Auckland University of Technology

What you'll study

The Master of Marketing combines theoretical foundations with applied practice to develop advanced skills in consumer insight, strategic planning and data-driven decision making. Coursework typically covers topics such as consumer behaviour, marketing research methods, digital marketing and social media strategy, brand management, marketing analytics, international marketing and marketing strategy.

Students follow a mix of taught papers and a substantial applied capstone or research project. The capstone can take the form of a client-based consultancy project, an industry internship, or a supervised dissertation, allowing you to apply marketing principles to real organisational challenges and build a portfolio of practical work.

• Consumer Behaviour and Segmentation
• Marketing Research and Analytics
• Digital Marketing and Social Media Strategy
• Brand Management and Communications
• Marketing Strategy and Planning
• International and Services Marketing
• Capstone Project or Dissertation (industry consultancy or research)

Entry requirements

Applicants are normally expected to hold a recognised bachelor’s degree in marketing, business or a related discipline, or have equivalent professional experience that demonstrates capacity to succeed at master’s level. Academic performance at the undergraduate level and relevant work experience are taken into account when assessing applications.

International applicants must meet the university’s English language requirements through recognised qualifications or accepted test scores. In some cases, bridging or preparatory coursework may be required for applicants lacking sufficient background in quantitative methods or marketing fundamentals.

Career prospects

Graduates from this programme are prepared for a wide range of roles in private, public and not-for-profit sectors. Typical career paths include marketing manager, brand or product manager, digital marketing specialist, marketing analyst, market research consultant, customer insights manager, and roles in advertising and communications. The advanced analytical and strategic skills also provide a pathway into management consulting, business development and further academic study (including doctoral research).

Why study at Auckland University of Technology

Auckland University of Technology emphasises applied learning and strong links with industry, giving Master of Marketing students opportunities to work on real briefs from businesses and organisations in New Zealand’s largest city. The AUT Business School brings together academics who are active in marketing research and consultancy, and students benefit from modern facilities, data and analytics resources, and career services that support internships and employer engagement.

Studying in Auckland offers exposure to a diverse, multicultural market environment and access to a vibrant business community, helping you develop practical skills and professional networks that support career progression in New Zealand and internationally.