499Report of an Investigation18E (Hamilton), 18E (Tauranga), 18F (Hamilton), 18F (Tauranga), 18G (Hamilton), 18G (Tauranga), 18H (Hamilton), 18H (Tauranga), 18K (Hamilton), 18K (Tauranga), 18L (Hamilton), 18L (Tauranga), 18M (Hamilton) & 18M (Tauranga)
Directed investigation of an approved topic, available only to students enrolled in the BMS degree.

Scholarships and prizes

Visit our Scholarship Finder for information about possible scholarships

Bachelor of Management Studies (BMS)

To complete the requirements for a Bachelor of Management Studies major in Marketing, you must pass 120 points at 200-level or above from one subject area, and include at least 60 points at 300-level or above, of which 40 points must be at 400-level. You must also meet the specific requirements prescribed for any subject.

The specific requirements for Marketing are that you must include:

  • MKTG251 Strategic Marketing Planning
  • MKTG352 Marketing Research

If Marketing is your second major, then you can count MNGT221 as a major paper for this subject.

Bachelor of Management Studies with Honours (BMS(Hons))

To complete the requirements for a Bachelor of Management Studies with Honours major, you'll need to pass 120 points at 200-level or above from one subject area. You must include at least 60 points at 300-level or above, which includes at least 40 points at 400-level or above and at least 30 points at 500-level. You must also meet the specific requirements for any subject.

The specific requirements for Marketing are that you must include:

  • MKTG251 Strategic Marketing Planning
  • MKTG352 Marketing Research

If you are taking two majors you can count either the compulsory 599 or MNGT596 towards your WMS major papers provided it is approved as relevant to that major and you have included a further 30 points at 500-level in that major.

Don't forget, you must pass 120 points at 500-level for the qualification and submit a Portfolio of Achievement. If you have only selected 30 points at 500-level for your major, then a further 90 points at 500-level is required to meet this degree regulation.

Bachelor of Communication Studies (BCS)

To complete the requirements for a Bachelor of Communication Studies major, you'll need to pass 120 points at 200-level or above from one subject area, and include at least 60 points at 300-level or above. You must also meet the specific requirements prescribed for any subject.

The specific requirements for Marketing are that you need to include:

  • MKTG251 Strategic Marketing Planning
  • MKTG352 Marketing Research
  • MKTG355 Consumer Behaviour

If Marketing is your second major then you can count MCOM220 as a major paper for this subject.

Bachelor of Communication Studies with Honours (BCS(Hons))

To complete the requirements for the Bachelor of Communication Studies with Honours, you must pass 120 points at 500-level, include at least 60 points from one subject area and at least 30 points in research (Directed Study, Dissertation or Research Methods Papers), and submit a Portfolio of Achievement. You must also meet the specific requirements prescribed for any subject.

The specific requirements for Marketing are that you must include at least 60 points from:

  • MKTG551 Developments in Marketing Strategy
  • MKTG552 Advanced Advertising Strategy
  • MKTG553 International Marketing
  • MKTG554 Services Marketing
  • MKTG555 Consumer Behaviour
  • MKTG556 Marketing Through the Sports Media
  • MKTG557 Marketing and Society
  • MNGT501 Research Methods in Management Studies

Please note: If you fail a paper or papers (no more than 30 points), then you may repeat the paper once, or take an alternative paper. If you fail more than 30 points you will not be permitted to proceed with the degree.

Bachelor of Electronic Commerce (BECom)

To complete the requirements for a Bachelor of Electronic Commerce major, you'll need to pass 120 points at 200-level or above from one subject area, and include at least 60 points at 300-level or above. You must also meet the specific requirements prescribed for any subject.

The specific requirements for Marketing are that you must include:

  • MKTG251 Strategic Marketing Planning
  • MKTG352 Marketing Research
  • MSYS319 Industry Experience 2 (see note below)

Please note: If you are taking Marketing as a second major for the Bachelor of Electronic commerce then the paper MSYS319 may be replaced with another paper ticked as available for the subject.

