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.
| Paper title | Marketing |
|---|---|
| Paper code | MART112 |
| Subject | Marketing |
| EFTS | 0.1500 |
| 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 |
- Restriction
- MART 205, FOSC 112
- Schedule C
- Commerce
- Notes
- This paper replaces the required paper BSNS 103 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
- Teaching Arrangements
- Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.
- Textbooks
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
