Marketing (2021)

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 (BBus), Bachelor of Communication (BC) and the Bachelor of Management Studies with Honours (BMS(Hons)). Marketing may also be included as a second major or minor in other undergraduate degrees, subject to approval of the Division in which the student is enrolled.

To complete Marketing as a single major for the BBus, BC 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, MRKTG102, MRKTG200, MRKTG203, MRKTG205, MRKTG307, and 45 points from MRKTG301, MRKTG308 and MRKTG309. Students may count one of WSOMM396 or WSOMM399 in place of MRKTG301, MRKTG304, MRKTG308 or MRKTG309.

To complete Marketing as part of a double major for the BBus, BC, 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, MRKGT102, MRKTG200, MRKTG203, MRKTG205, MRKTG307 and 30 points from MRKTG301, MRKTG304, MRKTG308 and MRKTG309.

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: The regulations for the Marketing major will be changing for 2021 and are pending approval. 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 PGCert(Mrkt), PGDip(Mrkt), BBus(Hons), BCS(Hons), MMgmt and MMS

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

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

    MMgmt students must complete MRKTG561, MRKTG562, MRKTG563 and MRKTG564.

    MMS students must complete MNMGT581 and one of MRKTG590, MRKTG591, MRKTG592, MRKTG593 or 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 Points Occurrence / Location
    MRKTG101Fundamentals of Successful Marketing15.021A (Hamilton), 21A (Tauranga), 21B (Hamilton), 21C (Waikato Pathways College), 21H (Hamilton) & 21X (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.
    MRKTG102Principles of Consumer Behaviour and Research15.021B (Hamilton) & 21B (Tauranga)
    This paper introduces consumer behaviour and research, relating it to the practice of strategic marketing decisions. Theories are drawn from psychology, anthropology, social and behavioural sciences and taught with a particular emphasis on the consumer decision making process.
  • 200 Level

    Code Paper Title Points Occurrence / Location
    MRKTG200Strategic Marketing Planning15.021A (Hamilton) & 21A (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 Behaviour15.021A (Hamilton) & 21B (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.
    MRKTG203Integrated Marketing Communications15.021B (Hamilton) & 21B (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.
    MRKTG205Marketing Analytics and Insights15.021A (Hamilton) & 21A (Tauranga)
    This paper will introduce students to the cleaning, management, manipulation, visualisation and analysis of primary and secondary marketing data. Students will learn to apply appropriate analytical techniques required for marketing careers, and to interpret results of analyses for applied decision-making purposes.
  • 300 Level

    Code Paper Title Points Occurrence / Location
    DIGIB301Creating Value with Social Media Analytics15.021B (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 Trends15.021B (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 of Things, Beacons, Virtual Reality etc.
    LCOMM300Communication Strategies15.021B (Hamilton)
    This capstone paper gives students the opportunity to apply knowledge of communication theories and practices acquired throughout the course of their study by designing and implementing a communication strategy for a client.
    MRKTG301Modern Professional Selling15.021B (Hamilton) & 21B (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.
    MRKTG304Applied Digital Marketing15.021A (Tauranga) & 21B (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 Insights15.021A (Hamilton) & 21B (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 Marketing15.021A (Hamilton), 21A (Tauranga) & 21B (Hamilton)
    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 emphasis on customers' experiences.
    MRKTG308Strategic Brand Management15.021A (Hamilton)
    This paper takes a consumer-oriented perspective to brand management. It examines why brands are important, what brands mean to consumers, and addresses issues in building and managing brands over time.
    SCMGT303Supply Chain Management15.021A (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 Internship15.021A (Hamilton), 21A (Tauranga), 21B (Hamilton), 21B (Tauranga), 21C (Hamilton) & 21C (Tauranga)
    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 Investigation15.021A (Hamilton), 21A (Tauranga), 21B (Hamilton), 21B (Tauranga), 21C (Hamilton) & 21C (Tauranga)
    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 Points Occurrence / Location
    MRKTG551Developments in Marketing Strategy30.021A (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 Strategy30.021B (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 Marketing30.021B (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 Dissertation30.021X (Hamilton)
    A report on the findings of a theoretical or empirical investigation.
    MRKTG592Marketing Dissertation60.021X (Hamilton)
    A report on the findings of a theoretical or empirical investigation.
    MRKTG593Marketing Thesis90.021X (Hamilton)
    An externally examined piece of written work that reports on the findings of supervised research.
    MRKTG594Marketing Thesis120.021X (Hamilton)
    An externally examined piece of written work that reports on the findings of supervised research.
  • 800 Level

    Code Paper Title Points Occurrence / Location
    MRKTG800Marketing MPhil Thesis120.021X (Hamilton)
    No description available.
  • 900 Level

    Code Paper Title Points Occurrence / Location
    MRKTG900Marketing PhD Thesis120.021I (Hamilton), 21X (Hamilton) & 21X (Tauranga)
    No description available.

2021 Catalogue of Papers information current as of : 23 October 2020 11:20am

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