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.
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.
Marketing as a 1st Major (Bachelor's degree)
- Bachelor of Business - BBus
- Bachelor of Communication - BC
Marketing as a 2nd Major or Minor (Bachelor's degree)
- Almost any other bachelor's degree at the University of Waikato
Internationally recognised
You'll study at our internationally recognised Waikato Management School, which is in the top 1% of business schools globally thanks to our prestigious Triple Crown Accreditation from AACSB, EQUIS and AMBA.
Waikato is one of New Zealand's leading business schools, consistently ranked 1st or 2nd in New Zealand for Business and Economics in the Times Higher Education World University Subject Rankings since 2022.
Key information
| Study Locations: | Hamilton, Tauranga, Online Papers offered differ by location. The Catalogue of Papers has full location info. |
|---|---|
| Area of Study: |
Study Marketing in these qualifications
Study Marketing as a specialisation of
- Bachelor of Arts
- Bachelor of Business
- Bachelor of Communication
- Bachelor of Computing and Mathematical Sciences with Honours
- Bachelor of Laws
- Bachelor of Music
- Bachelor of Science
- Bachelor of Science (Technology)
- Bachelor of Social Sciences
- Bachelor of Sport and Human Performance
- Certificate
- Diploma
- Doctor of Philosophy
- Graduate Certificate
- Graduate Diploma
- Master of Management Studies
- Master of Philosophy
- Postgraduate Certificate
- Postgraduate Diploma
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
Study in Tauranga
Tauranga students can study Marketing as a major subject of the Bachelor of Business.
For advice before you enrol, please contact a Tauranga Future Student Advisor, email [email protected] or phone 0800 WAIKATO.
Papers
Available Marketing papers
100 Level
| Code | Paper Title | Points | Occurrence / Location |
|---|---|---|---|
| MRKTG101 | Fundamentals of Successful Marketing | 15.0 | 24A (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. | |||
| MRKTG102 | Principles of Consumer Behaviour and Research | 15.0 | 24B (Hamilton) & 24B (Tauranga) |
| This paper introduces consumer behaviour and research, relating it to the practice of strategic marketing decisions. Theories are drawn from psychology, anthropology, social and behavioural sciences and taught with a particular emphasis on the consumer decision making process. | |||
200 Level
| Code | Paper Title | Points | Occurrence / Location |
|---|---|---|---|
| MRKTG200 | Strategic Marketing Planning | 15.0 | 24A (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. | |||
| MRKTG203 | Integrated Marketing Communications | 15.0 | 24B (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. | |||
| MRKTG205 | Marketing Analytics and Insights | 15.0 | 24A (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 |
|---|---|---|---|
| MRKTG301 | Modern Professional Selling | 15.0 | 24A (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. | |||
| MRKTG304 | Applied Digital Marketing | 15.0 | 24B (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. | |||
| MRKTG307 | Applied Content and Social Media Marketing | 15.0 | 24B (Hamilton) & 24B (Tauranga) |
| Content marketing teaches a strategic marketing approach to creating and distributing valuable, relevant, and brand-supporting content to attract and retain customers, and to drive profit through customer action. | |||
| MRKTG308 | Strategic Brand Management | 15.0 | 24A (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. | |||
| MRKTG309 | Marketing Capstone | 15.0 | 24B (Hamilton) & 24B (Tauranga) |
| The marketing capstone paper brings together all other topics in the marketing major providing an integrated practical learning experience. | |||
| WSOMM396 | Management Internship | 15.0 | 24A (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. | |||
| WSOMM399 | Report of an Investigation | 15.0 | 24A (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 |
|---|---|---|---|
| BUSAN543 | Applied Business Analytics | 30.0 | 24B (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. | |||
| MRKTG551 | Developments in Marketing Strategy | 30.0 | 24A (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... | |||
| MRKTG552 | Advanced Advertising Strategy | 30.0 | 24B (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 ... | |||
| MRKTG591 | Marketing Dissertation | 30.0 | 24X (Hamilton) |
| A report on the findings of a theoretical or empirical investigation. | |||
| MRKTG592 | Marketing Dissertation | 60.0 | 24X (Hamilton) |
| A report on the findings of a theoretical or empirical investigation. | |||
| MRKTG593 | Marketing Thesis | 90.0 | 24X (Hamilton) |
| An externally examined piece of written work that reports on the findings of supervised research. | |||
| MRKTG594 | Marketing Thesis | 120.0 | 24X (Hamilton) |
| An externally examined piece of written work that reports on the findings of supervised research. | |||
800 Level
| Code | Paper Title | Points | Occurrence / Location |
|---|---|---|---|
| MRKTG800 | Marketing MPhil Thesis | 120.0 | 24X (Hamilton) |
| No description available. | |||
900 Level
| Code | Paper Title | Points | Occurrence / Location |
|---|---|---|---|
| MRKTG900 | Marketing PhD Thesis | 120.0 | 24I (Hamilton), 24J (Hamilton), 24K (Hamilton), 24X (Hamilton) & 24X (Tauranga) |
| No description available. | |||
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
Graduate study options
- Graduate Certificate in Marketing
- Graduate Diploma in Marketing
- Postgraduate Certificate in Marketing
- Postgraduate Diploma in Marketing
- Master of Management Studies in Marketing
- Doctor of Philosophy in Marketing
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.
Contacts
Management Student Centre (MSC)
Phone: +64 838 4303
Email: [email protected]
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.