BUU33700 Contemporary Marketing Management 2025/26

(5 ECTS)

Lecturers:

Prof Mairead Brady

Email: Mairead.Brady@TCD.ie

Office Hours: By appointment via email

Teaching Assistants: Ms. Denni Cawley and Ms. Sandamalie Buddhima Hettiarachchy

Email: cawleyc1@tcd.ie and hettiarb@tcd.ie

 

Pre-Requisite: 

• Exchange Students : Only permissible for those who have completed a similar 5 ECTS module
• BUU22520 - Principles of Marketing

SS Prerequisite                     

BU33700 and BU3710 Consumer Behaviour are both prerequisites for BUU44551 Advances in Marketing Theory and Practice and BUU44552 Digital Marketing

Module Description: 

This 5 ECTS undergraduate module is designed to spark curiosity and build a strong foundation in marketing management by exploring current theories, concepts, and real-world challenges. In today’s fast-changing environment, marketers must be equipped to adapt and respond to evolving customer needs, rapid technological shifts, growing organizational responsibilities, and global geopolitical dynamics. The module develops students’ understanding of core marketing management principles, while encouraging critical thinking and practical application. Students will engage with a range of marketing frameworks, tools, and technologies, and learn how to apply them effectively in contemporary business settings. This year, particular emphasis will be placed on digitalisation, artificial intelligence (including generative AI), and the marketing challenges emerging in an increasingly interconnected and uncertain geopolitical landscape. By the end of the module, students will be better prepared to understand, evaluate, and implement marketing strategies that are both relevant and future-focused.

Learning and Teaching Approach:

The main learning strategy is through pre, and post-reading augmented by interactive lectures. Assessment is through ongoing assessment for and as learning, which involves experiential and active learning and learning by doing throughout the module. Additionally, the module will feature guest lectures, case studies, and other learning resources. Continuous assessment is integral to the learning outcomes, giving students the chance to apply the skills and knowledge they gain in each session. Students will immerse themselves in innovative and dynamic real-world applications that bridge theory and practice.

Learning Outcomes:

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

1. Define, understand, critically evaluate, and apply key marketing concepts and theories.
2. Explore contemporary issues and challenges in marketing management and leadership.
3. Demonstrate critical engagement with marketing challenges, with particular emphasis on AI and generative AI.
4. Critically assess the complexities of decision-making in marketing, especially in relation to data-driven approaches.
5. Provide evidence of future-oriented thinking, including the challenges of innovation and experimentation.
6. Demonstrate strong management, communication, and writing skills through in-class discussion, individual written work, and a team-based assignment.

Relation to Degree

1. The student will understand and be able to manage marketing as a core function, and an internal philosophy responsible for delivering both satisfied customers and organization profitability cognizant of the firms other responsibilities. .
2. The emphasis is on developing an ability to critically consider, combine, and apply appropriate marketing management theories, tools, techniques, and technologies in practice.
3. The students will be able to critique aspects of marketing theory and application, aware of the challenges of hyper-complex environments driven by ever-changing technological, climate, health, geopolitical and societal issues.

Workload

This module carries 5 ECTS credits, amounting to about 125 hours in total workload.  This includes time spent preparing for and attending lectures and tutorials, reading the course texts and academic readings, working in groups, and preparing for the individual assessments.

 

Content	Indicative Number of Hours
Preparation for weekly classes	35
Attendance at class (and tutorials)	27
Post-class engagement with class content, case studies/practices	33
Individual and group assignment preparation	30
Total	125

LECTURE AND TUTORIAL DELIVERY

Lectures are conducted either in person or via Blackboard and are crafted to encourage students to consider the subject matter from diverse perspectives. We will delve into theories, concepts, and ideas, expanding our understanding through practical examples that go beyond the content found in academic articles and textbook chapters.

Students are REQUIRED to complete the assigned text chapters and journal articles for each week and bring real-world company examples and new suggested readings to class. This ensures that lectures are interactive and participatory, as we actively seek and value student input and opinions throughout the term.

As the lectures and tutorials are interactive engagements to promote learning through class sharing and co-creation, no recordings are available.

