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
|Markets and Value Creation
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- BMBA 502
- Limited to
- Only available to students enrolled in the Chinese Language version of the MBA.
- Enrolments for this paper require departmental permission. View more information about departmental permission.
- More information link
For information on the parallel paper available for the English Language version of the MBA, please see BMBA502
- Teaching staff
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:
- To understand the concepts of marketing as it applies to business
- To consider the key impacts of marketing in differing economic environments
- To explore the need for market research
- To understand customer behaviour and apply that knowledge to business strategy
- To consider business buying behaviours and their impacts
- To explore segmentation, targeting and positioning and how they impact business
- To understand marketing communications in a number of different forms
- To align new products and pricing strategies within a number of differing businesses