Products to Market

University of Otago

Course Description

  • Course Name

    Products to Market

  • Host University

    University of Otago

  • Location

    Dunedin, New Zealand

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    MART 112, BSNS 103

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Provides an 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.

    Course Structure
    Topics include:
    -Industrial organisation
    -Pricing strategy and value creation
    -Price structure and costs
    -Behavioural aspects of pricing and financial analysis
    -Pricing in the marketplace and product policy and planning
    -Product portfolio analysis and product and brand strategy
    -New product development and behavioural aspects of product management
    -Competitive positioning and management of the product line and the product life cycle
    -Channel structure and function and the channel environment
    -Behavioural processes in channels and strategy and design
    -Channel selection and target markets and motivation and management of channel participants
    -Negotiation and conflict management and evaluation of performance
    -Legal aspects of marketing

    Learning Outcomes
    -Describe the nature of pricing, channel management and product strategies and how they might be characterised and classified by marketers
    -Examine the strategic importance for organisations of managing products and apply key concepts and tools to pricing, channel design and product strategies
    -Explain the new product development process, including the impact of pricing and channel norms and conflict
    -Examine the importance of branding and analyse the issues involved in managing brands
    Critically review the different methods of pricing and apply appropriate pricing strategies to different marketing situations
    -Discuss the basic legal and ethical issues surrounding the pricing and management of products within a New Zealand context

    Hamlin, R.P., Bishop, D. & Henry J.A. (Eds.) (2015) "Bringing Products, Services and Brands to Market", Pearson, Australia: Melbourne.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.