International Marketing and Entrepreneurship (MSc)

Applications and Selections

Who Teaches this Course

Requirements and Assessment

Glossary of Terms

Credits

You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.

Module

An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.

Optional

A module you may choose to study.

Required

A module that you must study if you choose this course (or subject).

Semester

Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required MK5148: Applied Marketing Project

MK5148: Applied Marketing Project

12 months long | Credits: 20

The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects an emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company. The module has two components: (1) Marketing Marketing Event will comprise of an event that reflects a bridge between theory and practice which supports the applied project. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)

Learning Outcomes

1. Develop an appropriate research approach to a specific marketing problem.
2. Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
3. Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
4. Critically evaluate the implications of findings from strategic and implementation perspectives.
5. Work collaboratively as an effective member of a marketing team to complete a task according to a predetermined brief.
6. Communicate ideas in a professional and succinct manner, both orally and in writing.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• DECLAN FLEMING:  Research Profile
• MARY GREANEY:  Research Profile
• PATRICIA MC HUGH:  Research Profile
• Sheila Malone:  Research Profile

The above information outlines module MK5148: "Applied Marketing Project" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5146: Consumption & Society

MK5146: Consumption & Society

Semester 1 | Credits: 5

This module will provide you with an understanding of the foundations of consumption and society. As part of this module, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary perspectives related to consumption and society. Specifically, you will be introduced to a range of themes that are prevalent in today’s consumerist society, as well as models and theories. Particularly emphasis will be paid to the application of these themes in practical contexts. We will also assess the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in today’s society.
(Language of instruction: English)

Learning Outcomes

1. Demonstrate an understanding of the role of consumption in society.
2. Understand customer behaviour and its many perspectives.
3. Introduction to key themes that are relevant in today’s consumerist society.
4. Identify the implications of consumption in society with consideration regarding future marketing activities and recommendations for appropriate marketing strategies and tactics to address grand challenges we currently face.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• Sheila Malone:  Research Profile

The above information outlines module MK5146: "Consumption & Society" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5139: Social Media Marketing Theory

MK5139: Social Media Marketing Theory

Semester 1 | Credits: 5

The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)

Learning Outcomes

1. Illustrate how digital marketing integrates with organisational aims.
2. Recognise how digital marketing impacts organisations.
3. Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
4. Formulate a digital marketing plan for a particular organisation.

Assessments

• Written Assessment (50%)
• Continuous Assessment (50%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ANN TORRES:  Research Profile

Reading List

1. "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
   ISBN: 9780415533379.
   Publisher: Routledge
2. "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
   Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
3. "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
   Publisher: Cengage Learning
4. "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
   Publisher: Routledge
5. "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
   Publisher: Kogan Page
6. "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
   Publisher: Cengage Learning
7. "Take Your iPad to Work" by Proffitt, B.
   Publisher: Cengage Learning
8. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
9. "E-Business" by Schneider, G.P.
   Publisher: Course Technology, Cengage Learning; Kogan Page
10. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan

The above information outlines module MK5139: "Social Media Marketing Theory" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5141: International Marketing Strategy

MK5141: International Marketing Strategy

Semester 1 | Credits: 10

In an increasingly global environment this module seeks to develop students' understanding of the political, legal, economic, and socio-cultural variables which will impact on international marketing decision-making and planning. The course will concentrate on four strategic international marketing decision areas: market selection criteria, market entry strategies and defending/growing market position. The module aims to provide students with the necessary knowledge, skills and techniques to appraise the pertinent issues that affect international marketing decisions. The course will equip learners with a cohesive and integrated understanding of how a firm can achieve international competitiveness through the design and implementation of market-response programmes. The conceptual material developed during the module will be implemented through case studies analyses. Through a variety of case studies, across different industries and cross-cultural contexts, the module will allow learners to apply core concepts in international marketing management. Students will devise and defend strategic and tactical solutions to multiple problems, presented by contemporary cases in international marketing. They will be required to make sense of complex problems, arrive at reasonable conclusions and communicate those conclusions in an effective manner.
(Language of instruction: English)

Learning Outcomes

1. Understand the concept of international marketing in the firm and its implications on a firm's marketing strategy.
2. Appraise the impact the phenomena of globalisation and de-globalisation have on business.
3. Gain an understanding of pertinent political, legal, economic, and socio-cultural issues that affect business decisions and marketing strategies of organisations operating in a global context.
4. Apply international market selection criteria, such as preliminary and fine-grained screening and choose among alternative market expansion strategies.
5. Appraise the various market entry modes and development strategies available to firms when internationalising and decide on optimal modalities to reflect the complex and dynamic interplay between the international marketing environment and the firm.
6. Critically evaluate the key factors that drive organisation to design 'glocalised' international marketing strategies and implement appropriate contextual international marketing mixes.
7. Identify, define and examine challenges and opportunities and make appropriate decisions through case study analysis across a variety of international settings and contexts.
8. Evaluate the importance of ethics and sustainability in international marketing strategy.

