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BUU33700 Contemporary Marketing Management

(5 ECTS credits)

Lecturer(s):

Professor Mairead Brady 

Teaching Assistant: Mrs Mona Nezamivand 

Phone: 01 8962705 (email preferred) 

E-mail: Mairead.Brady@tcd.ie 

Office Hours: During teaching term: office hours and/or student appointments will be virtual and arranged by email communication. Outside teaching term: please email for an appointment. All meetings have been mandated at the current time to be held virtually.

 

Module Content/Outline:

Marketers must monitor and adapt their marketing tactics and strategies to deal with changing consumer needs, competitive situations, global realities and dynamic technological challenges. With the dynamics of a pandemic and the multiple complexities this requirement is even more critical to ensure that marketing can reframe and reimagine the future for companies and the customers they support. This module studies and explores how theory can inform the practices needed to operate in this covid19 pandemic situation of hyper digitalized and ever-changing environments. It is the aim of this module to expand on the student’s knowledge of marketing to develop their Marketing management skills to operationalize marketing within the realities of a pandemic and post pandemic technology dominant global business world. Within this module students will learn to critically evaluate and explore a diversity of marketing theories, techniques, tools, technologies, practices. The focus is on critically exploring and integrating theoretical models and empirical findings into knowledge which can be operationalized within a marketing planning and/or decision-making framework.

Learning and Teaching Approach:

The main learning strategies used are lectures and tutorials and an assessment for and as learning orientation, which involves experiential learning and learning by doing. There will also be guest lecturers and case studies. This 5 ECTs module is designed to inspire students to engage with theories/concepts and philosophies and align them to contemporary marketing challenges cognizant of the technological and societal challenges. It takes a managerial perspective, as the students will learn about the content, purpose and value of a marketing philosophy, as well as being to the steps and specific aspects involved in developing a marketing plan. The focus is on critical aspects of marketing theory and practice, which are particularly impacted by digitalization and societal challenges. The assessment is core to the learning aim of this module as it allows students the opportunity to put into practice the portfolio of skills and knowledge they have acquired throughout the module, to produce a real-world application of theory to practice through a synthesis of class content, core and new readings, textbook support and critically practical examples. The learning outcomes showcased through the assessment will be the ability to show both a theoretical and a practical engagement with a range of contemporary marketing management issues.

The particular emphasis of the course materials changes somewhat from year to year. This year, we sample a variety of specific topics: societal challenges, digitalization and future technologies, customer experience management, marketing planning, designing tactical and strategic plans using the marketing mix and marketing specific managerial issues.  

Learning Outcomes:

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

1. Define, understand and critically evaluate key marketing concepts and philosophies within a marketing plan framework and with a focus on pandemic and the resulting consumer, societal and technological challenges 

2. Explore core marketing management issues and apply theoretical and practical marketing strategies within the Covid19 dominated contemporary business environment. 

3. Demonstrate an understanding of the criticality of data analysis issues within a market research perspective and aligned to the technological advances in this domain. 

4. Construct distinct segments within a market, identify and select optimum target market(s) and select positioning strategies for companies. 

5. Explore core marketing planning challenges taking a theoretical and application perspective and reimagining marketing practice through the marketing mix activities. 

6. Manage a large diverse team and self manage a peer-to-peer presentation aligning theory with practice engaging with the challenges of the pandemic, the customer experience journey and a digital imperative.

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.

Pre-requisite:

BUU22520 Principles of Marketing (SF Year)

Assessment:

Term

Final Assessment

Due Date

% Total Course Marks

MT

Group Assignment Presentation

*Each week and no later than 12.00 on week 11. Ongoing group work during term with a group deliverable on the 16th of November 2020.

40%

MT

Individual report to board

*Ongoing development and deliverables during the term – For example first draft due by Monday the 2ndth of November and the final by Friday the 18th of December, by no later than 13.00.

60%

Participation

*Student preparation and participation during the module is a core component of the module and can effect grading.

Pass requirements

Student should pass all components but an overall grade of 40% is the pass grade. Student should be aware that an average grade of 50% is needed across all modules to proceed to SS.

Supple-
mental

Students who fail either or both components will have to complete a new group assessment presentation/case study and/or repeat the individual assignment by an agreed date normally during HT and must contact the lecturer within 3 days of receiving the result to organize same.

Feedback and Evaluate

Formative feedback is available during class using various within class and student cohort techniques designed to develop the student’s self-regulated and self-directed learning. Students are normally asked to provide input and feedback on the module to improve and develop the module for subsequent years.