留學生項目營銷管理專業本科課程essay寫作指導-advanced programme in marketing management principles

 

 

本課程提供了先進的項目營銷管理原則。以經典的營銷概念為出發點，它與日益重要的文學領域探索營銷不僅是一個實踐領域也作為一個知識分子的傳統密切相關的值的新自由主義與管理思想

 

 

具有關鍵的營銷管理的原則，包括市場營銷的概念，分割一個良好的工作知識，選擇目標市場和市場定位，市場定位和營銷策略。

 

 

能夠運用批判性知識處理分析營銷主題領域的道德，知識，實際的或意識形態的理由。

 

 

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 http://ukthesis.org/Essay_Writing/ 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. 

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.    

 

 

Indicative Lecture Schedule 

Please note that the lecture topics or sequence may change. The essential text for this course is Hackly, C. (2009) Marketing- A Critical Introduction, published by Sage of London. 

 

 

Session 1:   

Introduction to Marketing Concepts and Principles 

Session 2:   

Marketing Studies: The Critical Standpoint

Reading: essential text Chapter 1 

Session 3:  

Origins and Institutions of Marketing Studies

Reading: Essential text Chapter 2 

Session 4:  

Marketing Studies and Managerial Ideology 

Reading: Essential text Chapter 3

Session 5:  

The Marketing Mix and the Challenge of Cultural Branding

Reading: Chapter 4  

 

 

Provisional deadline for assignment 1: Thursday October 27th, 2pm PG office   

Session 6: 

The Strategy Discourse and Marketing Studies

Reading: Chapter 5  

Session 7: 

Research, Theory and Resistance in Marketing Studies

Reading: Chapter 6 

Session 8:  

The ‘Real World’ of Marketing as Literary Construction 

Reading, Chapter 7      

Session 9:   

Consumer Rationality, Critical Theory and Ethics: Three Issues for a Critical Marketing Studies

Reading, Chapter 8  

Session 10:

Summation and conclusio

 

Coursework Assessment 

 The coursework will entail two compulsory essays.   

 

 

1. 1000 word 

Critical evaluation of an academic research article

The first piece of coursework is to be submitted by the date stated above. This essay will entail a critical evaluation of an academic research journal article. The article to be discussed must be chosen from those that are available on the Moodle pages for the course.  

The critical evaluation will describe the chosen article’s key arguments, using your own words, and engage critically with them. Discuss the critical arguments and perspectives that are being used in the article. Explain where you feel the arguments are strong, where they are not so strong, and discuss what you think the assumptions and implications of the article may be, and whether these differ from what the author(s) claim. Be careful not to simply state your opinions on the merit of the arguments in the articles without supporting your point with logical argument or with support from other published work.       

 

 

Marks will be awarded for the clear and logical argument, for evidence that you understand the points being made in the articles, and for creative or novel lines of discussion. You will refer to other published work for support in your evaluation of the chosen article. Harvard referencing MUST be used: marks will be awarded for correct use of Harvard citation style (see the referencing guide on the course pages on Moodle). The essay must be no longer than 1000 words, excluding references. No appendices will be necessary.      #p#分頁標題#e#

The mark awarded will constitute 30% of total course grade. 

 

 

Reading 

Essential Text 

Hackley, C. (2009) Marketing- A Critical Introduction, London, Sage. 

Additional useful reading

Brown, S. (1995) Postmodern Marketing, London, ITBP    

Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (Eds) (1999) Re-Thinking Marketing: Towards Critical Marketing Accountings, London, Sage  

Hackley, C. (2003), Doing Research Projects in Marketing, Management and Consumer Research, London, Routledge

Holt, D. (2004) How Brand Become Icons: the principles of cultural branding, Harvard, Mass., Harvard Business School Press.

Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A. and Catterall, M. (2007) (Eds) Critical Marketing- Defining the Field, Oxford, Butterworth-Heinemann  

Schroeder, J. E., http://ukthesis.org/default.html and Salzer-Mörling, M. (2006) Brand Culture, London, Routledge

Tadajewski, M. and Brownlie, D. (2008) (Eds) Critical Marketing-Issues in Contemporary Marketing, London, Wiley

Other additional sources and readings are provided in the text

Useful academic sources 

Advances in Consumer Research (Proceedings of the Association of Consumer Research: downloads are available 

Academic Marketing Journals  

European Journal of Marketing

International Journal of Advertising

Journal of Advertising

Journal of Advertising Research

Journal of Consumer Research

Consumption, Markets and Culture

Journal of Marketing Management 

Journal of Marketing

Marketing Intelligence and Planning 

Qualitative Market Research: An International Journal