Module Details

BE557-7-AU-CO: Perspectives On Marketing

Year: 2016/17
Department: Essex Business School
Essex credit: 20
ECTS credit: 10
Available to Study Abroad / Exchange Students: Yes
Full Year Module Available to Study Abroad / Exchange Students for a Single Term: No
Outside Option: No

Supervisor: Dr Aanka Batta
Teaching Staff: Dr Aanka Batta
Contact details: Email:

Module is taught during the following terms
Autumn Spring Summer

Module Description

The aim of this module is to give an introductory overview of the foundational principles of marketing as an academic subject and practice, by means of consider marketing from different discipline-specific perspectives. These perspectives include consumer behaviour, the marketing mix perspective, services marketing, retail and place marketing, marketing communications, ethical marketing, and global marketing. In introducing and discussing the perspectives, students will be made aware of their historical context, and contemporary forms of implementation.

Learning and Teaching Methods

10 x 3 hour sessions. (2 hours lecture followed by 1 hour interactive workshop)


50 per cent Coursework Mark, 50 per cent Exam Mark


3,000 word essay / exam (4 questions)

Exam Duration and Period

2:00 during Summer Examination period.

Other information

This module is compulsory for:

MSc in Marketing and Brand Management

Postgraduate Administrator - Jade D'Mello

Further information