Marketing: Firms, Customers & Society

University College Dublin

Course Description

  • Course Name

    Marketing: Firms, Customers & Society

  • Host University

    University College Dublin

  • Location

    Dublin, Ireland

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Today’s marketing is all about creating customer value and building profitable long-term and mutually beneficial relationships in socially responsible ways between an organisation and the public it serves. The essence of successful marketing is to combine a detailed understanding of market needs and dynamics with appropriate product/service offerings and effective communication strategy. The job of the Marketing Manager is to achieve this match; to take responsibility for the process of understanding and matching customer needs with company competencies to produce products/services with a unique competitive positioning which are capable of yielding sustained profitability and growth. To fulfill this function requires the Marketing Manager to make key decisions about who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send, and what partnerships to develop. Key skills of the Marketing Manager include market research, strategy development, planning and budgeting, new product innovation and ideas, and designing effective communications campaigns harnessing new marketing technologies. This course will focus on the major decisions that marketing executives and top management face in their efforts to harmonise the objectives and resources of the organisation with the needs and opportunities in the market place.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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