Graduate Diploma in Applied Marketing

Graduate Diploma in Applied Marketing

Graduate Diploma in Applied Marketing

Graduate Diploma in Applied Marketing

Improve your marketing career with the Graduate Diploma in Applied Marketing. Learn advanced strategic planning, analysis, marketing skills and implementation tactics and help get your career to the next level.

Key Details
SIT2LRN Distance Learning
Graduate Diploma

One year full-time

Up to five years part-time

Intakes are 17 weeks long

Study Modes:
Distance Learning

2024 Intake 4: 29 July to 22 November - Applications Close 16 July 2024

2025 Intake 1: 10 February to 06 June - Applications Close 28 January 2025

2025 Intake 2: 17 March to 11 July - Applications Close 04 March 2025

2025 Intake 3: 23 June to 17 October - Applications Close 10 June 2025

2025 Intake 4: 28 July to 21 November - Applications Close 15 July 2025


Fees Free

First year of tertiary study

Tuition Fee: $0    Check eligibility


SIT Zero Fees Scheme

  • Tuition Fee: $0   Check eligibility
  • Direct material Cost: $7.00 per credit (incl GST)

(e.g. $700 for 100 credit course)


International Fees



Unsure which one is for me? Check Fees Eligibility Check my options



The aim of the Graduate Diploma in Applied Marketing is to provide students who already have a degree, or extensive applicable experience, with advanced theoretical and applied knowledge in Applied Marketing, which can be used in professional practice or further advanced study in this area.

The programme offers a blend of theoretical and practical learning, with an emphasis on applied knowledge and skill. High importance is placed on the development of soft skills for management (such as communication, presentation, interpersonal and problem solving skills), in addition to the development of specific business knowledge.

You will learn to:

  • Strategically analyse market information in order to apply and develop market research, 
  • Develop marketing plans, promotional campaigns and cost effective budgets. 
  • Solve problems, both independently and as part of a team.

Compulsory papers

MGT602 (MGT201) Marketing Operations (15 credits)

Students will consider marketing activities in the context of quality and customer service and in the setting of marketing strategies to enable marketing objectives to be met.

On successful completion of this paper, students will be able to:

  • Examine the effect quality and customer service has in relation to specific marketing activities.
  • Assess the influences of quality and customer service on marketing mix decisions.
  • Develop marketing objectives and prepare marketing strategies for a specific organization.
  • Formulate quality standards and customer service strategies for marketing operations.

MGT704 (MGT304) Strategic Marketing Management (15 credits)

This paper provides students with a comprehensive understanding of marketing strategy relevant to contemporary organisations and markets.

On successful completion of this paper, students will be able to:

  • Critically analyse the key principles of marketing strategy development and evaluate the processes for successful marketing strategy implementation.
  • Conduct a strategic customer, market, and environmental analysis, including the application of scenario planning.
  • Compare and contrast marketing strategies for new and growth markets and assess marketing strategies for hostile and declining markets.
  • Critically discuss the key emerging issues in modern day marketing strategy.

MGT706 (MGT306) Reputation and Brand Management (15 credits)

This paper provides students with an understanding of what the components of reputation and brand are and how these are protected in a political setting. Students will also be able to develop strategic tactics for brand protection.

On successful completion of this paper, students will be able to:

  • Compare and contrast how corporate reputation is measured by a variety of stakeholders, both internal and external.
  • Critically examine the evolution of corporate reputation and analyse the opportunities and challenges facing business in the digital age.
  • Critically analyse a brand and its components to develop, justify and evaluate strategies for brand protection.
  • Evaluate strategies to manage brands for continued growth and profitability with specific consideration to corporate social responsibility.

MGT702 Research Methodology (15 credits)

Note: This paper must be completed prior to completing MKT730 or MKT731 and requires a final weighted grade of B- or higher to pass the paper.

This paper will introduce students to the skills required to complete a research project.  It will cover advanced research skills, various methodologies available to gather and present primary and secondary information and data, and it will take students through the literature review process.

On successful completion of this paper, students will be able to:

  • Select a suitable topic on which to base a research project, or similar piece of written work, and identify any possible ethical issues.
  • Source and critically analyse suitable secondary research from a variety of sources both online and in hard copy and select a methodology for gathering primary data.
  • Understand the requirements of a ‘literature review’ and how to construct this using an appropriate referencing style.
  • Write a proposal to complete a research project, or similar, outlining how all the key elements will be met within a specified timeframe.

MGT707 Digital Marketing: Strategy and Analysis (15 credits)

This paper provides students with specialised knowledge of marketing strategy within a digital context. Students will analayse the societal impact of marketing and how to integrate digital marketing strategies with traditional marketing strategies and anlayse the role of the marketing mix to develop digital marketing strategies for use within different marketplaces. 

