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Timetable and Modules

Michaelmas Term
Hilary Term
Trinity Term
Marketing Management International Marketing Strategy Dissertation/ In-Company Project
Consumer Behaviour Brand Management  
Marketing and Society Advertising Management  
Data Analytics and Market Research eCommerce
Digital Marketing Communication Emerging Trends in Digital Technology  
Science, Technology and Markets OR Entrepreneurship Research Methods OR Marketing Workshop  

NB - Timetable and modules are subject to change.

Module Descriptions

Marketing Management
Within this module each student will learn to critically evaluate and explore the diversity of marketing theories, techniques, tools, technologies and practices and integrate this knowledge within a marketing planning framework.

Having successfully completed this module, the student should be able to:

  • Define, understand and critically evaluate key marketing concepts and philosophies within a marketing plan framework.
  • Appreciate the influence of key environmental forces on marketing activities including digitalisation and globalisation.
  • Identify and apply practical marketing strategies to the realities of the business environment.
  • Demonstrate an understanding of the different approaches to market research using the many new and innovative technological advances.
  • Divide the market into distinct segments and identify and select optimum target market(s) for companies.
  • Select a positioning and differentiation strategy and design a positioning map.
  • Understand, identify and select the optimum marketing programme from the range of marketing mix activities.
  • Identify the core marketing management implementation issues and marketing metrics for success.
  • On completion of this module, the student should be able to design, develop and implement a marketing plan for a company

Lecturer: Prof. Mairead Brady

Consumer Behaviour
To understand the consumer, you must know the consumer. This module aims to provide a basic framework for thinking systematically and critically about consumer behaviour. Against the backdrop of the rational choice model, the module considers implications for consumer behaviour: heuristics, bias, naïveté, reflexes, habits, and susceptibility to influence. Students will explore applications of these ideas to a range of marketing contexts, and in particular to ‘choice architecture’, the design of user-centric decision environments.

Having successfully completed this module, the student should be able to:

  • Understand and successfully apply key concepts of consumer psychology
  • Understand and critically evaluate consumer decision making
  • Design and critically evaluate consumer choice architecture
  • Identify and critically valuate the role of consumer psychology in marketing strategy

Lecturer: Prof. Kristian Myrseth

Marketing and Society
This module analyses marketing’s role in contemporary society through exploration of the relationships and tensions that exist between marketing practice and society, with a focus on contemporary ethical dilemmas. In addition, the module introduces students to a variety of applications of marketing beyond commercial marketing by exploring the role, dynamics and impact of corporations in the creation of social, sustainable (as well as economic), value. The aim of the course is to provide the student with an eclectic appreciation and understanding of key societal issues that directly and indirectly, affect marketing decision making and shape implementation of marketing strategy in organisations.

Having successfully completed this module, the student should be able to:

  1. Describe and interrelate current social trends by using different theoretical lenses, to determine the role of marketing in society;
  2. Critique a range of key discourses and themes reflecting changes in society, and explain how these changes impinge directly and indirectly on marketing decision making and practice;
  3. Work effectively both as a member of a team and independently, by actively contributing to group discussions, reflecting on your own thoughts and opinions, and devise different persuasive arguments using oral and written communications;
  4. Appraise the relationship between marketing and society, particularly the good and bad that marketing can bring to society, and justify a way forward as a responsible marketing practitioner.

Lecturer: Sarah Browne

Data Analytics and Market Research
This course will provide a framework to successfully implement analytics and Big Data in an organization. This module will provide some applied tools for descriptive, predictive and prescriptive analysis to improve decision making on strategic, tactical and operational level. These tools can be used to analyse data from several sources such as surveys, CRM systems, the web, mobile, social, sensors, etc.

Having successfully completed this module, the student should be able to:

  • Being able to develop an analytical strategy for an organisation
  • Identify data driven business cases
  • Identify the appropriate methodology for a given managerial problem
  • Apply descriptive analytics
  • Apply predictive analytics
  • Translate analytical results into substantive managerial advice
  • Communicate with a business analyst or data scientist

Lecturer: Philippe Baecke

Digital Marketing Communication 
This module will explore the complex and rapidly changing digital marketing environment. It aims to allow participants to understand the changing nature in consumer behaviour and how the digital age has impacted on brands and companies interaction with customers. Practical relevance will be given via case studies and interactive assignments.

