Marketing and Consumption

University of Otago

Course Description

  • Course Name

    Marketing and Consumption

  • Host University

    University of Otago

  • Location

    Dunedin, New Zealand

  • Area of Study

    Business, Marketing

  • Language Level

    Taught In English

  • 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

    Introduces students to the concept of value creation through the interplay between consumer culture and marketing management, and the key elements of consumer behaviour.

    The paper looks at the role of consumers and consumption in the creation of value and the ways in which the resulting relationships affect the nature and the conduct of business. It identifies key elements of the marketing mix, especially products, promotion and price and considers them in relation to the psychological, social and cultural elements of consumer behaviour.

    Teaching Arrangements
    Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.

    Learning Outcomes
    - Define and describe what culture is, how a 'consumer culture' comes into existence and how both firms and consumers co-create this culture
    - Define and discuss key psychological and sociological concepts and processes that relate to needs and consumption behaviour
    - Describe and give examples of the roles of identity and social environment in consumption decisions and processes
    - Describe how marketing facilitates and manages commercial and not-for-profit exchange processes by using brands, products and service creation, promotion, and pricing

    Solomon, Michael R. (2013) Consumer Behavior; Buying, Having, and Being, (10th Global Edition), Pearson.

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.