Module Details

Module Code: MGMT9060
Title: MBA Contemporary Issues Mkt
Long Title: MBA Contemporary Issues Mkt
NFQ Level: Expert
Valid From: Semester 1 - 2018/19 ( September 2018 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 2 programme(s)
Module Description: The purpose of this module is to provide students with the opportunity to explore and evaluate contemporary marketing strategies and decisions.
In addition, this module aims to foster skills used to analyse and critique marketing scenarios through case study reviews, presentations and in-class discussion.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess the regulatory and ethical environment and how they impact on marketing practice.
LO2 Interpret and apply the appropriate regulations and standards to marketing and to synthesise the theories underpinning ethics in marketing and social marketing.
LO3 Analyse the contemporary issues that affect marketers today and evaluate new ways to target and communicate through the use of new digital media.
LO4 Rigorously assess how to incorporate technological models into strategic marketing decisions and implementation, specifically focusing on Internet marketing.
LO5 Critically appraise the relationship marketing concept and apply it to different marketing scenarios.
LO6 Critically evaluate the concept of internal marketing.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
The Regulatory & Ethical Environment
The Regulatory and Ethical Environment; Corporate Social Responsibility; Importance of good business ethics; Ethics and the individual manager; International business ethics & cultural differences; Consumer rights; Advertising and social marketing; Changing the ethical culture within organisations.
Ethical Issues in Marketing
Ethical production, ethical work practices, Fair-trade, changing access to markets, and new ways to target and communicate through the use of new digital media.
Contemporary Issues
What are the main actors that are impacting on marketers today? What is happening in the digital arena? How to keep pace with digital and social media. How digital media is impacting on the market.
Technological Issues
Technological Issues; eBusiness models; eOrganisational dimensions; Implications for Business process planning and solutions; Leveraging the web for marketing; Cyber rules and challenges; Added value of eBusiness solutions; Contemporary issues in relation to Internet usage in relation to marketing.
Relationship Marketing
Relationship Marketing; Building marketing relationships for the B2B and B2C sectors; The six markets model; Developing and implementing a relationship strategy; Managing relationships and CRM networks; ICT as an enabler and facilitator of relationship marketing.
Internal Marketing
Internal Marketing: What is internal marketing?; Models of internal marketing; The tools of internal marketing; Internal-marketing applications and critique to innovation, knowledge management, total quality management (TQM) and ServQual Models.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Presentation % of Total Mark 15
Timing Week 7 Learning Outcomes 1,2,3,4,5,6
Assessment Description
Students will be required to complete a group project on contemporary issues in marketing through the application of the relevant marketing theory. For the first part of this assessment, students, working in groups, will be required to present their working ideas through a class presentation, so as to get direction and feedback from the lecturer.
Assessment Type Presentation % of Total Mark 70
Timing Sem End Learning Outcomes 1,2,3,4,5,6
Assessment Description
Students will be required to complete a group project on contemporary issues in marketing through the application of the relevant marketing theory. For the final part of this assessment, students, working in groups, will be required to present their project findings and recommendations in class to the lecturer and the participating organisation. Students will also be required to write up their findings in the form of a report.
Assessment Type Reflective Journal % of Total Mark 15
Timing Sem End Learning Outcomes 1,2,3,4,5,6
Assessment Description
Students will be required to work on and develop an individual reflective journal throughout the module. This will be a reflective piece of writing to aid the development of ideas and stimulate learning for the module. This should consist of approximately 5 pages.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Reading, research and case studies Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact class based instruction Every Week 2.00 2
Directed Learning Non Contact Reading, research and case studies Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Shawn Santos. (2015), How Companies Succeed in Social Business, 5th. Pearson, USA, [ISBN: 978-013-4036].
  • Manuel G. Velasquez. (2014), Business Ethics Concepts & Cases, 7th. Pearson, UK, [ISBN: 9781292022819].
  • Ian Chaston. (2016), Entrepreneurial Marketing Sustaining Growth in all Organisations, 2nd. 17, Palgrave, UK, p.385, [ISBN: 9781137500908].
  • Barry Emery. (2012), Sustainable Marketing, 1st. Pearson, UK, [ISBN: 978-0-273-723].
  • David Chaffey... [et al.]. (2009), Internet marketing, 4th. Harlow, England ; Financial Times/Prentice Hall, 2009., UK, [ISBN: 9780273717409].
Supplementary Book Resources
  • Mark Tadajewski and Douglas Brownlie. (2008), Critical Marketing: Issues in Contemporary Marketing, Wiley, [ISBN: 978-0-470-51198-5].
  • Robert Hartley. (2006), Marketing Mistakes and Successes, Tenth Edition. Wiley, Hoboken, NJ, [ISBN: 0-471-74321-6].
  • Kamran Kashani, Jean-Pierre Jeannet... [et al.]. (2005), Beyond Traditional Marketing: Innovations in Marketing Practise, Wiley, Chichester, [ISBN: 0-470-01146-7].
  • Afuah and Tucci. (2002), Internet Business Models and Strategies:Text and Cases, Student. all, McGraw Hill, New York, p.all, [ISBN: 9780071151238].
Recommended Article/Paper Resources
  • Journal of Marketing Management.
  • Journal of Business Ethics.
  • eBusiness Journal.
  • European Journal of Marketing.
  • Manufacturing and Service Operations Management.
  • Irish Marketing Review.
  • Marketing Science.
  • Harvard Business Review.
  • Journal of Services Marketing.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBADM_9 Master of Business Administration 2 Mandatory
CR_BSTRA_9 Master of Business Administration in Strategy 2 Mandatory