Having completed this module, you should be able to:

  • Have an in-depth understanding of digital marketing & social media marketing practices
  • Be able to develop a digital marketing strategy for a business
  • Understand customer personas and why they are important
  • Understand user experience and why it is important for marketers
  • Know the importance of mobile marketing
  • Know how email marketing works and why it is still relevant
  • Be able to analyse data to make informed marketing decisions
  • Be able to develop marketing campaigns for the digital consumer
  • Be able to assess current trends in digital industries
  • Understand online PR and how to monitor online conversations

Lecturer: Keith Feighery

Science, Technology and Markets
Digital technologies, particularly information digital technologies are one part of a larger techno-scientific set of industries and contexts that define the 21st and 22nd centuries. The student will be introduced to the concept of the ‘posthuman’ consumer, and will overview how markets are increasingly characterized by five processes – complexification, automation, laboratorisation, minaturisation and computation. The module will draw extensively from familiar and less familiar brands, companies and contexts to ground students in market practice.

Having successfully completed this module, the student should be able to:

  • Critically assess how consumer market interactions differ in NBIC markets to previous markets.
  • Use the new tools in risk assessment and technology forecasting to explain future markets.
  • Apply dynamics of new markets (including autoimmunity, singularity, exponentially, hyperobjects and complexity) to actual market practices.
  • Balance the differing ethical dilemmas that face radically new markets and make decisions therein.
  • Chart the imaginative predictions of the future from a science and a science fiction perspective.

Lecturer: Norah Campbell

The module aims to provide students with an up-to-date perspective of the main phenomena characterizing the global entrepreneurship domain. A key feature of the Entrepreneurship course will be the continuous integration of theoretical ideas and real-business issues and best practices. On the one hand, the module will shed light on the latest theoretical concepts developed in the field of entrepreneurship; on the other, it will offer students the possibility to focus on the strategies of entrepreneurial ventures, start-ups, and small and medium-sized enterprises (SMEs) operating in the domestic and international market.

Having successfully completed this module, the student should be able to:

  • Critically discuss relevant topics in the current field of entrepreneurship
  • Apply theoretical tools and concepts to real-business issues
  • Assess and improve start-ups and SMEs’ growth strategies

 Lecturer: Dr. Giulio Buciuni

International Marketing Strategy
Consumers are a varied bunch, and variation across cultures and nationalities can be pronounced and consequential. This module aims to develop and instil a critical, strategic approach to consumer groups across countries and cultural groups. Throughout, students consider the ramifications for international marketing and explore the relative merits of competing strategies.

Having successfully completed this module, the student should be able to:

  • Recognize international/inter-cultural variation in consumer behaviour
  • Understand the implications for international marketing strategy
  • Identify common challenges/opportunities—and ability to anticipate new ones
  • Critically evaluate competing international marketing strategies
  • Develop creative international marketing strategies

Lecturer: Prof. Kristian Myrseth

Brand Management
This is a practitioner’s course designed to provide students with the tools and insights needed to participate, day one, in the management of a portfolio of brands.

Having successfully completed this module, the student should be able to:

  • Develop an actionable understanding of the target consumer.
  • Conduct a strategic examination of the competitive landscape facing the organization (brand portfolio)
  • Set appropriate objectives to be achieved through brand marketing activity in the medium and long term.
  • Develop a brand strategy, informed by deep understanding of the market, consumer and channel partners in order to achieve the objective
  • Manage the implementation of brand strategy including engagement with external partners such as creative agencies, media and channel partners
  • Evaluate the performance of brand activity over time using appropriate research methodologies and brand metrics.
  • Manage the innovation and brand development process.

Lecturer: Conor Ryan

Advertising Management
In this module we examine advertising management through the  disciplines of account management, strategic planning from creative and media and digital viewpoints, media planning, creative, research and effectiveness evaluation. We look at the theories underpinning how advertising works; the expansion of media channels and the implications that flow from this; how communications campaigns are created; channel selection and planning; the role of the consumer insight in the formulation of planning and creative strategy, the role of creativity and the increasing functional importance of measurement effectiveness in advertising campaigns. We examine the evolutionary nature of advertising and current trends which affect the management of campaigns.
Upon the successful completion of this module, students should be able to:

  1. Understand the advertising process from client and agency side from brief to final delivery and evaluation;
  2. Know the structure of advertising agencies and other agencies involved in the process;
  3. Be aware and have a point of view on the theories of how advertising works;
  4. Know what information is required in order to prepare a brief for an advertising and media agency to create a campaign;
  5. Prepare a creative strategy based on a client business challenge;
  6. Create a creative brief to inspire and inform creatives;
  7. Understand the role of creativity and the creative process;
  8. Identify a concept from a tactical advertising idea;
  9. Evaluate top line advertising campaign concepts and give critical feedback;
  10. Understand the executional process of an advertising campaign;
  11. Understand the principles around media strategic planning and roles of each channel;
  12. Understand the role of research in seeking out a consumer insight, strategic planning and advertising evaluation;
  13. Read and evaluate a media plan;
  14. Identify and critically review academic literature in relation to theories of advertising and effectiveness;
  15. Be knowledgably informed on current trends and issues in advertising. 

