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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.

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 200 universities for Business & Management Studies, as well as Communication and Media Studies, by the prestigious QS World University Subject Rankings 2018.

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.

Apply to enrol

Key information

Study Locations: Hamilton; Tauranga; Online
Faculty:

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

100 level

Code Paper Title Occurrence / Location
MRKTG101Fundamentals of Successful Marketing18A (Hamilton), 18B (Hamilton) & 18C (Zhejiang University City College, Hangzhou China)
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)
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.
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)
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.
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.

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.

Code Paper Title Occurrence / Location
MKTG503Marketing Healthcare ServicesThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG551Developments in Marketing Strategy18A (Hamilton)
This advanced level paper uses a student-centred seminar format to explore developments in the marketing literature. Students study both current and classic developments in knowledge about marketing strategy. Selecting a few topics for in-depth study allows students to critically evaluate and extend ideas from the literature. Topic...
MKTG552Advanced Advertising Strategy18B (Hamilton) & 18B (Online)
This advanced level paper seeks to deepen students' knowledge of how advertising and promotions work or don't work, as the case may be. The paper investigates managerially relevant topics using current theoretical approaches to promotion. The paper's approach is to start with persuasion and consumer decision making theory and move ...
MKTG553International Marketing18A (Hamilton)
This advanced level paper aims to find solutions to potential problems that firms entering a global market may face. The paper investigates managerially relevant topics (e.g. country-of origin effects, branding and pricing strategies, etc.) using the latest theories.
MKTG554Service Marketing18B (Hamilton)
Examines the theoretical underpinnings and practical applications of selected services marketing topics. Through theoretical analysis, examines the complexity and difficulties in creating, managing, and evaluating services.
MKTG555Consumer BehaviourThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG556Marketing Through the Sports MediaThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG557Marketing and SocietyThis paper will not be taught in 2018.
This paper will not be taught in 2018.
MKTG590Directed Study18C (Hamilton), 18S (Hamilton) & 18Y (Hamilton)
Students have the opportunity to pursue a topic of their own interest under the guidance of academic staff.
MKTG591Marketing Dissertation18C (Hamilton)
A report on the findings of a theoretical or empirical investigation.
MKTG592Marketing Dissertation18C (Hamilton)
A report on the findings of a theoretical or empirical investigation.
MKTG593Marketing Thesis18C (Hamilton)
An externally examined piece of written work that reports on the findings of supervised research.
MKTG594Marketing Thesis18C (Hamilton)
An externally examined piece of written work that reports on the findings of supervised research.
MKTG599Report of an Investigation18E (Hamilton), 18F (Hamilton), 18G (Hamilton), 18H (Hamilton), 18K (Hamilton), 18L (Hamilton) & 18M (Hamilton)
Directed investigation of an approved topic, available only to students enrolled in the BMS(Hons) degree.
MNGT501Research Methods in Management Studies18A (Hamilton), 18B (Hamilton), 18B (Online) & 18T (Hamilton)
This paper aims to introduce students to the assumptions underlying the different methodologies and methods for performing research in the social sciences.The focus is on interpretive, positivist, critical, and mixed methods. The paper attempts to give students the conceptual and methodological resources needed to think and convers...

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.

Code Paper Title Occurrence / Location
MKTG800Marketing MPhil Thesis18C (Hamilton)
No description available.

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.

Code Paper Title Occurrence / Location
MKTG900Marketing PhD Thesis18C (Hamilton) & 18C (Online)
No description available.

Luana Dow 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.

Luana Dow Bachelor of Management Studies with Honours

Read stories from other students


Scholarships and prizes

New to Waikato? The International Excellence Scholarship is worth up to $10,000.

Visit our Scholarship Finder for information about possible scholarships

Find your scholarship


Marketing as a single major for the BBus, BCS or BMS(Hons)

If you wish to take Marketing as a single major for the BBus BCS, or BMS(Hons), you'll need to pass 135 points (9 papers) in this subject area, including at least 105 points above 100-level and 60 points above 200-level.

As all papers are 15 points, you will need to complete 2 x 100-level, 3 x 200-level and 4 x 300-level papers for your major. No more than three 200-level papers may be included in this major.

