Durham DBA Module Taster Session: Marketing - Theory and Practice

There is a widespread acknowledgement of the increasing importance of marketing-related occupations in the workplace. For example, the US Bureau of Labour Statistics biennial projections for jobs between 2016-2026 calculates a 23.3% growth rate for ‘market research analysts and marketing specialists’ - the 5th highest growth rate against an average of 7.4% for all occupations. The aim of this module is to develop a critical understanding of marketing theory and practice, focusing specifically on key debates and cutting edge knowledge. In addition to examining the principles of marketing management; this module takes a broad approach to understand the complexity of marketing theory and practice, and the relationship between the two.