Why Study / Key Benefits

• The Bachelor of Business (Marketing) develops knowledge of marketing principles and concepts and focuses on applying them to real business situations.
• Students develop critical thinking, analytical decision-making, communication, leadership and teamwork skills.
• The Marketing major covers contemporary areas including social media and digital marketing, marketing communication and advertising, new-product marketing, omni-channel retail marketing, international marketing and customer intelligence.
• Massey says its marketing teaching benefits from academics who are actively involved in research, allowing students to engage with current marketing perspectives.
• Internship opportunities can allow students to work with local enterprises, connect theory with practice and add practical experience to their CV.
• Electives provide flexibility to broaden knowledge or complete a recognised minor in another subject.
• After the BBus, possible further-study routes include the Master of Business Studies, Master of Management and Doctor of Philosophy, subject to the relevant entry requirements.

Programme Structure and Subjects / Topics

The current Bachelor of Business (Marketing) consists of a 135-credit business core, 120-credit Marketing major and 105 credits of electives.

Year 1

Core courses include:

• 115112 Accounting for Business Decisions
• 115113 Economic Fundamentals of Global Business
• 115114 Finance for Business and Life
• 115115 People, Work and Organisations
• 115116 Marketing: Creating Value
• 115117 Business in the Digital Age
• One core option
• One elective

The core option can be selected from:

• 115109 Introduction to Business Analytics
• 115211 Business Law
• 115230 Pakihi Maori
• 125230 Business Finance

Year 2

Typical Marketing-related courses include:

• 115212 Responsible Leadership in Business
• 156231 Strategic Marketing Management
• 156232 Consumer Behaviour
• 156233 Marketing Research
• 156235 Social Media and Digital Marketing, subject choice
• 156237 Marketing Communication and Advertising, subject choice
• Electives

Year 3

Typical courses include:

• 115340 Sustainable Business Operations
• 156334 Marketing Consultancy Project
• 156341 Branding
• 156338 International Marketing
• 156339 Omni-channel Retail Marketing, subject choice
• 156340 Customer Intelligence, subject choice
• 115389 Business Internship, subject choice
• Elective(s)

Current Marketing course content includes:

• 156231 Strategic Marketing Management: allocation and management of marketing resources in a competitive business environment.
• 156232 Consumer Behaviour: theories and practice concerning consumer behaviour and marketing programmes.
• 156233 Marketing Research: collection, analysis and interpretation of marketing information for managerial decision-making.
• 156334 Marketing Consultancy Project: client-driven marketing planning integrating concepts and methods across the curriculum.
• 156341 Branding: brands and branding issues and their relevance to business and society.
• 156235 Social Media and Digital Marketing: application and evaluation of digital-media marketing strategies and techniques.
• 156237 Marketing Communication and Advertising: advertising, communication theory, communication mix and campaign design. 

Disciplines / Specialisations

Marketing is one of the 11 current BBus specialisations/majors.

The current BBus majors are:

• Accountancy
• Business Analytics
• Digital Business and Innovation
• Economics
• Finance
• Financial Planning and Advice
• Human Resource Management and Employment Relations
• International Business
• Management
• Marketing
• Property

Programme Highlights

• NZQF Level 7 bachelor's degree.
• 360 credits.
• Three years full-time.
• Part-time study available.
• Marketing major worth 120 credits.
• Broad business foundation through the 135-credit core.
• 105 elective credits provide flexibility.
• Auckland, Manawat and Distance/online study locations are listed for Marketing.
• International students can study on campus in New Zealand or online from outside New Zealand.
• Marketing content includes digital marketing, social media, advertising, branding, consumer behaviour, marketing research, international marketing, retail marketing and customer intelligence.
• Internship and consultancy opportunities can provide practical experience.
• Massey Business School is rated in the top 5% of global business colleges by AACSB International, according to Massey.
• Massey reports that QS ranks its Business and Management subject area among the world's top 400.
• Massey reports a number 2 New Zealand ranking for Business Administration from ShanghaiRanking. These are ranking claims reported by Massey and relate to the relevant ranking periods.
• Massey's 2022 Student Experience Survey for the BBus reported that 81% of respondents felt assessment tasks challenged them to learn and 84% said the qualification gave them confidence to learn independently. These are historical survey results, not a current student satisfaction guarantee.

Career Outcomes

The Marketing major can prepare graduates for marketing and wider business roles. Massey specifically identifies career areas including:

• Marketing executive or marketing assistant
• Marketing consultant
• Brand and product management
• Market analyst
• Market researcher
• Sales and sales management
• Retail
• New-product planning
• Direct marketing
• Digital marketing
• Social media marketing
• Advertising and marketing communication.

The broader BBus can also support careers such as:

• International market developer
• Project manager
• Business or information analyst
• Communication manager
• Media consultant
• Small-business manager
• Business/policy/risk analyst
• Advertising and communication specialist.

Latest Updates / Special Requirements

• The current BBus structure is 360 credits, comprising 135 credits of core courses, 120 credits for the major and 105 elective credits.
• From 2027, the BBus core consists of 135 credits, including eight compulsory courses and one choice from the specified core options.
• At least one major is compulsory.
• The Marketing major requires 120 credits, including at least 60 credits at 300 level.
• No more than 180 credits may be at 100 level, and the completed degree must contain at least 75 credits at 300 level.
• Some Marketing courses have prerequisites, so students should complete introductory courses early.
• Some advanced courses may only be offered once per year.
• An internship normally sits in addition to the major requirements and requires appraisal.
• Students may be able to receive credit or exemptions for previous study, subject to Massey's Recognition of Prior Learning rules.
• There are no programme-specific academic entry requirements beyond Massey's university admission requirements.

International Student Visa Requirements

International students who physically study the Marketing BBus in New Zealand will generally require a Fee Paying Student Visa.

Immigration New Zealand currently states that applicants must:

• Have an offer of place from an approved education provider.
• Have sufficient funds to pay tuition fees or have a scholarship.
• Have sufficient funds for living expenses or an acceptable sponsor.
• Have acceptable medical and travel insurance.
• Meet health and character requirements.
• Have a genuine reason for studying in New Zealand.
• Show that they can leave New Zealand at the end of their stay.
• Meet attendance and satisfactory-progress requirements while studying where applicable.