Marketing – Bachelor of Business

Learn how to gain business insights, create loyal customers, and plan strategies and solutions to help companies thrive.

Where you can study

Auckland campus
Distance and online
Manawatū campus (Palmerston North)

International students

International students are not New Zealand citizens or residents.

Definition of New Zealand citizens and residents

Open to international students on campus in New Zealand

Specialise in Marketing for your Bachelor of Business at Massey

Marketing is key to the success of any organisation. Whether it’s a business, social enterprise, or for a celebrity, marketing helps deliver value to target audiences.

When you study the Bachelor of Business (Marketing) you will learn marketing principles and concepts and put them into practice, develop critical thinking skills and make informed strategic choices. We will teach you how to take great ideas and turn them into excellent returns for your employers. Your learning will cover:

  • social media and digital marketing
  • marketing communication and advertising
  • marketing new products
  • omni-channel retail marketing
  • international marketing
  • customer intelligence.

We’ll teach you to think independently and analytically, helping you understand how to use the information you have at hand, to solve issues that you face.

You will be joining the longest standing marketing school in the country. Because Massey University’s teachers are actively researching, you will be taught the most relevant perspectives, from influential academics, in the most experienced environment.

The Bachelor of Business will give you the leadership, communication and critical thinking skills that will make you a sought-after employee. It will give you skills you can use in many different types of businesses, in New Zealand and around the world.

Internships offer the opportunity to reflect on marketing practice and engage with local enterprises, adding practical experience to your CV and enhancing your employability prospects.

Further study

Study options upon completion of this qualification could include the:

A Bachelor of Business in Marketing is a good fit if you:

  • enjoy being creative and thinking outside the square
  • enjoy communicating with people and working in a team
  • have an interest in marketing.

Planning information

The BBus provides considerable flexibility, enabling you to take control of your own qualification within the regulations.

If you study full-time, in your first year, you’ll take eight 15-credit courses, making a total of 120 credits.

If you wish to study over two semesters, you should aim for 60 credits per semester. You may be able to take some courses at summer school. Make sure you include courses that are prerequisites for the next level of courses you wish to study.

Core business courses

There are ten core business courses and you must pass at least eight of them. The core courses are 115111115112, 115113, 115114, 115115, 115116115211115212, 115230 and 115340

You must pass at least 60 credits of 100-level core courses within the first 120 credits, and and at least 30 credits of 200 or 300-level core courses within the first 240 credits of study towards the degree.

These are courses which cover topics across the business spectrum. They are designed to give you the leadership, communication and solid business skills that you will need in your career.

In your first year

Course 115116 must be successfully completed in the first year in order to progress onto the marketing major courses.


Completing a minor is optional. Minors increase the breadth of your degree. They give you extra knowledge, attributes and capabilities.

A minor must be in a different subject from your major.

A Bachelor of Business (Marketing) with a minor

You may choose a minor from any University undergraduate degree that has recognised minors. If the minor is from another undergraduate degree, the regulations of that qualification will apply.

A Marketing minor (for students who are studying a different degree)

If you are not studying a Bachelor of Business (Marketing) and wish to complete a minor in Marketing see the BBus regulations for the requirements of this minor.  

Official regulations

To understand what you need to study and must complete to graduate read the official rules and regulations for this qualification.

You should read these together with all other relevant Statutes and Regulations of the University including the General Regulations for Undergraduate Degrees, Undergraduate Diplomas, Undergraduate Certificates, Graduate Diplomas and Graduate Certificates.

Returning students

For returning students, there may be changes to the majors and minors available and the courses you need to take. Go to the section called ‘Transitional Provisions’ in the Regulations to find out more.

In some cases the qualification or specialisation you enrolled in may no longer be taking new enrolments, so may not appear on these web pages. To find information on the regulations for these qualifications go to the Massey University Calendar.

Please contact us through the Get advice button on this page if you have any questions.

Courses you can enrol in

Course planning key

Courses that need to be completed before moving onto a course at the next level. For example, a lot of 200-level courses have 100-level prerequisite courses.
Courses that must be completed at the same time as another course are known as corequisite courses.
Some courses are restricted against each other because their content is similar. This means you can only choose one of the offered courses to study and credit to your qualification.

Compulsory courses

Choose 75 credits from
Course code: 156231 Strategic Marketing Management 15 credits

A study of the decisions required to allocate and manage marketing resources in a competitive business environment.

Prerequisites: 115116 or 156200

View full course details
Course code: 156232 Consumer Behaviour 15 credits

A study of the theory and practice of changing consumer behaviour through marketing programmes. The course critically evaluates traditional cognitive models of consumer behaviour and alternative behaviourist approaches.

Prerequisites: 115116 or 156200

View full course details
Course code: 156233 Marketing Research 15 credits

A study of the collection, analysis and interpretation of marketing information for the purpose of managerial decision-making.

Prerequisites: 115116 or 156200

View full course details
Course code: 156334 Marketing Consultancy Project 15 credits

A client driven marketing planning course that integrates marketing concepts and methods across the curriculum.

Prerequisites: 156231 and any 1562xx course

View full course details
Course code: 156341 Branding 15 credits

A critical examination of brands and issues in branding and their relevance to business and society.

Prerequisites: 156231 and plus either 156232, or both 156235 and 156237

View full course details

Compulsory course selections

Choose 15 credits from
Course code: 156235 Social Media and Digital Marketing 15 credits

A study of the impact, application and evaluation of new digital media marketing strategies and techniques.

