Module Code - Title:
MN6071
-
PRINCIPLES OF MARKETING MANAGEMENT
Year Last Offered:
N/A
Hours Per Week:
Grading Type:
Prerequisite Modules:
Rationale and Purpose of the Module:
The aim of this module is to introduce students to the core theories and frameworks of marketing management. Marketing is a core function in business. It is an important source of value creation and a key driver of economic growth.
Syllabus:
The Global Marketing Environment. Marketing in Society. Responsible Marketing Management. Consumer Culture. Business Marketing. Building blocks of marketing strategy. Marketing Communications and Branding. Managing Marketing Relationships. Marketing in Practice.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On successful completion of this module, students will be able to:
• Demonstrate an understanding of fundamental marketing concepts.
• Evidence an ability to interrogate and categorise consumption behaviours.
• Apply marketing frameworks to interrogate the market and develop an understanding of the complex systems at work.
• Analyse the links between market growth, consumption and sustainability.
• Evaluate market data to solve complex problems and make informed decisions.
Affective (Attitudes and Values)
On successful completion of this module, students will be able to:
Demonstrate an appreciation of the ethics concerns associated with encouraging consumption and market development given global sustainability challenges.
Psychomotor (Physical Skills)
On successful completion of this module, students will be able to:
How the Module will be Taught and what will be the Learning Experiences of the Students:
This module will be delivered through a combination of lecture, case studies and small group problem solving. It is anticipated that the 3 hour slot will be used fluidly to accommodate these elements and to facilitate student discussions and presentations.
Curious: Students critical faculties will be developed in addressing the changing role of marketing in late capitalism. Agile: Students have the opportunity to think on their feet, prioritise information and develop strategy through engaging with contemporary examples, practical workshops and case studies.
Responsible: Students will develop a sense of responsibility through class discussions on the ethical and moral impact of marketing in business and society.
Articulate: Students will become articulate in expressing their opinions through the use of in-class discussions, presentations and written coursework.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Fahy, J. and D. Jobber (2022)
Foundations of Marketing
, McGraw Hill
Hackley, C. (2013)
Marketing in Context
, Springer
Other Relevant Texts:
Programme(s) in which this Module is Offered:
MSMGNTTFA - MANAGEMENT
Semester(s) Module is Offered:
Autumn
Module Leader:
Lisa.OMalley@ul.ie