Assessments

• Written Assessment (30%)
• Continuous Assessment (70%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ANN TORRES:  Research Profile

Reading List

1. "Global Marketing" by Hollensen, Svend
   ISBN: 10:1292251808.
   Publisher: Prentice Hall
2. "Global Marketing" by Keegan, W. & Green, M.C.
   Publisher: Prentice Hall
3. "International Marketing" by Cateora, P.R., Money, R.B., Gilly, MC & Graham, J.L.
   Publisher: McGraw Hill Education
4. "International Marketing & Export Management" by Albaum, G., Duerr, E. & Josiassen, A.
   Publisher: Pearson

The above information outlines module MK5141: "International Marketing Strategy" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5133: Marketing Performance & Productivity

MK5133: Marketing Performance & Productivity

Semester 1 | Credits: 5

This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value. The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)

Learning Outcomes

1. Be able to measure the efficacy of the marketing activities within the organisation.
2. Understand the key financial tools available to the professional marketer for the purpose of analysing the performance and productivity of the Marketing function.
3. Be aware of marketing mix modelling for the purpose of measuring marketing performance and productivity.
4. Be familiar with the concept of the marketing dashboard, its purpose and the value of the marketing dashboard for the organisation.
5. Be able to create an outcome driven and strategically integrated marketing budget.
6. Understand the importance of culture in the context of establishing a Marketing Performance Measurement ethos within your organisation and be able to overcome any cultural impediments blocking the establishment of Marketing Performance Measurement practices in your organisation.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile

Reading List

1. "Marketing Calculator: Mesauring and Managing Return on Marketing Investment" by Powell, G.R.
   Publisher: John Wiley & Sons.
2. "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
   Publisher: Pearson, New Jersey publishing as Prentice Hall
3. "Marketing ROI: The Path to Campaign, Customer & Corporate Profitability" by Lenskold, J.D.
   Publisher: McGrath Hill
4. "Marketing Accountability: A New Model to Measure Marketing Effectiveness" by McDonald, M. & Mouncey, P.
   Publisher: Kogan Page
5. "Marketing and the Bottom Line" by Ambler, T.
   Publisher: Pearson Education Ltd.

The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK563: Research Methods

MK563: Research Methods

Semester 1 | Credits: 5

The aim of this module is to achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)

Learning Outcomes

1. Develop a comprehensive understanding of the nature and function of research theory and practice.
2. Recognise the conceptual and methodological issues that underlie the various stages of the research process.
3. Illustrate an in-depth knowledge of the tools ad techniques of research.
4. Formulate a research report for a particular organisation.
5. Access secondary sources of data and materials through the library databases.
6. Complete qualitative and quantitative research.
7. Present, verbally and in written form, their research.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• CHRISTINE DOMEGAN:  Research Profile
• MARY GREANEY:  Research Profile
• PATRICIA MC HUGH:  Research Profile

Reading List

1. "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
   ISBN: 9781292016627.
   Publisher: Prentice Hall

The above information outlines module MK563: "Research Methods" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5117: Services Marketing

MK5117: Services Marketing

Semester 1 | Credits: 5

This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)

Learning Outcomes

1. A comprehensive understanding of services marketing theory.
2. Further understanding of the Gaps model as a conceptual framework.
3. A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
4. An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
5. An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ELAINE WALLACE:  Research Profile

Reading List

1. "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
   ISBN: 978077107956.
   Publisher: McGraw Hill
2. "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
   ISBN: 9780618641802.
   Publisher: Houghton Mifflin
3. "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
   ISBN: 0750659807.
   Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.

