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Study Marketing at Otago

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.

Apply for the Master of Marketing (MMart) through the Dunedin campus in 2022

Apply Now

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.

Career opportunities

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.

Programme requirements

Bachelor of Commerce (BCom) majoring in Marketing

Level Papers Points

BSNS 112  Interpreting Business Data

MART 112  Marketing Management

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





MART 212  Understanding Markets

Two of MART 201  Integrated Marketing Communications, MART 210  Consumer Behaviour, MART 211  Products to Market




MART 301  Strategic Marketing Management

three of MART 304, MART 305, MART 306, MART 308, MART 325, MART 326, MART 328, MART 329, MART 330, MART 333, MART 355




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:
(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.

Total   360

Bachelor of Commerce with Honours (BCom(Hons)) in Marketing


Diploma for Graduates (DipGrad) endorsed in Advertising

Papers required
  • MART 333  Creative Marketing Communication
  • MART 469  Advertising Planning and Concept Development
  • At least 18 MART points at 300-level or above
  • 72 further points, including at least 18 at 300-level or above

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

  • Thesis: MART 5

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

Level Papers Points

MART 112  Marketing Management


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

Total   90


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 2021 Marketing 18 points Semester 1, Semester 2
MART201 2021 Integrated Marketing Communications 18 points Semester 2
MART205 2021 Marketing the Professional Practice 18 points Semester 2
MART207 2021 Sports Marketing 18 points Semester 1
MART210 2021 Consumer Behaviour 18 points Semester 1
MART211 2021 Products to Market 18 points Semester 2
MART212 2021 Understanding Markets 18 points Semester 1
MART301 2021 Strategic Marketing Management 18 points Semester 2
MART304 2021 Sales and Sales Management 18 points Semester 1
MART305 2021 Societal Issues in Marketing 18 points Semester 1
MART306 2021 Innovation and New Product Development 18 points Semester 1
MART308 2021 Integrated Digital Marketing 18 points Semester 1
MART325 2021 Services Marketing 18 points Not offered in 2021
MART326 2021 International and Export Marketing 18 points Semester 2
MART328 2021 Business to Business Marketing 18 points Semester 2
MART329 2021 Consumer Behaviour 18 points Semester 2
MART330 2021 Special Topic: Current Issues in International Branding 18 points Summer School
MART333 2021 Creative Marketing Communication 18 points Semester 2
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 Semester 2
MART460 2021 Research Methods 20 points Semester 1
MART461 2021 Marketing Theory 20 points Semester 1
MART462 2021 Advanced Marketing Analysis 20 points Semester 2
MART463 2021 Food Marketing 20 points Semester 1
MART464 2021 Consumer Behaviour 20 points Semester 2
MART466 2021 Digital Marketing 20 points Semester 1
MART467 2021 Tourism Marketing 20 points Semester 2
MART468 2021 Branding 20 points Semester 1
MART469 2021 Advertising Planning and Concept Development 20 points Semester 2
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

Contact us

Department of Marketing
Otago Business School