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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.

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.

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.

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.

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.


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 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.

Total   360

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


No new enrolments will be accepted for this subject for 2024.

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)


The 180 point programme of study shall consist of four compulsory papers:

  • MART 460 Research Methods (20 points)
  • MART 461 Marketing Theory (20 points)
  • MART 462 Advanced Marketing Analysis (20 points)
  • MART 501 Applied Project (40 points) or MART 580 Research Project (40 points)

Plus elective papers including at least two MART papers, to the equivalent of 80 points, from (20 points each): MART 448MART 463MART 464MART 466MART 467MART 468MART 469MART 470MART 475BSNS 401ENTR 411ENTR 415MANT 454.

Minor subject requirements

Marketing as a minor subject for a BA, MusB, BPA, BTheol, BSc, BAppSc, 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 Applied Science (BAppSc), 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

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


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 Not offered in 2023
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
MART449 2023 Creative Marketing for Behaviour Change, Sustainability and Social Good 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

Contact us

Department of Marketing
Otago Business School