Breadcrumbs

Marketing

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.

Ellyse Bowen

Bachelor of Communication Studies
Ellyse Bowen started out as a marketing intern at the University of Waikato, and she jumped at the chance to work here full-time.


Luke Coxhead

Bachelor of Management Studies
Walking in the footsteps of Sir Edmund Hillary on a trek through the Himalayas is just one of the many incredible memories that Luke Coxhead will treasure from his time at Waikato University.


Holly Crowe

Bachelor of Communication Studies
After gaining several years' invaluable marketing experience in New Zealand, Bachelor of Communication Studies graduate Holly Crowe has relocated to Canada on a two-year working visa.


Ebony de Thierry

Master of Management Studies
Master of Management Studies graduate Ebony de Thierry says "digital marketing is massive at the moment", and she's enjoying her new career as a digital marketing manager in London.


Marina Doretto

Master of Management Studies
For Marina Doretto, the lure of New Zealand was too hard to resist. That, combined with a desire to upskill in her profession saw Marina leave her native Brazil to begin postgraduate studies in marketing at Waikato Management School.


Luana Dow

Bachelor of Management Studies with Honours
Mathematically gifted, Luana Dow works as an analyst at Statistics New Zealand in Wellington, where she writes press releases about the latest labour and income statistics.


James Forster

Bachelor of Communication Studies
Working for the Chiefs Rugby franchise has been the perfect career start for James Forster, a social media marketing specialist who did his Bachelor of Communication Studies degree at Waikato University.


Emily Gallagher

Bachelor of Communication Studies


Christine Hall

Master of Business Administration
Coming from a health background as an occupational therapist, Christine Hall wanted a business qualification that would enable her to progress her career and move into management roles in other industries.


Kendl Hambly

Bachelor of Management Studies
Seeing ideas go from concept development to reality has been rewarding for Kendl Hambly, a marketing specialist who graduated from Waikato with a BMS(Hons). During her time at uni her team won the WMS Case Competition 2012 for Good George brewery.


Kym Hambly

Bachelor of Management Studies with Honours
Human Resources hadn’t really crossed Kym Hambly's mind as a potential career option until she took a paper on organisational behaviour in the second year of her Bachelor of Management Studies with Honours degree.


Matt Kenrick

Completing a Bachelor of Electronic Commerce was a natural choice for Matt Kenrick, whose parents are both marketers.


Paul Millward

Bachelor of Management Studies with Honours
BMS(Hons) alumnus Paul Millward has been promoted to DB Breweries' senior leadership team as their new sales director.


Davis Palmer

Bachelor of Management Studies with Honours
Bachelor of Management Studies student Davis Palmer, 21, is studying in Hong Kong for a semester after winning a prestigious Prime Minister’s Scholarship for Asia.


Dillon Williams

Bachelor of Management Studies
As the marketing manager for Flex Fitness New Zealand, Dillon Williams is responsible for developing monthly campaigns to generate new customer leads, boost the profile of Flex Fitness clubs, as well as finding ways to improve customer service and retention of gym members.


Marketing2

Marketing is essential for attracting customers to purchase a company's products or services. It helps to create strong, unique brands that will stand out from their competitors in the crowded global marketplace.

Marketing is far more than just selling or advertising – ultimately, it is marketing that decides what products and services an organisation will offer, to which customers, at what price, using which channels.

In first year you'll take part in a Marketing Tradeshow where you'll put theory into practice. In this fun assignment, you'll work in a team to develop an innovative idea for a new product or service based around a theme, such as tourism, board games, chocolate or sports. Your team will conduct customer research and plan a full marketing mix strategy, including product / packaging design, promotion, price and place of distribution. You'll be encouraged to dress up in costumes on the night, with prizes awarded for best stand, best costumes, and best overall product.

You'll also have the opportunity to study specialist areas of marketing such as digital marketing, brand management, marketing research, consumer and buyer behaviour, services marketing, and business development and sales.

If you’re creative, insightful, interested in the latest social trends and technology, and you enjoy meeting new people, then marketing may be the subject for you.

Internationally recognised

Waikato is ranked in the world's top 250 universities for Business & Management Studies, as well as Accounting and Finance, by the prestigious QS Subject Rankings.

You'll study at our internationally recognised Waikato Management School, which has Triple Crown Accreditation from AACSB, EQUIS and AMBA, placing it in the top 1% of all business schools worldwide.

Qualifications

If you wish to take Marketing as your 1st Major subject, you'll need to enrol for either the  Bachelor of Business, the Bachelor of Communication Studies or the Bachelor of Management Studies with Honours.

Otherwise you can normally take it as a 2nd Major (8 papers) or Minor subject (4 papers) for any other bachelor's degree offered at the University of Waikato.

If you'd like to gain specialist expertise at postgraduate level, take a look at our Master of Management Studies in Marketing.

 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

Qualifications

Study Marketing in any of these qualifications

Marketing as a 1st Major (Bachelor's degree)

Marketing as a 2nd Major or Minor (Bachelor's degree)

Postgraduate qualifications

100 level

200 level

300 level

Marketing ResearchMKTG35220.0 Points
International MarketingMKTG35320.0 Points
Marketing of ServicesMKTG35420.0 Points
Consumer BehaviourMKTG35520.0 Points
Sports and Event MarketingMKTG35620.0 Points
Relationship MarketingMKTG35820.0 Points
Professional SellingMKTG35920.0 Points
Digital MarketingMKTG37020.0 Points
Strategic Brand ManagementMKTG37120.0 Points
Managing Creativity and InnovationMKTG37220.0 Points
Integrated Marketing PromotionsMKTG37320.0 Points
Marketing AnalyticsMKTG37520.0 Points
Directed StudyMKTG39020.0 Points
Industry Experience 2MSYS31920.0 Points

400 level

International MarketingMKTG45320.0 Points
Marketing of ServicesMKTG45420.0 Points
Relationship MarketingMKTG45820.0 Points
Professional SellingMKTG45920.0 Points
Digital MarketingMKTG47020.0 Points
Strategic Brand ManagementMKTG47120.0 Points
Managing Creativity and InnovationMKTG47220.0 Points
Directed StudyMKTG49020.0 Points
Industry Experience 4MKTG49520.0 Points
Report of an InvestigationMKTG49920.0 Points

Prescriptions for the GradCert(Mrkt) and GradDip(Mrkt)

A Graduate Certificate and Graduate Diploma are available to graduates who have not included Marketing at an advanced level in their first degree. The requirements for the Graduate Certificate and Graduate Diploma are prescribed in the Waikato Management School Student Handbook.

Prescriptions for the BBus(Hons), BSC(Hons), BMS(Hons), PGCert(Mrkt), PGDip(Mrkt) and MMS

Marketing may be taken as a major for the BMS(Hons) and as a subject for the BBus(Hons), BCS(Hons) and MMS. A Postgraduate Certificate and a Postgraduate Diploma in Marketing are also available. The requirements for the major and subject are prescribed in the Waikato Management School Student Handbook.

Students enrolling in 500 level Marketing papers should normally have a minimum of a B average in undergraduate Marketing papers, with no less than that in 300 and 400 level Marketing papers. All students should discuss their programme with the Management Student Centre before enrolling.

Marketing Healthcare ServicesMKTG50330.0 Points
Developments in Marketing StrategyMKTG55130.0 Points
Advanced Advertising StrategyMKTG55230.0 Points
International MarketingMKTG55330.0 Points
Service MarketingMKTG55430.0 Points
Consumer BehaviourMKTG55530.0 Points
Marketing Through the Sports MediaMKTG55630.0 Points
Marketing and SocietyMKTG55730.0 Points
Directed StudyMKTG59030.0 Points
Marketing DissertationMKTG59130.0 Points
Marketing DissertationMKTG59260.0 Points
Marketing ThesisMKTG59390.0 Points
Marketing ThesisMKTG594120.0 Points
Report of an InvestigationMKTG59930.0 Points
Research Methods in Management StudiesMNGT50130.0 Points

Prescriptions for the MPhil

The Master of Philosophy is a one year research-based degree in which students undertake a programme of approved and supervised research that leads to a thesis which critically investigates an approved topic of substance and significance, demonstrates expertise in the methods of research and scholarship, displays intellectual independence and makes a substantial original contribution to the subject area concerned, and is of publishable quality.

Marketing MPhil ThesisMKTG800120.0 Points

Prescriptions for the PhD

The Doctor of Philosophy is a three year research-based degree in which students undertake a programme of approved and supervised research that leads to a thesis which critically investigates an approved topic of substance and significance, demonstrates expertise in the methods of research and scholarship, displays intellectual independence and makes a substantial original contribution to the subject area concerned, and is of publishable quality.

Marketing PhD ThesisMKTG900120.0 Points

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.

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