2021 information for papers will be published in early September.
An introduction to marketing fundamental principles, the key impact of marketing in differing economic environments, and marketing communications in different business strategies.
The paper covers fundamental principles of marketing: understanding consumer learning and decision-making processes and how these may be influenced by marketing activities.
|Teaching period||1st Non standard period (2 November 2020 - 11 December 2020)|
|Domestic Tuition Fees (NZD)||$2,229.88|
|International Tuition Fees (NZD)||$3,622.50|
- BMBA 502
- Limited to
- Only available to students enrolled in the Chinese Language version of the MBA.
Enrolments for this paper require departmental permission. View more information about departmental permission.
- More information link
For information on the parallel paper available for the English Language version of the MBA, please see BMBA502
- Teaching staff
Convenor: Susan Steer
Textbooks are not required for this paper
- Graduate Attributes Emphasised
Global perspective, interdisciplinary perspective, lifelong learning, communication, critical thinking, information literacy, self-motivation, teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
This paper acts as a basic introduction to marketing. After covering the purpose of marketing and how marketing fits into the business organisation and into society, the paper goes into consumer learning and decision-making processes and how these may be influenced by marketing activities.
Students who successfully complete the paper will be able to:
- To understand the concepts of marketing as it applies to business
- To consider the key impacts of marketing in differing economic environments
- To explore the need for market research
- To understand customer behaviour and apply that knowledge to business strategy
- To consider business buying behaviours and their impacts
- To explore segmentation, targeting and positioning and how they impact business
- To understand marketing communications in a number of different forms
- To align new products and pricing strategies within a number of differing businesses