| Unit name | Contemporary Issues in Marketing |
|---|---|
| Unit code | EFIMM0129 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Dr. Emma Williams |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
In this core unit you will explore the changing marketing environment and the challenges this poses for marketers. This has necessitated a change in how marketing is perceived by organisations. You will engage with the latest theory and practice of marketing techniques that have been, and are being developed in response to changes in customer wants, social developments as well as the legal and political environment.
In particular you will look at developments in areas such as digital technology, customer experience, sustainable marketing and social responsibility, and developments and uses of marketing outside of commercial organisations (for example social marketing).
This is a fast-changing field. You are encouraged to contribute by raising contemporary issues of particular interest to you, or by bringing in examples of latest developments or trends you have noticed.
On completion of this unit, students will be able to:
LO1: Critically analyse the competitive, technological, environmental and other challenges that force organisations to seek new, innovative, marketing techniques.
LO2: Examine the principles, importance and applications of various types of marketing, in addition to commercial marketing, and be able to apply these in the context of an organisation
LO3: Critically evaluate the importance of ethics, sustainability and corporate social responsibility in building organisation’s marketing strategy.
LO4: Critically reflect upon, evaluate and apply innovative marketing concepts and frameworks in a contemporary marketing context.
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.
Summative: Two 1,500 word individual reports (weighted 50% each). Formative: Peer and group feedback on 1 x 500 word piece of critical writing (week 5/week 6), brief individual feedback on skeleton plan for reports.
Due to the diversity of topics studied, there are no set core texts for this unit. Each weekly topic session will provide a relevant reading list related to that session (e.g., key book chapters, academic journal articles, reports), which can all be accessed via the university library or the unit Blackboard page.
Academic & Practitioner Journals
Journal of Marketing
Journal of the Academy of Marketing Science
Journal of Business Ethics
European Journal of Marketing
Journal of Marketing Research
Tourism Management
Journal of Public Policy and Marketing
Business Horizons
Journal of Social Marketing
