Overview
The theoretical foundations of marketing as an academic discipline, its role in organisations, as well as its broader social and economic functions.
About this paper
| Paper title | Marketing Theory |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,344.10 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Contact
- More information link
- Teaching staff
- Paper Structure
- The history of marketing and marketing schools of thought
- General theory of marketing
- Ideologies and ethics in marketing
- Framing and decision making
- Value co-creation
- Sustainability and marketing
- Cultural perspectives and indigenous marketing
- Marketing in a New Zealand context: Place marketing
- Teaching Arrangements
One 2-hour seminar per week for 13 weeks.
- Textbooks
- Textbooks are not required for this paper.
- Graduate Attributes Emphasised
- Scholarship, Communication, Critical thinking, Information literacy, Research.
View more information about Otago's graduate attributes. - Learning Outcomes
Students who successfully complete this paper will be able to:
- Integrate the different aspects of marketing theory and practice
- Explore the multidisciplinary foundations of marketing and develop an informed historical perspective of marketing as an academic discipline
- Investigate current issues and explore likely future developments in marketing theory
- Discuss how new developments in other disciplines may impact on the future of marketing theory
Overview
The theoretical foundations of marketing as an academic discipline, its role in organisations, as well as its broader social and economic functions.
The paper is designed to increase your knowledge and widen your perspectives on marketing as an academic discipline, its role in organisations and its broader social, environmental and economic functions and impacts. The paper will examine the role and functions of theory and consider the development and nature of its contributions.
About this paper
| Paper title | Marketing Theory |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees | Tuition Fees for 2027 have not yet been set |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Contact
- More information link
- Teaching staff
- Paper Structure
- The history of marketing and marketing schools of thought
- General theory of marketing
- Ideologies and ethics in marketing
- Framing and decision making
- Value co-creation
- Sustainability and marketing
- Cultural perspectives and Indigenous marketing
- Marketing in a New Zealand context: place marketing
- Teaching Arrangements
One 2-hour seminar per week for 13 weeks.
- Textbooks
- Textbooks are not required for this paper.
- Course outline
- Graduate Attributes Emphasised
- Scholarship, Communication, Critical thinking, Information literacy, Research.
View more information about Otago's graduate attributes. - Learning Outcomes
Students who successfully complete this paper will be able to:
- Critique marketing theory and its underpinning assumptions.
- Demonstrate intellectual openness and curiosity and critically engage with contemporary practice.
- Understand the rationale and imperatives for adopting approaches to marketing in response to UN SDG12.
- Understand the principles that govern social systems, including markets, and the effects of human engagement within these systems (at individual, social and ecological levels).