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Unit information: Contemporary Issues in Marketing in 2020/21

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
Faculty Faculty of Social Sciences and Law

Description

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.

Intended learning outcomes

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 details

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.

Assessment Details

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.

Reading and References

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

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