Master of Marketing

Aims of the course

The course addresses the main concerns of marketing and highlights the significance of marketing in both large and small organisations, and also the importance of marketing for commercial and not-for-profit organisations.

Marketing takes place in a world of rapid change; it reflects these social and political changes as well as technological and economic trends. Marketing is taught here not as one more business function but as the key activity in helping firms to deliver a strong customer focus. This is the common element of today's successful companies.

The course will provide you with an understanding of the core marketing disciplines and introduce a range of issues of current importance to marketers. Marketing is practised all over the world and is relevant in business and government. Marketing is also in the front line of an organisation's attitude to social responsibility and corporate citizenship.

Course structure

When taken full-time, this is a one year course. Entry can be either in the first or second semester.

There are four core modules:

• International Marketing
• Marketing Communications
• Marketing Research
• Marketing Strategy

Optional modules include:

• Consumer Behaviour
• Contemporary Issues in Marketing
• Service Sector Marketing
• Brands

Bibliography

International Marketing
1. Kotabe and Helson (2000) Global Marketing Management, Wiley.

2. Hollensen, S (2004) Global Marketing; Prentice Hall Europe.

Marketing Strategy

Indicative:
Bourgeois, L.J. III (1984) Strategic Management and Determinism, Academy of Management Review, Vol.9,No.4, pp.586-596.
Combe, I. A. (1999) Multiple Strategy Paradigms: An Integrational Framework, Journal of Marketing Management, 15, pp.341-359.

Marketing Communications

Key Text

de Pelsmacker, P., Geuens, M.& Van den Bergh, J., Marketing Communications, 2nd ed., Pearson, 2003

Brand Equity

The required book is:
Aaker, D Building Strong Brands, (see BSB on reading schedule) On order from Blackwell's Holloway Road.

Buyer Behaviour

1. Peter,J. and Olson,J. (2002) Consumer Behaviour and Marketing Strategy; 6th Ed., McGraw Hill.

2. Schiffman, L.G. and Kanuk,L.L. (2004) Consumer Bahaviour, International Edition, Prentice Hall 8th Ed.