Module Information
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
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 & 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