The theoretical foundations of marketing as an academic discipline, its role in organisations, as well as its broader social and economic functions.
About this paper
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- Teaching staff
- Paper Structure
- Introduction to Marketing Theory: The acquisition of knowledge and science in the context of marketing
- Pre-1900s Marketing
- Schools of Thought in Marketing
- Teaching Arrangements
One 2-hour seminar per week for 13 weeks.
- Textbooks are not required for this paper.
- Graduate Attributes Emphasised
- Scholarship, Communication, Critical thinking, Information literacy, Research.
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- Learning Outcomes
Students who successfully complete this paper will be able to:
- Integrate the different aspects of marketing theory and practice
- Explore the multidisciplinary foundations of marketing and develop an informed historical perspective of marketing as an academic discipline
- Investigate current issues and explore likely future developments in marketing theory
- Discuss how new developments in other disciplines may impact on the future of marketing theory