Overview
An introduction to marketing fundamental principles, the key impact of marketing in differing economic environments, and marketing communications in different business strategies.
The paper covers fundamental principles of marketing: understanding consumer learning and decision-making processes and how these may be influenced by marketing activities.
About this paper
| Paper title | Markets and Value Creation |
|---|---|
| Subject | Business Administration |
| EFTS | 0.125 |
| Points | 15 points |
| Teaching period(s) | 1st Non standard period (9 June 2025 - 20 July 2025)
(On campus)
3rd Non standard period (21 April 2025 - 1 June 2025) (Distance learning) 6th Non standard period (15 September 2025 - 26 October 2025) (Distance learning) |
| Domestic Tuition Fees ( NZD ) | $2,567.00 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- CMBA 502
- Limited to
- PGDipBusAdmin, MBA, PGDipHealMgt, MHealSc, PGCertEM, PGDipEM, PGDipFBLM, MFBLM
- Eligibility
- Enrolments for this paper require departmental permission. View more information about departmental permission.
- Contact
- More information link
For information on the parallel paper available for the Chinese Language version of the MBA, please see CMBA502
- Teaching staff
Convenor: mba.manager@otago.ac.nz
- Teaching Arrangements
The Distance Learning offering of this paper is taught remotely.
- Textbooks
Textbooks are not required for this paper.
- Graduate Attributes Emphasised
- Global perspective, interdisciplinary perspective, lifelong learning, communication, critical thinking, information literacy, self-motivation, teamwork.
View more information about Otago's graduate attributes. - Learning Outcomes
This paper acts as a basic introduction to marketing. After covering the purpose of marketing and how marketing fits into the business organisation and into society, the paper goes into consumer learning and decision-making processes and how these may be influenced by marketing activities.
Students who successfully complete the paper will be able to:- Understand the concepts of marketing as it applies to business
- Consider the key impacts of marketing in differing economic environments
- Explore the need for market research
- Understand customer behaviour and apply that knowledge to business strategy
- Consider business buying behaviours and their impacts
- Explore segmentation, targeting and positioning and how they impact business
- Understand marketing communications in a number of different forms
- Align new products and pricing strategies within a number of differing businesses