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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

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 qualification regulations define the subject requirements for the Graduate Certificate and Graduate Diploma. There are no specified subject papers that must be completed for these programmes.

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

The qualification regulations define the subject requirements for the BBus(Hons), BCS(Hons), PGCert(Mrkt), PGDip(Mrkt) and MMS. There are no specified subject papers that must be completed for the BBus(Hons), PGCert(Mrkt), PGDip(Mrkt) programmes.

BCS(Hons) students must complete at least 60 points from MRKTG503, MRKTG551, MRKTG552, MRKTG553, MRKTG554, MRKTG555, MRKTG556, MRKTG557.

MMS students must complete MNMGT581 and one of MRKTG590, MRKTG591, MRKTG592, MRKTG593, MRKTG594.

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.

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.

100 Level

Code Paper Title Occurrence / Location
ACCTN101Accounting for Management19A (Hamilton), 19A (Tauranga), 19B (Hamilton), 19B (Tauranga) & 19C (Zhejiang University City College, Hangzhou China)
This paper explains that accounting is an important social practice; an integral aspect of organisational management and covers both the technical aspects of the provision and use of accounting information.
DIGIB101The World of Digital Business19B (Hamilton)
Information and communications technologies are fundamentally changing business operations. This paper introduces all aspects associated with the ever-evolving field of digital business.
ECONS101Business Economics and the New Zealand Economy19A (Hamilton), 19A (Secondary School - Unistart), 19A (Tauranga), 19B (Hamilton), 19B (Tauranga), 19C (Zhejiang University City College, Hangzhou China) & 19S (Hamilton)
This paper offers insights into the behaviour of consumers, firms and the government within the economy, giving students skills in analysing and predicting the actions of individuals and businesses.
FINAN101Introduction to Finance19A (Hamilton), 19A (Tauranga), 19B (Hamilton), 19B (Tauranga), 19C (Zhejiang University City College, Hangzhou China) & 19S (Hamilton)
This paper introduces the three core areas of finance -- financial management, investments, and capital markets and institutions. The paper also examines applications of corporate finance concepts to personal finance.
LCOMM101Introduction to Leadership Communication19A (Hamilton)
By showing how to lead through improving communication, understanding who we are, and collaborating for problem-solving, this course provides a repertoire of skills relevant to personal, family, and organisational success.
LCOMM102Communication in an Online Society19B (Hamilton) & 19B (Tauranga)
This paper introduces students to communication practices, concepts, and issues that they are likely to encounter as citizens, communicating professionals, community members, and participants in a highly mediated online world.
MGSYS101Integrated Thinking - Digital Business and Supply Chain Management19A (Hamilton), 19A (Tauranga) & 19B (Hamilton)
This paper explores the dual concepts of digital business and supply chain management. The interactive lectures help in developing critical thinking skills and highlight many topical case studies.
MRKTG101Fundamentals of Successful Marketing19A (Hamilton), 19A (Tauranga), 19B (Hamilton), 19C (Zhejiang University City College, Hangzhou China) & 19S (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.
STMGT101Introduction to Management19A (Hamilton), 19B (Hamilton), 19B (Tauranga) & 19C (Zhejiang University City College, Hangzhou China)
Explores the world of management in organisations, the roles of managers and how they strategise, plan, organise, and motivate staff to achieve goals.

200 Level

Code Paper Title Occurrence / Location
MRKTG200Strategic Marketing Planning19A (Hamilton) & 19A (Tauranga)
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 Behaviour19A (Hamilton), 19B (Hamilton) & 19B (Tauranga)
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 Communications19B (Hamilton) & 19B (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.
MRKTG204Digital Marketing and Branding19A (Hamilton), 19A (Tauranga) & 19B (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
LCOMM300Communication Strategies19A (Hamilton)
This capstone paper gives students the opportunity to apply knowledge of communication theories and practices acquired throughout the course of their study by designing and implementing a communication strategy for a client.
MNMGT395Industry Experience19C (Online)
The industry experience course is a NET delivered course, which runs over the summer from early November to early February. Students search for and find their own host organisation, anywhere in the world, that agrees to take them on for 4 to 13 weeks during the summer period.
MNMGT396Management Internship19C (Hamilton)
The Management Internship provides students with the opportunity to apply their management discipline-based knowledge to an authentic project within an organisation.
MNMGT399Report of an Investigation19C (Hamilton)
The Report of an Investigation offers students the opportunity to complete a secondary data based research report on an area related to their management discipline of study. Students also complete 100 hours of voluntary work co-ordinated through the University of Waikato Employability Plus Program.
MRKTG301Business Development and Sales19B (Hamilton) & 19B (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.
MRKTG302Consumer and Buyer Behaviour19A (Hamilton), 19B (Hamilton) & 19B (Tauranga)
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.
MRKTG303Advertising and Integrated Marketing Communications19B (Hamilton) & 19B (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 a specified organisation.
MRKTG304Digital Marketing and Branding19A (Hamilton), 19A (Tauranga) & 19B (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.
MRKTG305Marketing Research and Insights19B (Hamilton) & 19B (Tauranga)
The paper applies marketing research techniques as the basis for a range of marketing decisions; such as market needs analysis and segmentation, new product development, and customer satisfaction monitoring.
MRKTG306Services Marketing19A (Hamilton) & 19A (Tauranga)
This paper develops students' abilities to apply key theories and concepts from services marketing to real-world service situations. The paper takes a managerial approach with a emphasis on customers' experiences.

400 Level

Code Paper Title Occurrence / Location
MNMGT495Industry Experience19C (Online)
The industry experience course is a NET delivered course, which runs over the summer from early November to early February. Students search for and find their own host organisation, anywhere in the world, that agrees to take them on for 4 to 13 weeks during the summer period.
MNMGT496Management Internship19C (Hamilton)
The Management Internship provides students with the opportunity to apply their management discipline-based knowledge to an authentic project within an organisation.
MNMGT499Report of an Investigation19C (Hamilton)
The Report of an Investigation offers students the opportunity to complete a secondary data based research report on an area related to their management discipline of study. Students also complete 100 hours of voluntary work co-ordinated through the University of Waikato Employability Plus Program.

500 Level

Code Paper Title Occurrence / Location
MRKTG551Developments in Marketing Strategy19A (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 Strategy19A (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 ...
MRKTG553International Marketing19B (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.
MRKTG554Service Marketing19B (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.
MRKTG591Marketing Dissertation19C (Hamilton)
A report on the findings of a theoretical or empirical investigation.
MRKTG592Marketing Dissertation19C (Hamilton)
A report on the findings of a theoretical or empirical investigation.
MRKTG593Marketing Thesis19C (Hamilton)
An externally examined piece of written work that reports on the findings of supervised research.
MRKTG594Marketing Thesis19C (Hamilton)
An externally examined piece of written work that reports on the findings of supervised research.

800 Level

Code Paper Title Occurrence / Location
MRKTG800Marketing MPhil Thesis19C (Hamilton)
No description available.

900 Level

Code Paper Title Occurrence / Location
MRKTG900Marketing PhD Thesis19C (Hamilton) & 19C (Tauranga)
No description available.

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

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