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Study Marketing at Otago

Creating value

Marketing influences many areas of our lives – including what we buy, the music we stream, the food we eat, the political party we vote for, and even the university we choose to study at.

In order to be successful, products, brands and services have to be researched, developed, packaged and promoted. While marketing encompasses these activities, we believe that marketing also has the role of promoting positive change within individuals and society as a whole.

Students from all backgrounds choose to study marketing, and when you graduate you can apply marketing in many diverse ways. Ultimately, marketing is about people, creating value and positive change, and offering careers that are exciting, challenging and rewarding.

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Why study Marketing?

Marketing is everywhere and affects most of what we do. Marketing is about creating value and understanding why individuals and groups consume what they do.

While studying Marketing at Otago, we also consider the consequences of consumption from social, ethical and environmental perspectives. We stress that marketing can bring about positive change within individuals and society.

Since marketing influences just about every industry and organisation, career options are varied and diverse. We offer high-quality courses, with teaching based on the latest research.

Stand out from the crowd

Employers tell us they respect Otago's BCom graduates, but also value interviewing graduates who have done more than their minimum degree requirements.

Opportunities for personal growth and development include internships, taking part in the Business Case Competition, or getting involved with Audacious, an entrepreneurial competition.

Career opportunities

Marketing is people-orientated. It offers careers that are exciting, challenging and rewarding. Because Otago's courses are comprehensive, require independent and collaborative learning, and celebrate creative approaches to problem-solving, our graduates leave well equipped to work in a variety of roles.

A career in marketing could include: sales management, public relations, brand management, designing new products, planning advertising and behaviour change campaigns, export and international marketing, or analysing market trends.

Some of our graduates join training programmes with well-known companies. Others work for smaller businesses, not-for-profits, and sports and cultural organisations, offering equally stimulating career opportunities ranging from sales to advertising, market research to market analysis.

While studying marketing you will also gain transferable skills such as communication, negotiation, analysis, critical engagement, problem-solving, management, and team skills, all of which make you more employable and rounded as a citizen.

We invite a number of industry guest speakers into lectures and provide opportunities for students to work directly with industry members on consultancy projects and class assignments.

We keep students informed about frequent on-campus presentations by companies looking to recruit talented students, and are in regular contact with organisations throughout New Zealand, many of them keen to employ Otago graduates.

Marketing at Otago

Marketing is a major in the Bachelor of Commerce (BCom), a three-year programme. It can also be studied as a minor.

100-level

The first year of study covers general principles of marketing, including the marketing management process, the four “P's”, consumer behaviour and the research processes used to generate information to make marketing decisions.

200-level

The second year applies marketing principles in more detail. Students will develop a more specialised understanding of topics such as market analysis, consumer behaviour, integrated marketing, product and brand management and specialisations such as sports marketing.

300-level

The final year provides an opportunity to gain deeper insights into more specialised topics such as digital marketing, persuasive storytelling and practical skills for producing creative marketing content, as well as international marketing, strategy, innovative marketing, and ethics and societal issues in marketing.

Teaching style

As well as lectures and smaller group tutorials, marketing courses are practical, incorporating case studies, presentations, group work and regular guest speakers. At 300- and 400-level, you also get the opportunity to work with businesses on real marketing problems.

Marketing at Otago helps you develop transferable skills that are directly relevant to many other careers. For example, case studies call for strong analytical skills and group projects for organisational, negotiation and managerial skills. Many businesses say they value Otago marketing graduates because they have a practical approach and can “hit the ground running”.

Double major/degree options

You can combine marketing with a wide range of other subjects by incorporating a second major into your BCom, completing a double degree, or adding a minor into your degree structure. A few examples are outlined below:

  • Corporate marketers may find finance, accounting, management and economics useful.
  • International marketers might consider a foreign language while behavioural marketers may require a psychology background.
  • Food marketers often include food science and nutrition papers.
  • Adding arts papers opens up possibilities in advertising.
  • Linking mathematics and statistics is useful for a career in research or marketing analysis.
  • Choosing a major in marketing provides the flexibility to study a number of subjects.

