BCom (Hons) - Marketing - University of Canterbury - New Zealand

BCom (Hons) in Marketing

Graduate Profile and Benefits of the Programme

An Honours degree is an internationally recognised qualification representing a high level of academic achievement. The aim of the Marketing Honours Programme is to graduate students who have demonstrated a high level of academic achievement and understand the relationship between theory, research and practice and can use this understanding to effectively inform their behaviour. A Marketing Honours graduate is well prepared for professional roles within the field of marketing and various forms of business consulting. Many Marketing Honours Graduates are "snapped up" by companies with graduate recruitment programmes.

Because the Marketing Honours Programme provides a thorough grounding in one discipline area, graduates gain an in-depth academic foundation from which to launch or develop their careers. The programme emphasises analytical, communication and project management skills. Advanced skills in these areas are highly sought after in industry and commerce. These skills also provide an excellent foundation for further graduate study towards higher degrees.

The Marketing Honours Programme is intellectually satisfying in its own right, but is also essential preparation for anyone wishing to undertake a Master of Commerce, PhD or an academic career in marketing-related areas. The Marketing Honours Programme also builds students’ skills and mindsets that become valuable in the commercial workplace.

Honours is a short intense programme of study that spans one academic year (February to October inclusive) if completed full-time. The degree may also be completed in up to two years of part-time study.

Other Graduate Programmes in the Department of Management, Marketing and Entrepreneurship

The Marketing Honours Programme constitutes Part I of the Master of Commerce in Marketing. Part II of the Masters Programme is based on research leading to the submission of a thesis. It can be completed in one year of full-time study. Further details of the Master of Commerce, Master of Business Management and PhD Programmes at the University of Canterbury are available separately.

Students with significant professional experience seeking an applied graduate programme should consider the MBA Programme.

The Department also offers an Honours Programme in Management. Information about this programme is available separately.


Entry Requirements

Students will be considered for entry into the Marketing Honours Programme if they meet all entry requirements below:

  1. Have qualified for a Bachelor’s degree; and
  2. Have a B+ average or better across 60 points of 300-level courses in Marketing.

For Graduates from other disciplines

The Graduate Diploma in Commerce provides an overview of the various functions of management to people with a non-commerce background. It will help students whose first degree is in Arts/Science/Engineering/Education gain an understanding of the concepts, tools, frameworks and language of business. It will also provide students who do not have a degree in Commerce or Management an entry point into the Honours and Masters Programmes in Management.

For Graduates from other Universities
The above entry requirements are based on courses at the University of Canterbury. Students whose undergraduate degree or diploma is from another University will be asked to supply an official (certified) transcript and course outlines, so that course equivalence can be established.

International Students and holders of a New Zealand Residence Class Visa
International students must also demonstrate that they have a suitable standard of oral and written English language competency. Candidates must have achieved at least 7.00 as their overall score in a recent IELTS test or be assessed at an interview as possessing equivalent or better oral and written language competency.

Start time
The Marketing Honours Programme commences each year with the Induction Programme in February. For this reason entry into the Marketing Honours Programme is normally in February. Entry in July at the start of Semester 2 is restricted to those enrolling part-time, and must be approved by the Head of Department.

Students are required to attend the Honours Induction Programme. This is COMPULSORY and is scheduled in the week before classes start. In 2017 classes start on 20 February, and the Induction Progamme will be on Thursday 16th and Friday 17th February.

What to Expect

The Marketing Honours Programme differs significantly from undergraduate studies. The smaller classes allow for more interaction with the lecturers and students participate more in the life of the Department.

Academic standards are high and students are expected to take more initiative and responsibility for their own learning by seeking out additional sources of information and managing their study programmes. The academic staff expect to be facilitators rather than directors and policers of students' learning. Honours students are expected to engage with their lecturers and fellow students, to question and challenge "received wisdom" and to think about how the learning can be applied. In short, students are expected to demonstrate academic and social maturity and to follow a professional work ethic.

Each course has its own flavour and assessment requirements. Across the programme assessment tasks include oral and written assignments, independent study and collaborative activities. Where possible, scope is given for students to tailor their assignments to their personal interests to ensure that their studies are stimulating and relevant to their academic and career goals.

The Marketing Honours Programme culminates with the oral and written presentation of the results of a research project. This project can take several forms. It can involve undertaking empirical research or working with the literature to produce a conceptual paper, or a combination of both. Each project is unique, allowing students to match their topic and approach to their interests and abilities according to the supervision opportunities available.


Programme Structure

The BCom (Hons) in Marketing requires students to take papers worth a total of 120 points.

