Module Code - Title:
MK6111
-
MARKETING THEORY
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
This module addresses the issue of theoretical debate at a period when such debates are becoming more obvious within the discipline of marketing. It takes a critical perspective on the concepts at the centre of the marketing enterprise.
Syllabus:
Areas to be covered will include: postmodernism & marketing; conditions of post modernity; questions raised by the post-modern debate; histories of marketing thought; the three eras schema; enlightened histories; marketingÆs reconceptualisation; roots of the marketing concept; consumer issues; marketplace issues; consumer sovereignty & competition; re-evaluating the marketing mix; delineating the domain of marketing; marketingÆs nature and scope; marketing & exchange.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
Express a comprehensive understanding of core issues in marketing theory.
Critically evaluate the impact of key theoretical debates in marketing.
Draw conclusions about an appropriate domain for the application of marketing.
Reflect critically upon state of the art contributions to marketing thought.
Affective (Attitudes and Values)
Question the applicability of the philosophy of marketing as currently encapsulated in the marketing concept.
Psychomotor (Physical Skills)
Demonstrate key personal skills in respect of individual task management, communication, and critical evaluation.
How the Module will be Taught and what will be the Learning Experiences of the Students:
Students will be thought through a combination of interactive lecture sessions and private study. The student learning experience will be structured by individual and groupwork, presentations and essay writing.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
1. Baker, M.J. and S. Hart (2008)
The Marketing Book
, Butterworth Heinemann
Other Relevant Texts:
Baker, M.J. (2001)
Marketing: Critical Perspectives in Business and Management
, Routledge
Brownlie, D., M. Saren, R. Wensley and R. Whittington (1999)
Rethinking Marketing
, Sage
Brown, S. (1995)
Postmodern Marketing
, Routledge
Brown, S., J. Bell and D. Carson (1996)
Marketing Apocalypse: Eschatology, Escapology, and the Illusion of the End
, Routledge
Programme(s) in which this Module is Offered:
Semester(s) Module is Offered:
Module Leader:
maria.lichrou@ul.ie