Marketing (2020)

Marketing is essential for attracting customers to purchase a company's products or services. It helps to create strong, unique brands that stand out from their competitors in the marketplace. You'll learn how to anticipate and satisfy customers' needs by creating value through market research, strategic planning, product/brand development and advertising/communication.

Marketing is available as a first major for the Bachelor of Business, Bachelor of Communication Studies and the Bachelor of Management Studies with Honours. Marketing may also be included as a second major or as a minor in other undergraduate degrees, subject to the approval of the Faculty in which the student is enrolled.

To complete Marketing as a single major for the BBus, BCS and BMS(Hons), students must gain 135 points from papers listed for Marketing, including 105 points above 100 level, and 60 points above 200 level. Students must complete MRKTG101; one of ACCTN101, ECONS101, FINAN101, MGSYS101 or STMGT101; MRKTG200, MRKTG301, MRKTG202; MRKTG203; MRKTG304, MRKTG305 and MRKTG306. BBus and BMS(Hons) students may count one of WSOMM396, or WSOMM399, and BCS students may count LCOMM300, in place of MRKTG305 or MRKTG306.

To complete Marketing as part of a double major for the BBus, BCS, BMS(Hons), or other undergraduate degree, students must gain 120 points from papers listed for Marketing, including 90 points above 100 level, and 45 points above 200 level. Students must complete MRKTG101; or one of ACCTN101, ECONS101, FINAN101, MGSYS101 or STMGT101 if MRKTG101 has already been included as part of another major; one of ACCTN101, ECONS101, FINAN101, MGSYS101 or STMGT101; MRKTG200, MRKTG301, MRKTG202, MRKTG203, MRKTG304; and either MRKTG305 or MRKTG306.

To complete a minor in Marketing, students must complete 60 points from the papers listed for the Marketing major, including at least 30 points above 100 level. Students must complete MRKTG101.

Note: Students are encouraged to contact the Waikato Management School for programme advice.


On this page


  • Prescriptions for the GradCert(Mrkt) and GradDip(Mrkt)

    A Graduate Certificate and Graduate Diploma are available to graduates who have not included Marketing at an advanced level in their first degree. The qualification regulations define the subject requirements for the Graduate Certificate and Graduate Diploma. There are no specified subject papers that must be completed for these programmes.

  • Prescriptions for the BBus(Hons), BCS(Hons), PGCert(Mrkt), PGDip(Mrkt) and MMS

    The qualification regulations define the subject requirements for the BBus(Hons), BCS(Hons), PGCert(Mrkt), PGDip(Mrkt) and MMS. There are no specified subject papers that must be completed for the BBus(Hons), PGCert(Mrkt), PGDip(Mrkt) programmes.

    BCS(Hons) students must complete at least 60 points from MRKTG503, MRKTG551, MRKTG552, MRKTG553, MRKTG554, MRKTG555, MRKTG556, MRKTG557.

    MMS students must complete MNMGT581 and one of MRKTG590, MRKTG591, MRKTG592, MRKTG593, MRKTG594. Students taking the 120 point MMS are required to complete at least 60 points from the papers listed for the subject. Students taking the 180 point MMS are required to complete at least 120 points from the papers listed for the subject.

  • Prescriptions for the MPhil

    The Master of Philosophy is a one year research-based degree in which students undertake a programme of approved and supervised research that leads to a thesis which critically investigates an approved topic of substance and significance, demonstrates expertise in the methods of research and scholarship, displays intellectual independence and makes a substantial original contribution to the subject area concerned, and is of publishable quality.

  • Prescriptions for the PhD

    The Doctor of Philosophy is a three year research-based degree in which students undertake a programme of approved and supervised research that leads to a thesis which critically investigates an approved topic of substance and significance, demonstrates expertise in the methods of research and scholarship, displays intellectual independence and makes a substantial original contribution to the subject area concerned, and is of publishable quality.

  • 100 Level

    Code Paper Title Occurrence / Location
    ACCTN101Accounting for Management20A (Hamilton), 20B (Hamilton), 20B (Tauranga) & 20X (Zhejiang University City College, Hangzhou China)
    This paper explains that accounting is an important social practice; an integral aspect of organisational management and covers both the technical aspects of the provision and use of accounting information.
    ECONS101Business Economics and the New Zealand Economy20A (Hamilton), 20A (Secondary School - Unistart), 20A (Tauranga), 20B (Hamilton) & 20X (Zhejiang University City College, Hangzhou China)
    This paper offers insights into the behaviour of consumers, firms and the government within the economy, giving students skills in analysing and predicting the actions of individuals and businesses.
    FINAN101Introduction to Finance20A (Hamilton), 20A (Tauranga), 20B (Hamilton), 20S (Hamilton) & 20X (Zhejiang University City College, Hangzhou China)
    This paper introduces the three core areas of finance -- financial management, investments, and capital markets and institutions. The paper also examines applications of corporate finance concepts to personal finance.
    MGSYS101Integrated Thinking - Digital Business and Supply Chain Management20A (Hamilton), 20A (Tauranga) & 20B (Hamilton)
    This paper explores the dual concepts of digital business and supply chain management. The interactive lectures help in developing critical thinking skills and highlight many topical case studies.
    MRKTG101Fundamentals of Successful Marketing20A (Hamilton), 20A (Tauranga), 20B (Hamilton), 20S (Hamilton) & 20X (Zhejiang University City College, Hangzhou China)
    This paper focuses on the role of Marketing in business, introducing students to marketing research, consumer behaviour, and analysis, as essential tools for developing brand positioning strategies that create value.
    STMGT101Introduction to Management20A (Hamilton), 20B (Hamilton), 20B (Tauranga) & 20X (Zhejiang University City College, Hangzhou China)
    Explores the world of management in organisations, the roles of managers and how they strategise, plan, organise, and motivate staff to achieve goals.
  • 200 Level

