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Programmes and papers

Marketing at Otago offers a wide range of papers at both undergraduate and postgraduate levels

Take Marketing papers – either as part of a BCom (Marketing) or as a minor to supplement another degree. Adding a Marketing paper (or two) to your studies will strengthen any degree!

Read about the papers available in the Department of Marketing:

Lecture timetables and venue information for the Department of Marketing can be found on Department noticeboards at the start of each semester, and on eVison.

Internal Assessment Extension Application – Please email the completed form and supporting documentation to the Paper Administrator.

Department of Marketing Student Guide 2023 (PDF)

100-level Marketing papers

MART112 Marketing

An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international markets.

FOSC112 Introduction to Food Marketing

An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international food markets.

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200-level Marketing papers

MART201 Integrated Marketing Communications

The use of marketing communication tools such as advertising, promotion, publicity, public relations and sales management.  The development of media plans and presentation skills will be stressed.

MART205 Marketing the Professional Practice

Advertising the professional practice; packaging of professional services; measuring and improving client satisfaction; the professional-client relationship; adding value to professional services; building reputation and image; fee setting; ethical issues.

MART207 Sports Marketing 

An introduction to the theory and practice of sports marketing, with particular emphasis on the New Zealand situation.

MART210 Consumer Behaviour

An in-depth examination of consumer behaviour, including psychological, sociological, and individual characteristics influencing consumer behaviour and the relationship between business, consumers and global consumption.

MART211 Products to Market

Provides and in-depth understanding of the issues and considerations in the management and pricing of products, illustrates the role of pricing and product management in achieving strategic business goals, demonstrates the link between pricing and product management within the context of marketing channels.

MART212 Understanding Markets

An introduction to marketing research and data analysis and their role in solving problems encountered by businesses.  The emphasis is placed on commissioning, assessing and interpreting quantitative and qualitative marketing research during a professional career.

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300-level Marketing Papers

MART301 Strategic Marketing

Elements of marketing strategy are considered to establish a framework that incorporates marketing within the overall corporate planning process. Processes such as competitor analysis, market segmentation, and positioning are examined.

MART304 Sales and Sales Management

An introduction to the theory and practice of selling and sales management, integrating these concepts into the ’best practice’ of modern business.

MART305 Societal Issues in Marketing – Not Available 2023

The relationships between marketing, public policy, and social and environmental values are examined with reference to legal issues.

MART306 Market-Led Innovation

The theory and practice of market-led innovation and new product development from idea generation through to the product launch and post-launch evaluation.

MART308 Integrated Digital Marketing

An introduction to integrated digital marketing. The emphasis is placed on digital marketing as a business philosophy, a sociological view of the practice of digital marketing from a consumer viewpoint, consideration of ethical issues, and practical skills and knowledge demanded by employers that will enable graduates to embark on a professional career in the field of marketing.

MART325 Services Marketing - Not Available 2023

Services marketing and service management between firms and their customers. This paper is vital to any understanding of contemporary marketing, including relationship marketing and the co-creation of value.

MART326 International and Export Marketing

The analysis and application of marketing principles in an international context.

MART328 Business to Business Marketing

The creation and management of relationships between companies working in extended networks. A state-of-the-art view of business marketing theory and practice.

MART329 Consumer Behaviour

The analysis and application of marketing principles in an international context.

MART330 Special Topic: Current Issues in International Branding

The paper provides an understanding of the strategies that brands use to position themselves in relation to international markets in the context of global business. It considers the socio-political contexts of markets and the cultural influences that affect strategic branding decisions.

MART333 Creative Marketing Communication

The course focuses on creativity in the context of marketing communication including mobile and multi-media contexts, and the design of creative marketing content (posters, podcasts, videos). The paper is a project-driven paper for students interested in creative marketing strategies and content production, with a particular focus on short-format filmmaking.

MART355 Business Project

A practical marketing project.

400-level Marketing

Our 400-level lectures are held in Otago Business School - Room 4.26 (with the exception of MART448).  You can check the days and times of lectures in your eVision timetable.

MART448 Advanced Business Analytics

Application of advanced analytics in a business context using SAS. Topics include: data marts, data access and integration, predictive modelling, design of experiments, segmentation, forecasting.

