Gwybodaeth Modiwlau

Module Identifier

MMM4320

Module Title

MARKETING THEORY

Academic Year

2012/2013

Co-ordinator

Mrs Julie McKeown

Semester

Semester 1

Other Staff

Course Delivery

Delivery Type	Delivery length / details
Seminars / Tutorials	10 x 4 hour sessions

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.

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

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.

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.

Reading List

Essential Reading
(2000.) Marketing theory :a student text /edited by Michael J. Baker. Business Press/Thomson Learning Primo search Supplementary Text
Brown, Stephen (1995.) Postmodern marketing /Stephen Brown. Routledge Primo search Hunt, S. (1991) Modern Marketing South-Western Primo search Shet, J., Gardner, D., Garrett, D (1988) Marketing Theory: Evolution and Evaluation Wiley: New York Primo search Recommended Text
European journal of marketing. http://www.aber.ac.uk/is/ejournals MCB Publications Ltd. (1983-) International marketing review. http://www.aber.ac.uk/is/ejournals Corporate Press Journal of Marketing Primo search ([1985-]) Journal of marketing management. Westburn Publishers Primo search ([c1983-) Marketing intelligence &amp; planning. http://www.aber.ac.uk/is/ejournals MCB University Press (c2001-) Marketing theory. http://www.aber.ac.uk/is/ejournals Sage Publications

Notes

This module is at CQFW Level 7