BUU33700 Contemporary Marketing Management

(5 ECTS) 

Lecturers:

Mairead Brady 

Email: Mairead.Brady@tcd.ie 
Office Hours: Term time on Tuesdays 14.00 to 15.00 in weeks 1-6 and 8-12 (Please arrange a timeslot via email)

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

Pre-Requisite: 

BUU22520 - Principles of Marketing

Module Description: 

This 5 ECTs module is designed to inspire students through an appreciation of the theories/concepts/challenges within marketing management today. It is critical that marketers today can manage and reimagine the future aligned with the changing needs of customers and the planet.  It is the aim of this module to expand on the student’s knowledge of marketing theories and practices to develop their marketing management skills, to operationalize marketing within the current realities. Within this module, students will learn to critically evaluate and integrate a diversity of marketing theories, techniques, tools, and technologies, and be able to recognize and/or apply them in practice.

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 core and essential textbook for this course is:

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

This text is the core text and can be purchased at Hodges Figgis on Dawson Street, Dublin 2 or online on Amazon.

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

Pre-requisite:

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: