Marketing is all about creating value for consumers, companies and societies, meeting their needs in ways that are satisfying for customers and profitable for goods and services providers. It is used by commercial and not-for-profit organisations alike, to communicate with consumers, influence their behaviour and guide trends in the marketplace.
Marketing is a dynamic and diverse industry with a wide range of possible roles in advertising, digital marketing, content marketing, business to business (B2B), services marketing, social marketing, market research and analysis, communications, event marketing, public relations, education and recruitment.
Digital marketing has been steadily, but rapidly taking market share from traditional channels. In New Zealand it became the largest form of advertising in 2015, surpassing television. Globally, this happened slightly later in 2017, but by 2019 it was larger than all traditional advertising combined (including TV, print and radio)*. Consequently, demand for digital marketing skills is strong throughout the world. In our multi-faceted, ultra-competitive marketplaces, there is also an increased focus on understanding consumers and communicating with them in empathetic and socially responsible ways.
*Source: Forsyth Barr
Current trends in Marketing
- Focus on customer relationships is key
- Increasing consumer engagement via multiple channels, online and offline
- Holistically designed retail environments, in store and online
- Growth in digital marketing
- Sustainability concerns
- Use of data in marketing decision-making
What does the future hold?
As organisations pour more resources into digital marketing strategies, so there is a growing need for multi-channel content distribution and social media expertise. Content must stay current, which means fast turnaround and constant generation of new ideas. Consequently, many companies are outsourcing their content creation, which means there are huge opportunities for independent consultants/start-ups with marketing skills and savvy. People with a degree in marketing plus an entrepreneurial mindset and a creative approach to solving business problems will be highly valued in tomorrow’s world.
What skills and attributes can I gain from my Marketing major?
The Bachelor of Commerce Marketing major is designed to prepare you for a wide range of careers in marketing. You will develop fundamental marketing knowledge:
- An in-depth understanding of marketing concepts and theories
- The ability to identify the characteristics of responsible and sustainable marketing practice
- An understanding of the importance of marketing to business practice
- The ability to evaluate consumer needs when developing marketing strategies
- The ability to apply consumer insights and market research
- Skills to assess real world marketing situations and marketing strategies
- An innovative, entrepreneurial mindset
- A strong work ethic
- Relationship management skills
- Communication skills
- Technological savvy
- Commitment to ongoing learning
Marketing career options
In Year 3, you can choose pairs of electives that will equip you with the specific skills and mindset you’ll need for your chosen field. Options include
Strategic marketing (advanced marketing strategy; sustainability)
- International marketing manager
- Marketing manager
- Product development manager
- Public relations manager
- Sales manager
Advertising and digital (branding and advertising; digital marketing)
- Advertising and promotions manager
- Brand Manager
- Digital marketing manager
- Media director/buyer
- Meetings, conventions and events planner
- Social media marketing manager
Customer insights (customer insights; digital marketing; advanced marketing research)
- Customer insights analyst/manager
- Digital marketing analyst
- Market Research analyst/manager
- Segment and customer relationships manager
- Social media/ecommerce analyst
Where do Marketing graduates work?
Graduates who have specialised in marketing typically enjoy a wide range of employment opportunities. Most take up first positions in marketing departments, retailing, sales and general management. Others may be employed in market research or advertising.
University of Auckland clubs and societies for Marketing students
Marketing and Design Collective (MDC)
A student-run marketing organisation that aims to bridge the world of business and creativity, to make marketing relevant to all, and to allow students to acquire tangible marketing skills. Learn more
Professional associations for Marketing students and graduates
Depending on your area of interest, you could join one or more of these professional organisations:
- Marketing Association of New Zealand
- Association of New Zealand Advertisers
- Communication Agencies Associations of New Zealand
- Public Relations Institute of New Zealand
- Research Association New Zealand (RANZ)
Careers New Zealand
The Careers New Zealand website provides useful salary information for a range of business and industry roles, as well as information on the difference a qualification makes to what you are paid, and advice on negotiating your salary. You can also search for salary information by job.
Careers New Zealand
Occupation outlook is a great tool for exploring study and career options, with extensive information on labour supply and demand in over 100 occupations in New Zealand. It outlines how to enter each role, how many are studying in related fields, how many are employed and what the average incomes are. It also outlines the prospects of getting a job in that occupation once you have the necessary qualifications.
- Occupation Outlook - Marketing and advertising professionals
- Occupation Outlook - Sales representatives
Prospects specialises in advice for UK university students and graduates. Much of the information is relevant to New Zealand students.