MN5051 course outline
MN5051 Marketing- A Critical Introduction
Course Outline 2014-15
Professor Chris Hackley, personal office FE113
Email chris.hackley@rhul.ac.uk
Teaching: Autumn term, Wednesdays 3-6PM ALT2
Introduction
This course offers an advanced programme in marketing management principles. Taking classic marketing concepts as its point of departure it engages with the growing critical literature in the field to explore marketing not only as a practical field but also as an intellectual tradition strongly associated with values of neo-liberalism and managerial ideology. The course will explore the practical utility, ethical status and intellectual standing of traditional marketing concepts and principles. Students will become familiar not only with the normative thrust of marketing as a prescriptive management discipline but also with its counterpoints in the critical literature which interrogate the typical managerial marketing approach on ethical, practical, ideological and intellectual grounds.
The course is intended as a forum for academic discussion on marketing, hence the emphasis on published research articles. However, it is also essential for students to engage with marketing topics in the media through blogs, the trade press, newspapers and other popular sources, in order to be able to appreciate marketing topics in their cultural context. Teaching will entail lectures, case work, videos, student presentations. Where possible, guest speakers may be brought into the programme.
Learning outcomes
After successful completion of this course unit students will:
Possess a good working knowledge of key marketing management principles including the marketing concept, segmentation, targeting and positioning, market orientation and marketing strategy.
Be capable of applying critical intellectual treatments to analyse marketing topic areas on ethical, intellectual, practical or ideological grounds.
Assessment by 3 pieces of coursework
1 In-class
Course Outline 2014-15
Professor Chris Hackley, personal office FE113
Email chris.hackley@rhul.ac.uk
Teaching: Autumn term, Wednesdays 3-6PM ALT2
Introduction
This course offers an advanced programme in marketing management principles. Taking classic marketing concepts as its point of departure it engages with the growing critical literature in the field to explore marketing not only as a practical field but also as an intellectual tradition strongly associated with values of neo-liberalism and managerial ideology. The course will explore the practical utility, ethical status and intellectual standing of traditional marketing concepts and principles. Students will become familiar not only with the normative thrust of marketing as a prescriptive management discipline but also with its counterpoints in the critical literature which interrogate the typical managerial marketing approach on ethical, practical, ideological and intellectual grounds.
The course is intended as a forum for academic discussion on marketing, hence the emphasis on published research articles. However, it is also essential for students to engage with marketing topics in the media through blogs, the trade press, newspapers and other popular sources, in order to be able to appreciate marketing topics in their cultural context. Teaching will entail lectures, case work, videos, student presentations. Where possible, guest speakers may be brought into the programme.
Learning outcomes
After successful completion of this course unit students will:
Possess a good working knowledge of key marketing management principles including the marketing concept, segmentation, targeting and positioning, market orientation and marketing strategy.
Be capable of applying critical intellectual treatments to analyse marketing topic areas on ethical, intellectual, practical or ideological grounds.
Assessment by 3 pieces of coursework
1 In-class