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.
Choose a study option
Whether you're embarking on your academic journey with our comprehensive undergraduate programmes or aiming to reach new heights through our advanced postgraduate offerings, Otago is here to support your aspirations.
Undergraduate qualifications
For new and current students studying towards a Bachelor's or other first degree. Explore undergraduate qualifications at Otago, designed to build a strong foundation in your chosen field, preparing you for a successful career or further study.
Note: this subject can also be studied as a minor.
Bachelor of Commerce (BCom)
A three-year degree offering flexibility to explore a major in Commerce along with other subjects
Bachelor of Arts and Commerce (BACom)
Combine two majors, one in Arts and one in Commerce, into a four-year degree and expand your future career prospects
Bachelor of Commerce and Science (BComSc)
Combine two majors, one in Commerce and one in Science, into a four-year degree and expand your future career prospects
Bachelor of Entrepreneurship (BEntr)
A three-year degree that equips you to change the world as you create new products, services and ideas
Ready to apply?
Take the first step towards your future in this subject.
Further study opportunities
Whether you are looking to bridge your undergraduate studies to advanced knowledge or aiming to specialise in a specific field, Otago offers a range of graduate and postgraduate options to suit your aspirations.
Diploma for Graduates (DipGrad)
The Diploma for Graduates (DipGrad), requiring study of at least seven papers (at least four of which are at 300-level o...
Postgraduate Study in Marketing
Explore postgraduate study in Marketing at Otago. Gain advanced knowledge, skills, and research opportunities in a suppo...
Related subject areas
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Study business and prepare yourself for a career in the fast-paced corporate world – or even launch your own start-up
Media, literature, communication and performing arts
Explore performing arts, creative writing, or media studies to express yourself and understand their impact on our lives
Programme details
Compare programmes for this subject as a major and minor (where available).
| Level | Papers | Points |
|---|---|---|
| 100-level | BSNS 112 Interpreting Business Data | 18 |
| MART 112 Marketing Management | 18 | |
| BSNS 111 Business and Society,BSNS 113 Economic Principles and Policy,BSNS 114 Financial Decision Making,BSNS 115 Accounting and Information Systems– must normally be taken in first year of study | 72 | |
| 200-level | MART 212 Understanding Markets | 18 |
| Two of MART 201 Integrated Marketing Communications,MART 210 Consumer Behaviour,MART 211 Products to Market | 36 | |
| 300-level | MART 301 Strategic Marketing Management | 18 |
| Three of MART 304,MART 305,MART 306,MART 308, MART 310, MART 326, MART 328 ,MART 329,MART 330, MART 333 ,MART 355 | 54 | |
| Plus | 126 further points; must include 54 points at 200-level or above. Up to 90 points may be taken from outside Commerce. | 126 |
| 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 normally 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: (a) the paper has been passed before the student has enrolled for a BCom degree; or (b) a student is enrolling for both a BCom and another degree for which STAT 110 or STAT 115 is required. Any student who completed PTWY 111 before enrolling in the BCom degree shall be exempt from the requirement to complete BSNS 113. Any student who has completed PTWY 112 before enrolling in the BCom degree shall be exempt from the requirement to complete BSNS 114. A candidate completing the requirements for the degree of Bachelor of Commerce and Bachelor of Laws is able to satisfy the CPA/CAANZ accreditation requirements by substituting:a) LAWS 202, LAWS 203, LAWS 204, LAWS 301 and LAWS 407 in place of BLAW 211 and BLAW 212 b) LAWS 416 in place of ACTP 312. | ||
| Total | 360 |
A minor subject can be included in many of our undergraduate degrees. To earn a minor, you typically must complete a minimum of 90 points in that subject, with at least 18 points at the 300-level.
Your minor can be a subject more commonly taken for a different degree. For example, a BCom majoring in Marketing can include Japanese as a minor subject. To include this subject as a minor in your application, first find a major subject through our Subject Search or Study Match.
You can check what’s required to receive the minor accreditation in the programme details below.
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
| Level | Papers | Points |
|---|---|---|
| 100-level | MART 112 Marketing Management | 18 |
| 200-level and above | Four MART papers at 200-level or above including at least two of: and at least one 300-level MART paper | 72 |
| Total | 90 | |
Papers
View a list of all related papers below.
MRKG papers
| Paper Code | Year | Title | Points | Teaching period |
|---|---|---|---|---|
| MART112 | 2025 | Marketing | 18 points | Semester 1, Semester 2 |
| MART201 | 2025 | Integrated Marketing Communications | 18 points | Semester 2 |
| MART207 | 2025 | Sports Marketing | 18 points | Semester 1 |
| MART210 | 2025 | Consumer Behaviour | 18 points | Semester 1 |
| MART211 | 2025 | Products to Market | 18 points | Semester 2 |
| MART212 | 2025 | Understanding Markets | 18 points | Semester 1 |
| MART301 | 2025 | Strategic Marketing | 18 points | Semester 2 |
| MART304 | 2025 | Sales and Sales Management | 18 points | Semester 1 |
| MART305 | 2025 | Societal Issues in Marketing | 18 points | Semester 2 |
| MART306 | 2025 | Market-Led Innovation | 18 points | Semester 1 |
| MART308 | 2025 | Integrated Digital Marketing | 18 points | Semester 1 |
| MART310 | 2025 | Current Issues in International Branding | 18 points | Summer School |
| MART328 | 2025 | Business to Business Marketing | 18 points | Semester 2 |
| MART329 | 2025 | Consumer Behaviour | 18 points | Not offered in 2025 |
| MART330 | 2025 | Special Topic | 18 points | Not offered in 2025 |
| MART333 | 2025 | Creative Marketing Communication | 18 points | Semester 2 |
| MART355 | 2025 | Business Project | 36 points | Full Year |
| MART449 | 2025 | Creative Marketing for Behaviour Change, Sustainability and Social Good | 20 points | Semester 2 |
| MART461 | 2025 | Marketing Theory | 20 points | Semester 1 |
| MART480 | 2025 | Dissertation or Case Study | 40 points | Not offered in 2025 |
| MART548 | 2025 | Advanced Business Analytics | 20 points | Semester 2 |
| MART563 | 2025 | Food Marketing | 20 points | Semester 1 |
| MART564 | 2025 | Consumer Behaviour | 20 points | 1st Non standard period (20 October 2025 - 21 November 2025) |
| 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 |
More information
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Regulations on this page are taken from the 2025 Calendar and supplementary material.
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