Requirements

Marketing as a minor subject for a BA, MusB, BPA, BTheol, BSc, BCom, BEntr, BHealSc, BACom, BASc or BComSc degree

Available as a minor subject for a Bachelor of Arts (BA), Bachelor of Music (MusB), Bachelor of Performing Arts (BPA), Bachelor of Theology (BTheol), Bachelor of Science (BSc), Bachelor of Commerce (BCom), Bachelor of Entrepreneurship (BEntr), Bachelor of Health Science (BHealSc), Bachelor of Arts and Commerce (BACom), Bachelor of Arts and Science (BASc) or Bachelor of Commerce and Science (BComSc) degree

LevelPapersPoints
100-level

MART 112 Marketing Management

18

200-level and above

Four MART papers at 200-level or above including at least two of:
MART 201 Integrated Marketing Communications
MART 210 Consumer Behaviour
MART 211 Products to Market
MART 212 Understanding Markets


and at least one 300-level MART paper

72
Total 90

MRKG papers

Paper Code Year Title Points Teaching period
MART112 2024, 2025 Marketing 18 points Semester 1, Semester 2
MART201 2024, 2025 Integrated Marketing Communications 18 points Semester 2
MART207 2024, 2025 Sports Marketing 18 points Semester 1
MART210 2024, 2025 Consumer Behaviour 18 points Semester 1
MART211 2024, 2025 Products to Market 18 points Semester 2
MART212 2024, 2025 Understanding Markets 18 points Semester 1
MART301 2024, 2025 Strategic Marketing 18 points Semester 2
MART304 2024, 2025 Sales and Sales Management 18 points Semester 1
MART305 2024, 2025 Societal Issues in Marketing 18 points Not offered in 2024, Semester 2
MART306 2024, 2025 Market-Led Innovation 18 points Semester 1
MART308 2024, 2025 Integrated Digital Marketing 18 points Semester 1
MART310 2024, 2025 Current Issues in International Branding 18 points Summer School
MART326 2024 International and Export Marketing 18 points Semester 2
MART328 2024, 2025 Business to Business Marketing 18 points Semester 2
MART329 2024, 2025 Consumer Behaviour 18 points Not offered in 2024, Not offered in 2025
MART330 2024, 2025 Special Topic 18 points Not offered in 2024, Not offered in 2025
MART333 2024, 2025 Creative Marketing Communication 18 points Semester 2
MART355 2024, 2025 Business Project 36 points Full Year
MART448 2024 Advanced Business Analytics 20 points Semester 2
MART449 2024, 2025 Creative Marketing for Behaviour Change, Sustainability and Social Good 20 points Semester 2
MART460 2024 Research Methods 20 points Semester 1
MART461 2024, 2025 Marketing Theory 20 points Semester 1
MART462 2024 Advanced Marketing Analysis 20 points Semester 2
MART463 2024 Food Marketing 20 points Semester 1
MART464 2024 Consumer Behaviour 20 points Semester 2
MART466 2024 Digital Marketing 20 points Semester 1
MART467 2024 Tourism Marketing 20 points Not offered in 2024
MART468 2024 Branding 20 points Semester 1
MART469 2024 Advertising Planning and Concept Development 20 points Semester 2
MART470 2024 Special Topic 20 points Not offered in 2024
MART480 2024, 2025 Dissertation or Case Study 40 points Not offered in 2024, Not offered in 2025
MART501 2024 Applied Project 40 points 1st Non standard period (1 March 2024 - 21 February 2025), 2nd Non standard period (12 July 2024 - 4 July 2025)
MART548 2025 Advanced Business Analytics 20 points Semester 2
MART563 2025 Food Marketing 20 points Semester 1
MART564 2025 Consumer Behaviour 20 points Semester 2
MART566 2025 Digital Marketing 20 points Semester 1
MART567 2025 Tourism Marketing 20 points Not offered in 2025
MART570 2025 Special Topic 20 points Semester 1
MART580 2024 Research Project 40 points 1st Non standard period (1 March 2024 - 21 February 2025), 2nd Non standard period (12 July 2024 - 4 July 2025)

More information

Contact us

Department of Marketing
Otago Business School

Email  marketing@otago.ac.nz
Website  otago.ac.nz/marketing

Studying at Otago

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Regulations on this page are taken from the 2024 Calendar and supplementary material.

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