On successful completion of this paper, students will be able to:

  • Critically analyse marketing’s impact on society and organisational and societal approaches to corporate social responsibility and sustainability.
  • Compare and contrast digital marketing strategy to traditional marketing strategy
  • Analyse the role of the marketing mix in a digital context and explore the concept of relationship marketing using digital platforms. 
  • Design and develop digital marketing strategies using key digital tactics and techniques for different marketplaces.

MGT720 Consumer Behaviour and Market Trends (15 credits)

This paper critically evaluates the concepts and theories that drive consumer behaviour, how socio-economic factors influence consumer decision making, how consumers respond to marketing and promotion trends and how organisations can utilise consumer behavour trends to effectively market a product or service.

On successful completion of this paper, students will be able to:

  • Critically evaluate concepts and theories underpinning consumer behaviour.
  • Assess the impact of group social and cultural influences on consumer behaviour and decision making.
  • Critically evaluate the effectiveness of various advertisements and promotions and their attempts to influence the behaviours of consumers.
  • Analyse the trends in consumer behaviour, and apply them to the marketing of an actual product or service.

Compulsory - Choose either 730 or 731

MKT730 Management Research Project (Applied Marketing) (30 credits)

This paper provides students with an opportunity to conduct advanced research into an aspect of management theory or practice by integrating the body of knowledge learnt in management papers.

On successful completion of this paper, students will be able to select a current management issue or applied management problem and formulate an appropriate research objective and research question, plan, organise and implement a research project, select and apply appropriate research methodologies, collect, analyse and interpret research data, write a research report to a professional standard, make an oral presentation of the management-related research project and answer relevant questions raised.

You are expected to:
Identify and investigate a current management issue based on personal interest, benefit to an organisation, popular topic or a gap in research you have identified


  • Select a current management issue or applied management problem and formulate an appropriate research objective and research question.
  • Select and apply appropriate research methodologies.
  • Collect, analyse and interpret research data.
  • Write a research report to a professional standard.
  • Make a research poster to present your research work
  • Undertake an oral defence presenting key points from your research report and answer relevant questions raised.

Total Word Count: Approximately 12,000 words

MKT731 Internship (Applied Marketing) (30 credits)*

This paper provides students with an opportunity to become familiar with the micro and macro operating environments of an organization and to apply the knowledge and skills acquired throughout the course of their degree study.  Using knowledge and skills gained in the first two years of the degree, students will be enabled to present a development/problem-solving proposal in an area relevant to the internship organization. Students will also gain reflective skills through the reflection on the internship and how their personal and professional managerial skills have developed and broadened.

On successful completion of this paper, students will be able to, critically evaluate an organisation’s corporate direction, main activities, and identify and evaluate the internal environment of the internship organisation, evaluate the organisation’s operating environment and the role of the internship organisation within the industry, assess and rationalise to all stakeholders significant issues confronting the internship organisation, specifically an aspect of concern or interest to the organisation’s operation or management, conduct and critically evaluate primary research regarding the specific aspect to be stated, distinguish between critical and non-critical factors impacting on the problem/development, evaluate information and make recommendations for specific development/problem, consider and assess issues for implementing recommendations, critically assess the dilemmas, challenges and problems faced, and how these issues were resolved during the internship, critically evaluate how the knowledge and skills acquired during the degree programme were adapted into practical situations.

You are expected to:
Identify and Investigate a current management issue within your internship organisation


  • Find an internship placement (this can be in your existing workplace)
  • Collect both primary and secondary information to investigate a significant management issue within the organisation
  • Make recommendations based on the findings and present a development/problem solving proposal
  • Present the reflections and evaluations of the internship project and answer relevant questions raised.

Total Word Count: Approximately 12,000 words

*Note: Before starting on the 731 – Internship paper, you will need to ensure that you have the following:

  • Your detailed, up-to-date CV
  • Letter from your employer/internship organisation (i) setting out the internship details i.e. name of organisation, name and contact details of supervisor and range of responsibilities (job description); and (ii) confirming that you will be interning there for the duration of the internship period of 17 weeks. Click here for template of the Employer’s Letter. 

Hold on to these documents and upload them onto Blackboard when your intake starts.


Click here for detailed assessment information.

Students who have completed a Graduate Diploma in Applied Marketing will strategically analyse market information in order to develop and apply marketing concepts to complex real-world scenarios.

Such scenarios may include: formulating marketing plans, conceptualising and evaluating promotion campaigns, making reasoned trade-offs between objectives and budgets, innovating and managing change via a strong grounding in the realities of social, economic, and technological change processes, the underlying dynamics of consumer and industrial buyer behaviour, contemporary marketing research practice, and organisational behavioural principles. They will solve problems, both independently and as part of a team.

