Introductory description

The 'Critical Issues in Marketing' module offers students the opportunity to develop and extend their knowledge of threshold marketing concepts through the critical appraisal of a range of case studies that address important, challenging and/or emerging areas of marketing theory and practice. Over the course of the module students will not only have the opportunity to develop their critical faculties but will be encouraged to develop personal reflectivity through a personal appraisal of their own skills and attributes and a critical reflection upon the skills and attributes they need to develop in order to succeed in a professional marketing environment.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Indicative syllabus:

• Online materials to refresh the basic marketing concepts.
• Best practices in marketing strategy and challenges in the implementation of marketing strategy.
• Marketing Strategies for alternative contexts e.g. B2B, Non-profit, Services
• Customer Experience
• Consumer Behaviour and Human Choice
• Digital Marketing Trends
• Innovation in Marketing
• Marketing Communications
• Developments in Segmentation, Targeting and Positioning

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a thorough knowledge of leading-edge research and topical issues in marketing, including evaluating strengths and weaknesses
• Demonstrate a broad knowledge and understanding of the interactions between external environmental factors, managerial thinking and acting, and marketing
• Demonstrate an understanding of the processes of marketing strategy, management and marketing decision making
• Demonstrate a breadth and depth of analytical frameworks and be able to apply these to strategic marketing issues.
• Analyse and synthesise content of academic papers, market data and case study information to critically appraise key issues in marketing and identify and evaluate potential solutions.
• Reflect critically upon the skills needed to succeed in the contemporary marketing environment and approaches needed to rectify them.

Indicative reading list

There will not be one prescribed course text for this module, since it is meant to be looking at latest trends, best practices, and likely future scenarios, and this will require drawing upon many diverse sources that cover these topics, mostly journal articles, both academic and practitioner. Hence, required readings will be a mix of selective readings from text-books and journal articles (available via the University library or provided when necessary) and/or case study preparation (cases provided). Readings for each session will be specified as necessary, in the detailed module handbook and timetable (made available at the outset of the module). Topic-specific bibliographies may also be provided.

Research element

Students will be required to undertake personal research using secondary sources in preparation for a range of in-class exercises.

International

A range of international cases are explored over the course of the module. In addition, we will take advantage of the international, multicultural profile of the cohort as students will be encouraged to bring their lived experience and examples from their home country into the discussion and critically reflect upon the implications.

Subject specific skills

Identify and analyse contrasting and competing schools of thought in marketing and demonstrate an ability to an ability to handle complex, unstructured problems with no 'right answer'
Identify and analyse strategic issues confronting managers of the strategic marketing process, and justify strategic marketing decisions.
Execute marketing decisions with a focus on appropriate analysis, implementation and managerial implications
Identify and analyse approaches to markets, organisations and customers

Transferable skills

Written and verbal communication skills
Problem solving skills will be developed through analysis of marketing problems for the exam and presentation
Critical reflection and professional improvement.