Overview
Industry marketing principles, personal branding techniques, inbound marketing tactics, digital tools, planning and evaluation of marketing relevant to entrepreneurs, marketers and business owners.
Participants will learn industry marketing principles, personal branding techniques, inbound marketing tactics, digital tools, planning and evaluation aspects of marketing relevant to entrepreneurs, marketers and business owners operating in this connected global marketplace.
About this paper
| Paper title | Marketing in a Digital World |
|---|---|
| Subject | Entrepreneurship |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Not offered in 2025 (Distance learning) |
| Domestic Tuition Fees ( NZD ) | $1,571.48 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- ENTR 414
- Notes
- (i) This paper includes a one-week on-campus component. (ii) International students should enrol for the on-campus offering of this paper.
- Eligibility
Students from other Master's or PGDip programmes and students from DipGrad in Marketing and DipGrad in Advertising can request Special Permission to enrol in this paper. This paper is open to practicing professionals with Special Permission, please contact mentr@otago.ac.nz
- Contact
- More information link
View more information on the Master of Entrepreneurship website
- Teaching staff
To be advised.
- Paper Structure
- The concept of marketing
- The entrepreneur and the knowledge economy
- The marketing environment
- The consumer decision-making process
- Market segmentation and target markets
- Marketing planning
- Promotional mix
- Psychology of selling
- Marketing tools: traditional and digital
- eCommerce and online marketing funnels
- Analytics, data and ethics
- Textbooks
Contemporary titles, texts and articles will be supplied before the course starts.
- Course outline
A course outline will be provided prior to the week of lectures. If you would like to see a copy of the most recent course outline for this paper please email mentr@otago.ac.nz
- Graduate Attributes Emphasised
- Global perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes. - Learning Outcomes
By the end of this paper, students should be able to:
- Select relevant marketing interventions to fit with their overall business strategy
- Perform brand positioning and customer segmentation
- Understand contemporary media and market influences on their businesses
- Plan for engagement and implement communications for behavioural change
- Create differentiated experience designs for selected new audiences