2021 information for papers will be published in early September.
An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international product and service markets.
Taking a firm centric perspective, this paper considers how marketing management creates value for an organisation through the integration of market and customer information.
|Points||18 points 18 points|
|Teaching period(s)||First Semester, Second Semester|
|Domestic Tuition Fees (NZD)||$863.25|
|International Tuition Fees (NZD)||$4,276.80|
- MART 205, FOSC 112
- Schedule C
- This paper replaces the required paper BSNS 103 for students who commenced BCom programmes before 2017.
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Teaching Arrangements
- Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.
The required text for this course is:
Kerin, R.A., & Hartley, S.W. (2017). Marketing (13th or 14th Ed). McGraw-Hill Education, New York.
The recommended text for this course is:
Emerson, L. (Ed.). (2013). Writing guidelines for business students (5th ed.). South Melbourne, Australia: Cengage Learning
- Course outline
- View the course outline for MART 112
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Lifelong learning, Communication,
Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information
literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
- On completion of this paper students should:
- Have a sound managerial perspective on contemporary marketing practice
- Understand theoretical and practical marketing problems and decisions
- Appreciate the internal and external forces that influence decisions
- Understand the marketing mix and how to manage the constituent parts
- Understand industrial, consumer, product and service markets
- Understand the marketing planning process
- Be able to produce a one-year marketing plan