Trinity Business School

MODULE NAME: Introduction to Principles of Marketing 2023/24

MODULE CODE: BUU22520
ECTS: 5 ECTS

Module leader: Sarah Browne

E-mail: sarah.browne@tcd.ie

Office Hours: Please email to schedule a time slot

Module tutor: Fodhla O’Connell-Grennell

E-mail: oconnefo@tcd.ie

MODULE DESCRIPTION
The aim of this module is to equip students with an understanding of i) the concept and role of
marketing (what is marketing? what is its core purpose? how has marketing evolved over time?
and what should marketing be? ii) strategic marketing decisions and activities for business iii)
emerging trends in marketing and iv) the relationships and tensions that exist between
marketing practice and society. To achieve this, students will first be introduced to
fundamental concepts underpinning marketing practice; consumer behaviour, segmentation &
targeting, branding, marketing communications in a digitalised world, and the marketing mix.
We will also explore some common marketing criticisms including; targeting vulnerable
consumers, marketing harmful products, and marketing’s role in driving unsustainable
consumption levels which are in part fuelling the current climate crisis. Finally, in this module
we will explore the increasing use and application of marketing principles beyond commercial
contexts (e.g. social/not-for-profit marketing), to try and address social, environmental and
public health problems. Having completed the module, students should have a balanced, holistic
understanding of marketing as a dynamic discipline operating within a context of changing
consumer behaviour and preferences, increasing expectations for brands to have a purpose
beyond profit, and growing demand for firms to take greater accountability for the social and
environmental costs of what and how they produce, and how they behave in the marketplace.

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LEARNING AND TEACHING APPROACH
This module will be delivered via a ‘hybrid’ teaching and learning approach that will entail both
synchronous (face-to-face lectures and tutorials) and asynchronous (reading material and
tasks which you must engage with prior to the f2f sessions).

The effective delivery of this module is entirely dependent upon the three pillars of student
preparation, attendance and active participation.

Preparation: completing all required pre-requisite reading and tasks, engaging with any recorded
lecture content in advance of the weekly f2f lectures and tutorials, and being prepared and
willing to actively participate.

Attendance: your presence in lectures and tutorials is necessary for your success in this module
(and is the best possible preparation for the module assessment). Any absence may impact your
engagement with the content and ideas shared in class.

Participation: contributing to lecture/tutorial discussions (and activities) e.g. raising your hand,
participating in polls, offering contributory comments and point of view, asking/posing
questions, and displaying sufficient effort and engagement. We are a very large class, but that
does not mean that we will not endeavour to have interactive sessions as much as possible.

In addition, we will work on the basis of due respect for both classmates and the module lecturer.
This means:

 Arriving for class/returning from breaks on time.

 Being courteous to others and open to their views and opinions.
 Not disrupting those who are speaking, either the module leader or fellow students-
actively listening to each other.
 Electronic devices are welcome (and encouraged) in class, if being used to support
learning and participation in the module. Please be mindful that they do not serve as a
distraction to you or those around you.
 Taking personal responsibility for your own learning outcomes on this module.

LEARNING OUTCOMES
Having successfully completed this module, students should be able to:

1. Demonstrate a knowledge of the fundamental concepts, frameworks and approaches used for
effective marketing decision making and practice.
2. Understand and explain the core theoretical underpinnings of how consumers behave and how
marketing attempts to engage with and influence consumer decision making.
3. Identify and critique some of the key challenges, opportunities and emerging trends in marketing
theory and practice.
4. Recognise and reflect on the role of marketing beyond commercial contexts and the influence of
marketing on wider society.

RELATION TO DEGREE

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The BUU22520 Introduction to principles of marketing module is an essential component of any
business students’ learning experience, as marketing is a fundamental element of business that
influences strategic decision making within all organizational types. This module provides
students with the ability to understand fundamental concepts of business such as markets,
customers, perceived value, and communications.
WORKLOAD

Content Indicative Number of Hours

Lecturing hours (synchronous+ asynchronous+ 28
tutorial hours)
Preparation for lectures (including reading of 24
assigned materials & active reflection on module
content)
Preparation for group assessment 36
Preparation for individual assessment 36
Total 124

REQUIRED READING

Required reading for this module is comprised of a core reading list of mostly academic journal
articles (for some sessions, it may be a web article or podcast). The complete core reading list
will be made available at the beginning of the term, in advance of the module’s first session.
Each reading has been selected to facilitate learning and to encourage engagement with the core
concepts covered in the module. Students must read/engage with the assigned material in
advance of each session. You will be expected to answer questions, put forward your opinion on
the content of these readings during the live session discussions. Core readings (+other assigned
content) are examinable material.

