The University of Southampton

MANG6198 Contemporary Marketing

Module Overview

The focus of this module is on the nature of marketing in the context of today’s rapidly changing business environment, in order to provide you with a broad overview of marketing theory and practice. Its emphasis is on where and how the organisation competes and, in doing this, highlights the strategic significance of marketing.

Aims and Objectives

Module Aims

To provide a broad overview of the nature of marketing in the context of today’s rapidly changing business environment.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The necessity of focusing on customer satisfaction as a key ingredient of organisational success
  • The role marketing plays within the organisational context
  • The role of technology in providing insight into customer behaviours and activities
  • Ethical marketing practices and appreciation of the concepts of social responsibility and sustainability
  • Delivering value through marketing
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Ability to analyse and evaluate marketing concepts critically
  • Demonstrate effective oral and written communication
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Formulate ideas from various perspectives
  • Evaluate alternative strategies
  • Develop a course of action based on a rational consideration of the choices available.
  • Evaluate and apply marketing principles


• The nature and purpose of marketing • Value based marketing : Value driven strategic marketing; the value proposition • Shaping the value proposition: Maximising business intelligence; data driven marketing; building customer insight; • Delivering Value: Marketing channels; integrated marketing communications; digital multi channel communications; • Measuring Marketing Effectiveness; Marketing analytics

Learning and Teaching

Teaching and learning methods

Teaching methods include The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material. For example, lectures will be used to set the agenda and further develop the material as per the pre-specified reading list. Internationalisation Use of appropriate comparative case studies Recognising different learning approaches Sharing of multi-cultural perspectives (especially with respect to customer behaviour) Learning activities include • Use of video and on line materials • Case study / problem solving activities • In class debate and discussion • Private study

Independent Study70
Total study time100

Resources & Reading list

Capon, N & MacHulbert J (2009). Managing Marketing in the 21st Century European Edition. 

Brennan, R. and Baines, P. and Garneau, P (2003). Contemporary Strategic Marketing. 

Fifield, P. (2007). Marketing Strategy. 

Blythe, J. (2006). Principles and Practice of Marketing. 

Stokes, D. and Lomax, W (2008). Marketing: A Brief Introduction. 

Dowling, G (2005). The Art and Science of Marketing. 



Class discussions


MethodPercentage contribution
Essay  (4000 words) 100%


MethodPercentage contribution
Essay  (4000 words) 100%


MethodPercentage contribution
Essay  (4000 words) 100%
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