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Programmes & papers: Marketing

Marketing at Otago offers a wide range of papers at both undergraduate and postgraduate levels

Take Marketing papers – either as part of a BCom (Marketing) or as a minor to supplement another degree. Adding a Marketing paper (or two) to your studies will strengthen any degree!

Read about the papers available in the Department of Marketing:

Lecture timetables and venue information for the Department of Marketing can be found on Department noticeboards at the start of each semester, and on Blackboard.

100-level Marketing papers

BSNS103 Marketing and Consumption
Introduces students to the concept of value creation through the interplay between consumer culture and marketing management, and the key elements of consumer behaviour.

MART112 Marketing Management
An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international markets.

FOSC112 Introduction to Food Marketing
An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international food markets.

200-level Marketing papers

MART201 Integrated Marketing Communications
The use of marketing communication tools such as advertising, promotion, publicity, public relations and sales management.  The development of media plans and presentation skills will be stressed.

MART210 Consumer Behaviour
An in-depth examination of consumer behaviour, including psychological, sociological, and individual characteristics influencing consumer behaviour and the relationship between business, consumers and global consumption.

MART211 Products to Market
Provides and 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.

MART212 Understanding Markets
An introduction to marketing research and data analysis and their role in solving problems encountered by businesses.  The emphasis is placed on commissioning, assessing and interpreting quantitative and qualitative marketing research during a professional career.

MART205 Marketing the Professional Practice
Advertising the professional practice; packaging of professional services; measuring and improving client satisfaction; the professional-client relationship; adding value to professional services; building reputation and image; fee setting; ethical issues.

MART207 Sports Marketing
An introduction to the theory and practice of sports marketing, with particular emphasis on the New Zealand situation.

300-level Marketing Papers

MART301 Strategic Marketing Management
Elements of marketing strategy are considered to establish a framework that incorporates marketing within the overall corporate planning process. Processes such as competitor analysis, market segmentation, and positioning are examined.

MART304 Sales and Sales Management
An introduction to the theory and practice of selling and sales management, integrating these concepts into the ’best practice’ of modern business.

MART305 Societal Issues in Marketing
The relationships between marketing, public policy, and social and environmental values are examined with reference to legal issues.

MART306 Innovation and New Product Development
The theory and practice of market-led innovation and new product development from idea generation through to the product launch and post-launch evaluation.

MART325 Services Marketing
Services marketing and service management between firms and their customers. This paper is vital to any understanding of contemporary marketing, including relationship marketing and the co-creation of value.


MART326 International and Export Marketing
The analysis and application of marketing principles in an international context.


MART328 Business to Business Marketing
The creation and management of relationships between companies working in extended networks. A state-of-the-art view of business marketing theory and practice.

MART329 Consumer Behaviour
The analysis and application of marketing principles in an international context.

MART330 Integrated Digital Marketing
An introduction to integrated digital marketing. The emphasis is placed on digital marketing as a business philosophy, a sociological view of the practice of digital marketing from a consumer viewpoint, consideration of ethical issues, and practical skills and knowledge demanded by employers that will enable graduates to embark on a professional career in the field of marketing.

MART333 Creative Marketing Communication
The course focuses on creativity in the context of business communication. It includes future-oriented themes in aesthetics, effectiveness and efficiency of creative communication in mobile and multi-media contexts and the design of digital and physical experience spaces. It develops critical and evaluative skills in cutting-edge live industry projects.

MART 333 is the junior creative course at the University of Otago, and one of the compulsory paper for the Diploma for Graduates in Advertising. It is part of the Brandbach, the University of Otago’s dedicated creative communication program, and a prerequisite for MART 469 Advertising Planning and Concept Development. Kindly visit The Brandbach for details.

Visit the Brandbach website


MART355 Business Project
A practical marketing project.

400-level Marketing

For advice on Postgraduate options please refer to the below link:

Postgraduate qualifications available from the Department of Marketing:

Postgraduate Handbook

Master of Marketing Handbook

Our 400-level lectures are held in Commerce 4.26 (with the exception of MART448 and MART469).  You can check the days and times of lectures here MART400 level Timetable Semester 1, 2017

MART448 Advanced Business Analytics

Application of advanced analytics in a business context using SAS. Topics include: data marts, data access and integration, predictive modelling, design of experiments, segmentation, forecasting.

2017 Second Semester


MART460 Advanced Research Methods

This paper asks the question “why do we undertake research?” and considers the different forms of research that are applicable to Marketing. The paper picks up on some of the more practical elements of data collection methods you may have learnt in an undergraduate programme, and links these to different research philosophies. You will be asked to consider your own views on research, and develop a proposal for a research project linked to your particular interests in marketing. Overall, the paper will prepare you to undertake a research project of your own, such as an Honours dissertation, a Masters or a PhD.

2017 First Semester


MART461 Marketing Theory

This paper aims to create awareness and understanding of the different theoretical foundations of marketing thereby broadening and deepening your knowledge and perspective of marketing as an academic discipline, its role in organisations, as well as its broader social and economic functions.