COURSE COMMUNICATION
All module announcements/communications will be made via the BUU2250 Blackboard (BB)
page. You must be enrolled as a student on the module to access the BB page, and to receive all
email announcements. Access to the BB page will only be granted to students registered on this
module. If you do not have access to the module BB page, but are registered on this module,
please email the module leader at sarah.browne@tcd.ie

NB: all module related email communication must be sent from your official TCD email
address.

ASSESSMENT

Assessment type % of Total Details

Module
Mark
Individual 60% MCQ assessment will examine the complete

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 assessment content covered throughout this module. Further
details will follow.
Group assessment 40% A group assessment brief will be made available on
Blackboard providing detailed information that will
guide and direct groups towards completion of the
assessment.

Reassessment: Students who do not obtain an overall pass mark for this module (40), will have
the opportunity to be reassessed by a supplemental assessment (weighted at 100%)

MODULE SCHEDULE

Hilary Term 2023

Lecture topic & core reading

Topic: What is marketing (past, present and future)? (part I)

 Overview of the module

SESSIO
 Introduction to the marketing concept
N1
 Evolution of the marketing discipline- where has it come from and where is it
going?

Topic: What is marketing (past, present and future)? (part II)

 Evolution of the marketing discipline- where has it come from and where is it
going? (contd.)
SESSIO  Beyond ‘Modern Marketing’
N2
Core reading: Marketing in the 21st Century (chapter 1) in Sustainability marketing: a
global perspective. Wiley. Frank-Martin, B., & Peattie, K. J. (2009). (pdf available on
Blackboard)

Topic: How do consumers decide to buy?

 Introduction to contemporary perspectives on consumer behaviour

 The Consumer Decision Journey
SESSIO  Rational vs emotional (‘irrational’) consumer decision making
N3
Core reading: Becker, D. (2021). Feeling right about doing right, even if it was difficult?
Emotional and behavioral consequences of conflict during ethical consumer decision‐
making. Journal of Consumer Behaviour, 20(3), 817-826. https://doi.org/10.1002/cb.1911

SESSIO Topic: How do we identify who our customer is?

N  Exploring core concepts of segmentation and targeting
4  The pitfalls of stereotyping in marketing and advertising

Core reading(s):
Ferraro, C., Sands, S., & Brace-Govan, J. (2016). The role of ‘fashionability’ in second-

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 hand shopping motivations. Journal of Retailing and Consumer Services, 32, 262-268.
https://doi.org/10.1016/j.jretconser.2016.07.006

Grau, S. L., & Zotos, Y. C. (2018). Gender stereotypes in advertising: a review of current
research. Current Research on Gender Issues in Advertising, 3-12.
https://doi.org/10.1080/02650487.2016.1203556

Topic: How can we stand out from the competition?

 Fundamentals of branding
 Brands taking a stand: a purpose beyond profit
SESSIO  Brand activism and authenticity
N
5 Core reading:
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand:
Authentic brand activism or woke washing?. Journal of public policy & marketing, 39(4),
444-460.
https://doi.org/10.1177/0743915620947359

Topic: What are the emerging trends, opportunities and challenges for marketing in a
digitalised world?

 From marketing communications to consumer-driven conversations.

