School of Management, Unit Catalogue 2007/08 |
MN50370 Readings in marketing theory and practice |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: EX 100% |
| Requisites: |
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Aims: The aim of this module is to offer self-motivated students an opportunity to study an area of marketing in considerable depth, guided by a reading list from a member of staff with a specific interest in that area. Our aim is to encourage students to develop their understanding of the reading material over the course of the module, and draw on their own researching skills and their capacity to generate original ideas to produce a long essay, under exam conditions, that is not specifically related to any set of lectures. This module will appeal to students who enjoy and excel at independent learning and study.
Learning Outcomes: On completion of this modules students will be able to: * Demonstrate, in a long essay, an in-depth knowledge and understanding of the underlying marketing theories, concepts and/or models learnt from their reading. * Critically evaluate relevant marketing theories, concepts or models. * Demonstrate their capacity for original and creative thinking * Demonstrate, through the organisation of relevant theories, models, concepts and/or data, a capacity to develop compelling arguments. Skills: * Writing skills (A) * Independent study skills (F) * Researching skills (F) * Critical reflexivity towards the subject matter (F/A). Content: 1. Tribal Marketing (Dr Avi Shankar) 2. Advertising Effectiveness (Prof B. Martin) 3. Social Marketing (Dr Ekant Veer) 4. Marketing to vulnerable groups (Dr Carolyn Strong) More reading options to be added as new members of the group are appointed. |