The above information outlines module MK5117: "Services Marketing" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MG5114: International Entrepreneurship

MG5114: International Entrepreneurship

Semester 2 | Credits: 10

Many business ventures internationalise to capture global opportunities. This module covers the development of ventures that pursue internationalisation from startup (born globals) and once they have become established in local markets. It focuses on the specific challenges and opportunities that these two modes of international expansion entail for young ventures and how leaders can effectively address them. It is the aim of this module to equip student with the necessary knowledge to lead and work with entrepreneurial ventures in their internationalisation efforts, and also to craft born global ventures. Following the introductory session, it will be taught in two blocks as a series of mini lectures followed by interactive workshops in which groups will present and get feedback from their peers, guest experts and the module coordinator on a live venture internationalisation consulting project in the first block and a born global venture challenge in the second block.
(Language of instruction: English)

Learning Outcomes

1. Characterise the various forms international entrepreneurship can take
2. Appreciate the specific challenges, risks and opportunities of early internationalisation
3. Devise and critically analyse an approach for translating an idea into an entrepreneurial opportunity that is internationally-focused from the early stages of the venture.
4. Identify and analyse an applied problem or opportunity in the context of international entrepreneurship and provide solutions or courses of action.
5. Apply global market research in the context of international entrepreneurship.

Assessments

• Continuous Assessment (100%)

Module Director

• Cathy Melia: Research Profile | Email

Lecturers / Tutors

• MAJELLA GIBLIN:  Research Profile
• Cathy Melia:  Research Profile

Reading List

1. "International Entrepreneurship: starting, developing, and managing a global venture." by Robert D. Hisrich
   Publisher: Sage Publication, Inc.
2. "European Born Globals: Job Creation in Young International Businesses" by I. Mandl and S. Ledermaier
   Publisher: Routledge

The above information outlines module MG5114: "International Entrepreneurship" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK566: Strategic Brand Management

MK566: Strategic Brand Management

Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes

1. An understanding of the consumer based brand equity concept.
2. An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
3. An insight into the contribution of marketing programmes to brand equity.
4. A greater awareness of the relationship between marketing communications and brand building.
5. An ability to recommend an appropriate research method to capture customer mindset.
6. An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
7. An insight into contemporary issues in branding theory.
8. An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ELAINE WALLACE:  Research Profile

Reading List

1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
   Publisher: Butterworth Heinemann
3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
   Publisher: Routledge
4. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
   Publisher: Kogan Page
5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
   Publisher: Oxford University Press

The above information outlines module MK566: "Strategic Brand Management" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5104: Marketing Analytics

MK5104: Marketing Analytics

Semester 2 | Credits: 5

This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)

Learning Outcomes

1. Have the ability to apply marketing analytics driving multiple phases of the marketing campaign.
2. Understand the three concepts of marketing intelligence; actionable analytics, context ad presentation.
3. Select the appropriate analytical and statistical tools to provide timely, accurate, actionable analysis.
4. As a consumer of analytics, have the ability to interpret results from other sources (i.e. internal and external analytical reports) and convert information into actionable decisions.
5. Understand marketing and analytical concepts and processes and be able to apply them to diverse marketing campaigns and programmes.
6. Be able to create meaningful reports and presentations.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile

Reading List

1. "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
   Publisher: Wiley & Sons

The above information outlines module MK5104: "Marketing Analytics" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK5120: Global Business to Business (B2B) Marketing

MK5120: Global Business to Business (B2B) Marketing

Semester 2 | Credits: 5

The objective of the course is to enable students to gain an appreciation of pertinent issues that affect an organisation’s strategic business marketing decisions and their B2B strategies in a global context. The course seeks to highlight commonalities in the consumer and business markets that foster similar marketing strategies, while distinguishing significant differences that demand an altered approach. Further, students will learn developments in strategic market analysis, relationship management, supply chain, management, and business marketing strategy development as applied to the industrial market sector and contemporary Business to Business Marketing.
(Language of instruction: English)

Learning Outcomes

1. Gain an appreciation of pertinent economic and political issues that affect the business decisions and marketing strategies of organisations operating in a global context; and to appreciate the overall environment in which international business takes place, before focusing on management issues in international firms.
2. Discuss and critically evaluate theories of firm internationalisation and assess their relevance and application to patterns of firm internationalisation across a variety of industry contexts.
3. Be able to appraise the various market entry and development strategies and decide on optimal internationalisation modalities to reflect the complex and dynamic interplay between the international marketing environment, and of the firm.
4. Be able to apply marketing concepts and skills learnt in various business contexts, and be capable of analysing a variety of international marketing scenarios, including designing the appropriate contextual international marketing mixes.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• Sheila Malone:  Research Profile

