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ENTR414 Marketing in a Digital World

Marketing principles, personal selling, sales management and other aspects of marketing relevant to entrepreneurs operating in a connected global marketplace.

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.

Paper title Marketing in a Digital World
Paper code ENTR414
Subject Entrepreneurship
EFTS 0.1667
Points 20 points 20 points
Teaching period(s) 1st Non standard period (1 July 2019 - 9 August 2019), 1st Non standard period (1 July 2019 - 9 August 2019)
Domestic Tuition Fees (NZD) $1,338.27
International Tuition Fees (NZD) $4,786.79

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Pre or Corequisite
ENTR 413
Limited to
MEntr, PGDipCom

(i) This paper includes a one-week on-campus component.

(ii) International students should enrol for the on-campus offering of this paper.


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

Teaching staff

Professional Teaching Fellow - Mrs Leanne Ross

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

Distance Learning - 24 hours of online teaching offered over 2 weeks on evenings and weekends, taught via Zoom, and 4 weeks for additional assessment.


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

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

Students who successfully complete the paper will 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


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1st Non standard period (1 July 2019 - 9 August 2019)

Teaching method
This paper is taught through Distance Learning
Learning management system

1st Non standard period (1 July 2019 - 9 August 2019)

Teaching method
This paper is taught On Campus
Learning management system