Marketing in the 21st Century

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• provide critical accounts of specific examples of marketing practice;
• identify and use theory to support analysis of aspects for contemporary marketing.
• identify and research core issues in contemporary marketing;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• identify innovations in marketing practice;
• present ideas online and manage online discussion;
• manage a personal blog.

Knowledge and Understanding

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

• ethical marketing practices and an appreciation of the concepts of social responsibility and sustainability;
• the core skills required for a career in marketing.
• the role of technology in providing insight into customers and innovation in marketing;
• key contemporary themes in marketing practice;
• the role marketing plays within the organisational context and within society more broadly;

• The changing nature of consumers and the move to ‘prosumption’
• The new meaning and sources of ‘value’ in marketing
• The significance of global and local cultures for marketing
• The role of technology in contemporary marketing
• The use of data for insight and evaluation (especially the use of data)
• The relationship between business and society and social responsibility
• Changing careers in marketing

Teaching and learning methods

Teaching methods include:

Although the module contains interactive lectures and directed readings you are encouraged to actively engage in the subject matter through guided self-discovery of the material and to share this with our peers.

Learning activities include:

• Interactive lectures and discussion
• In class and online debate
• Development and maintenance of a shared learning space
• Peer review and discussion on online material

Resources & Reading list

General Resources

Journal of Consumer Culture. Journal

Journal of Marketing. Journal

Consumption Markets and Culture. Journal

Journal of Business Ethics. Journal

Blogging Platform. You will be expected to adopt a blogging platform such as Blogger, or WordPress, or to create a YouTube Channel or other video-sharing platform.

Journal of Consumer Research. Journal

Marketing Theory. Journal

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External