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MAIB722 Marketing

Provides advanced marketing theory, current debate and practice. Relates and critiques current thinking and its application to Māori and Indigenous businesses.

The principal goal of this paper is to provide a sound fundamental understanding of contemporary marketing philosophy, theory and practice. It is intended to allow you to explore, evaluate, criticise and contribute to the field of marketing, drawing on theory and practice. You are required to prepare yourself in advance for each session so that you are able to critically discuss and evaluate the various journal articles and other readings and discuss the implications to marketing practice.

Paper title Marketing
Paper code MAIB722
Subject Business Studies
EFTS 0.1250
Points 15 points
Teaching period Not offered in 2019
Domestic Tuition Fees (NZD) $2,236.75
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Limited to
Limited to: PGDipMAIBus, MMAIBus
Otago Business School,
Teaching staff
To be advised
Paper Structure
Student workload
150 hours learning over a single quarter including:
  • 30 formal contact hours
  • 120 hours of self-study
100% coursework comprising:
  • Essay 20%
  • Report 20%
  • Group Report 30%
  • Group Presentation 20%
  • Reflective logs, summaries of readings and contribution to class discussions 10%
Teaching Arrangements

This paper will be delivered online using webinars, videoed presentations, interactive tasks and online collaborative activities and discussions. The class will meet for approximately 30 hours, delivered weekly within a 10-week quarter.

Each week students will join a one-hour tutorial webinar either from their home or at the nearest participating institution. The one-hour tutorial will be accompanied by two hours' structured activity. Students will also undertake self-directed individual and collaborative work and assignment preparation.

The emphasis will be on the development of practical skills appropriate for working with Māori and others and prepare themselves for completing their studies and capitalising on their newly developed skills and outlook.

To be advised
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Critical thinking, Environmental literacy, Information literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes

By the end of this paper it is expected that students will be able to:

  1. Apply marketing theory to Māori and Indigenous business.
  2. Integrate cultural contextual frameworks for the study of contemporary marketing.
  3. Describe the nature of service innovation and shaping markets.
  4. Develop marketing strategies by applying customer engagement and brand community concepts to business situations.
  5. Recommend innovative marketing strategies and practices as a result of evolving global and local pressures.

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Not offered in 2019

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