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