Tutorials are non-mandatory small group seminars of 50 minutes delivered in person. The tutorial assistant is not there to instruct but, rather, to moderate what should be a lively discussion among students. They are highly recommended, providing students with the opportunity to ask questions and put forward their views about the topic under discussion and to develop understanding and engagement with the lecture content, academic articles, text chapters, and to a higher academic and practical level.

Accommodation for students with disabilities

To promote inclusivity, course materials will be accessible on the Blackboard system after each class, presented in appropriate font styles and sizes. We will accommodate any additional needs identified by the Trinity Disability Service as much as possible, working in collaboration with the student's tutor and the Trinity Disability Service itself.

Erasmus and Visiting Students

Only Erasmus and Visiting students who have completed an Introductory marketing module (5 ECTS) are eligible to enroll in this module, as this module builds on the BUSF module Principles of Marketing. This list will be provided to us by the Business School Erasmus/Study Abroad coordinator. The list of approved visiting and Erasmus students is posted on Blackboard in week 01. Other students not on the list must be added bu the end of week 02 as only students on the list by Monday of Week 03 have been approved and are considered as enrolled on the module.

If you have not completed a similar module, please take BUU22520 Senior Freshman - Principles of Marketing instead.

Students can only take the BUU22520 or BUU33700 module. It is not permitted for students to take both.

Essential Texts/Key Reading:

The essential textbook is:  Kotler, P., Keller, K. L., Brady, M., Goodman, M and Hansen, T. 2024. Marketing Management. 5th European ed. Pearson UK.

This text can be purchased at Hodges Figgis on Dawson Street, Dublin 2, or online. It is also available in the library both as a hard copy and as an E-book.  You can also avail of a discount when you purchase from the publisher's learning store. Please email Nina Di Brita nina.dibrita@pearson.com

Mandatory Reading and Chapters 

Several chapters from the core textbook, along with a list of mandatory journal articles, will be updated in the Blackboard. It is essential for students to thoroughly review both the textbook chapters and the journal articles before and after each class, as they correspond with the lecture content. These resources equip students to actively engage in interactive discussions during lectures and tutorials. Importantly, they are vital for graded assignments, as a fundamental requirement is the capacity to critically assess these materials and exemplify their practical application, as explored in class discussions and group work.  Please note that these readings may be supplemented with additional readings and new materials, particularly video content, simulations, and podcasts.

COURSE COMMUNICATION

The lecturer is available to students and any queries can be discussed during or after class time or during office hours. Please also use email but please ensure that you always email your TA, and the lecturer Mairead.Brady@TCD.ie and remember you can book a slot at office hours on XXX before class.

The Blackboard system will be used for all materials and the reading list is provided through the online library link.

Please note that all course-related email communication must be sent from your official TCD email address. Emails sent from other addresses will not be attended to as they normally go directly to spam.

Assessment:

Please also consult the assessment guidelines checklist/rubrics

 

Term	Assessments	Due Date	% Total Marks
MT	Individual Assignment	Week 12: TBC	60%
MT	Group Assignment	Week 4-12: TBC	40%

 

Participation	Student preparation and participation during class is a core component of the module and supports learning, while also contributing to the group work.
Pass requirements	Students should have a combined overall grade of 40%.
Supplementals	Students who do not have an overall grade of 40 will sit a written exam during the supplemental period in August 2026.
Feedback	Formative feedback is available during the module using within-class comparison techniques designed to develop the student’s self-regulated and self-directed learning.

Penalties for Late Submission: No late submissions are allowed unless with prior written approval through your College Tutor ONLY and only when accompanied by a medical certificate.  When agreed with College Tutor they are within 24 hrs after submission deadline, graded out of 70%, and decreasing to 50% for 5 days after submission. Assignments are not accepted after 06 days.

