What is the module about?
This module explores contemporary developments in marketing, in light of recent developments in socio-economic, technology and regulatory trends in society and their influences on attitudes and behaviour. It draws in several external expert guest speakers to help consider not only the drivers of change that have shaped marketing in our current era, but also stimulate thinking about the implications for lifestyles in the not-too-distant future and the practical and ethical issues that may arise for individuals and society.
It adopts an active, collaborative and inclusive style of teaching in tutorials. We are also very lucky to have so many industry professionals coming to class to provide real case studies, problems and insights which mainly focus on equality and diversity, and sustainability issues. These guests will be providing the briefs for your real-life authentic assessment task. Students will be expected to undertake some very basic research (interviews with experts) and prepare a report based on their findings, research and reading. Students may also get the chance to present their recommendations direct back to the client.
Who should do this module?
Students with a strong interest in society, corporate social responsibility, equality and inclusion, and current issues facing marketing and management. This module is about marketing for good and for social justice.
Provisional Lecture Outline
(a few will be co-presented by external industry guest lectures and linked to the real client briefs)
Lecture 1: The Evolution of marketing
Lecture 2: Social and Not-for-Profit marketing
Lecture 3: Representation and diversity in marketing: challenging stereotypes and brand activism
Lecture 4: Technology, data privacy, gamification and new marketing developments
Lecture 5: CSR, product development and the circular economy
Lecture 6: Brands, and values-based buying
Lecture 7: Digital marketing strategies in the context of digital sustainability
Lecture 8: Building a brand and dealing with reputational damage
Lecture 9: The threat of counterfeit. IP and brand protection
Lecture 10: Summary / revision (panel discussion)
80% Individual Coursework
20% Tutorial Assessment
Suggested reading list
Key text or background reading
No set book accompanies this module however, lectures are supported with relevant academic article readings. A useful book for background to the key topics is: Baines, P., Fill, C., Rosengren, S.; (2019). Marketing 4th ed. Oxford. Oxford University Press.