MWM017-Contemporary Perspectives in Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Cigdem Gogus


Summary module description:
Contemporary Perspectives in Marketing module is designed to enable practising managers to gain a deeper understanding of a number of key special marketing subject matters and make informed decisions as they offer products and services to their customers. The module will take programme members through a set of workshops each covering a specific contemporary topic which is hotly debated in the marketing field. Participants will be able to delve deeper into topics including customer behaviour, relationship marketing, branding, customer management, and digital marketing.

The Contemporary Perspectives in Marketing module aims to:

• help programme members gain an understanding of the key special topics of contemporary marketing
• aid programme members to make efficient decisions with a more in-depth understanding of marketing as a complex discipline.
• expose programme members to contemporary theoretical approaches and recognised paradigms that have emerged within the marketing discipline
• develop programme members’ professional skills by enabling them to apply a range of marketing analytical tools through activities and cases.
• emphasise the importance of ethically and socially responsible marketing

Assessable learning outcomes:
By the end of the module it is expected that programme members will be able to:

• examine the factors influencing customer behaviour and evaluate the implications of customer behaviour on marketing management
• critically evaluate strategic and tactical issues in brand development and management
• examine the drivers for relationship marketing and analyse and evaluate stakeholder relationships
• examine and evaluate the dynamics between customers and the firm and how this impacts customer management
• reflect critically on the impact of digital communication technologies on marketing from both the perspectives of customers and organisations

Additional outcomes:
Additional outcomes

Furthermore, programme members will have learned the skills to:

• adopt a problem-solving approach and use a number of analytical tools to understand marketing management problems
• understand and apply the principles of critical analysis
• engage in critical debate regarding the complex and dynamic nature of marketing management
• work effectively towards completion of the studies both individually and collaboratively

Outline content:
The Contemporary Perspectives in Marketing module comprises of five parts.

• Customer Behaviour

Rapid changes in the development and use of technology are influencing the attitudes and behaviours of customers in terms of purchasing decisions. The increase in product/service information, coupled with the ease of access and transfer of information, means that the customer is highly knowledgeable and able to take a proactive position in relation to the purchase process. At the same time, changing lifestyles and values in society mean that the motivations and values associated with purchase transactions may change significantly within a short time period. The marketer needs to understand the drivers behind customer value and the determinants of buyer behaviour in consumer markets. This part of the module aims to provide an understanding and insight into the factors that influence consumer values, attitudes and behaviours before, during and after a purchase transaction. We will be taking and applying the tools and models that have been developed to identify and measure the consumption process as an experience, and proceed to map these processes onto the firm's product and service offerings.

• Customer Management

The new dynamics of the marketplace are fundamentally changing the way in which customers and firms interact. The market is becoming an open forum in which the creation of value is becoming a co-creation process with customers becoming a core competence for the firm. Traditional supply based business models are struggling to find relevance in an era of customer- driven markets. This part of the module aims to provide programme members an appreciation of the received and potential impact of changes within the marketplace, in particular the customer/supplier dynamic.

• Relationship Marketing

Relationship management has become a key strategic element as companies face increased global competition and fast- changing traditional, electronic and mobile business environments. This part of the module is designed to give programme members an understanding of relationship marketing from a theoretical, conceptual and practical perspective. Programme members will gain an insight into relationships and relationship networks in marketing. Using a case study and examples, students will be able to explore how to analyse, develop, manage and implement relational strategies. The opportunity to discuss current thinking on service-dominant logic and value co-creation will also be included in this part of the module.

• Brand Management

Every day, each one of us is bombarded with messages and images from brands. A wide range of goods, services, organisations, geographic locations and even people seek to communicate to their audience by applying the principles and practices of branding. Technology is continually changing the role and importance of branding by enabling fast and direct interaction between organisation and its stakeholders. To maintain an effective brand, or portfolio of brands, managers need to understand the theoretical and practical aspects of brand development and management. This part of the module focuses on the strategic role of brands and the broad principles of brand management enabling programme members to become competent in understanding and subsequently implementing effective brand strategies for their marketplace.

• Digital Marketing

The growth of internet technology has created significant new opportunities for organisations to reach and build relationships with customers. At the same time, many firms struggle with making a successful transition from offline to on-line marketing. This part of the module provides knowledge of the key tools required to implement a successful digital marketing strategy. This includes search engine marketing, effective engagement with social media and improv

Brief description of teaching and learning methods:
The module uses a blended-learning approach, incorporating self-study, and face-to-face workshop(s). Key module content will be delivered in 5 one-day (7-hour) workshops. These workshops comprise a mixture of content delivery, discussion in class and break-out into group sessions.

Contact hours:
  Autumn Spring Summer
Project Supervision 2
Practicals classes and workshops 35
Guided independent study 163
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 100

Other information on summative assessment:

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:
2 hours

Requirements for a pass:

Reassessment arrangements:
These are in accordance with the arrangements for resubmission laid out in the Programme Specifications.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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