Module Code - Title:
MK6112
-
Marketing Leadership
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
1. To reflect on the strategic role of marketing in the organisation.
2. To understand the nature of the relationships between the marketing function and other
organisational functions.
3. To delineate how marketing can drive the organisation.
4. To critically engage with marketingÆs leadership role and the variety of approaches to
achieving market-led strategic change.
Syllabus:
The module will combine theoretical reflection and practical discussion as it deals with two core
issues, the strategic role of marketing in the modern organisation and the dynamics of
marketing leadership. Specifically the module will examine several core marketing questions
including: why is marketing important; how can marketing achieve a greater impact in the
boardroom; what is a market-led company; what is the nature of organisational value including
value systems and networks; what is the nature of competitive advantage; how marketing
interfaces with other functional areas; how marketing interfaces with all its stakeholders; how
to enable market-led strategic change; how to attain sustainable growth; what is the nature of
the strategy process and what is the nature of marketing leadership.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
* Discuss the latest trends and developments in marketing
* Debate the role of marketing in the organisation
* Synthesise the core perspectives on marketing effectiveness
* Critique the contribution of marketing to organisational success
* Evaluate examples of marketing effectiveness
* Develop a marketing campaign for an organisation
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:
Lecture, debate & discussion, project work, reading & reflection
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Doyle, Peter (2000)
Value-Based Marketing
, John Wiley & Sons
Other Relevant Texts:
Farris, Bendle, Pfeiler and Reibstein (2006)
Marketing Metrics
, Wharton School Publishing
Programme(s) in which this Module is Offered:
Semester(s) Module is Offered:
Module Leader:
Lisa.OMalley@ul.ie