Master of Marketing

Description
Consideration of marketing theory and practice. Students will gain an advanced understanding of how marketing plans are developed and implemented.

Learning Outcomes

1. To develop understanding of key marketing concepts, components, and frameworks individually, structurally, and strategically, in a realistic business environment.
2. To develop skills to analyse and synthesise information and derive insights from the internal and external marketing environment.
3. To develop skills to critically analyse and evaluate a new or existing organisation's marketing strategies and implementation.
4. To develop skills to assess and formulate strategic, operational, and tactical marketing decisions.
5. To enhance business communication skills required to work effectively individually and in a team to develop solutions to marketing challenges.
6. To develop an appreciation of ethical practices and social responsibility in marketing/business practice.

Description
This course prepares students to interpret marketing analytics to aid in strategic marketing decisions. It covers analysis of both quantitative and qualitative data, report writing, and use of findings in strategic planning.

Learning Outcomes

1.  Examine and interpret both quantitative and qualitative marketing data to identify key insights. 
2. Demonstrate proficiency in using software and analytical tools to collect, process, and visualise marketing data.
3. Derive key insights from marketing data and present them in a clear, understandable format.
4. Create well-structured reports that summarise marketing analytics findings, highlighting key takeaways and recommendations.
5. Critically assess different marketing analytics techniques and methodologies, and how they can be applied to marketing strategy.

Description
This course delves into the intricacies of consumer behaviour, and how we can gain insights for marketing strategy and decision making. We uncover how consumers think, make decisions, choose between marketing offerings, consume, and dispose of products and services, and how we might use that information to build marketing strategy, and create pro-social impact within the unique bicultural Aotearoa New Zealand context and beyond.

Learning Outcomes

1. Apply theories and research methodologies to uncover the underlying psychological processes that drive consumer behaviour.
2. Critically reflect on the social, cultural, and geographical aspects that form and restrict consumer behaviour.
3. Synthesise ethical considerations, including Māori culture and indigenous perspectives and societal impacts related to consumer behaviour, inclusion, and equity, into decision making processes within marketing.
4. Apply key learnings to specific consumer behaviours and draw strategic insights for marketing strategy.
5. Embed an understanding of consumption within a Māori and Pasifika context into marketing strategy and planning.

Description
This course offers an advanced examination of marketing practices on the Internet. It draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares learners for using digital marketing platforms and decision making in the modern workplace. You'll learn through a combination of theoretical study and hands on experience with online tools, such as Google Analytics. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in your understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.

Learning Outcomes

1. Describe and apply the core concepts associated with digital marketing.
2. Utilise popular online marketing platforms, such as Google Ads and Google Analytics, to make business decisions.
3. Critique the impact of digital marketing on business decision making and on business outcomes.
4. Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific initiatives, or other culturally relevant cases and apply this to the digital marketing world.
6. Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.

Description
This course enables students to delve into the core principles and practices of developing a strategic approach to marketing practices online. With a focus on strategy development and enabling strategy implementation, this course equips students with the essential skills to navigate the dynamic landscape of digital marketing successfully. Throughout the course, students will bring together existing knowledge from marketing to build a foundation to develop a strategic framework for digital marketing that encompasses market analysis, audience segmentation, competitive positioning, and goal setting. Students will gain insights into managing various digital channels, including social media, search engine optimisation (SEO), content marketing, email marketing, and paid advertising, to achieve set strategic objectives.

Learning Outcomes

1. Identify the importance of strategy development in digital marketing.
2. Create a digital marketing strategy that aligns with wider organisational strategies.
3. Develop key goals for the strategy and understand how best to achieve these goals.
4. Identify the means to measure success of the elements against a marketing strategy.
5. Describe and evaluate the key elements needed to effectively implement a digital marketing strategy and monitor the various elements within it.
6. Draw on relevant literature, case material and real-world examples, including Te Ao Māori focused examples, work that speaks to Pacific Initiatives, or other culturally relevant cases to build a deeper understanding of the importance of digital marketing strategies.
7. Apply digital marketing terminology within context.