 

Biographical Note:

Prof Mairead Brady is an Associate Professor of Marketing and Technology at Trinity Business School, Trinity College Dublin and an Adjunct Professor at Warwick Business School, England. Professor Brady completed her PhD at the University of Strathclyde, Scotland, in 2002. Her research and teaching focus on the organizational challenges of technology adoption, with particular emphasis on the integration of artificial intelligence (AI) within management education and marketing management contexts. Her work examines how AI, algorithms, data analytics, and next-generation digital technologies shape both internal organizational dynamics and external customer engagement strategies.  In management education, Professor Brady’s recent research offers a comprehensive analysis of AI adoption across European business schools, highlighting the challenges and opportunities that AI and digital transformation present for curriculum design, faculty development, and institutional readiness. Her 2025 showcase symposium at the Academy of Management (AOM) Conference in Copenhagen, titled "AI as a Disruptor in Management Education: Are Business Schools Ready for the Future?", won the best Symposium award 2025, recognizing its scholarly and practical contribution.

 Professor Brady’s 2025 research contributions include papers and presentations on AI-driven educational change, including Fellenz, and Brady (2025) “Beyond Magical Thinking: From Promise to Pragmatism in Integrating AI in Management Education” (AOM, 2025) and the collaborative session “Teaching with Technology: Experimenting and Innovating with AI in the Classroom” at AOM Copenhagen. Her invited talk at the UN PRME Global Forum at Cornell University (June 2025), titled "Educator, Researcher, Collaborator: Reimagining Our Roles in a Connected, AI-Enabled World," further reflects her leadership in this space. Additionally, her work on "Digital Transformation in Business Schools" was featured as a keynote panel at the EFMD MBA Global Conference at Fordham University, London (March 2025) and with an article in Global Focus – Brady, Fellenz & Lefevre (2025) Walking the Tightrope: Why MBA Directors are Challenged with AI Adoption in MBA Education Change 

 In marketing management, Professor Brady continues to explore leadership and strategy in digitally disrupted environments, focusing on customer-centricity, data-driven decision-making, and innovation management. She is co-author of the leading European textbook Marketing Management (2024, 5th edition, Pearson) with Philip Kotler, Kevin Keller, Malcolm Goodman, and Torben Hansen, and she developed a widely used online Marketing Planning Simulation with Pearson Education. 

Her publication record includes over 100 refereed journal articles, book chapters, and conference papers, with recent work featured in journals such as the British Journal of Educational Technology, Journal of Business and Industrial Marketing, Psychology and Marketing, International Journal of Technology Marketing, and Journal of Marketing Management. 

 

Within the Academy of Management (AOM), Professor Brady has held all major leadership roles in the Management Education and Development (MED) Division. She is the current Chair (2025/26), following her roles as Past Chair and Chair-Elect (2024/2025),  and she was previously Chair in 2023/2024, Chair – elect (2023) Program Chair (2022), and PDW Chair (2021). Her co-organized 2024 PDW "Teaching with Technology: Unravelling AI Practices in the Management Education Classroom" (with Martin Fellenz) was shortlisted for Best PDW at AOM Chicago and a previous winner in 2023). Professor Brady is also co-editor of the book The Future of Management Education (Routledge, 2022), which examines critical trends, innovations, and challenges shaping the global management education landscape.  Professor Brady’s previous work includes research on technology-enhanced assessment, simulation and gamification in higher education, and the role of technology in supporting student learning outcomes. She has received both university-level and national funding for her research initiatives. 

 With over 30 years of consultancy experience, Professor Brady continues to work closely with industry, helping organizations address marketing leadership and digital transformation challenges. She remains an active keynote speaker and thought leader, regularly invited to speak at international conferences on AI, digital challenges and marketing management and management education innovations. 

Appendix to the module outline

College policy on plagiarism:

Plagiarism is interpreted by the University as the act of presenting the work of others as one’s own work without acknowledgment, and as such, is considered to be academically fraudulent. The University considers plagiarism to be a major offense and it is subject to the disciplinary procedures of the University.

Note that students’ work will be checked for plagiarism using detection software such as Turnitin or similar; this software is deployed in a ‘self-regulatory’ fashion, i.e. students can check their own output from the software before final submission to the lecturer, in order to assist students in appropriate academic referencing.

Further information on AI, plagiarism, and academic misconduct will be provided in the assessment guidelines.