    Code Paper Title Occurrence / Location
    MRKTG200Strategic Marketing Planning20A (Hamilton) & 20A (Tauranga)
    This paper cultivates students' abilities in applying strategic marketing planning processes and concepts to real-world situations. It adopts a managerial perspective.
    MRKTG202Consumer and Buyer Behaviour20A (Hamilton), 20B (Hamilton) & 20B (Tauranga)
    The paper provides psychological and social frameworks for analysing and influencing consumer decision-making, focusing on attitudes, motivational drivers, heuristics and personality types, applicable to all five consumer decision stages.
    MRKTG203Advertising and Integrated Marketing Communications20B (Hamilton) & 20B (Tauranga)
    This paper covers online and offline media and techniques, in addition to traditional advertising and promotional tools. Students develop a promotional campaign plan based on strategic decision-making for an organisation.
  • 300 Level

    Code Paper Title Occurrence / Location
    DIGIB301Creating Value with Social Media Analytics20B (Hamilton)
    The paper offers advance concepts and techniques needed to extract hidden business insights from big social media data while developing critical thinking of social media security and privacy issues.
    DIGIB302Digital Business Technology Trends20B (Hamilton)
    This paper focuses on a small number of the most recent and disruptive business technologies. This includes, for example, health informatics, gamification, the Internet if Things, Beacons, Virtual Reality etc.
    MRKTG301Business Development and Sales20B (Hamilton) & 20B (Tauranga)
    This paper develops students' abilities in applying new business development and selling processes, principles and concepts to real world situations. It adopts a managerial approach.
    MRKTG304Digital Marketing and Branding20A (Hamilton), 20A (Tauranga) & 20B (Hamilton)
    Digital marketing applies the fundamentals of marketing to digital business through the application of digital tools and platforms. This means employing the Internet and mobile platforms to implement marketing activities.
    MRKTG305Marketing Research and Insights20A (Hamilton) & 20A (Tauranga)
    The paper applies marketing research techniques as the basis for a range of marketing decisions; such as market needs analysis and segmentation, new product development, and customer satisfaction monitoring.
    MRKTG306Services Marketing20B (Hamilton) & 20B (Tauranga)
    This paper develops students' abilities to apply key theories and concepts from services marketing to real-world service situations. The paper takes a managerial approach with a emphasis on customers' experiences.
    SCMGT303Supply Chain Management20A (Hamilton)
    Every company is part of a supply network for producing products and services that satisfy customer needs. This paper introduces basic concepts of supply chain management.
    WSOMM396Management Internship20A (Hamilton), 20B (Hamilton) & 20C (Hamilton)
    The Management Internship provides students with the opportunity to apply their management discipline-based knowledge to an authentic project within an organisation.
    WSOMM399Report of an Investigation20A (Hamilton), 20B (Hamilton) & 20C (Hamilton)
    This paper offers students the opportunity to complete a directed investigation of an approved topic relevant to an organisation or industry and in an area related to their management discipline of study.
  • 500 Level

    Code Paper Title Occurrence / Location
    MRKTG551Developments in Marketing Strategy20A (Hamilton)
    This advanced level paper uses a student-centred seminar format to explore developments in the marketing literature. Students study both current and classic developments in knowledge about marketing strategy. Selecting a few topics for in-depth study allows students to critically evaluate and extend ideas from the literature. Topic...
    MRKTG552Advanced Advertising Strategy20B (Online)
    This advanced level paper seeks to deepen students' knowledge of how advertising and promotions work or don't work, as the case may be. The paper investigates managerially relevant topics using current theoretical approaches to promotion. The paper's approach is to start with persuasion and consumer decision making theory and move ...
    MRKTG553International Marketing20B (Hamilton)
    This advanced level paper aims to find solutions to potential problems that firms entering a global market may face. The paper investigates managerially relevant topics (e.g. country-of origin effects, branding and pricing strategies, etc.) using the latest theories.
    MRKTG591Marketing Dissertation20X (Hamilton)
    A report on the findings of a theoretical or empirical investigation.
    MRKTG592Marketing Dissertation20X (Hamilton)
    A report on the findings of a theoretical or empirical investigation.
    MRKTG593Marketing Thesis20X (Hamilton)
    An externally examined piece of written work that reports on the findings of supervised research.
    MRKTG594Marketing Thesis20X (Hamilton)
    An externally examined piece of written work that reports on the findings of supervised research.
  • 800 Level

    Code Paper Title Occurrence / Location
    MRKTG800Marketing MPhil Thesis20X (Hamilton)
    No description available.
  • 900 Level

    Code Paper Title Occurrence / Location
    MRKTG900Marketing PhD Thesis20I (Hamilton), 20X (Hamilton) & 20X (Tauranga)
    No description available.

2020 Catalogue of Papers information current as of : 16 August 2019 9:46am

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