BU4550 Advances in Marketing Theory and Practice
(15 ECTS credits)
Module Content/Outline:
This is an interesting and dynamic issues-based module that explores contemporary developments in marketing theory and practice. This module is supported by the leading textbook and journal articles aligned with practical examples and real world marketing challenges.
Lecturer(s):
Professor Mairead Brady and Professor Norah Campbell
Learning Outcomes:
On successful completion of this module students should be able to:
- Analyze and critique the current global marketing environment of food, healthcare, arts and places
- Design a marketing strategy suitable for an organization operating in one of these markets
- Evaluate the competing perspectives of marketing management from a critical standpoint
- Apply an ethical context for the practice of marketing
- Apply the theories of postmodernism and sacredness to real-life marketing situations
- Explain the reasons for anti-consumption and brand cynicism in the contemporary marketing environment
- Demonstrate knowledge in relation to contemporary challenges and new directions in marketing theory and practice – including branding, digital technology, data analytics and managing marketing performance
- Evaluate the challenges for marketing in a recession
- Demonstrate an understanding of core marketing management skills
- Evaluate the role of information and communication technologies in marketing with a contemporary and futurist perspective
- Critically assess the strategic importance of data, particularly consumer data and information to marketing and have the practical ability to manage the data/information within marketing/organizations.
Recommended Texts/Key Reading:
Kotler, P., Keller, K., Brady, M. Goodman, M., and Hansen T., (2012) Marketing Management (European Edition), 2nd Edition, Pearson, London.
The textbook is supplemented by academic readings.
Lectures & Tutorials/Contact hours:
1 x 2hr. plenary lecture per week and 1 x 1 hr. tutorial every two weeks.
Assessment and Examinations:
Group project 30%
Dates for submission
Group Project: To be advised
Penalties for late submission
5% for each working day late, or part thereof.
Submission deadlines are not negotiable. Assignments not submitted on time will be graded zero. Students unable to submit a term assignment for medical reasons must produce a medical certificate to the School of Business Studies office within three working days of the missed submission date. Certificates received after that time will not be accepted.
Examination
1 x 3hr examination 70%