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BUU33700 Contemporary Marketing Management

(5 ECTS credits)


Professor Mairead Brady

Module Content/Outline:

Within this module each student will learn to critically evaluate and explore a diversity of marketing theories, techniques, tools, technologies and practices and integrate this knowledge within a marketing planning framework. Companies need to monitor and adapt their marketing strategies to deal with changing consumer needs, global realities and dynamic technological challenges. A marketing philosophy is more important than ever in shaping a company's vision, mission and strategic planning. It is the aim of this course to expand on the student’s knowledge of marketing concepts and strategies, and develop their management skills to operationalize marketing and technology within the realities of the business environment and their own world.

Learning Outcomes:

On successful completion of this module students should be able to:

  1. Define, understand and critically evaluate key consumer and marketing concepts and philosophies within a marketing plan framework and with a technological/digital focus.
  2. Determine the core marketing management issues needed to generate and apply practical marketing strategies within the contemporary business environment.
  3. Demonstrate an understanding of the different approaches to data analysis and market research using technological advances in this domain.
  4. Construct distinct segments within a market and identify and select optimum target market(s) for companies.
  5. Formulate a positioning and differentiation strategy and design a positioning map.
  6. Identify, select, combine and compose an optimum marketing programme from the range of marketing mix (7P) activities.
  7. Manage a team and self manage the design of a marketing plan for a company aligned with the customer experience journey and a digital imperative.

Lectures and Tutorials/ Contact Hours:

  • One 2-hour lecture per week
  • 4/5 tutorials per term

Essential Texts/Key Reading:

Core Reading:
Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm, and Hansen, Torben, (2016) Marketing Management, 3rd Edition, Pearson Education, London.

In addition to the core textbook(s), a number of key readings will be introduced that must be read in preparation for each class.


(I)    Group work - (60%  - 50% (G) and 10% (I))
(II)   Individual essay 40%

Dates for Submission:

To be advised.

Penalties for Late Submission:

Submission deadlines are strict: a project submitted 24 hours after the submission time will be graded out of 80%, and out of 50% within a week of submission.  Assignments will not be accepted after this seven-day period.
Students unable to submit any aspect of assignment must produce a medical certificate to the Trinity Business School within three working days of the missed submission date.


No Final Exam – see assignment above.