Reading List

1. "Business Marketing Management B2B" by Hutt, M.D. & Speh, T.W.
   Publisher: Cengage Learning
2. "Business to Business Marketing" by Blythe, J. & Zimmerman. A.
   Publisher: Palgrave

The above information outlines module MK5120: "Global Business to Business (B2B) Marketing" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5118: Social Marketing & Sustainability

MK5118: Social Marketing & Sustainability

Semester 2 | Credits: 5

Many if not all social marketing interventions proposed could be considered in terms of marketing systems today, i.e. focussing on generalised value exchange per se and the intricacies of understanding exchange from a social systems point of view. This module critically reflects upon nesting behaviour change within a social marketing systems perspective, to scale out and up social change for sustainability.
(Language of instruction: English)

Learning Outcomes

1. Explain the role of Social Marketing for behaviour and social change.
2. Critically differentiate between Social Marketing and other forms of marketing.
3. Critically discuss the conceptual and methodological issues that underlie Social Marketing.
4. Detail the more commonly used change theories in Social Marketing.
5. Critically discuss three causal dynamics of an intervention; social mechanisms, strategic action fields and generalised value co-creation.
6. Explain how, using social marketing, the state and non-profit organisations can take a deliberate and proactive role in the process of participatory problem-solving.
7. Debate the pros, cons and ethics of capitalist-based societies with their consumption lifestyles.
8. Critical understanding the social and institutional context of sustainable behaviour for policy and social innovation.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• CHRISTINE DOMEGAN:  Research Profile
• MARY GREANEY:  Research Profile

The above information outlines module MK5118: "Social Marketing & Sustainability" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Optional MG5129: International Supply Chain Management

MG5129: International Supply Chain Management

Semester 2 | Credits: 5

International Supply Chain Management involves the integration of key business processes from original suppliers to end customer, providing products, services, and information that add value for all stakeholders. It has become one of the top priorities on the strategic agenda of multinational enterprises. This module has been designed to provide students with a solid grounding in the core concepts of supply chain management. We address the design and structure of the interrelated elements of a mapped international supply chain. We delineate between upstream and downstream supply chain activities and discuss risk and risk management throughout the process. Finally, we recognise the impact of supply chain activity on the wider community. Learning outcomes are achieved by in class lectures, discussions, guest talks and a number of applied activities.
(Language of instruction: English)

Learning Outcomes

1. Understand the critical elements within international supply chains in different industry sectors.
2. Using a range of contemporary theoretical models, understand the interrelated nature of Supply Chain Management and the design steps required to successfully manage a supply chain.
3. Identify and analyse risk and risk management associated with upstream and downstream supply channels.
4. Demonstrate an awareness of the impact of supply chain activity on the wider community.

Assessments

• Continuous Assessment (100%)

Module Director

• Cathy Melia: Research Profile | Email

Lecturers / Tutors

• DENISE HOLLAND:  Research Profile
• Cathy Melia:  Research Profile

The above information outlines module MG5129: "International Supply Chain Management" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Optional MK5147: Social Marketing & Sustainable Provisioning Systems

MK5147: Social Marketing & Sustainable Provisioning Systems

Semester 2 | Credits: 5

This course challenges you to consider and critically reflect upon the scope for marketing principals, tools and techniques for social change, impact and societal challenges. Marketing’s insights, concepts and techniques can be applied equally well outside the commercial marketplace in different exchange systems to tackle behaviourally driven social inequalities such as climate change and obesity, and drive sustainable goals as health and wellbeing, sustainable transport and circular economies. This course shows that Marketing, as a provisioning system for private and public offerings, is a means of influencing our behaviour while Social Marketing, as a multiplicity of stakeholders, including citizens, interacting to create patterns of behaviours, choices and values over time in a dynamic macro-micro context, is a means of influencing our behaviours for the betterment of individuals, communities, societies and Planet Earth.
(Language of instruction: English)

Learning Outcomes

1. Critically differentiate between Social Marketing and other forms of marketing delivery mechanisms.
2. Critically discuss the conceptual and methodological issues that underlie Social Marketing and Supply Change Management.
3. Understand the social, institutional and systems context of consumption and provisioning behaviours for public good, policy and social impact.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• CHRISTINE DOMEGAN:  Research Profile
• MARY GREANEY:  Research Profile

Reading List

1. "Social Marketing: Driving Global Change" by Hastings, Gerard & Domegan, Christine
   Publisher: Routledge, UK.

The above information outlines module MK5147: "Social Marketing & Sustainable Provisioning Systems" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.