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.
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.
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.
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.
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.
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.
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.
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.
Explore your study options further. Refer to enrolment information found on the following qualification pages.
- Bachelor of Arts and Commerce (BACom)
- Bachelor of Commerce (BCom)
- Bachelor of Commerce and Science (BComSc)
- Bachelor of Commerce with Honours (BCom(Hons))
- Diploma for Graduates (DipGrad)
- Postgraduate Diploma in Commerce (PGDipCom)
- Master of Commerce (MCom)
- Master of Marketing (MMart)
- Doctor of Philosophy (PhD)
Bachelor of Commerce (BCom) majoring in Marketing
BSNS 112 Interpreting Business Data
MART 112 Marketing Management
MART 212 Understanding Markets
MART 301 Strategic Marketing Management
126 further points; must include 54 points at 200-level or above. Up to 90 points may be taken from outside Commerce.
Every programme must include BSNS 111-115. At least three of these papers must be passed before enrolling in any 200-level Commerce paper, and all must be passed before enrolling in any 300-level Commerce paper. For single-degree BCom students, all five must be attempted in the first year of study or equivalent.
STAT 110 or STAT 115 will be accepted as an alternative to BSNS 112 as a required paper or as part of the major subject requirements or as a prerequisite when:
Bachelor of Commerce with Honours (BCom(Hons)) in Marketing
*Further information will be available for this paper in early September.
Diploma for Graduates (DipGrad) endorsed in Advertising
Note: Admission to this programme is subject to approval from the Head of the Department of Marketing.
Note: Endorsement may require enrolment in papers totalling more than 120 points, depending on the extent of prior study in relevant subjects and whether the student wishes to be eligible for postgraduate study in the subject of endorsement.
Postgraduate Diploma in Commerce (PGDipCom) in Marketing
Master of Commerce (MCom) in Marketing
Master of Marketing (MMart)
The 180 point programme of study shall consist of four compulsory papers:
Plus elective papers including at least two MART papers, to the equivalent of 80 points, from (20 points each): MART 448, MART 463, MART 464, MART 466, MART 467, MART 468, MART 469, MART 470, MART 475, BSNS 401, ENTR 411, ENTR 415, MANT 454.
Minor subject requirements
Marketing as a minor subject for a BA, MusB, BPA, BTheol, BSc, BAppSc, BCom, 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 Applied Science (BAppSc), Bachelor of Commerce (BCom), 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
MART 112 Marketing Management
|200-level and above|| |
and at least one 300-level MART paper
Due to COVID-19 restrictions, a selection of on-campus papers will be made available via distance and online learning for eligible students.
Find out which papers are available and how to apply on our COVID-19 website
|Paper code||Year||Title||Points||Teaching period|
|MART112||2023||Marketing||18 points||Semester 1, Semester 2|
|MART201||2023||Integrated Marketing Communications||18 points||Semester 2|
|MART205||2023||Marketing the Professional Practice||18 points||Semester 2|
|MART207||2023||Sports Marketing||18 points||Semester 1|
|MART210||2023||Consumer Behaviour||18 points||Semester 1|
|MART211||2023||Products to Market||18 points||Semester 2|
|MART212||2023||Understanding Markets||18 points||Semester 1|
|MART301||2023||Strategic Marketing||18 points||Semester 2|
|MART304||2023||Sales and Sales Management||18 points||Semester 1|
|MART305||2023||Societal Issues in Marketing||18 points||Semester 1|
|MART306||2023||Market-Led Innovation||18 points||Semester 1|
|MART308||2023||Integrated Digital Marketing||18 points||Semester 1|
|MART325||2023||Services Marketing||18 points||Not offered in 2023|
|MART326||2023||International and Export Marketing||18 points||Semester 2|
|MART328||2023||Business to Business Marketing||18 points||Semester 2|
|MART329||2023||Consumer Behaviour||18 points||Semester 2|
|MART330||2023||Special Topic: Current Issues in International Branding||18 points||Summer School|
|MART333||2023||Creative Marketing Communication||18 points||Semester 2|
|MART355||2023||Business Project||36 points||Full Year|
|MART448||2023||Advanced Business Analytics||20 points||Semester 2|
|MART460||2023||Research Methods||20 points||Semester 1|
|MART461||2023||Marketing Theory||20 points||Semester 1|
|MART462||2023||Advanced Marketing Analysis||20 points||Semester 2|
|MART463||2023||Food Marketing||20 points||Semester 1|
|MART464||2023||Consumer Behaviour||20 points||Semester 2|
|MART466||2023||Digital Marketing||20 points||Semester 1|
|MART467||2023||Tourism Marketing||20 points||Not offered in 2023|
|MART468||2023||Branding||20 points||Semester 1|
|MART469||2023||Advertising Planning and Concept Development||20 points||Semester 2|
|MART470||2023||Special Topic||20 points||Not offered in 2023|
|MART480||2023||Dissertation or Case Study||40 points||Full Year|
|MART501||2023||Applied Project||40 points||1st Non standard period, 2nd Non standard period|
|MART580||2023||Research Project||40 points||1st Non standard period, 2nd Non standard period|
Key information for future students
Department of Marketing
Otago Business School