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.
| Paper title | Marketing |
|---|---|
| Paper code | CMBA502 |
| Subject | Business Administration |
| EFTS | 0.125 |
| Points | 15 points |
| Teaching period | 1st Non standard period (16 January 2023 - 3 March 2023) (Distance learning) |
| Domestic Tuition Fees (NZD) | $2,355.75 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- BMBA 502
- Limited to
- MBA
- Notes
- Only available to students enrolled in the Chinese Language version of the MBA.
- Eligibility
- Enrolments for this paper require departmental permission. View more information about departmental permission.
- Contact
- More information link
For information on the parallel paper available for the English Language version of the MBA, please see BMBA502
- Teaching staff
Convenor: mba.manager@otago.ac.nz
- Textbooks
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