2017 First Semester


MART462 Advanced Marketing Analysis

The applications of quantitative and qualitative research methods to marketing problems and the advancement of marketing theory. This paper will develop applied skills in research design and analysis.

2017 First Semester


MART463 Food Marketing

New Zealand is still critically dependent upon adding value to food products. This course looks at the business of value added by food marketing. It examines the peculiarities and pitfalls of this ancient and ruthless marketplace. The critical importance of market power structures, category management, the point of sale environment and point of sale communication is thoroughly addressed. The paper gives students the chance to work with a real client in producing a design that will increase the performance of their product at the point of sale. Tasks include design, communication plan development, full sale commercial field trials and set piece commercial presentations.

2017 First Semester


MART464 Consumer Behaviour

An exploration of topical issues and current theory in consumer behaviour and consumer research. Contemporary consumer behaviour topics will be covered mainly in the first half of the course. The second half of the semester will cover some traditional consumer behaviour theories, integrated into a project on the importance of material and immaterial things.

2017 Second Semester


MART465 Retailing

Topics covered include positioning strategy, marketing strategy, the exchange environment, buyer behaviour, store location, store layout, merchandise management, promotion and advertising.

2017 First Semester


MART466 Digital Marketing

An introduction to the application of digital technology in marketing.  Provides students with a deeper understanding of digital marketing theories and online tools available to marketers.  Technical background is not required.

2017 First Semester


MART467 Tourism Marketing

Tourism Marketing is central to the New Zealand economy. In this paper we combine practical application with sound theoretical knowledge. Seminars discuss theoretical concepts and models of tourism and event marketing, before students undertake a practical marketing project, such as creating a tourism event for the Forsyth Barr stadium in Dunedin or developing operator brands that fit with Dunedin’s destination brand.

2017 Second Semester


MART468 Branding

Development of skills to analyse and manage brands effectively, based on current theoretical understanding in the academic branding literature and its application to contemporary cases.

2017 Second Semester


MART469 Advertising Planning and Concept Development

The history, current practice and possible futures of the planning function in advertising and the development and execution of creative concepts.

2017 Second Semester

MART 469 is the senior capstone advertising course at the University of Otago. It offers 20 two hour sessions on conceptual development and strategic and digital engagement planning, with a focus on industry connected projects and participation in major national and international awards. The course is both accessible to marketing postgraduates and students of The Brandbach, the dedicated advertising specialisation. Entry requirements are the prior or concurrent enrolment in MART 333 Creative Marketing Communication, the presentation of a creative portfolio (with a language, art or business focus) and an interview. Class size is limited to 12 students. Full year students enrolled in the Diploma for Graduates Endorsed in Advertising will get priority in placements. Kindly visit the Brandbach website for details.

Visit The Brandbach website

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MART470 Special Topic in Marketing: Advanced Societal Issues

2017 Second Semester

Advanced study of the relationships between marketing, public policy, and social and environmental values are examined with reference to legal issues.


MART480 Honours Dissertation

The Honours Dissertation is an opportunity for you to undertake a research project aligned to your personal interests and skills in Marketing. The Dissertation spans the academic year and requires you to develop your own project, and position it within Marketing theory. You will have an academic supervisor for the duration of the dissertation, but the project is your own and, as such, is a fantastic opportunity to develop your knowledge and research skills in Marketing.

2017 Full Year 40 points

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Master of Entrepreneurship papers

The Otago Business School's Master of Entrepreneurship programme requires you to complete six papers plus an incubation project. The papers can be viewed below.

ENTR411 Introduction to Entrepreneurship

An introduction to the concepts of entrepreneurship. Factors that lead towards entrepreneurial success and the skills and behaviours necessary to be a successful international entrepreneur.

ENTR412: Feasibility Analysis
The techniques used to create and evaluate new concepts or new business opportunities. Feasibility analysis processes, including concept generation, concept screening and analysis.

ENTR413: Finance for Entrepreneurs
The concepts, techniques, instruments and institutions involved in raising new venture finance and private equity. Accounting issues involved in achieving successful outcomes. Entrepreneurial finance, venture and corporate venture capital.


ENTR414: Marketing and Selling

Marketing principles from company, customer, media and experiential perspectives in contemporary mobile and digital contexts, relevant to entrepreneurs and start-ups. The topics to be covered will be set in contemporary theory and applications.

ENTR414: prerequisites, restrictions, fees and timetables.

ENTR415: New Venture Strategy
Planning and managing growth in a new entity. Legal and ethical issues. Exit strategies.

ENTR420: Sustainable Entrepreneurship (optional)
An applied entrepreneurship paper that explores the development of innovative business models and new ventures that are designed to provide sustainable social and environmental benefits.

ENTR421: Technology and Entrepreneurship (optional)
An applied entrepreneurship paper that explores the development of innovative business models and new commercial ventures within the field of science and technology.

ENTR525: Business Project
A project based paper in which students prepare a comprehensive report on the development of a new venture that is ready to attract external equity.

Papers ENTR420 and ENTR421 are optional and students choose one of the two. Each of the optional papers is subject to numbers and may not be offered every year.