Module Information

Module Identifier
MMM4320
Module Title
Marketing Theory
Academic Year
2015/2016
Co-ordinator
Semester
Semester 1
External Examiners
  • Dr Robert J Cluley (Assistant Professor - Nottingham University)
 
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 11 x 4 Hour Lectures
 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Individual article review 2,500 words  50%
Semester Exam 2 Hours   50%
Supplementary Assessment Repeat failed elements or equivalent  50%
Supplementary Exam 2 Hours   Repeat failed elements or equivalent  50%

Learning Outcomes

On successful completion of this module students should be able to:

Demonstrate an understanding of the historical context in which Marketing as a discipline and a practice emerged.

Demonstrate an understanding of the conceptual context in which Marketing as a discipline and a practice emerged.

Describe and discuss a range of classic concepts in the Marketing discipline.

Critically evaluate a range of classic concepts in the Marketing discipline.

Describe and discuss a range of contemporary theories in the Marketing discipline.

Critically evaluate a range of contemporary theories in the Marketing discipline.

Aims

Marketing Theory provides students with an understanding of the key ideas, concepts and influences that have helped shape the discipline as it stands today. By locating these ideas in time and space students will develop a greater appreciation and understanding of the development of Marketing as an academic discipline.

Brief description

The purpose of this module is to provide students with a conceptual framework for understanding of the broad disciplinary boundaries of marketing as an academic subject. By exploring a range of theoretical debates and influences students will be better able to more critically appreciate the key ideas and concepts.

Content

Part 1: Key Influences on Marketing
Marketing in/and History
Economics and Marketing
Psychology and Marketing
Sociology and Marketing

Part 2: Classic Concepts in Marketing
The Marketing Concept
Marketing Mix and Target Marketing
Notions of the Consumer

Part 3: Contemporary Theories in Marketing
New Services Paradigm
Corporate Marketing
Critical Marketing

Module Skills

Skills Type Skills details
Application of Number
Communication 1. Read in different contexts and for different purposes; 2. Write for different purposes and audiences; 3. Speak in different contexts and for different purposes (inc. presentation and discussion).
Improving own Learning and Performance
Information Technology 1. Use a range of commonly used software packages; 2. Present information and data; 3. Use e-mail/internet appropriately and effectively.
Personal Development and Career planning
Problem solving
Research skills Produce academically appropriate reports.
Subject Specific Skills Students will be able to demonstrate an understanding of the development of marketing theory and to have a critical appreciation of many of the key theories and concepts that have influenced its development.
Team work Play an active part in group activities.

Notes

This module is at CQFW Level 7