Module Code - Title:
MK4002
-
MARKETING
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
This module is designed to introduce students to the philosophy and historical underpinnings of marketing. As such, it will help students to position marketing both as an organisational discipline and as a societal force. The module will trace the development of marketing as a business philosophy and will assess the role of marketing within the international business organisation. Students will also explore what it means for organisations to be market-led. Finally, the module will delineate the rights and responsibilities of marketers and customers, and identify the role and impact of marketing in society.
Syllabus:
The syllabus provides coverage of the nature of marketing and, in particular, offers an historical backdrop to the development of the discipline. Next, students are introduced to the cornerstones of the discipline in the guise of the marketing concept and the marketing mix. Issues relating to marketing as organisational culture are considered with specific reference to marketing orientation and the barriers to developing such an orientation. The process of marketing in different contexts (service, industrial, international etc.) is discussed and differences highlighted. The consumer is introduced as the core target of marketing activity and relevant issues such as consumer sovereignty; consumer rights and the consumer movement are debated. On a macro level, issues relating to social responsibility and ethics are delineated. Finally, the module addresses the thorny issue of how marketing adds value and what its contribution might be.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On successful completion of this module, it is expected that students will be able to:
Describe the kinds of activities conducted by marketers.
Delineate the role of marketing within the international business organisation.
Appreciate alternative approaches to the understanding of marketing.
Acknowledge the links between marketing and consumption in a consumer society.
Recognise the impact of marketing as a cultural force on society.
Demonstrate an awareness of the variety of discourses that surround contemporary marketing.
Integrate knowledge of marketing in relation to the practical application of marketing technologies.
Affective (Attitudes and Values)
N/A
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module is taught primarily through a combination of lectures and interactive tutorials. The lectures will be used to deliver module content while the tutorials will be used to build on that content by preparing students for assessments. Assessment includes an individual easy designed to capture their ability to demonstrate knowledge of marketing phenomena. Assessment also incorporates a group project which will call on them to integrate their knowledge of marketing in the development of a creative project. This element of assessment encourages and nurtures their team-working abilities and helps develop their written and oral presentation skills.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Hackley, C. (2013)
Marketing in Context: Setting the Scene
, Palgrave MacMillan
Other Relevant Texts:
Fahy, J. and D. Jobber (2012)
Foundations of Marketing (4th Ed.)
, McGraw Hill
Programme(s) in which this Module is Offered:
BAIIESUFA - International Insurance and European Studies
BAPPADUFA - Politics and Public Administration
BBBUSTUFA - BUSINESS STUDIES
BBBSFRUFA - FRENCH
BBBSGEUFA - GERMAN
BBBSJAUFA - JAPANESE
Semester(s) Module is Offered:
Spring
Module Leader:
Christina.F.OConnor@ul.ie