Introductory description

The module aims to familiarise students with the main tenets of marketing theory, and practice, through an applied and discursive approach.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

1. Introduction to Marketing
2. Marketing Strategy and planning
3. The Marketing Environment
4. Buyer Behaviour
5. Segmentation, targeting and competitive positioning
6. Products and Services
7. Pricing and Channels
8. Integrated Marketing Communications
9. Marketing and Sustainability
10. The future of Marketing

Learning outcomes

By the end of the module, students should be able to:

• Critique and reference important marketing concepts and frameworks.
• Apply important marketing concepts and frameworks to marketing problems.
• Analyse case study data, using important marketing concepts and frameworks.
• Develop and formulate recommended responses, activities and actions to marketing problems.
• Justify and recommend managerial responses, activities and actions to marketing

Indicative reading list

Achrol, R.S. and Kotler, P. (2012) 'Frontiers of the marketing paradigm in the third millennium' Journal of the Academy of Marketing Science, 40, 1, pp. 35-52
Levitt, T. (1960) 'Marketing myopia' Harvard Business Review, July-August, pp. 45-56
Day, G.S. and Schoemaker, P.J. (2005) 'Scanning the periphery' Harvard Business Review, S83, 11, pp. 135-48
Magids, S.; Zorfas, A. and Leemon, D. (2015) 'The new science of customer emotions' Harvard Business Review, 76, pp. 66-74
Yankelovich, D. and Meer, D. (2006) 'Rediscovering market segmentation' Harvard Business Review, 84, 2, p. 122
Dixon, M.; Freeman, K. and Toman, N. (2010) 'Stop trying to delight your customers' Harvard Business Review, 88, 7/8, pp. 116-22
Rust, R.T. and Oliver, R.L. (2000) 'Should we delight the customer?' Journal of the Academy of Marketing Science, 28, 1, pp. 86-94
Bertini, M. and Koenigsberg, O. (2014) 'When customers help set prices' MIT Sloan Management Review, 55, 4, p. 57
John, L.K.; Mochon, D.A.; Emrich, O.L. and Schwartz, J.A. (2017) 'What's the value of a like' Harvard Business Review, 95, 2, pp. 108-15

Subject specific skills

• Critique and reference important marketing concepts and frameworks.
• Apply important marketing concepts and frameworks to marketing problems.
• Analyse case study data, using important marketing concepts and frameworks.
• Justify and recommend managerial responses, activities and actions to marketing problems.

Transferable skills

• Demonstrate analytical, written and oral communication skills;
• Demonstrate effective problem solving skills;
• Demonstrate an ability to work both with a team and individually to analyse marketing problems, and recommend and justify managerial responses, activities and actions to
  marketing problems