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    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 ) $1,196.41
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Normally available only to postgraduate and/or DipGrad students.

    Teaching staff

    Dr Masoud Karami

    Paper Structure
    • Introduction to Marketing Theory: The acquisition of knowledge and science in the context of marketing
    • Pre-1900s Marketing
    • Schools of Thought in Marketing
    Teaching Arrangements

    One 2-hour seminar per week for 13 weeks.

    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


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Tuesday 10:00-11:50 9-13, 15-22
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