The way marketing courses are taught has changed significantly in the past few years. What happens at university nowadays? Two AUT lecturers talk us through what Gen Zs are learning in 2025.
Various tertiary routes lead to marketing and advertising.
Students at the Auckland University of Technology can do a Bachelor of Communication Studies, majoring in advertising and brand creativity, or a business degree, majoring in marketing.
Advertising and brand creativity lecturer Dan Fastnedge says this course has two focus areas. The first is advertising creativity, where students learn to understand audiences, crack briefs, generate big ideas and problem solve. This path aims to lead to roles like art director, copywriter, content creator and designer.
Strategy is the second focus. This covers audience insights, strategic approaches and account services – leading to roles like planners, strategy or account roles.
Careers are changing
Traditionally most graduates landed in ad agencies, but this has changed considerably, says Fastnedge. “A group from 2023 came in to share their experiences: they’d slotted into roles like content producer, social media co-ordinator, digital exec and creative and content lead.
“I’m not totally sure exactly what the future roles will be. But every year it seems like there are more areas which require people who can think creatively and strategically.”
Via AUT’s School of Business, students can also choose to major in marketing or include marketing as part of a combination of subject interests, says marketing senior lecturer Dr Jessica Vredenburg.
This leads to a variety of careers including social media management, marketing manager, digital marketing and brand management.
Despite its home in the school of business, to Vredenburg, marketing is about creativity, not numbers.
“A lot of marketing is about human behaviour and engaging in creative ways to meet customer needs,” she says.
The degree has changed significantly over the past few years to keep up with technology landscape, including AI. Course structure, assessments and even content have all evolved.
“We’re teaching students how to think or analyse and more practical skills like prompt engineering.”
This story comes from NZ Marketing magazine issue 83, Jun-Aug 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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