2022 Semester 2

MART449 Creative Marketing for Behaviour Change, Sustainability and Social Good

The aim of this paper is to deal with theoretical and practical issues surrounding creative marketing communication for behaviour change. Students will be encouraged to incorporate conceptual and practical skills, and to research, produce, pilot and evaluate a behaviour change marketing campaign as part of a research-led learning experience.

2023 Second Semester – Distance Learning

MART460 Advanced Research Methods

This paper asks the question “why do we undertake research?” and considers the different forms of research that are applicable to Marketing. The paper picks up on some of the more practical elements of data collection methods you may have learnt in an undergraduate programme, and links these to different research philosophies. You will be asked to consider your own views on research, and develop a proposal for a research project linked to your particular interests in marketing. Overall, the paper will prepare you to undertake a research project of your own, such as an Honours dissertation, a Masters or a PhD.

2023 First Semester

MART461 Marketing Theory

This paper aims to create awareness and understanding of the different theoretical foundations of marketing thereby broadening and deepening your knowledge and perspective of marketing as an academic discipline, its role in organisations, as well as its broader social and economic functions.

2023 First Semester

MART462 Advanced Marketing Analysis

The applications of quantitative and qualitative research methods to marketing problems and the advancement of marketing theory. This paper will develop applied skills in research design and analysis.

2022 Second Semester

MART463 Food Marketing

New Zealand is still critically dependent upon adding value to food products. This course looks at the business of value added by food marketing. It examines the peculiarities and pitfalls of this ancient and ruthless marketplace. The critical importance of market power structures, category management, the point of sale environment and point of sale communication is thoroughly addressed. The paper gives students the chance to work with a real client in producing a design that will increase the performance of their product at the point of sale. Tasks include design, communication plan development, full sale commercial field trials and set piece commercial presentations.

2023 First Semester

MART464 Consumer Behaviour

An exploration of topical issues and current theory in consumer behaviour and consumer research. Contemporary consumer behaviour topics will be covered mainly in the first half of the course. The second half of the semester will cover some traditional consumer behaviour theories, integrated into a project on the importance of material and immaterial things.

2022 Second Semester

MART466 Digital Marketing

An introduction to the application of digital technology in marketing.  Provides students with a deeper understanding of digital marketing theories and online tools available to marketers.  Technical background is not required.

2023 First Semester

MART467 Tourism Marketing - Not Available 2023

Tourism Marketing is central to the New Zealand economy. In this paper we combine practical application with sound theoretical knowledge. Seminars discuss theoretical concepts and models of tourism and event marketing, before students undertake a practical marketing project, such as creating a tourism event for the Forsyth Barr stadium in Dunedin or developing operator brands that fit with Dunedin’s destination brand.

 2021 Semester 2

MART468 Branding

Development of skills to analyse and manage brands effectively, based on current theoretical understanding in the academic branding literature and its application to contemporary cases.

2023 First Semester

MART469 Advertising Planning and Concept Development

Creativity is a key component of successful advertising and marketing communication outcomes. The value of understanding creative thinking, which is more than just an ability to ‘be creative’, is to develop a curiosity for, and an originality in approaches to, making sense in new ways. This course aims to develop knowledge of creative concepts relative to marketing theory and practice and considers historical and current practices as well as future possibilities for developing concepts in creative industries. Importantly, Advertising Planning and Concept Development integrates theory with real world examples in the global context as well as introducing local and sustainable creative alternatives. The course is structured in two distinct parts and will be delivered as a series of lectures, guest sessions, case studies and workshops with academic as well as local and international industry practitioners.

MART470 Special Topic - Not Available 2023

MART475 Advanced Societal Issues in Marketing - Not Available 2023

Explores negative and unintended consequences of marketing activity, and examines the extent to which marketing can help resolve social and health problems.

Cannot be credited together with MART470 taken in 2014, 2015, 2016, 2017, 2018

2020 Second Semester

  • Read the Course Outline for MART475 Advanced Society Issues in Marketing

MART480 Honours Dissertation

The Honours Dissertation is an opportunity for you to undertake a research project aligned to your personal interests and skills in Marketing. The Dissertation spans the academic year and requires you to develop your own project, and position it within Marketing theory. You will have an academic supervisor for the duration of the dissertation, but the project is your own and, as such, is a fantastic opportunity to develop your knowledge and research skills in Marketing.

2021 Full Year 40 points

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