BUU33700 Contemporary Marketing Management

(5 ECTS)


Mairead Brady 

Email: Mairead.Brady@tcd.ie 
Office Hours: Term time on Tuesdays 10.00 to 11.00 (Please arrange a timeslot via email)

Teaching Assistant: Denni Cawley 
Email: cawleyc1@tcd.ie  


BUU22520 - Principles of Marketing

Module Description: 

This 5 ECTS module is crafted to ignite a passion for marketing management in students by exploring contemporary theories, concepts, and challenges in the field, and ensuring their practical application. In today's ever-evolving landscape, it's crucial for marketers to adapt and envision the future in alignment with shifting customer needs, organizational responsibilities, technological advancements, and planetary considerations. This module aims to deepen students' understanding of marketing management theories and practices, enabling them to effectively implement marketing strategies within the context of current realities. Throughout this module, students will gain the ability to critically assess and integrate a wide range of marketing theories, techniques, tools, and technologies, and to identify and apply them in real-world scenarios. 

Learning and Teaching Approach:

The main learning strategies used are face-to-face lectures and tutorials with an assessment for and as learning orientation, which involves experiential and active learning and learning by doing throughout the module. There will also be guest lecturers, case studies, podcasts etc.  The ongoing assessment is embedded as core to the learning outcomes, allowing students the opportunity to put into practice the skills and knowledge acquired. Students will produce an innovative and dynamic real-world application of theory to practice.

This year, we will focus on the broad areas of digital transformation and artificial intelligence, and specially align them in the brand, global supply network and services arenas.

Learning Outcomes:

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

  1. Define, understand, critically evaluate and apply key marketing theories, concepts, frameworks and the holistic marketing philosophy.
  2. Demonstrate an understanding of contemporary marketing management and marketing leadership issues and challenges.
  3. Demonstrate a criticality of engagement with the marketing management challenges of digital transformation with a particular emphasis on AI and its alignment to strategic marketing management.
  4. Critic the challenges of decision making in marketing and the concept of data driven decision making.
  5. Illustrate and suggest changes to branding, global supply networks and service provision taking an AI perspective.
  6. Show excellence in management, communication and written skills through the vehicle of a team assignment, peer-to-peer presentations and an individual written assignment.

Essential Texts/Key Reading:

The essential textbook is: 

Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm, and Hansen, Torben, (2019) Marketing Management, European Edition, 4th Edition, Pearson, London 

This text can be purchased at Hodges Figgis on Dawson Street, Dublin 2 or online. It is also available in the library both as hard copy and as an Ebook.  

You can also avail of a 35% discount when you purchase from the publishers learning Store. Please email Karen Rowe karen.rowe@pearson.com. 


BUU22520 Principles of Marketing (SF Year)

SS Prerequisite                     

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

Assessment: Please also consult the assessment guidelines.



Due Date


% Total Marks


Individual participation and engagement grade

Attendance and completion of written within-class online assessment held weekly.  

Weeks 4, 5, 6, 8, 9: Within class assessment.  

Each student must complete at least 3 and a random selection of 2 assessments will be graded.  

There will be practice assessments in weeks 1, 2 and 3.  





Group Assignment:



Week 12: Friday 1st of December by 13.00.  






Student preparation and participation during class is a core component of the module and supports learning, while also contributing to the group work.