Overview
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.
About this paper
| Paper title | Marketing |
|---|---|
| Subject | Marketing |
| EFTS | 0.15 |
| Points | 18 points |
| Teaching period(s) | Semester 1
(On campus)
Semester 2 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,053.30 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- FOSC 112, MART 205
- Schedule C
- Commerce
- Notes
- This paper replaces the required paper BSNS103 for students who commenced BCom programmes before 2017.
- Contact
- cathie.child@otago.ac.nz
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
Please refer to the Paper Outline.
- Teaching Arrangements
- Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.
- Textbooks
The recommended text for this course is:
Kerin, R.A., & Hartley, S.W. (2022). Marketing (15th or 16th Ed). McGraw-Hill Education, New York.
Emerson, L. (Ed.). (2021). Writing guidelines for business students (6th 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
Students who successfully complete this paper will:
- 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