Description
This course aims to increase learners’ expertise in social media marketing and content creation. It focuses on key areas such as developing effective social media strategies, creating engaging content, and leveraging social media analytics for business success. The goal is to provide learners with techniques to build communities and drive engagement whilst effectively measuring the success of both paid and organic campaigns. By covering these key topics, the course seeks to enable learners to develop and execute effective social media and content creation strategies in today's dynamic and competitive digital landscape.

Learning Outcomes

1. Discuss the role of social media in modern marketing and the significance this can play for brands.
2. Develop skills in creating and curating engaging content for social media platforms, along with exploring the technologies available for content creation.
3. Explore and analyse how to build, maintain and manage social media presence, along with the importance this plays within a wider brand communications strategy.
4. Measure and analyse the effectiveness of social media marketing efforts, from both a paid and organic perspective by understanding key metrics and how these can be optimised to drive success.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to create culturally responsive social media content.
6. Develop strategic social media marketing plans tailored to specific business objectives whilst optimising effectiveness.
7. Evaluate the risks of social media marketing and content practices. 

Description
This course equips students with strategies and techniques for navigating the role that search engines play in the dynamic landscape of digital marketing in contemporary organisations today. This is achieved through initially exploring the importance of creating an appropriate balance between Search Engine Optimisation (SEO), which is organic traffic, and Search Engine Marketing (SEM), which includes paid generated traffic. The goal of the course is to consider the best practice and methodologies for managing the search engine algorithms whilst establishing effective keyword research. Students will gain insights into how to enhance online visibility and drive targeted traffic to websites. The course also encompasses key aspects of search engine marketing (SEM), including paid advertising, ad copywriting, and campaign optimisation strategies.

Learning outcomes

1. Describe the fundamental roles of SEO and SEM in digital marketing, including their respective impacts on online visibility, website traffic, and customer engagement.
   
2. Explore advanced techniques for conducting effective keyword research, employing SEO best practices, and implementing PPC advertising campaigns to enhance website rankings and attract targeted audiences.
3. Develop proficiency and key skills in SEO and SEM such as content optimisation strategies, link building techniques, and ad copywriting skills. 
4. Analyse and interpret key performance indicators (KPIs) and analytics data to measure the effectiveness of SEO and SEM efforts, identify areas for improvement, and optimise marketing campaigns for maximum ROI for SEM.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to effectively develop search engine success strategies.
6. Apply a strategic approach to crafting digital marketing strategies that seamlessly integrate organic search and paid advertising channels.

Description
With a focus on strategic decision-making, participants will delve into leveraging data-driven insights to optimise digital marketing campaigns and drive business growth. Through advanced concepts, students will build on their knowledge of search engine optimisation, and basic digital marketing strategy to learn about advanced analytics tools and interpret key metrics for marketing insights. By covering these elements, students will possess the skills and knowledge necessary to drive impactful marketing strategies in today's data-driven landscape.

Learning outcomes

1. Understand the role of digital marketing analytics in modern marketing strategies and the importance this plays in any business strategy. 
   
2. Explore advanced analytics tools and techniques for measuring and analysing digital marketing and wider marketing performance, along with how these can integrate with other business tools and pieces of software to show in-depth analysis of a business’s performance. 
3. Develop skills in interpreting data to inform strategic marketing decisions, identifying key pieces of information which are important to align with a business’s objectives.
4. Implement best practices for using digital marketing analytics to optimise campaigns and improve ROI.
5. Evaluate and critically analyse the ethical and legal considerations related to data collection and analysis in digital marketing, demonstrating an in-depth understanding the importance of this and the consequences for not adhering to this legislation. 

In this project, learners will work with a company on a real-world marketing problem to provide advanced analytical, theoretical and practically applied business insight and competencies, under the supervision of an academic staff member. 

Description
Provide advanced analytical, theoretical and practically applied business insight and competencies in the areas relevant to the learning objective of the programme.

In this project, learners will work on a class-based project to showcase their marketing skills and capabilities, under the supervision of the course coordinator.

Description
The Applied Marketing Project is designed to provide applied research project based learning experiences within the online Master of Marketing programme. This course offers an overview of research process and select methods and their application in marketing. The course builds on the foundations of marketing and deepens students' understanding of select research techniques. The course consists of in-class time and students' own research time. Students will be required to conduct, report on and present their own research as a professional practitioner would.