Applicants must have obtained at least an undergraduate degree in any discipline, or be a mature student aged at least 20 years and supply evidence of at least three years relevant work experience. Each mature applicant must provide their curriculum vitae detailing any relevant work experience and academic achievements.  The Programme Manager will use this information to assess whether the applicant is likely to successfully complete the Graduate Diploma.

Meeting the application criteria does not guarantee acceptance into the programme.

English Language Requirements

Applicants, whose first language is not English, or who come from a country where the language of instruction in schools is not English, are required to provide evidence of having achieved one of the following

NCEA Level 3 with University Entrance, or

an International Baccalaureate Diploma or Cambridge A- level qualification for which the teaching and assessment was conducted in English; or

Cambridge Certificate in Teaching English to Speakers of Other Languages (CELTA),or Trinity College London Certificate in Teaching English to Speakers of Other Languages (CertTESOL);or

Successful completion of all primary education (being the equivalent of New Zealand primary school years 1 to 8) and at least three years of secondary education (being the equivalent of three years from New Zealand secondary school years 9 to 13) at schools in either New Zealand,,Australia,Canada, the Republic of Ireland, South Africa, the United Kingdom and the United States one of the countries listed in Rule 18.5 where the student was taught using English as the language of instruction; or

Successful completion of at least five years of secondary education (being the equivalent of New Zealand secondary school years 9 to 13) at schools in either New Zealand, Australia, Canada, the Republic of Ireland, South Africa, the United Kingdom and the United States where the student was taught using English as the language of instruction; or

Successful completion of a Bachelor's Degree, Graduate Certificate, Graduate Diploma, Bachelor Honours degree, Postgraduate Certificate, Postgraduate Diploma, Masters' Degree or Doctoral Degree, the language of instruction of which must be in English and which must be from a tertiary education provider from New Zealand, Australia, Canada, the Republic of Ireland, South Africa, the United Kingdom or the United States or

Successful completion of one of the following internationally recognised proficiency tests listed below to the level required of the programme of study and with all scores achieved in a single test during the two years preceding the proposed date of enrolment

IELTS test - Academic score of 6 with no band score lower than 5.5 
TOEFL Paper based test (pBT) - Score of 550 (with an essay score 5 TWE) 
TOEFL Internet based test (iBT) - Score of 60 (with a writing score of 18) 
Cambridge English Examination - B2 First or B2 First for schools or C1 Advanced or C2 Proficiency with a score of 169. No less than 162 in each skill. 
OET - Minimum of Grade C or 200 in all sub-tests 
NZCEL - a) Expiring Level b) Current: a) Level 4 (Academic) b) Level 4 (Academic) 
Pearson Test of English (Academic) - PTE (Academic) score of 50 with no band score lower than 42 
Language Cert - C1 Expert International ESOL Written (LRW) PASS with no less than 25/50 in each skill and Spoken (S) PASS 
Trinity ISE - ISE II with no less than distinction in any band

* New versions of some NZCEL qualifications, and in some cases new qualifications, were published on 13 June 2017. These are intended to replace pre-existing versions and qualifications, which have been given expiring status until discontinued on 31 December 2019. (a) denotes expiring (b) denotes current

Full time study

Full time study is completing 60 credits per intake. Students studying full time will complete the Graduate Diploma within two intakes (one year)

Full time acceptance into the programme is at the Programme Manager’s discretion.

Part time study

The number of credits selected per intake will depend on work, family, and other commitments. The recommended maximum number of credits per intake, compared to working hours, are:

  • Working 37+ hours per week = enrol in a maximum of 30 credits per intake
  • Working 20 – 37 hours per week = enrol in a maximum of 45 credits per intake
  • Working fewer than 20 hours per week = enrol in a maximum of 60 credits per intake (full time study).

Cross Credit

If you have completed and passed the National Diploma in Business (Level 6) through SIT2LRN within the last 5 years, you may be able to have some of your study credited towards this programme.

Please contact SIT2LRN to discuss or download the cross credit application form.

Additional information

  • As a guideline, one credit equates to approximately 10 hours study within an intake periodClick HERE to download a Study Load Calculator (spreadsheet).
  • All papers selected within a particular intake must be completed within that intake unless a transfer is requested (conditions apply; see FAQs).
  • Online enrolments are on a year by year basis and students are welcome to apply for multiple intakes in one enrolment.  Further enrolment is the responsibility of individual students.  There is no automatic enrolment rollover. 

All SIT2LRN courses require you to have a computer and Internet access. Students are required to use their SIT webmail only for all SIT2LRN communications. All course materials and information, including assessments and due dates, are located on the online Blackboard system. Once you have been accepted into a programme you will receive an Important Information Booklet that includes information that you can use to familiarise yourself with our online Blackboard learning environment. From the intake start date you will have access to the online course materials to work through.

