MKT20020

Source: https://hub.ucd.ie/usis/!W_HU_MENU.P_PUBLISH?p_tag=MODULE&MODULE=MKT20020&TERMCODE=202500&ACYR=2026 Parent: https://hub.ucd.ie/usis/!W_HU_MENU.P_PUBLISH?p_tag=COURSE&MAJR=DBS1&AUDIENCE=

Academic Year 2025/2026

Print

Marketing: Firms, Customers & Society (MKT20020)

Subject: : Marketing

College: : Business

School: : Business

Level: : 2 (Intermediate)

Credits: : 5

Module Coordinator: : Dr Yuna Yang

Trimester: : Autumn

Mode of Delivery: : On Campus

Internship Module: : No

How will I be graded? : Letter grades

Curricular information is subject to change.

The primary objective of this course is to introduce students to the key concepts, analytical tools, and activities that comprise marketing management. Students will also be provided practice in assessing and solving important marketing problems. This course is a foundation for advanced courses in marketing, which is designed to help students equip themselves with strong theoretical and practical foundations.\ \ People often think about marketing as advertising – a highly visible activity by which organizations try to persuade customers to buy products and services. Marketing, however, is much more than advertising alone; advertising itself cannot single-handedly make customers buy things that they don’t want. Rather, marketing involves a wide range of activities that can be broadly categorized into two: (1) having a comprehensive understanding of the market and (2) developing a marketing strategy as a value creation process.\ \ With this in mind, I have organized the course into two modules. The first module covers the principles of marketing which are the bases for marketing strategies, such as identification of market needs and problems. The second module will focus on specific marketing practices and tactics as vehicles of value creation. These marketing decisions comprise the marketing mix, which should be designed based on a rigorous analysis of market situations. \ \ “What is marketing and how are marketing problems analyzed?”\ \ * The definition and scope of marketing\ * Marketing as a value-creation process\ * A wide range of analytical frameworks\ * The objective, process, and importance of marketing research\ * Consumer behavior and decision making process based on the latest findings from consumer psychology\ \ Module 2: Strategic Marketing Management\ \ “How are marketing strategies developed and implemented?” \ \ * Segmentation, Targeting, and Positioning: How to assess market potential and choose the right positioning\ * Branding: How to develop, measure, and capitalize on brand equity\ * Product: How to develop products that maximize customer lifetime value\ * Pricing: How to set prices that capitalize on value to customer and capture value for the firm\ * Distribution: Marketing across geographic boundaries\ \ The entire business sector is at a phase in the adoption cycle of Artificial Intelligence (AI). It is crucial to understand how AI can reshape consumer behavior and marketing operations so that students are ready for the new world with AI. Our understanding of AI, however, is limited despite lots of research in progress. Therefore, a significant proportion of class hours will be allocated on the role of AI in marketing based on the most recent academic research findings and reliable industry reports.\

About this Module

Open All Close All

What will I learn?

Learning Outcomes:

By the end of the semester, you should be able to: \ \ * Understand key marketing concepts and their implementations\ * Analyze market situation and identify marketing problems by applying analytical frameworks and techniques\ * Develop and implement marketing strategies aimed at solving marketing problems\ * Understand how new technologies (e.g., Artificial Intelligence, voice agent, novel payment methods) are reshaping consumer behavior and market operations\ \ In addition, the course also helps you develop the following skills:\ \ * Make and defend marketing decisions in the context of real-world problem\ * Critical thinking\ * Extract meaningful insights from quantitative and qualitative data\ * Problem-solving\ \

Indicative Module Content:

Module 1: Core Marketing Concepts and Frameworks\ \ Module 1.1 Marketing as a Value Creation Process\ * What is Marketing\ * The Psychology of Persuasion\ * Context Effects in Persuasion\ \ Module 1.2 Environment Analysis\ * Net Promoter Score & Earned Growth Rate\ * Gathering Market Insights\ * Situation Analysis\ * Consumer Behavior Along Decision Journey\ \ Module 2: Strategic Marketing Management\ \ Module 2.1 Designing the Market Offering\ * Customer Value Proposition\ * New Technology Adoption\ * Value Pricing\ * Customer Lifetime Value\ \ Module 2.2 Communicating and Delivering the Market Offering\ * Managing Communication\ * Managing Channels\ * Basic Marketing Math

How will I learn?

Student Effort Hours:

\

Approaches to Teaching and Learning:

This course adopts multiple methods of instruction commonly used in MBA classes, which include lectures and case studies. \ \ Throughout the semester, I will encourage you to think critically about the various challenges that organizations face today. In order for you to exercise your critical thinking skills, you must come to class prepared. This means you should read the assigned materials, especially the major business cases, ahead of time. I very much look forward to hearing what everyone has to say. In fact, I heavily count on your contributions to make the class fun and engaging for everyone!\

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

\

Module Requisites and Incompatibles

Incompatibles:\ MKT10720 - Marketing: An Introduction, MKT20010 - Marketing, SMGT10080 - Sports Marketing I\ \ \  \

How will I be assessed?

Assessment Strategy

\

Carry forward of passed components

Yes

\

What happens if I fail?

Please see Student Jargon Buster for more information about remediation types and timing. \

Assessment feedback

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment\ • Group/class feedback, post-assessment\ • Online automated feedback\

How will my Feedback be Delivered?

Not yet recorded.

Associated Staff

When is this module offered?

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.

Print this page