| CODE | MRK1401 | ||||||||
| TITLE | Contemporary Marketing Themes | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit presents contemporary marketing themes and related theories. Theory explains the world around us to justify why things happen the way they do. Theory allows us to organise insight around a topic. This study-unit will help students understand the evolution of marketing in recent history, the key theoretical discoveries and their strength and weaknesses. Students will evaluate and challenge existing theories around selected themes by using observations, literature and debate. Core marketing themes covered have relevance for consumer behavior, new product development, social marketing, and new services marketing, among others. Having a strong grasp of these core marketing themes will allow the students to build a robust knowledge base for subsequent more advanced Marketing study. Study-Unit Aims: Through this study-unit, the students should understand how knowledge is created in marketing through research such as observations to the world around us, to make us understand patters from which to build generalised theories of situations, behaviour or structures. This study-unit is intended to convey intellectual curiosity for each student to discover, investigate and explain marketing phenomena. Student should be able to confidently critique marketing theories around themes of economics of marketing, psychological basis of marketing, sociological basis of marketing, consumer behavior, innovation and new product development, relationships, and social marketing. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Identify and locate marketing theories; - Explain and Discuss core theories including: - New Product Development and innovation - Service-Dominant logic - Service science - Many to many marketing - The service brand-relationship-value and - Understanding consumer behaviour change 2. Skills: By the end of the study-unit the student will be able to: - Appraise the value of theory in Marketing; - Critique and contrast core marketing theories; - Investigate, through study and observations, the relevance of existing theories in real-life marketing contexts. Main Text/s and any supplementary readings: - Marketing Theory: A Student Text edited by Baker & Saren. 2016. 3rd Edition Sage. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Elaine Marie Grech Joseph Schembri |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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