Marketing as a second major

Even if you are enrolled in an undergraduate degree that doesn't list Marketing as a major subject, you may normally still take it as a second major. In these circumstances you are required to pass 120 points at 200-level or above from one subject area, and include at least 60 points at 300-level or above. You must also include:

  • MKTG209 Principles of Marketing
  • MKTG251 Strategic Marketing Planning

Graduate Certificate (GradCert)

To complete the requirements for a Graduate Certificate in Marketing, you must pass 60 points at 100-level or above and include at least 40 points at 300-level or above. At least 40 points must be from one subject area. You must also meet the specific requirements prescribed for any subject.

There are no specific requirements for Marketing.

Please note: You may need to meet any additional paper prerequisites unless a waiver is obtained and depending upon your programme of study.

Graduate Diploma (GradDip)

To complete the requirements for a Graduate Diploma in Marketing, you'll need to pass 120 points at 100-level or above and include at least 80 points at 300-level or above, and pass the Writing Competency Module. You must also meet the specific requirements prescribed for any subject. You can choose to take up to 40 points from other Graduate Diploma subjects with the permission of the Department's Graduate Convenor.

The specific requirements for Marketing are that you must include:

  • MKTG209 Principles of Marketing
  • MKTG251 Strategic Marketing Planning

Please note: You may need to meet any additional paper prerequisites unless a waiver is obtained and depending upon your programme of study.

Postgraduate Certificate (PGCert)

To complete the requirements for a Postgraduate Certificate in Marketing, you'll need to pass 60 points at 500-level from one subject area and meet the specific requirements prescribed for any subject.

The specific requirements for Marketing are that you must meet with the department's Graduate Convenor to discuss an appropriate personal programme of study.

Please note: If you fail a paper then you may repeat it once. If you fail more than one paper, or you fail the same paper twice, then you will not be permitted to proceed with the certificate. You may need to meet any additional paper prerequisites unless a waiver is obtained and depending upon your programme of study.

Postgraduate Diploma (PGDip)

To complete the requirements for a Postgraduate Diploma in Marketing, you'll need to pass 120 points at 500-level and submit a Portfolio of Achievement (see the Postgraduate Diploma qualification information for further details). You must also meet the specific requirements prescribed for any subject. You can choose to take up to 30 points from other graduate subjects with the permission of the department's Graduate Convenor.

The specific requirement for Marketing is that you must meet with the department's Graduate Convenor to discuss an appropriate personal programme of study.

Please note: If you fail a paper or papers (no more than 30 points), then you may repeat the paper once, or take an alternative paper. If you fail more than 30 points you will not be permitted to proceed with the diploma. You may need to meet any additional paper prerequisites unless a waiver is obtained and depending upon your programme of study.

Master of Management Studies (MMS)

The completion requirements for the Master of Management Studies are dependent upon your admission criteria; please see the MMS qualification information for further details. However all students must:

  • Meet with the department's Graduate Convenor to discuss an appropriate personal programme of study and to ensure any specific subject requirements are met
  • Take MNGT501 Research Methods in Management Studies (unless passed previously)
  • Take a dissertation (591 / 592) or thesis (593 / 594) in your subject area
  • Submit a Portfolio of Achievement
  • Meet the specific requirements prescribed for any subject.
    There are no additional specific requirements for this subject.

Please note: If you fail a paper or papers (no more than 30 points), then you may repeat the paper once, or take an alternative paper. If you fail more than 30 points you will not be permitted to proceed with the degree. You may need to meet any additional paper prerequisites unless a waiver is obtained and depending upon your programme of study.

Master of Philosophy (MPhil) and Doctor of Philosophy (PhD)

Contact the Department's Graduate Convenor.

Documents

Waikato Management School Student Handbook 2017

Contacts

Management Student Centre (MSC)

Phone: +64 838 4303 or 0800 654 303
Email: msc@waikato.ac.nz
Website: www.management.ac.nz/msc

Opening hours: 8.45am - 4.45pm Monday to Friday
Location: MSB.1.50, Hillcrest Road, University of Waikato, Hamilton

One of the best times to pop into MSC is Open Advice Day, held every Wednesday from 10am to 2pm.

Marketing subject convenors:

Dr Roy Larke
Undergraduate/graduate convenor
Email: roy.larke@waikato.ac.nz

Associate Professor Roger Brooksbank
Undergraduate/graduate convenor
Email: rogerb@waikato.ac.nz

Dr Mary Fitzpatrick
Undergraduate convenor
Email: maryfitz@waikato.ac.nz