Business Models
Each session will be based on a series of articles and case studies that will be available to students via the Maynooth University library and on Moodle.
Marketing Core Textbook
Fahy, J. and Jobber, D. (2015) Foundations of Marketing, 5th Edition, Mc-Graw-Hill
Students will also be assigned readings from relevant academic journals.
Recommended Reading
Jobber, D. and Ellis-Chadwick, E. (2013) Principles and Practice of Marketing, 7th Edition, Mc-Graw-Hill
Kotler, P and Keller, K (2014) Marketing Management, 15th Edition, Pearson
OR
Kotler, P. Keller, K., Brady, M., Goodman, M., Hansen, T. (2012) Marketing Management, 2nd Edition (European version of the Kotler & Keller text), Pearson