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. |
- Prerequisite
- MART 112
- Restriction
- MART 202, MART 203
- Schedule C
- Commerce
- Contact
- rob.hamlin@otago.ac.nz
- Teaching staff
- 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
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