Lecturer: Anne-Marie Healy

Using case studies and examples taken from leading eCommerce companies, such as Amazon, eBay, Taobao and local companies like Mick’s Garage, the module examines why these companies continue to grow revenues while many traditional retailers struggle to replicate offline success online.

eCommerce is a very accessible aspect of digital marketing as it is one that the vast majority of students will have participated in. Even if they have not, the principles of online retail are very similar to those of offline, albeit using web based technology. The focus of the module is to look at the factors with determine the success or failure of eCommerce operations, focusing on strategy, consumer engagement, omni-channel commerce, on-site conversion, use of big data and analytics, fraud and legal considerations, including cross border eCommerce. Having successfully completed this module, the student should be able to:

  • Define, understand and critically evaluate key eCommerce concepts and their place within a digital marketing framework;
  • To articulate the factors critical to eCommerce success;
  • To understand the key operational and legal aspects of eCommerce.

Lecturer: Graham Merriman

 Emerging Trends in Digital Technology

This subject is concerned with the changing nature of technology and human interaction with technology in the digital era.  Whether we are a digital native, baby boomer, gen Z or a millennial our lives have been changed by technology.  This course aims to help attendants to grasp the full extent of these changes and comprehend the implications (opportunities and threats) of the digital “evolution”.

  • We will explore themes like artificial intelligence and its effect on our lives from the home to the workplace.
  • We will explore how social media and search engines have become the gateway to the web.
  • We will explore cyber threats and touch on the Dark Net.
  • We will explore how we are entering the age of experience and what that means for the world.
  • We will explore how the world needs creative thinkers and leaders more ever before and how we need to build human networks more than social ones.

Having successfully completed this module, the student should be able to understand seemingly complex topics in a very simple way. The student will have an understanding of where marketing is going and not just where it is now.

Lecturer: Aidan McCullen

Research Methods
The objective of the project is to allow students to demonstrate and apply the techniques and knowledge acquired from the taught courses to a problem of real world academic or managerial concern. To successfully complete this module, which is worth 30 ECTS Credits and is compulsory, students should:

  • Demonstrate that they have a good knowledge of the relevant literature on their chosen topic
  • Identify an interesting question associated with that topic and analyse this question using the techniques and tools learned, showing that they have a good grasp of the applicability of these techniques (statistical, numerical or theoretical);
  • Present the results of their analysis in a clear and convincing manner, within the word limit of no more than 12,000 words;
  • Show their ability to communicate their work to a broad audience via the creation of an executive summary which should be 1500 words and which should be in the form of an academic article or managerial report.

Having successfully completed this module, the student should be able to:

  • Summarise and demonstrate an understanding of the relevant issues in the literature surrounding the research question. A chronological summary of the surrounding literature is not sufficient
  • Explain the theory surrounding the research question
  • Describe any data used, i.e. descriptive statistics, graphs etc. and provide full sources
  • Understand the use of Turnitin software and increase awareness about plagiarism
  • Explain the methodology being applied and demonstrate that the methodology is appropriate to the question
  • Use available databases in the School of Business and TCD
  • Present a coherent conclusion that follows correctly from the analysis
  • Present arguments in a coherent manner written in a clear style
  • Present research in a logical structure, i.e. does not omit relevant material or include irrelevant material
  • Present research in adherence with academic standards, i.e. have the correct format and structure, including abstract, page numbering, numbering, list of tables, figures, appendices (if relevant), references, bibliographies

Marketing Workshop
This workshop is designed to help students gain insights into heated marketing issues in real business world and develop practical skills around implementing marketing activities. This module complements other marketing modules provided at the postgraduate level and prioritises the applications of marketing theories in solving real world problems. Students are able to explore a range of critical marketing activities and get hands-on experience of working with real life cases. This module consists of five seminars held by practitioners and research scholars.

Since Irish companies are reported to spend more on marketing (e.g., advertising and website marketing) in 2017 (The Irish Times, 2017), this year, the workshops will focus on advertising and social media marketing in various industries (e.g., hospitality, agricultural). The topics include:

1) Content marketing: writing for social media (public sector);
2) Introduction to web design;
3) E-commerce website design using Magneto;
4) Managing customer reviews (hospitality);
5) Data analytics simulation;
6) And understanding the Chinese consumers.

Upon successful completion of this module, students will be able to:
• Apply marketing theories to solve real world business;
• Gain a better understanding of website design and development;
• Apply marketing analytical skills in decision-making;
• Develop skills of creating great content on social media platform.

Lecturer: Xiaoning Liang

Dissertation/ In-Company Project
Students will be given the opportunity to either work on a specific managerial issue for a company of their choice or academically investigate a research question of their choice, supervised and supported by an experienced member of faculty or a chosen industry expert.


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