BUU33700 Contemporary Marketing Management

(5 ECTS)

Lecturers:

Mrs. B.Sandamalie Hettiarachchy     

Email: hettiarb@tcd.ie

Office Hours: Monday 13.00 to 14.00. Please book a slot via email

Teaching Assistant: Ms. Amogha Sudarshan 

Email: amogha.sudarshan@gmail.com   

Pre-Requisite: 

• Exchange Students : Only for those who have completed a similar 5 ECTS module
• BUU22520 - Principles of Marketing

Module Description: 

This 5 ECTS module is crafted to ignite a passion for marketing management in students by exploring contemporary theories, concepts, and challenges in the field, and ensuring their practical application. In today's ever-evolving landscape, marketers must adapt and envision the future in alignment with shifting customer needs, organizational responsibilities, technological advancements, and planetary considerations. This module aims to deepen students' understanding of marketing management theories and practices, enabling them to effectively implement marketing strategies within the context of current realities. Throughout this module, students will gain the ability to critically assess and integrate a wide range of marketing theories, techniques, tools, and technologies, and to identify and apply them in real-world scenarios.

Learning and Teaching Approach:

The main learning strategy is through pre, and post-reading augmented by interactive lectures. Assessment is through ongoing assessment for and as learning, which involves experiential and active learning and learning by doing throughout the module. Additionally, the module will feature guest lectures, case studies, and other learning resources. Continuous assessment is integral to the learning outcomes, giving students the chance to apply the skills and knowledge they gain in each session. Students will immerse themselves in innovative and dynamic real-world applications that bridge theory and practice.

This year, we will focus more on the broad areas of digital transformation and artificial intelligence.

Learning Outcomes:

Having successfully completed this module, the student should be able to:

1. Define, understand, critically evaluate, and be able to apply key marketing concepts and theories.
2. Demonstrate an understanding of contemporary and unique marketing management and marketing leadership issues and challenges.
3. Demonstrate a criticality of engagement with the marketing management challenges of digital transformation with a particular emphasis on AI
4. Critic the challenges of decision-making in marketing and data-driven decision-making.
5. Demonstrate evidence of future-oriented thinking and a clear awareness of the necessity to enhance readiness for upcoming trends and demands.
6. Demonstrate excellence in management, communication, and writing skills through the vehicle of a within-class discussion, engagement, and continuous individual written assignments and a team-based assignment.

Relation to Degree

1. The student will understand and be able to manage marketing as a core function, and an internal philosophy responsible for delivering both satisfied customers and organization profitability.
2. The emphasis is on developing an ability to critically consider, combine, and apply appropriate marketing management theories, tools, techniques, and technologies in practice.
3. The students will be able to critique aspects of marketing theory and application, aware of the challenges of hyper-complex environments driven by ever-changing technological, climate, health, and societal issues.

Workload

This module carries 5 ECTS credits, amounting to about 125 hours in total workload.  This includes time spent preparing for and attending lectures and tutorials, reading the course texts and academic readings, working in groups, and preparing for the individual assessments.

Erasmus and Visiting Students

Only Erasmus and Visiting students who have completed an Introductory marketing module (5 ECTS) are eligible to enroll in this module, as this module builds on the major principles of marketing. This list will be provided to us by the Business School Erasmus/Study Abroad coordinator. The list of approved visiting and Erasmus students is posted in week 01. Only students on the list by Week 04 can join the module.

If you have not completed a similar module, please take BUU22520 Senior Freshman  - Principles of Marketing instead.

Students can only take the BUU22520 or BUU33700 module. It is not permitted for students to take both.

Essential Texts/Key Reading:

The essential textbook is: Kotler, P., Keller, K. L., Brady, M., Goodman, M and Hansen, T. 2024. Marketing Management. 4th European ed. Pearson UK.

This text can be purchased at Hodges Figgis on Dawson Street, Dublin 2, or online. It is also available in the library both as a hard copy and as an E-book.

You can also avail of a discount when you purchase from the publisher's learning store. Please email Nina Di Brita nina.dibrita@pearson.com

Mandatory Reading and Chapters 

Several chapters from the core textbook, along with a list of mandatory journal articles, will be updated in the Blackboard. It is essential for students to thoroughly review both the textbook chapters and the journal articles before and after each class, as they correspond with the lecture content. These resources equip students to actively engage in interactive discussions during lectures and tutorials. Importantly, they are vital for graded assignments, as a fundamental requirement is the capacity to critically assess these materials and exemplify their practical application, as explored in class discussions and group work.

Please note that these readings are suggestive and may be supplemented with additional readings and new materials, particularly video content, simulations, and podcasts.

Pre-requisite:

BUU22520 Principles of Marketing (SF Year)

SS Prerequisite                     

BU33700 and BU3710 Consumer Behaviour are both prerequisites for BUU44551 Advances in Marketing Theory and Practice and BUU44552 Digital Marketing

Assessment: Please also consult the assessment guidelines.