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    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 Not offered in 2024 (Distance learning)
    Domestic Tuition Fees ( NZD ) $2,421.75
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    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.

    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


    Not offered in 2024

    Teaching method
    This paper is taught through Distance Learning
    Learning management system
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