MMM151-Hot Topics in Marketing

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites: The student needs to have taken MMM043 Principles of Marketing or an equivalent foundation course in Marketing
Co-requisites: MMM043 Principles of Marketing
Modules excluded:
Current from: 2022/3

Module Convenor: Prof Adrian Palmer

Type of module:

Summary module description:

This module extends knowledge gained during the programme by critically reviewing theories of marketing in the context of modern day challenges in the business and social environment. It allows consideration of emerging issues in marketing and encourages a critical, integrative, cross-disciplinary perspective. Each session will focus on a topic and reference will be made to leading edge thinking in academic and practitioner journals. The principles of marketing may now be quite mature, but questions are often raised about the application of these principles to new or emerging contexts. As an example, marketing has been blamed by some as a cause of climate change, but others see marketing as the best solution to overcome it. Topics selected for study in this module will reflect contemporary issues and the research specialisms of Henley Business School staff which will be shared with students.


The aim is to give students an opportunity for applying marketing theory in emerging contexts. New ideas frequently emerge in the discipline of Marketing and this module will allow students to critically appraise new ideas as they emerge. This will allow students to position new ideas within the field of current literature and identify emerging opportunities for applying theory.


Intended learning outcomes:

The module is designed to provide a critical and integrated view of marketing, challenging the status quo in terms of business and marketing practice. By discussing emerging issues in marketing, students will be better prepared for employment in marketing roles which are at the cutting edge of marketing practice.

Assessable learning outcomes:

By the end of the Module students should be able to: 

  • Demonstrate a wide world view on marketing theories and practices.

  • Develop and be able to apply appropriate frameworks for critically evaluating new ideas in the marketing environment as they emerge

  • Challenge and critique the status quo in relation to established marketing practices

  • Develop approaches to reconciling conflicting views of marketers and other stakeholders in organisations

  • Evaluate marketing impacts to the wider society.

Additional outcomes:

Outline content:

The topics covered in this module will change from year to year, and will focus on issues which are currently being widely debated in marketing circles and in society more widely. The choice of topics will also be influenced by the specialisms available among staff of Henley Business School. The following are indicative of the topics that may be covered in this module:

  • The role of markets and marketing in addressing major societal challenges, e.g. climate change

  • Opportunities and challenges for marketing arising from Covid-19

  • The engaged, experience seeking consumer

  • The role of trust in marketing

  • The future of “High Street” retailing

Brief description of teaching and learning methods:

The module explores practice and/or research led hot topics in marketing.  

Contact hours:
  Autumn Spring Summer
Lectures 10
Seminars 5
Guided independent study:      
    Wider reading (independent) 15
    Wider reading (directed) 15
    Advance preparation for classes 30
    Preparation of practical report 25
Total hours by term 0 100 0
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Report 100

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

You will demonstrate your ability to apply critical thinking to a contemporary topic or combination of topics discussed in the module. This will involve selecting an appropriate theoretical lens for understanding the topic and critically discussing its usefulness. You will then be required to select a practical case where the issue is played out and use a critical approach to explain how underpinning theories explored in this module can help to understand the case better.


The combined practice and theory based written reports will comprise 3,000 words +/- 10%, to be submitted 4 weeks after the final class

Formative assessment methods:

Students will receive formative feedback in classes, including lectures and workshops.

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy “Penalties for late submission for Postgraduate Flexible programmes”, which can be found here:
The Support Centres will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
The University policy statement on penalties for late submission can be found at:
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A weighted average mark of all assignments of 50%.

Reassessment arrangements:

By individual project. 

Additional Costs (specified where applicable):

Last updated: 22 September 2022


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