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MART211 Products to Market

Provides an in-depth understanding of the issues and considerations in the management and pricing of products, illustrates the role of pricing and product management in achieving strategic business goals, demonstrates the link between pricing and product management within the context of marketing channels.

Paper title Products to Market
Paper code MART211
Subject Marketing Management
EFTS 0.1500
Points 18 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $813.45
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Prerequisite
MART 112 or BSNS 103
Restriction
MART 202, MART 203
Schedule C
Commerce
Course outline
View the course outline for MART 211
Contact
rob.hamlin@otago.ac.nz
Teaching staff
Dr Rob Hamlin
Dr David Bishop
Teaching Arrangements
Every week students should attend two 50-minute lectures and one 50-minute tutorial.
Paper Structure
Topics include:
  • Industrial organisation
  • Pricing strategy and value creation
  • Price structure and costs
  • Behavioural aspects of pricing and financial analysis
  • Pricing in the marketplace and product policy and planning
  • Product portfolio analysis and product and brand strategy
  • New product development and behavioural aspects of product management
  • Competitive positioning and management of the product line and the product life cycle
  • Channel structure and function and the channel environment
  • Behavioural processes in channels and strategy and design
  • Channel selection and target markets and motivation and management of channel participants
  • Negotiation and conflict management and evaluation of performance
  • Legal aspects of marketing
Textbooks
Hamlin, R.P., Bishop, D. & Henry J.A. (Eds.) (2015) "Bringing Products, Services and Brands to Market", Pearson, Australia: Melbourne.
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
  • Describe the nature of pricing, channel management and product strategies and how they might be characterised and classified by marketers
  • Examine the strategic importance for organisations of managing products and apply key concepts and tools to pricing, channel design and product strategies
  • Explain the new product development process, including the impact of pricing and channel norms and conflict
  • Examine the importance of branding and analyse the issues involved in managing brands
  • Critically review the different methods of pricing and apply appropriate pricing strategies to different marketing situations
  • Discuss the basic legal and ethical issues surrounding the pricing and management of products within a New Zealand context.

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Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
L1 Tuesday 16:00-16:50 28-34, 36-41
Wednesday 16:00-16:50 28-34, 36-41

Tutorial

Stream Days Times Weeks
Attend one stream from
S1 Monday 09:00-09:50 28-29, 31, 33, 36, 38, 40
S3 Monday 11:00-11:50 28-29, 31, 33, 36, 38, 40
S4 Monday 14:00-14:50 28-29, 31, 33, 36, 38, 40
S5 Monday 15:00-15:50 28-29, 31, 33, 36, 38, 40
S6 Monday 16:00-16:50 28-29, 31, 33, 36, 38, 40
S7 Tuesday 09:00-09:50 28-29, 31, 33, 36, 38, 40
S8 Tuesday 10:00-10:50 28-29, 31, 33, 36, 38, 40
S9 Tuesday 13:00-13:50 28-29, 31, 33, 36, 38, 40
S10 Tuesday 15:00-15:50 28-29, 31, 33, 36, 38, 40
S12 Thursday 10:00-10:50 28-29, 31, 33, 36, 38, 40
S13 Thursday 12:00-12:50 28-29, 31, 33, 36, 38, 40
S14 Thursday 13:00-13:50 28-29, 31, 33, 36, 38, 40

Provides an in-depth understanding of the issues and considerations in the management and pricing of products, illustrates the role of pricing and product management in achieving strategic business goals, demonstrates the link between pricing and product management within the context of marketing channels.

Paper title Products to Market
Paper code MART211
Subject Marketing Management
EFTS 0.1500
Points 18 points
Teaching period Second Semester
Domestic Tuition Fees Tuition Fees for 2018 have not yet been set
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Prerequisite
MART 112
Restriction
MART 202, MART 203
Schedule C
Commerce
Contact
rob.hamlin@otago.ac.nz
Teaching staff
Dr Rob Hamlin
Dr David Bishop
Paper Structure
Topics include:
  • Industrial organisation
  • Pricing strategy and value creation
  • Price structure and costs
  • Behavioural aspects of pricing and financial analysis
  • Pricing in the marketplace and product policy and planning
  • Product portfolio analysis and product and brand strategy
  • New product development and behavioural aspects of product management
  • Competitive positioning and management of the product line and the product life cycle
  • Channel structure and function and the channel environment
  • Behavioural processes in channels and strategy and design
  • Channel selection and target markets and motivation and management of channel participants
  • Negotiation and conflict management and evaluation of performance
  • Legal aspects of marketing
Teaching Arrangements
Every week students should attend two 50-minute lectures and one 50-minute tutorial.
Textbooks
Readings will be advised in the course outline.
Course outline
View the course outline for MART 211
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
  • Describe the nature of pricing, channel management and product strategies and how they might be characterised and classified by marketers
  • Examine the strategic importance for organisations of managing products and apply key concepts and tools to pricing, channel design and product strategies
  • Explain the new product development process, including the impact of pricing and channel norms and conflict
  • Examine the importance of branding and analyse the issues involved in managing brands
  • Critically review the different methods of pricing and apply appropriate pricing strategies to different marketing situations
  • Discuss the basic legal and ethical issues surrounding the pricing and management of products within a New Zealand context

^ Top of page

Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
L1 Tuesday 16:00-16:50 28-34, 36-41
Wednesday 16:00-16:50 28-34, 36-41

Tutorial

Stream Days Times Weeks
Attend one stream from
S1 Monday 09:00-09:50 28-29, 31, 33, 36, 38, 40
S2 Monday 10:00-10:50 28-29, 31, 33, 36, 38, 40
S3 Monday 11:00-11:50 28-29, 31, 33, 36, 38, 40
S4 Monday 14:00-14:50 28-29, 31, 33, 36, 38, 40
S5 Monday 15:00-15:50 28-29, 31, 33, 36, 38, 40
S6 Monday 16:00-16:50 28-29, 31, 33, 36, 38, 40
S7 Tuesday 09:00-09:50 28-29, 31, 33, 36, 38, 40
S8 Tuesday 10:00-10:50 28-29, 31, 33, 36, 38, 40
S9 Tuesday 13:00-13:50 28-29, 31, 33, 36, 38, 40
S10 Tuesday 15:00-15:50 28-29, 31, 33, 36, 38, 40
S11 Thursday 09:00-09:50 28-29, 31, 33, 36, 38, 40
S12 Thursday 10:00-10:50 28-29, 31, 33, 36, 38, 40
S13 Thursday 12:00-12:50 28-29, 31, 33, 36, 38, 40
S14 Thursday 13:00-13:50 28-29, 31, 33, 36, 38, 40