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The University of Southampton

MANG6422 Marketing in the 21st Century

Module Overview

This module focuses on the nature of marketing in the context of today’s rapidly changing social and business environment. Its emphasis is on how marketing may remain legitimate in society and relevant to business practice.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

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

Having successfully completed this module you will be able to:

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


• 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

Learning and Teaching

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

Independent Study126
Total study time150

Resources & Reading list

Journal of Consumer Research. Journal

Journal of Business Ethics. Journal

Journal of Consumer Culture. Journal

Journal of Marketing. Journal

Marketing Theory. Journal

Consumption Markets and Culture. 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.



Peer Group Feedback


MethodPercentage contribution
Blog 100%


MethodPercentage contribution
Blog 100%


MethodPercentage contribution
Blog 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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