Marketing affects everything – the music you listen to, the movies you watch, the food you choose, the political party you vote for, and even the university you choose to study at.
To be successful, products, brands and services have to be researched, developed, packaged and promoted. While marketing encompasses these activities, at its core it is about creating value and meeting the needs and wants of the consumer.
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Why study Marketing?
Think about what happens when you buy a new mobile phone. As a customer, you might be looking for a quick, easy and stylish way to communicate. In contrast, the phone retailer is looking for a way to satisfy your needs while also earning a living.
The phone retailer must make decisions such as what brands to offer, what price to ask, how they will promote their phones, plus what messages to send and what channels to use to send them. The retailer also needs to decide where and how to make their phones available to the consumer.
These are all marketing decisions that need careful management. From the consumer’s perspective, we need to understand how people are motivated, what affects and appeals to them, and what is important in their lives.
Marketing is people-orientated. It offers careers that are exciting, challenging and rewarding. Because Otago’s courses are broad-based, 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 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 and not-for-profit, 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.
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)
Three compulsory papers (20 points each):
Four of the following elective papers, including at least two MART papers (20 points each):
Plus one of the following project papers (40 points each):
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
|Paper code||Year||Title||Points||Teaching period|
|MART112||2021||Marketing||18 points||First Semester, Second Semester|
|MART201||2021||Integrated Marketing Communications||18 points||Second Semester|
|MART205||2021||Marketing the Professional Practice||18 points||Second Semester|
|MART207||2021||Sports Marketing||18 points||First Semester|
|MART210||2021||Consumer Behaviour||18 points||First Semester|
|MART211||2021||Products to Market||18 points||Second Semester|
|MART212||2021||Understanding Markets||18 points||First Semester|
|MART301||2021||Strategic Marketing Management||18 points||Second Semester|
|MART304||2021||Sales and Sales Management||18 points||First Semester|
|MART305||2021||Societal Issues in Marketing||18 points||First Semester|
|MART306||2021||Innovation and New Product Development||18 points||First Semester|
|MART308||2021||Integrated Digital Marketing||18 points||First Semester|
|MART325||2021||Services Marketing||18 points||Not offered in 2021|
|MART326||2021||International and Export Marketing||18 points||Second Semester|
|MART328||2021||Business to Business Marketing||18 points||Second Semester|
|MART329||2021||Consumer Behaviour||18 points||Second Semester|
|MART330||2021||Special Topic: Current Issues in International Branding||18 points||Summer School|
|MART333||2021||Creative Marketing Communication||18 points||Second Semester|
|MART355||2021||Business Project||36 points||Full Year|
|MART407||2021||Topics in Advanced Marketing 7||20 points||1st Non standard period|
|MART409||2021||Topics in Advanced Marketing 9||30 points||1st Non standard period|
|MART411||2021||Topics in Advanced Marketing 11||40 points||1st Non standard period|
|MART448||2021||Advanced Business Analytics||20 points||Second Semester|
|MART460||2021||Research Methods||20 points||First Semester|
|MART461||2021||Marketing Theory||20 points||First Semester|
|MART462||2021||Advanced Marketing Analysis||20 points||Second Semester|
|MART463||2021||Food Marketing||20 points||First Semester|
|MART464||2021||Consumer Behaviour||20 points||Second Semester|
|MART466||2021||Digital Marketing||20 points||First Semester|
|MART467||2021||Tourism Marketing||20 points||Second Semester|
|MART468||2021||Branding||20 points||First Semester|
|MART469||2021||Advertising Planning and Concept Development||20 points||Second Semester|
|MART470||2021||Special Topic||20 points||Not offered in 2021|
|MART475||2021||Advanced Societal Issues in Marketing||20 points||Not offered in 2021|
|MART480||2021||Dissertation or Case Study||40 points||Full Year|
|MART501||2021||Applied Project||40 points||1st Non standard period|
|MART580||2021||Research Project||40 points||1st Non standard period|
Key information for future students
Department of Marketing
Otago Business School