| Unit name | Contemporary Issues in Marketing Management |
|---|---|
| Unit code | EFIMM0060 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Dr. Nikolaos Stylos |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Economics, Finance and Management |
| 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 the areas of digital marketing, sustainable marketing and social responsibility, developments and uses of marketing outside of commercial organisations (for example social marketing) and opportunities for entrepreneurial 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 companies to seek new, innovative, marketing techniques.
LO2: Examine the principles and applications of digital marketing as well as the importance of data mining and be able to apply these in the context of an organisation
LO 3: Critically evaluate the importance of sustainability and corporate social responsibility in building organisation’s marketing strategy.
LO 4: Evaluate and understand how to apply appropriate innovative marketing techniques in the context of social marketing.
The learning process will be based on a combination of flipped learning style sessions with seminar style tutorials involving in-class discussion of each topic followed by critical review of selected academic journal papers. This module will make use of case studies, problem solving activities, discussions (both structured and unstructured) and the evaluation of online and documentary resources. Given your level of organisational experience there will be an emphasis on shared knowledge, developed in dialogue and based on practice. For those less acquainted with practice issues more emphasis will be placed on research, case studies and other problem-solving activities. Some of these sessions may be hosted by guest lecturers from industry or other academic institutions.
You will be expected and directed to read from a range of sources including academic journals. You will interact and communicate within group activities enhancing practical leadership skills, including team, negotiating and influencing skills. You will work autonomously as well as interactively within group exercises.
The unit structure offers 30 contact hours in total. The remaining 170 learning hours will be spent in independent study and in the preparation of assessment.
Submission of a portfolio of 2 separate pieces of work (mini-tasks) of no more than 2,000 words each, marked with 50% weighting per piece of work.
Select two (2) topics from the range of contemporary issues identified in the unit content. Then critically evaluate the key literature for your chosen topics and the implications for marketers. You should support your arguments by using appropriate examples.
Guidance on word limit: The assessment for this unit is subject to a word limit to ensure consistency of approach across all units. Your work should not exceed 4,000 words (2,000 words per topic) excluding appendices and references. What is important is that the work satisfies the stated learning outcomes which are articulated through the assessment criteria.
The assessment will assess all learning outcomes
Core Texts for this Unit
Chaffey, D. (2012). Emarketing excellence : planning and optimizing your digital marketing, Taylor & Francis
Lee, N. & Kotler, P. (2015). Social Marketing: Changing Behaviors for Good, London: Sage
Peterson, M. (2013). Sustainable Enterprise: A Macromarketing Approach, London: Sage
Recommended Reading
Brownlie, D., & Tadajewski, M. (2008). Critical Marketing: Issues in Contemporary Marketing. New Jersey: Wiley.
Andreasen, A. R. (Ed.). (2006). Social marketing in the 21st century. Sage.
Sloan, P., Legrand, W., Chen, J. C., & Chen, J. S. (2013). Sustainability in the hospitality industry: Principles of sustainable operations. Routledge, Oxon: UK.
Young, S. T., & Dhanda, K. K. (2012). Sustainability: essentials for business. Sage Publications Inc., Thousand Oaks: CA.
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