Facilitator Assistance: During the enrolled intake period, students have email access to Facilitators, who endeavour to respond to emails within 48 hours (week days only). All students are required, within the first two weeks of an intake, to send an email to their Facilitator confirming their start on the programme of study. Students who have not emailed their facilitator or embarked upon their course of study by the end of the 2nd week of an intake, will be Faculty Withdrawn from the programme. Such withdrawals may impact on future access to SIT Zero Fees Scheme and Student Direct Material Costs are still liable for payment.

Progress reports are sent out 6-8 weeks after the end of each intake.

We recommend students new to SIT2LRN read through the Frequently Asked Questions section of our website for further study and enrolment information.

Please use the following checklist to ensure that all relevant information and documentation has been included. Remember, your application will be assessed based on the information that you provide us with.  Processing of your application will be delayed if we need to come back to you for missing information.

  • I have read all sections of the Programme Information on this page
  • I have read the SIT2LRN Frequently Asked Questions section
  • I have met all admission criteria for the programme (found under Application Criteria)
  • I have met all the criteria for individual papers (found under Course Content).
  • I have selected the paper(s) I wish to study
  • I have selected intake(s) (I have selected alternate intakes rather than overlapping intakes)
  • I know my intended payment method
  • If my organisation/company is paying for my studies, I have a completed and approved purchase order to attach to my online application.  I am aware that should my organisation or company not pay my fees, these will become my responsibility.
  • New students – I have provided an active NSN in the name I am enrolling in or I have verified ID and will attach it to my online application.
  • New students – I will attach academic documentation (NZQA record of achievement/academic transcripts/certificates).  These do not need to be verified. (If you do not have any academic documentation to support your application, please attach a comprehensive CV outlining your education and work experience).
  • I have computer access,  an Internet connection and access to software to create electronic documents e.g. Microsoft Word or Open Office

What is the Zero Fees Scheme?

The Zero Fees Scheme means we do not charge tuition fees. However, there is a Student Direct Material Cost that you need to pay. The Student Direct Material Cost gives you secure access to Blackboard® our online learning environment and to student support services throughout your study with us.

Who qualifies for the Zero Fees Scheme?

  • A New Zealand citizen completing the full qualification or 
  • An Australian citizen/New Zealand Resident or Permanent Resident who will be residing in New Zealand for the duration of your enrolment.

Instructions to help you with your application:

  1. Read the Programme Information on this page and the SIT2LRN Frequently Asked Questions and find out if you meet the application criteria for both the programme and the unit/s you wish to study.
  2. Check your eligibility for Zero Fees. If you are not eligible to study under this scheme, please call 
    0800 748 257 for further options.
  3. Complete your online enrolment checking that:

If you are a new student …

  • Provide an active NSN number in the name you are enrolling in (contact NZQA on 0800 697 296 to get your NSN number if you do not know it);
  • If you do not have an active NSN, then attach a copy of your verified ID in the name you are enrolling in.
  • If you are a Resident or Permanent resident of NZ, please provide a copy of proof of residency;
  • Attach all academic documentation to support your application including copies of any certificates of courses you have undertaken / NZQA record of achievement / transcripts / CV;

Attach supporting documents as required and outlined on the previous page.

  1. Please check that you have included all the required information and supporting documents.  Your application will be assessed based on the information that you provide.  Missing information will delay the processing of your application.
  2. Please scan and email all additional documentation to

What happens next?

  • You will receive an automatic email confirmation when we receive your online application. Processing may take up to three weeks. However, we will get in touch with you sooner if we require further documentation.
  • Once your application has been accepted you will be sent a conditional offer of acceptance with an invoice and instructions on how to make payment.
  • Once we have received your payment (or if you have opted to pay by Credit Card, Student Loan or Purchase Order) you will be sent an Enrolment Confirmation Letter and Important Information Booklet. Closer to the start of the intake you will receive a Time To Get Started Letter which will give you all the necessary information, tools and guidance to start your study with us.

For students to be considered to have satisfactorily completed this programme and be eligible for the awarding of the qualification Graduate Diploma in Applied Marketing, they must have completed all scheduled course work requirements and assessments, successfully completed assessment requirements for all papers, and achieved a total of 120 credits as specified in the programme schedule. The timeframe for completion of this programme is three years.

Assessments for this programme may include, but are not limited to:

  • Tests
  • Assignments
  • Case studies
  • Presentations
  • Reports
  • Final examinations

Third year students may also be required to complete a research proposal, literature review, research report, and/or presentation as part of their Management Research Project or Internship.

All requirements for assessment must be submitted by the advised time and date. Late assignments will not be accepted unless an extension has been requested by the student and granted by the facilitator, in writing, before the due date.

For more information on required and recommended textbooks for this course please refer to the textbook list here

Please note that textbooks need to be ordered at least 3-4 weeks prior to the commencement of your study

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