All students are required to take a 30-point paper on research methods (MKTG 620), which serves as a prerequisite for a 30-point dissertation (MKTG 680), where students carry out an independent piece of academic research. In sum, these two papers are worth 60 points, or half of the requirements for the BCom (Hons) in Marketing.

Students are also required to take 60 points from MKTG 601-619. Up to 15 points may be replaced by other graduate courses (subject to the approval of the Head of Department).

Course Distribution

The distribution of courses through the year is shown below. Each course typically has 2-4 hours class time each week in addition to independent study and, in some cases, small group activities.

Semester 1 (February - June)

Semester 2 (July - October)

Research Methods for Marketing

Marketing Dissertation

2 x Subject Courses

2 x Subject Courses

Note that entry into the Marketing Honours Programme is normally in February. Entry at the start of Semester 2 is restricted to those enrolling part-time and requires special approval.


Brief Course Descriptions

MKTG 603 Advanced Consumer Behaviour
The purpose of this course is to introduce students to advanced consumer behaviour and research, and for students to develop the ability to integrate the various theories and research findings presented.

MKTG 605 – Advanced Strategic Marketing
This paper examines marketing strategy as a market-driven process of strategy development that delivers superior customer value and ensures satisfactory organisational performance including sustained competitive advantage. A special focus of the paper is the examination and critical analysis of classic and the latest literature in strategic marketing against an environment that is dynamic and hugely challenging.

MKTG 609 – Advanced Services and Tourism Marketing
This course covers the principles and theories of advanced services and tourism marketing.

MKTG 611 – Current Topics Marketing
This course is comprised of an eclectic mix of current academic research in the field of marketing and consumer psychology. It aims to introduce top students to the very newest areas of marketing through the examination of current theories, research paradigms and contexts and the role these play in formulating students' own research in the future.

MKTG 620 – Research Methods for Marketing (Compulsory)
A core course for all postgraduate students in marketing. This paper provides an overview of the research process, and examines the different types of research philosophies used to help develop theory. An in-depth examination of qualitative and quantitative research techniques is provided to assist students when designing their own research study.

MKTG 680 – MCom Thesis (Compulsory)
A course where students complete a written Thesis based upon their research proposal developed in MKTG 620.

The Thesis is an individual, self-directed piece of work; however, you will have a supervisor to guide you. Supervisors are assigned based on research area skills and knowledge. The Thesis will start in Semester 2 and a final completion date is set for March 23, 2018. Students are able to submit before this time if they wish, and their supervisor believes the Thesis is ready for submission.

See all 600 Level MKTG Courses

Staff Research Interests

Staff involved in the Marketing Honours Programme have a wide range of research backgrounds and interests. MKTG 680 dissertations may be carried out in these and other related topic areas. Supervisors will be assigned following discussions with students about their project interests .

Associate Professor Paul Ballantine Retailing, Consumption Behaviour (particularly the negative aspects of consumption), Social and Ethical Issues in Marketing, and Sustainability.

Associate Professor Joerg Finsterwalder

Service Marketing, Relationship Marketing, Customer Erperience, Eaarthquake and Disaster Research.

Associate Professor David Fortin

Advertising Effectiveness, Interactive Marketing, Electronic Commerce, Attitude Change and Formation.

Professor C. Michael Hall

Tourism, Temporary Migration, Social Marketing, Food and Wine Marketing, Food Studies, Farmers' Markets, Celebrity Chefs, Second Homes, Regional Development, Servicescapes and Place Branding and Marketing, Climate Change, Global Environmental Change, Sustainable Consumption.

Associate Professor Sussie Morrish

Strategic Marketing, Entrepreneurial Marketing, Internationalisation, Portfolio Entrepreneurship and Sustainability.

Associate Professor Lucie Ozanne

Transformative Consumer Research, Environmentally Motivated Consumption, and Corporate Social Responsibility.

Associate Professor Girish Prayag Consumption Emotions, Brand Attachment, Tourism Marketing, Hospitality Services, Airline Marketing, Brand Personality.
Associate Professor Ekant Veer

Consumer Research, Advertising Effectiveness, Social Marketing, Transformative Consumer Research, Health Promotion.

Other academic staff research interests can be viewed here.

Fees, Allowances and Financial Assistance

Domestic and International Students:
To determine what fees you will pay, go to the Enrol at UC. Fees are listed for each individual course so you can total the fees for each course you intend to enrol in. For more information about fees and student loans, please contact Student Administrative Services on 0800 82 77 48 (within New Zealand) or email enrol@canterbury.ac.nz . For information about student allowances, please contact Study Link on 0800 88 99 00.

