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BC - Marketing as a major

The world is full of stories that need to be told. Get the industry-relevant skills you need to become a communications specialist and digital storyteller using a wide range of technologies - from websites and apps through to films, podcasting and social media.

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.

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Key information

Entry Requirements:

University Entrance, or its equivalent, or on a case-by-case basis.

Years: 3
Points: 360
Start Dates: Trimester A (March) and Trimester B (July)
Estimated Fees* (Domestic): $7,821 per year
Estimated Fees* (International): $34,695 per year
Entry Requirements: Undergraduate International
Area of Study:
All amounts are in New Zealand Dollars (NZD). *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.

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

Degree planner — BC in Marketing

* If you taking the BC with a double major, choose the higher level paper indicated in the box.

Year 3

Choose one:

Choose one:

WSOMM 396 / 399
Work-Integrated Learning

200 or 300 * Level

200 or 300 * Level

200 or 300 * Level

  • Major
  • Field
  • Elective
This information is provisional and subject to change.

Marketing is essential for attracting customers to purchase a company's products or services. It helps to create strong, unique brands that stand out from their competitors in the marketplace. You'll learn how to anticipate and satisfy customers' needs by creating value through market research, strategic planning, product/brand development and advertising/communication.

Marketing is available as a first major for the Bachelor of Business (BBus), Bachelor of Communication (BC) and the Bachelor of Management Studies with Honours (BMS(Hons))[1]. Marketing may also be included as a second major or minor in other undergraduate degrees, subject to approval of the Division in which the student is enrolled.

To complete Marketing as a single major for the BBus or BC, 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, MRKTG102, MRKTG200, MRKTG203, MRKTG205, MRKTG309, 30 points from MRKTG301, MRKTG304, MRKTG307 and MRKTG308 and one of WSOMM396 or WSOMM399.

To complete Marketing as part of a double major for the BBus, BC, 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, MRKTG102, MRKTG200, MRKTG203, MRKTG205, MRKTG309 and 30 points from MRKTG301, MRKTG304, MRKTG307 and MRKTG308.

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. Students must complete MRKTG101.


[1] There will be no new enrolments into the BMS(Hons) from 2024. Students who commenced a BMS(Hons) in 2023 or prior should contact the Waikato Management School for programme advice.

100 Level

Code Paper Title Points Occurrence / Location
MRKTG101Fundamentals of Successful Marketing15.024A (Hamilton), 24A (Online), 24A (Tauranga), 24B (Hamilton), 24B (Hamilton Waikato College), 24B (Online), 24C (Hamilton Waikato College), 24G (Hamilton), 24VB (National Economics University, Vietnam) & 24X (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.
MRKTG102Principles of Consumer Behaviour and Research15.024B (Hamilton) & 24B (Tauranga)
This paper introduces consumer behaviour and research methods, relating to strategic marketing decisions. Theories draw from psychology, social and behavioural sciences and emphasise decision making processes and research methods for consumer markets.

200 Level

Code Paper Title Points Occurrence / Location
MRKTG200Strategic Marketing Planning15.024A (Hamilton), 24A (Online) & 24A (Tauranga)
This paper cultivates students' abilities in applying strategic marketing planning processes and concepts to real-world situations. It adopts a managerial perspective.
MRKTG203Integrated Marketing Communications15.024B (Hamilton), 24B (Online) & 24B (Tauranga)
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.
MRKTG205Marketing Analytics and Insights15.024A (Hamilton) & 24A (Tauranga)
This paper will introduce students to the cleaning, management, manipulation, visualisation and analysis of primary and secondary marketing data. Students will learn to apply appropriate analytical techniques required for marketing careers, and to interpret results of analyses for applied decision-making purposes.

300 Level

Code Paper Title Points Occurrence / Location
MRKTG301Modern Professional Selling15.024A (Hamilton) & 24A (Tauranga)
This paper develops students' abilities in applying new business development and selling processes, principles and concepts to real world situations. It adopts a managerial approach.
MRKTG304Applied Digital Marketing15.024B (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.
MRKTG307Applied Content and Social Media Marketing15.024B (Hamilton) & 24B (Tauranga)
Content marketing is the process of planning, creating, and distributing content via online channels, including social media, to reach a target audience and increase brand awareness, sales, engagement and loyalty.
MRKTG308Strategic Brand Management15.024A (Hamilton) & 24A (Tauranga)
This paper takes a consumer-oriented perspective to brand management. It examines why brands are important, what brands mean to consumers, and addresses issues in building and managing brands over time.
MRKTG309Marketing Capstone15.024B (Hamilton) & 24B (Tauranga)
The marketing capstone paper brings together all other topics in the marketing major providing an integrated practical learning experience.
WSOMM396Management Internship15.024A (Hamilton), 24A (Tauranga), 24B (Hamilton), 24B (Tauranga), 24C (Hamilton), 24C (Tauranga) & 24VB (Internet National Economics University, Vietnam)
The Management Internship provides students with the opportunity to apply their management discipline-based knowledge to an authentic project within an organisation.
WSOMM399Report of an Investigation15.024A (Hamilton), 24A (Tauranga), 24B (Hamilton) & 24B (Tauranga)
This paper offers students the opportunity to complete a directed investigation of an approved topic relevant to an organisation or industry and in an area related to their management discipline of study.

500 Level

Code Paper Title Points Occurrence / Location
BUSAN543Applied Business Analytics30.024B (Hamilton) & 24B (Online)
This paper enables students to understand applied business analytics including data management and analytics tools, develop critical thinking skills, and apply these to various business contexts. By the end of this paper students will understand the role of analytics to solve real-world problems.
MRKTG551Developments in Marketing Strategy30.024A (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...
MRKTG552Advanced Advertising Strategy30.024B (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 ...
MRKTG591Marketing Dissertation30.024X (Hamilton)
A report on the findings of a theoretical or empirical investigation.
MRKTG592Marketing Dissertation60.024X (Hamilton)
A report on the findings of a theoretical or empirical investigation.
MRKTG593Marketing Thesis90.024X (Hamilton)
An externally examined piece of written work that reports on the findings of supervised research.
MRKTG594Marketing Thesis120.024X (Hamilton)
An externally examined piece of written work that reports on the findings of supervised research.

800 Level

Code Paper Title Points Occurrence / Location
MRKTG800Marketing MPhil Thesis120.024X (Hamilton)
No description available.

900 Level

Code Paper Title Points Occurrence / Location
MRKTG900Marketing PhD Thesis120.024I (Hamilton), 24J (Hamilton), 24K (Hamilton), 24X (Hamilton) & 24X (Tauranga)
No description available.

Scholarships and prizes

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Graduate study options

Subject requirements

You can read the full requirements for Marketing as a specialist subject for all undergraduate and postgraduate qualifications in the Catalogue of Papers.


Management Student Centre (MSC)

Phone: +64 838 4303
Email: [email protected]

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.