Prerequisites: 115116 or 115104 or 156200 or 75 credits for non-Business students

View full course details
Course code: 156237 Marketing Communication and Advertising 15 credits

A study of advertising and other forms of marketing communication, including key theories of marketing communication, elements of the communication mix, and effective campaign design.

Prerequisites: 115116 or 156200

View full course details
Choose 30 credits from
Course code: 115389 Business Internship 15 credits

This course provides an individual practical experience in business in which students deliver a set project in a business, linking theory to practice.

Prerequisites: Appraisal Required

View full course details
Course code: 156338 International Marketing 15 credits

A critical examination of issues in international marketing and their relevance to business and society.

Prerequisites: 156231 plus either 156232, or both 156235 and 156237

View full course details
Course code: 156339 Omni-Channel Retail Marketing 15 credits

A critical examination of marketing in an omni-channel retail environment.

Prerequisites: 156231 or 2902xx

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Course code: 156340 Customer Intelligence 15 credits

This course teaches methods to convert organisations’ large data sets about customers, competitors, channel partners and their own activities into information for improved marketing decision making.

Prerequisites: 156233

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Course code: 219311 Communication Internship 15 credits

This course provides students with a period of workplace experience with knowledge of communication concepts and terminology gained throughout their degree, in a series of analytical assessments.

Prerequisites: 2192xx or 1562xx and Appraisal Required

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Including a contribution of up to 15 credits towards the major from
Course code: 115388 Internship in Business 30 credits

Provides an individual practical experience in business, linking theory to practice. It consists of a period of supervised study and practical experience in an area related to individual disciplinary and professional interests.

Prerequisites: Appraisal Required

View full course details

Entry requirements

Admission to Massey

All students must meet university entrance requirements to be admitted to the University.

Specific requirements

There are no specific entry requirements for this qualification, outside of university admission regulations.

English language requirements

To study this qualification you must meet Massey University's English language standards.

 Massey University English language requirements

English language skills

If you need help with your English language skills before you start university, see our English for Academic Purposes (EAP) courses.

Can't meet the entry requirements?

If you need to do a course before you start your qualification, there may be options for you in Summer School.

Fees and scholarships

Fees, student loans and free fees scheme

Your tuition fees may be different depending on the courses you choose. Your exact fees will show once you have chosen your courses.

There will also be some compulsory non-tuition fees and for some courses, there may also be charges for things such as study resources, software, trips and contact workshops.

Already know which courses you're going to choose?

You can view fees for the courses that make up your qualification on the course details pages.

Student loans (StudyLink) and Fees Free scheme

You may be eligible for a student loan to help towards paying your fees.

The New Zealand Government offers fees-free tertiary study for eligible domestic students. Find out more about the scheme and your eligibility on the Fees Free website. To use the site's eligibility checking tool, you will need your National Student Number.

Current and returning Massey students can find their National Student Number in the student portal.

Fees disclaimer

This information is for estimation purposes only. Actual fees payable will be finalised on confirmation of enrolment. Unless otherwise stated, all fees shown are quoted in New Zealand dollars and include Goods and Services Tax, if any. Before relying on any information on these pages you should also read the University's Disclaimer Notice.

Careers and job opportunities

The marketing major prepares you for not just marketing jobs but also senior positions in most areas of business.

Marketing is certain to enhance your career prospects, whether you work for a company or want to set up your own business one day. Almost every sector needs people with marketing skills.

Careers include:

  • marketing executive or assistant, consultant or brand and product management. This could involve planning and directing, or controlling research and development. You could also get involved in sales, distribution, promotion and even market research and forecasting
  • market analyst – researching the market and providing important strategic information
  • market research – using your knowledge of consumer behaviour, statistics and psychology to design research projects, prepare questionnaires, sample and analyse data and prepare reports and presentations
  • sales or sales management
  • retail industry
  • new product planning
  • non-profit services
  • specialist areas like direct marketing, digital or social media marketing.

International students

New Zealand is a great place to study. Massey University’s reputation is supported by our international rankings, accreditations and associations. We are rated five star plus by the QS World University Rankings.

Massey University has small class sizes, and our lecturers and staff are friendly and approachable.

As an international student, there are entry requirements that will apply to you. We recommend that you apply at least three months before your anticipated start date so your application can be processed in time. There are additional steps you will need to take. These include obtaining a visa and travel bookings if your study is to be in New Zealand.

What our students say

“Juggling an internship, full-time study, part-time work and some extra social media and design work for New World during lockdown has been stressful at times, but I'm forever grateful for all the opportunities I've been provided this year and wouldn't change a thing.”
Bella Norton

Bachelor of Business (Marketing)

“All my marketing courses have been extremely relevant to my digital marketing job. I have enjoyed my time at Massey immensely as all the lecturers are extremely helpful and caring.”
Cheyenne Welham

Bachelor of Business (Marketing)

“The 300-level marketing and communication papers focus on practical, real-world example. My study gave me the skills to hit the ground running straight away with my first job.”
Shivarn Stewart

Bachelor of Business (Marketing and Communication)

Accreditations and rankings

Association to Advance Collegiate Schools of Business (AACSB)

Massey Business School is rated in the top 5% of global business colleges by AACSB International.

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QS Ranking - Business Management Studies

Massey University is ranked by QS (Quacquarelli Symonds) as one of the top 350 universities for business and management.

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Related study options