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Unit information: Contemporary Issues in Marketing in 2022/23

Please note: It is possible that the information shown for future academic years may change due to developments in the relevant academic field. Optional unit availability varies depending on both staffing, student choice and timetabling constraints.

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. Raffaello Rossi
Open unit status Not open
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Units you must take alongside this one (co-requisite units)


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School/department School of Management
Faculty Faculty of Social Sciences and Law

Unit Information

The marketing discipline is developing quickly. ‘Commercial marketing’ is only one of the various forms of marketing that marketers study and use. It serves as the basis for new marketing streams such as sustainability, social and institutional marketing. Moreover, the advent of digital technologies and their penetration into marketing management has created new opportunities and challenges for marketing practitioners.

It is therefore important to offer you the opportunity to understand the different social, cultural and ideological perspectives and norms that underpin current marketing theory and contemporary practice.

In this core unit, you will explore the evolving 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 and the wider social, legal and political environment.

In particular, we will consider developments in the areas of marketing technology and innovation, sustainable marketing and marketing ethics. We will also review advances in, and uses of, marketing outside of commercial organisations (for example, social marketing), as well as internal marketing, and branding and customer experience. In total, a range of 9 contemporary marketing topics will be covered, which will help to expand your knowledge on this discipline.

This is a fast-changing and constantly evolving field. You are encouraged to contribute by raising contemporary issues of particular interest to you, or by highlighting examples of latest developments or trends.

Your learning on this unit

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.

How you will learn

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.

How you will be assessed

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 report. The first part of the formative assessment (ie the peer and group feedback) mainly addresses the critical analysis and evaluation skills that are crucial for ILO1, ILO3, and ILO4. The second part of the formative assessment addresses ILO1-4 by encouraging students to critically engage with the key components of their report – ie what is the key literature in this area; what industry/case study will this theory be applied to; how is this relevant to marketers; and what could be some ethical challenges surrounding this topic choice.

Summative: One 3,000 word individual report (All ILOs 1-4 are covered by this assessment)

When assessment does not go to plan: The re-assessment will be the same as the initial assessment, but students need to select a different topic, and industry/case-study. It is not allowed to revise the same submission that failed in the first attempt based on the feedback provided. However, the provided feedback from the first attempt, will help students to gain a better understanding on which aspects of their work need to be improved towards the resit submission.


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0129).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.