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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 product and service markets.
Taking a firm centric perspective, this paper considers how marketing management creates value for an organisation through the integration of market and customer information.
|Teaching period(s)||Semester 1
Semester 2 (On campus)
|Domestic Tuition Fees (NZD)||$887.55|
|International Tuition Fees||Tuition Fees for international students are elsewhere on this website.|
- FOSC 112, MART 205
- Schedule C
- This paper replaces the required paper BSNS103 for students who commenced BCom programmes before 2017.
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Teaching Arrangements
- Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.
The required text for this course is:
Kerin, R.A., & Hartley, S.W. (2017). Marketing (14th Ed). McGraw-Hill Education, New York.
The recommended text for this course is:
Emerson, L. (Ed.). (2013). Writing guidelines for business students (5th ed.). South Melbourne, Australia: Cengage Learning
- Course outline
- View the course outline for MART 112
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Lifelong learning, Communication,
Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information
literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
Students who successfully complete this paper will
- Have a sound managerial perspective on contemporary marketing practice
- Understand theoretical and practical marketing problems and decisions
- Appreciate the internal and external forces that influence decisions
- Understand the marketing mix and how to manage the constituent parts
- Understand industrial, consumer, product and service markets
- Understand the marketing planning process
- Be able to produce a one-year marketing plan