BUU22520 Principles of Marketing
(5 ECTS credits)
This module introduces students to some of the fundamental marketing principles and practice. The aim is to equip students with a general understanding and appreciation of i) the marketing concept ii) important strategic marketing decisions for business iii) emerging trends in marketing and iv) the relationships and tensions that exist between marketing practice and wider society. Students on this course will be introduced to and critique many of the fundamental concepts underpinning marketing practice including; consumer behaviour, segmentation & targeting, branding, integrated marketing communications and the marketing mix. Students on this module will explore marketing as a dynamic and evolving discipline, engaging with some contemporary marketing issues and emerging trends, including; changing consumer behaviour and preferences, company-customer engagement in the digital era and demands for greater accountability in marketing.
Students will be introduced to critical marketing perspectives and in doing so will be asked to consider some of the common criticisms often cited against marketing practice. In an effort to gain a holistic understanding of the marketing discipline, the module concludes by looking to the increasing use and application of marketing principles to contexts beyond commercial (e.g. social/not-for-profit marketing), to try and address social, environmental and public health problems in society. Having completed the module, students should have a greater awareness and understanding of the range of integrated decision-making, activities, challenges and applications of marketing principles and practice.
Dr. Sarah Browne
Having successfully completed this module, students should be able to:
- Demonstrate a comprehensive knowledge of the fundamental concepts, frameworks and approaches used for effective marketing decision making.
- Understand and explain the core theoretical underpinnings of how consumers behave and how marketing attempts to engage with and influence consumer decision making
- Identify and critique some of the key challenges and emerging trends in marketing theory and practice
- Recognise and reflect on the role of marketing beyond commercial contexts and the influence of marketing on wider society
Recommended Texts/Key Reading:
The essential reading list for this module is comprised of core reading list of academic journal articles. The complete core reading list will be made available to students at the beginning of the module, and the journal articles will be posted to the module Blackboard page in advance. Each reading is selected to facilitate student’s learning and to encourage engagement with the core concepts covered in the module. Students must read the assigned article in advance of each lecture. You will be expected to answer questions, put forward your opinion on the content of these readings during in-class discussions. All articles are available to download from Blackboard from week 1. Core readings are examinable material.
Kotler, P. Keller, K. Brady, M., Goodman, M., and Hansen, T. (2016). Marketing Management 3rd Edition.
As this is an introductory course, we will not be covering the entire content of this textbook, rather we will be dipping into specific chapters relevant to the content we will cover. Some copies of the textbook are available in the college library, older editions of the textbook are also available and are completely acceptable to use (however content and examples will vary slightly in each new edition). For students planning on pursuing their study of marketing beyond their freshman years, this book is an ideal and in-depth reference textbook to have.
Please note: This textbook is supplementary to the core readings of the module.
% Total Module Marks
Group assessment Brief document will be made available on Blackboard (by teaching week 2 of the semester) providing detailed guidelines and submission criteria which will help guide and direct the student towards completion of the assignment. It is up to each group member to ensure they have read this document and adhere strictly to its contents.
Individual assessment - multiple choice test(s), scheduled during the course of the semester.
Reassessment: Students who do not obtain an overall pass mark for this module, will have the opportunity to be reassessed by a supplemental assessment (weighted at 100% ).