The specific requirements for a single major in Marketing are that you must take the following 9 papers:

  • MRKTG101 Fundamentals of Successful Marketing
  • OR; if MRKTG101 has already been included as part of another major, one of the following papers:
    • ACCTN101 Accounting for Management
    • ECONS101 Business Economics and the New Zealand Economy
    • FINAN101 Introduction to Finance
    • MGSYS101/201 Integrated Thinking – Digital Business and Supply Chain Management
    • STMGT101 Introduction to Management
  • MRKTG200 Strategic Marketing Planning
  • MRKTG202/304 Consumer & Buyer Behaviour
  • MRKTG203/306 Advertising & Integrated Marketing Communications
  • MRKTG204/305 Digital Marketing & Branding
  • MRKTG301 Business Development & Sales
  • One of the following papers:
    • ACCTN101 Accounting for Management
    • DIGIB101 The World of Digital Business
    • ECONS101 Business Economics and the New Zealand Economy
    • FINAN101 Introduction to Finance
    • LCOMM101 Introduction to Leadership Communication
    • LCOMM102 Communication in an Online Society
    • MGSYS101/201 Integrated Thinking – Digital Business and Supply Chain Management
    • STMGT101 Introduction to Management
  • Remaining papers are selected from:
    • MRKTG302 Marketing Research & Insights
    • MRKTG303 Services Marketing
  • No more than three 200-level papers may be included in this major.
  • Bachelor of Business (BBus): The BBus single major requirements state that you must include MNMGT495/6/9 Industry Experience/Internship/Report of an Investigation as part of your major.
  • Bachelor of Communication Studies (BCS): The BCS single major requirements state that you must include LCOMM300 Communication Strategies as part of your major.
  • Bachelor of Management Studies with Honours (BMS(Hons)): The BMS(Hons) honours stream requires you to include a further 60 points at 500-level in papers that are relevant for your first major (see the degree planner for details).

Marketing as a 2nd Major for any bachelor's degree

If Marketing is your second major then you must pass 120 points in this subject, including at least 90 points above 100-level, of which at least 45 points must be above 200-level.

As all papers are 15 points, you would therefore complete two x 100-level, three x 200-level and three x 300-level for each major.

Marketing as a Minor subject for any bachelor's degree

To complete a minor in Marketing, you must complete 60 points, including at least 30 points above 100-level from MRKTG-coded papers.

The specific requirements for the Marketing minor are that you must include:

  • MRKTG101 Fundamentals of Successful Marketing

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

To complete the requirements for the Bachelor of Communication Studies with Honours (BCS(Hons)), you must pass 120 points at 500-level, including at least 60 points from one subject area and at least 30 points in research (Directed Study, Dissertation or Research Methods Papers).

You also need to submit a Portfolio of Achievement - see the BCS(Hons) qualification information for further details.

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

  • MKTG503 Marketing Healthcare Services
  • 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

Graduate Certificate (GradCert) in Marketing

To complete the requirements for a Graduate Certificate in Marketing, you must pass 60 points at 100-level or above, including at least 45 points at 300-level or above. At least 45 points must be from one subject area. You must also meet the specific requirements prescribed for any subject.

To complete the requirements for a Graduate Certificate in Marketing, you must pass 60 points at 100-level or above, including at least 45 points at 300-level or above. At least 45 points must be from the subject area of Marketing.

Papers can be chosen from those ticked for this qualification in the tick-chart table. For full details of available papers visit papers.waikato.ac.nz/subjects/MRKTG

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) in Marketing

To complete the requirements for a Graduate Diploma in Marketing, you'll need to pass 120 points at 100-level or above, including at least 75 points at 300-level or above. At least 90 points must be from the subject area of Marketing.

The specific requirements for Marketing are that you must include:

  • MKTG209 Principles of Marketing
  • MKTG251 Strategic Marketing Planning

Remaining papers can be chosen from those ticked for this qualification in the tick-chart table. For full details of available papers visit papers.waikato.ac.nz/subjects/MRKTG

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) in Marketing

To complete the requirements for a Postgraduate Certificate in Marketing, you'll need to pass 60 points at 500-level from the subject area of Marketing.

Papers can be chosen from those ticked for this qualification in the tick-chart table. For full details of available papers visit papers.waikato.ac.nz/subjects/MRKTG

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

Postgraduate Diploma (PGDip) in Marketing

To complete the requirements for a Postgraduate Diploma in Marketing, you'll need to pass 120 points at 500-level, including at least 90 points from the subject area of Marketing.

You'll also need to submit a Portfolio of Achievement (see the Postgraduate Diploma qualification information for further details).

Papers can be chosen from those ticked for this qualification in the tick-chart table. Paper offerings can change; for full details of available papers visit papers.waikato.ac.nz/subjects/MRKTG

Please note: 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) in Marketing

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

  • 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 (see MMS qualification information)
  • Meet the specific requirements prescribed for any subject.

Papers can be chosen from those ticked for this qualification in the tick-chart table. For full details of available papers visit papers.waikato.ac.nz/subjects/MRKTG

Please note: 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


Contacts

Management Student Centre (MSC)

Phone: +64 838 4303
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