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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.

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

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

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.

Apply to enrol

Key information

Study Locations:Hamilton, Tauranga, Online
Papers offered differ by location. The Catalogue of Papers has full location info.
Area of Study:

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.


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

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


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.


Contacts

Management Student Centre (MSC)

Phone: +64 7 838 4303
Email: [email protected]
Website: www.management.ac.nz/msc

Opening hours: 8.30am - 5.00pm Monday to Friday
Location: MSB.1.50, Hillcrest Road, University of Waikato, Hamilton