Industry marketing principles, personal branding techniques, inbound marketing tactics, digital tools, planning and evaluation of marketing relevant to entrepreneurs, marketers and business owners.
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|
|Teaching period||1st Non standard period (22 June 2020 - 31 July 2020)|
|Domestic Tuition Fees (NZD)||$1,365.11|
|International Tuition Fees (NZD)||$5,026.17|
- 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 firstname.lastname@example.org
- More information link
- 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 email@example.com
- 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
By the end of this paper, students should 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