Overview
Major changes to our understanding of how marketing works and the ways in which consumers behave.
This paper focuses on the implications of state of the art marketing theory and how it both influences and responds to societal well-being, the environment and consumer behaviour. It includes the importance of evaluating and critiquing both marketing theory and practice and the response of consumers to their perceptions of marketing.
About this paper
| Paper title | Marketing Theory and Practice |
|---|---|
| Subject | Doctor of Business Administration |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Not offered in 2026 (Distance learning) |
| Domestic Tuition Fees ( NZD ) | $1,665.83 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Limited to
- DBA
- Notes
- This paper includes a compulsory on-campus component.
- Contact
- otago-dba@otago.ac.nz
- Teaching staff
- To be confirmed.
- Teaching Arrangements
The Distance Learning offering of this paper is a combination of remote and in-person teaching.
Taught through seminars and online through Blackboard.
- Textbooks
- Readings will be made available through Blackboard.
- Graduate Attributes Emphasised
- Interdisciplinary perspective, Lifelong learning, Critical thinking, Environmental literacy, Global perspective, Cultural understanding, Ethics, Research, Communication, Information literacy.
View more information about Otago's graduate attributes. - Learning Outcomes
Students who successfully complete the paper will gain:
- A highly developed ability to critically analyse current issues in marketing theory and relate the relevant literature to particular problems or challenges facing business
- A highly developed ability to present ideas logically and persuasively to a wide audience using both written and oral means
- A highly developed ability to critically evaluate patterns of consumer behaviour and understand the relationship between marketing and consumers and, as a result of this ability and understanding, be able to provide recommendations to organisations in terms of developing appropriate and sustainable marketing programmes