Department: Master of Business Administration
Module Description: The module develops a managerial overview of the role of the marketing function within an organisation. Students will gain knowledge of the key concepts of marketing that will enable an understanding of the role of marketing in the current highly competitive environment.
Muzellec, L., Lynn, T. and Lambkin, M. (2012). Branding in fictional and virtual environments: introducing a new conceptual domain and research agenda. European Journal of Marketing, vol. 46(6), pp.811 – 826.