Red X iconGreen tick iconYellow tick icon

    Overview

    Industry marketing principles, personal branding techniques, inbound marketing tactics, digital tools, planning and evaluation of marketing relevant to entrepreneurs, marketers and business owners.

    Participants will learn industry marketing principles, personal branding techniques, inbound marketing tactics, digital tools, planning and evaluation aspects of marketing relevant to entrepreneurs, marketers and business owners operating in this connected global marketplace.

    About this paper

    Paper title Marketing in a Digital World
    Subject Entrepreneurship
    EFTS 0.1667
    Points 20 points
    Teaching period Not offered in 2024 (Distance learning)
    Domestic Tuition Fees ( NZD ) $1,482.46
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Pre or Corequisite
    ENTR 411
    Limited to
    MEntr, MAppSc, PGDipCom
    Notes
    (i) This paper includes a one-week on-campus component. (ii) International students should enrol for the on-campus offering of this paper (iii) students who do not meet the prerequisites for this paper, may apply for approval from the Programme Director to have the prerequisite waived.
    Eligibility

    Students from other Master's or PGDip programmes and students from DipGrad in Marketing and DipGrad in Advertising can request Special Permission to enrol in this paper. This paper is open to practicing professionals with Special Permission, please contact mentr@otago.ac.nz

    Contact

    mentr@otago.ac.nz

    Teaching staff

    To be advised.

    Paper Structure
    • The concept of marketing
    • The entrepreneur and the knowledge economy
    • The marketing environment
    • The consumer decision-making process
    • Market segmentation and target markets
    • Marketing planning
    • Promotional mix
    • Psychology of selling
    • Marketing tools: traditional and digital
    • eCommerce and online marketing funnels
    • Analytics, data and ethics
    Teaching Arrangements

    Five days (dates to be confirmed closer to paper opening) of intensive teaching on the Dunedin campus: 1st July 2024 (Monday) - 5th July 2024 (Friday).

    Attendance is compulsory.

    Textbooks

    Contemporary titles, texts and articles will be supplied before the course starts.

    Course outline

    A course outline will be provided prior to the week of lectures. If you would like to see a copy of the most recent course outline for this paper please email mentr@otago.ac.nz

    Graduate Attributes Emphasised
    Global perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Information literacy, Research, Self-motivation, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    By the end of this paper, students should be able to:

    • Select relevant marketing interventions to fit with their overall business strategy
    • Perform brand positioning and customer segmentation
    • Understand contemporary media and market influences on their businesses
    • Plan for engagement and implement communications for behavioural change
    • Create differentiated experience designs for selected new audiences

    Timetable

    Not offered in 2024

    Location
    Dunedin
    Teaching method
    This paper is taught through Distance Learning
    Learning management system
    Blackboard
    Back to top