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Study Marketing at Otago

    Marketing is the key to connecting businesses and organisations with The people they need to reach. It’s dynamic, inclusive, and creative. Are you?

    Why study Marketing?

    Marketing shapes many aspects of our daily lives – from what we watch and eat to what we wear, listen to, and even who we vote for. It influences the brands we trust, the causes we support, and the way businesses communicate with us. At Otago, you'll explore how marketing works, why it’s effective, and how it can be done differently to create meaningful impact.

    Our programme equips you with essential skills in market research and analysis, marketing strategy, product development, branding, and promotional techniques. You'll also examine marketing through ethical, social, cultural, and environmental lenses, learning how consumer behaviour and business practices can drive positive change.

    Through lectures, tutorials, case studies, presentations, and group projects, you’ll develop practical expertise. Industry engagement is a key feature of the programme – you’ll have opportunities to work with businesses on real-world marketing challenges and gain insights from guest speakers.

    A Marketing degree from Otago builds analytical, organisational, critical, and managerial skills that are highly transferable to a wide range of careers.

    Career opportunities

    Whether you want to work for a global company, start your own business, or join a fast-growing start-up, a Marketing degree from Otago gives you the edge to succeed. Our graduates thrive in the following fields:

    • Brand management
    • Public relations
    • Sales and account management
    • Market research and analysis
    • Digital marketing and content creation
    • Advertising and behaviour change campaigns
    • Export and international marketing
    • Sports, entertainment, and not-for-profit marketing

    How you will learn

    Our innovative teaching methods ensure you gain practical experience from day one. You'll tackle real-world marketing challenges, develop strategic thinking, and refine essential skills in teamwork, leadership, and communication, preparing you for a dynamic career

    Throughout your studies, you'll create marketing plans, craft compelling briefs and pitches, and produce your own campaigns. Working directly with clients, you'll gain hands-on experience bridging theory and practice. Beyond the classroom, business case competitions and international exchanges further develop your problem-solving and strategic thinking skills.

    At Otago, we support students throughout their journey, ensuring they graduate with the confidence, knowledge, and skills to excel. Our graduates are not only analytical and articulate but also advocates for ethical, sustainable marketing that makes a lasting impact.

    Recommended high school subjects for undergraduate study

    Marketing at Otago is open to students from all academic backgrounds – there are no specific subject requirements.

    What matters most is a curiosity about how businesses connect with people, a creative mindset, and a willingness to think critically and strategically. Strong communication skills, an interest in consumer behaviour, and a passion for problem-solving will help you thrive in this dynamic field.

    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.

    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.

    testimonial-image

    Companies and employers appreciate students from the Otago Business School—they know they’re hiring a graduate with fantastic social skills on top of strong marketing expertise

    Jake Alderson

    Bachelor of Commerce (Major: Marketing, Minor: Management)

    A community of innovation and impact

    At Otago, marketing is more than just a subject – it’s a dynamic and supportive community where you’re encouraged to think critically, innovate, and make a meaningful impact. You’ll be part of an environment that values empathy, inclusion, and diverse perspectives, helping you develop the strategic thinking and problem-solving skills needed to tackle complex challenges.

    With a strong focus on sustainability and social responsibility, you’ll be challenged to consider marketing’s broader impact and embrace ethical business practices. Integrity and leadership are at the core of our approach, equipping you with the confidence to make informed, responsible decisions.

    Studying Marketing at Otago isn’t just about earning a degree – it’s about gaining the knowledge, skills, and mindset to shape a better future.

    Programme details

    Compare programmes for this subject.

    LevelPapersPoints
    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

    LevelPapersPoints
    100-level

    MART 112 Marketing Management

    18

    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

    		 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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