Courses / Module

Toggle Print

CONTEMPORARY ISSUES IN MARKETING

Module code: MN356
Credits: 5
Semester: 1
Department: BUSINESS
International:

	Overview
	This module deals with contemporary issues in marketing practice and thought. Topics will change from year to year in light of issues facing marketing as a discipline. Sample topics include the following but these are subject to change. Evolution of Marketing as a discipline A contemporary perspective on marketing thought and its genesis from economics and psychology. Defining marketing in terms of its orientation. Issues in Services Marketing The marketing of services. Unique issues facing services marketers in the current environment. Service Design and service dominant logic. Issues in contemporary retailing The move from traditional retailing to omni-retailing. Customer satisfaction, service quality and retail performance. Relationship Marketing Moving from transactional to relational marketing. B2C, B2B and B2G implications. Luxury Consumption Defining luxury. Conspicuous consumption and its antecedents. Luxury marketing in a recession. Marketing and its Social Impact Marketing an idea or a social cause. Implications for the marketing mix.

Overview

This module deals with contemporary issues in marketing practice and thought. Topics will change from year to year in light of issues facing marketing as a discipline. Sample topics include the following but these are subject to change.

Evolution of Marketing as a discipline
A contemporary perspective on marketing thought and its genesis from economics and psychology. Defining marketing in terms of its orientation.

Issues in Services Marketing
The marketing of services. Unique issues facing services marketers in the current environment. Service Design and service dominant logic.

Issues in contemporary retailing
The move from traditional retailing to omni-retailing. Customer satisfaction, service quality and retail performance.

Relationship Marketing
Moving from transactional to relational marketing. B2C, B2B and B2G implications.

Luxury Consumption
Defining luxury. Conspicuous consumption and its antecedents. Luxury marketing in a recession.

Marketing and its Social Impact
Marketing an idea or a social cause. Implications for the marketing mix.

	Learning Outcomes
	On successful completion of the module, students should be able to: Demonstrate the ability to analyse, diagnose, and evaluate a range of theories as they relate to the theoretical and conceptual framework of marketing; Critically analyse marketing situations facing organisations; Select appropriate marketing frameworks to analyse service organisations and sectors; Apply extended marketing mix strategies appropriate to the objectives, resources, and environment of both profit and non-profit service organisations; and Envisage the impact of current and future trends on the role and implementation of marketing.

Learning Outcomes

Teaching & Learning methods

Assessment

	Autumn Supplementals/Resits
	Are supplemental/resit registrations permitted? Yes Note: Continuous Assessment marks from first sitting of this module will be carried forward into the Autumn repeat assessment cycle. University scheduled written examination (Autumn): 120 minutes, On-campus

Timetable

Courses / Module

CONTEMPORARY ISSUES IN MARKETING

Semester 1

Semester 2