 Social media and marketing
 Influencer marketing, sustainable business and social justice and ecological issues

SESSIO Core reading(s):

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Knupfer, H., Neureiter, A., & Matthes, J. (2023). From social media diet to public riot?
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Engagement with “greenfluencers” and young social media users' environmental
activism. Computers in Human Behavior, 139, 107527.
https://doi.org/10.1016/j.chb.2022.107527

Wellman, M. L. (2022). Black squares for Black lives? Performative allyship as credibility
maintenance for social media influencers on Instagram. Social Media+ Society, 8(1),
20563051221080473. https://doi.org/10.1177/20563051221080473

Study/review week
Topic: Can marketing cause harm to society? A critical perspective
 A critical marketing perspective
SESSIO  Common criticisms against marketing (and their counterargument)
N7
Core reading: Advertising and the Art of Organised Lying (Chapter 2) in
in Hyperconsumption: Corporate Marketing Vs. the Planet. Hastings, G. (2022). Routledge.
(e-Copy available via TCD library and pdf available on Blackboard)

SESSIO Topic: Can marketing do more than sell stuff? An introduction to social marketing.
N8
 Accepting new ideas, influencing behaviours, advocating for societal change
 Behaviour change theory

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 Core reading: Kotler, P. (2022). The battle between commercial marketing and social
marketing. Social Marketing Quarterly, 28(4), 325-331.
https://doi.org/10.1177/15245004221136334

Topic: How is social marketing applied in practice? Creating effective social marketing
interventions/campaigns
 Emotional appeals (positive, negative and mixed) in social marketing
SESSIO
Borden, D. S., & Suggs, L. S. (2019). Strategically leveraging humor in social marketing
N9 campaigns. Social Marketing Quarterly, 25(3), 193-208.
https://doi.org/10.1177/1524500419854068

Topic: Sustainability marketing - An oxymoron or a viable solution?

 Consumption, capitalism and the climate crisis
SESSIO  ‘Demarketing’ and ‘degrowth’
Core reading(s): Lloveras, J., Marshall, A. P., Vandeventer, J. S., & Pansera, M. (2022).
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Sustainability marketing beyond sustainable development: towards a degrowth
10 agenda. Journal of Marketing Management, 38(17-18), 2055-2077.
https://doi.org/10.1080/0267257X.2022.2084443

SESSIO Topic: Module re-cap & guidelines for assessment

N 11

(Tutorials will take place in a select number of weeks throughout the semester- see below for
further information)

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TUTORIALS

You will be assigned to a tutorial group, and you should attend that tutorial group that
you have been assigned to. All tutorials will be delivered face-to-face. It is not
possible to record tutorial sessions. Please refer to your TCD portal for your tutorial
group, time and locations.

Tutorials will commence in week 24 of the teaching term (i.e. the week
commencing 5th February 2024) and each week thereafter, unless otherwise stated.
Please check your TCD email and Blackboard regularly for all communications
regarding lecture and tutorial schedules.

Any content/tasks for tutorials will be posted to Blackboard in advance of each

session. Students must come to each tutorial with any preparatory work completed and
be prepared to participate fully in the tutorial.

Any queries re tutorials should be directed to the module tutor.

Module tutor(s): Fodhla O’Connell-Grennell

Email: oconnefo@tcd.ie

BIOGRAPHICAL NOTE:

Sarah Browne (module lecturer) is an Assistant Professor in Trinity Business School. She has
lectured on undergraduate, postgraduate and executive education programmes, teaching modules
in marketing, strategic management, business research methods, marketing and society, and
social marketing. Sarah completed her PhD in the Dublin Institute of Technology. Her current
research interests centre on critical perspectives in marketing (with a specific focus on food
marketing and exploring the commercial determinants of public health) and, social marketing
and sustainability. Her work has been published in Journal of Public Policy and Marketing,
Journal of Marketing Management, Journal of Business Strategy, Social Science and Medicine,
Ethics, Medicine and Public Health, International Journal of Health Policy and Management.
Sarah has delivered social marketing workshops in conjunction with Irish public health
organisations.

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Appendix to the module outline

College policy on plagiarism:

Plagiarism is interpreted by the University as the act of presenting the work of others as one’s
own work without acknowledgement, and as such, is considered to be academically fraudulent.
The University considers plagiarism to be a major offence and it is subject to the disciplinary
procedures of the University.

The University’s full statement is set out in the University Calendar, Part I, “General regulations
and information”:
http://www.tcd.ie/about/calendar/pdf/general_information.pdf.

More details can be found at: http://tcd-ie.libguides.com/plagiarism