Many scholarships are available for graduate students.  Information on scholarships is available at the following web sites:

There are often tutoring and research assistant positions available for graduate students within the Department. If you are interested in these, please contact the Programme Coordinator.


Application Procedures

TWO steps must be completed by all applicants. The order in which these steps are made is important. Please read the following instructions carefully.

STEP ONE - Application to the Department of Management, Marketing and Entrepreneurship
ALL prospective students need to apply to the Department of Management, Marketing and Entrepreneurship by completing this online application form. This application must be completed and processed before the applicant completes the online enrolment or face-to-face enrolment at the university. Applicants will receive a letter from the Department notifying them of the outcome of their application.

It is important that you give an up-to-date contact address, telephone number and email address (if possible) so that we can contact you as we may require you to attend an interview. If you will be away from your usual address around the time of enrolment then please state this in your application and give an alternative address and telephone number where you can be contacted.

ALL enrolment forms must have an official verified transcript of the applicant's academic record attached. No form will be processed without a verified transcript.

INTERNATIONAL APPLICANTS must send all their documentation to the Department of Management, Marketing and Entrepreneurship. This must include evidence of English language proficiency for applicants for whom English is not their first language. The Department will assess the student's suitability for entry into the Marketing Honours Programme. The Department will send a letter to notify the student whether they have been assessed as being suitably prepared for the programme. This letter should not be confused with official notification of entry to the University.

The Department of Management, Marketing and Entrepreneurship will forward its decision and the applicant's documentation to Admissions. This is because students whose first degree is not from a New Zealand University must be granted admission ad eundem. Admission ad eundem is processed byl Admissions. It is the Admissions Office that is responsible for confirming if a student is eligible for entry to the University of Canterbury.

FOR INTERNATIONAL APPLICANTS enquiries about admission ad eundum should be made by email to admission@canterbury.ac.nz , telephone +64 3 364 2459, or by post to Admissions, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand.

FOR ALL APPLICANTS enquiries about the Marketing Honours Programme can be made by email to ekant.veer@canterbury.ac.nz

Applicants who have already graduated with their first degree can apply to the Department from 17 October 2016.

Applications for students who have completed their first degree in 2016 but have yet to graduate open on 1 December 2016.


All applications for first semester entry are due on or before 27 January 2017. Early application is advisable as it will ensure you are informed quickly of acceptance or rejection. It will also help us to plan the year's courses, projects and facilities.

IMPORTANT NOTE: Only applications accompanied by all required documentation will be processed.

Send application forms and documents BY MAIL to:

Dr Sarah Wright
BCom (Hons) in Marketing Coordinator
Department of Management, Marketing, and Entrepreneurship
University of Canterbury
Private Bag 4800
Christchurch 8140

STEP TWO - Formal Enrolment at the University of Canterbury
This step is only to be completed once the application in Step One has been approved. Students can then complete a University application. To obtain a University application and enrolment handbook, please contact Student Administrative Services on 0800 827 748 (within New Zealand) or email enrol@canterbury.ac.nz .

Step Two is only to be completed once you have received a reply to your application to the Department of Management, Marketing and Entrepreneurship (See Step One) AND confirmation from the Admissions and Enrolment Office that you have been granted entry to the University of Canterbury. Step Two involves completing a formal enrolment procedure. To obtain a University enrolment application and enrolment handbook, contact Student Administrative Services on 0800 827 748 (within New Zealand) or email enrol@canterbury.ac.nz.

Compulsory Induction Programme and Starting Dates

An Induction Programme is conducted for accepted applicants prior to the start of Semester One. This is usually in the week prior to the start of teaching. In 2017 classes start on 20 February, and the Induction Programme will be on Thursday 16 and Friday 17 February 2017.

You will be notified of the exact time and venue of the Induction Programme when you get confirmation of your acceptance into the Marketing Honours Programme.

Subject classes begin on Monday 20 February 2017. A list of class times will be sent to you with your acceptance letter from the Department of Management, Marketing and Entrepreneurship.

Contact Information

For academic enquiries contact:

Dr Sarah Wright
BCom (Hons) in Marketing Coordinator
Tel: +64 3 369 3762 ext. 93762

Department of Management, Marketing, and Entrepreneurship
University of Canterbury
Private Bag 4800
Christchurch 8140
New Zealand

General University Course and Enrolment Information

For general information on University courses and enrolment procedures contact:
Student Administrative Services on 0800 827 748 (within New Zealand) or see our web page.