Module Directory

The aim of this module is to introduce students to the theory and practice of marketing.

The aims of this module are:

• To introduce students to key principles of marketing.


• To provide a range of critical perspectives on contemporary marketing practice from a
  number of different standpoints.


• To demonstrate how marketing concepts, influence business, and wider cultural practices.
  • To address the role of marketing in society.


• Demonstrate the various techniques used to manage innovation and technology
  successfully within a firm.


• Demonstrate the key activities and critical decision points involved in the development of
  new products, services, technologies, and business models.

By the end of this module, students will be expected to be able to:

1. Analyse the historical emergence of marketing, and locate marketing within a wider social, economic and political context.


2. Demonstrate an understanding of key principles, practices, theories and concepts that constitute contemporary marketing practice.


3. Critically evaluate the role of marketing in contemporary society.


4. Critically evaluate the importance of innovation activities in marketing firms and within different sectors.

Skills for Your Professional Life (Transferable Skills)

1. To develop commercial awareness of contemporary context and issues of marketing through engagement with case-studies and guest speakers.


2. To improve your marketing-specific research skills using Mintel, Orbis and other digital databases.


3. To build critical analysis skills through written case study presentations.

This module will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, and digital marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Further, the module focuses on the management of innovation activities within a marketing context. It introduces the management of innovation and technology as a multiple perspective approach, which incorporates the key areas of the business and management including innovation and marketing together.

This module will be delivered via:

• One 2-hour lecture per week.
• One 1-hour seminar per week.

The lecture session will consist of a formal lecturer-led presentation on the topic under discussion, followed by the session of seminar as an interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases.

Readings will be provided in good time before each session and it is vital that students undertake the required reading prior to the session in order to gain as much value as possible from the case studies.

Some materials will be placed on Moodle throughout the module. However, this is not a proxy for attendance. Some slides will be put up on Moodle but will not contain as much information as given during the sessions. For this reason, we suggest that you print off the slides in a handout form the day before (when they will become available on Moodle) so you can bring them along to the lecture and use them as a basis for your note-taking.We will also at times post case studies and other texts needed for the weekly sessions.

The teaching staff will have academic support hours every week. During these hours, students will be welcome to come and discuss various aspects of the module or your assessment.