Marketing

Marketing is about creating value by meeting consumer needs in ways that benefit both customers and organisations. It’s used by businesses and non-profits to communicate, influence behaviour, and shape market trends.

The industry offers diverse roles in areas like advertising, digital and content marketing, B2B, services and social marketing, market research, communications, events, PR, education, and recruitment.

Digital marketing continues to grow rapidly, driven by emerging technologies like generative AI, which are transforming content creation and customer engagement. There’s strong global demand for marketing professionals who understand consumers and communicate in authentic, socially responsible ways.

• Strong focus on customer relationships and experience
• Multi-channel engagement across digital and physical platforms
• Seamless, well-designed retail environments online and in-store
• Continued growth and innovation in digital marketing
• Rising importance of sustainability and ethical branding
• Increased use of data and analytics in decision-making
• Emphasis on authentic, empathetic communication
• Expansion of influencer and creator-led marketing

Digital marketing is evolving rapidly, and New Zealand businesses are increasingly looking for talent with skills in multi-channel content creation, social media, and fast, creative production. Platforms like TikTok, Instagram, and Threads are shaping how brands connect with audiences, while outsourcing is creating opportunities for freelancers and start-ups with strong digital capabilities.

To stay competitive, marketers will need to be fluent in AI tools like ChatGPT and Midjourney, data analytics, and automation platforms such as Mailchimp and HubSpot. Ethical branding is also becoming more important, with growing expectations around privacy, sustainability, and inclusivity.

Graduates with a marketing degree, creative problem-solving skills, and an entrepreneurial mindset will be well-positioned—whether working in-house, at an agency, or launching their own venture. Combining global digital trends with local cultural insight will be a key advantage in the NZ market.

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

These are just some career examples—don’t feel limited to them. Some roles may require several years of work experience, additional study, or certifications, especially in academic or specialist fields.

Remember, many employers welcome graduates from a wide range of degree backgrounds. And if you have big ideas of your own, you might consider developing and managing a start-up in the entrepreneurial space.

Social media platforms like LinkedIn can also help you stay up to date with industry trends, events, and job opportunities.

• Medium to large companies with dedicated marketing teams
• Government departments and non-profit organisations
• Advertising, PR, and media agencies 
• Retail and consumer brands 
• Tech and software companies 
• Finance and insurance firms 
• Healthcare providers 
• Travel and tourism 
• Educational institutions and start-ups
• International companies

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

More clubs and societies at the Business School

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
  
• Public Relations Institute of New Zealand
• Research Association New Zealand (RANZ)
• IAB New Zealand  

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

Prospects

Prospects specialises in advice for UK university students and graduates. Much of the information is relevant to New Zealand students.
Prospects