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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
EFTS 0.15
Points 18 points
Teaching period Semester 2 (On campus)
Domestic Tuition Fees (NZD) $912.00
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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MART 112
MART 202, MART 203
Schedule C
Teaching staff

Dr Rob Hamlin

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.
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

Students who successfully complete this paper will:

  • 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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Semester 2

Teaching method
This paper is taught On Campus
Learning management system


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


Stream Days Times Weeks
Attend one stream from
A1 Monday 09:00-09:50 28-30, 32-33, 36-37, 39-40
A2 Monday 10:00-10:50 28-30, 32-33, 36-37, 39-40
A3 Monday 11:00-11:50 28-30, 32-33, 36-37, 39-40
A4 Monday 14:00-14:50 28-30, 32-33, 36-37, 39-40
A5 Monday 16:00-16:50 28-30, 32-33, 36-37, 39-40
A6 Tuesday 09:00-09:50 28-30, 32-33, 36-37, 39-40
A7 Tuesday 10:00-10:50 28-30, 32-33, 36-37, 39-40
A8 Tuesday 13:00-13:50 28-30, 32-33, 36-37, 39-40
A9 Tuesday 15:00-15:50 28-30, 32-33, 36-37, 39-40