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02 September 2023

Marketing is the driving force behind designing and producing goods and services. It begins long before products and services become available. UC is the top-ranked Marketing university in New Zealand for research and our teachers are regular recipients of UC Teaching Awards. Find out about studying Marketing at UC.


Marketing goes beyond advertising and sales pitches — it analyses customer needs to design and produce goods or services that match buyer expectations, or even convinces them to change their buying habits.

UC’s Marketing degree is focused on building your practical skills and includes real-world marketing opportunities.

Our continuous exposure to advertising and sales pitches leads us to believe that marketing activities begin only when goods or services have been produced. But that is only the tip of the iceberg. Marketing is concerned with the analysis of customer needs and securing information needed to design and produce goods or services that match buyer expectations.

Strategic research methods, advertising and promotion, merchandising, sales, and management of products and services are utilised in the process, which applies to profit-oriented firms as well as not-for-profit organisations.




What will you learn?
  • Learn a wide range of skills, such as advertising products, digital marketing, understanding consumer behaviour, and customer experience.
  • Internships and practical projects taken as part of your studies count towards your degree and help enhance your work-ready skills.
  • Opportunities to get involved in annual UC-wide competitions such as inter-university business challenges, entré for young entrepreneurs, and Te Pokapū Rakahinonga | UC Centre for Entrepreneurship that connects you with local businesses.
  • Add Marketing study to many of UC’s degrees to learn about customer trends and experiences specific to your business interests.




Marketing major

For the major in the Bachelor of Commerce, complete the following courses:




For the complete three-year Bachelor of Commerce Marketing major degree plan, see Te Kura Umanga | UC Business School website.


Marketing minor

For the minor in the Bachelor of Arts, Commerce, Digital Screen, Health Sciences, Science, Social and Environmental Sustainability, Sport, or Youth and Community Leadership, complete the following courses:





Career opportunities

A degree in Marketing prepares you for a career in a variety of industries or professions that value creative communicators, analytical thinkers, and individuals driven by people and clients. With businesses and technologies constantly evolving, a Marketing graduate will always be sought after.

Career pathways could include:

  • content creator
  • advertising consultant
  • market trends analyst
  • events management.

Find out more about what you can do with a degree in Marketing.




What will you learn?
  • UC is ranked first in Aotearoa for research in Marketing and Tourism (Te Amorangi Mātauranga Matua | Tertiary Education Commission 2018 PBRF assessment) and our lecturers are regular recipients of teaching awards at UC.
  • Students are encouraged to get involved in annual UC-wide competitions, such as entré for young entrepreneurs, and communities such as Te Pokapū Rakahinonga | UC Centre for Entrepreneurship. Students regularly enter and succeed in inter-university business challenges too. All these opportunities allow Marketing students to build their new product and service development, planning, project management, and teamwork skills, as well as gain real-world experience and make connections with businesses and the community.
  • Internships and company-related projects taken as part of your studies count towards your degree and help enhance your résumé. Students have worked with a diverse range of organisations, such as Animates, Burgerfuel, Creatrix Ltd, Deep South Ice Cream, Golden Eagle Brewery, Harvey Cameron, Riccarton House, Top Hi-Fi, and others.


Recommended Preparation

Students undertaking postgraduate study in Marketing must meet the entry requirements of their chosen qualification and have a strong foundation in studies related to the discipline. See qualification regulations for more information.




Graduate Diploma in Commerce

The Graduate Diploma in Commerce (GradDipCom) is ideal for those who wish to transition into postgraduate study and is also suitable for graduates with a non-commerce degree who have an interest or career goal in Marketing or other subjects.

Entry to the Graduate Diploma requires a bachelor's degree, which does not need to be in the same area of study. If you gained your qualification overseas, this will need to be assessed to ensure it is of an equivalent standard. See the qualification regulations for more information.


Bachelor of Commerce with Honours

The Bachelor of Commerce with Honours (BCom(Hons)) is for high-achieving students with a relevant bachelor's degree to develop knowledge in their major discipline. See the Bachelor of Commerce with Honours Schedule for course options and requirements for Marketing.


Master of Business

The Master of Business (MBus) requires any bachelor's degree, with at least a B Grade Point Average in your 300-level courses, is required to enrol (or other qualifications of an equivalent standard).

For a Master of Business, majoring in Marketing, students must complete compulsory courses MBAZ601MBAZ602MBAZ603MBAZ604 and the following:

MBAZ605 Business Law
MBUS601 Marketing
MBUS626 Digital Marketing
MBUS627 Event Marketing and Management
MBUS644 Principles of Sustainability
MBAZ671 Applied Marketing OR MBAZ680 Research Project


Master of Commerce

The Master of Commerce (MCom) is comprised of taught coursework and complemented by independent piece of research in the form of a thesis or research project. These knowledge, skills, and competencies mean MCom graduates are well-prepared for professional roles and business consulting.

To be considered for entry into the MCom programme students require:

  • to have completed their first degree and have demonstrated high performance by obtaining at least a B+ average across a minimum of 60 points of 300-level courses in the major you wish to have for your MCom.
  • to have completed at least 60 points at the 300-level in Marketing subjects achieving a B+ grade average or higher over those papers.

Students who are planning to complete an MCom are strongly encouraged to complete a 200-level research methods paper, such as MKTG202.

Master of Commerce students are required to take four courses from the below and MKTG620 and MKTG694 for a standard MCom degree. Please contact the MCom co-ordinator, Ann-Marie Kennedy for further guidance on the structure of your degree, or the speak to a Postgraduate Advisor.

MKTG603 Advanced Consumer Behaviour
MKTG605 Advanced Strategic Marketing
MKTG609 Advanced Services and Tourism Marketing
MKTG611 Current Topics in Marketing
MKTG620 Research Methods for Marketing (60 points)
MKTG680 Marketing DissertationMKTG694 MCom Thesis (90 points)
MKTG695 MCom Thesis (120 points)


Doctor of Philosophy

The Doctor of Philosophy (PhD) is a research-only degree, carried out under expert supervision. A PhD involves extensive, sustained, and original research in your chosen subject, with the results being presented in a thesis that will contribute to intellectual knowledge of the field. It is a mark of intellectual ability, self-discipline, and commitment. A PhD prepares you for a number of careers, including as an academic.

If you are interested in studying a PhD at the UC Business School, contact a Postgraduate Advisor who can point you in the right direction.

Students undertaking an MCom or PhD in Marketing can apply for either a UC Master’s Scholarship or UC Doctoral Scholarship, which are awarded annually by the University. Search the scholarship database for details. 


Career opportunities

The marketing and business skills acquired at UC are relevant globally. A Master of Commerce majoring in Marketing will open the door to an exciting, varied, and fast-paced career in anything from advertising and promotion, brand management, product management, market research, retail management, marketing and communications, strategic marketing, direct marketing and sales, and merchandising. Most of these jobs require a mix of quantitative, communication, and interpersonal skills. Extra skills that you perfect and develop at the postgraduate level include self-management, critical analysis, project management, and the ability to undertake high level problem solving.

Marketing careers provide lots of variety, since the roles and functions of marketers are constantly evolving as the business environment changes and a huge number of industries and organisation types the world over require marketers.
Graduates may enter the profession as marketing researchers, executives, officers, assistants, or coordinators, with good graduates progressing to advisors, specialists, and managers within a few years. Many marketing-trained staff end up in senior organisational roles of senior manager, director, chief officer, president, or working independently as a consultant.

Find out more about what you can do with a degree in Marketing.

Useful links

For more information on studying Marketing

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