Module overview
This module aims to equip you with a comprehensive understanding of contemporary marketing practice, with a particular emphasis on ethics, innovation, and social responsibility. Over the course of 6 weeks, key contemporary themes will be introduced, including branding, pricing, distribution, and international marketing. Special attention will be given to how these practices support the UN Sustainable Development Goals (SDGs), specifically focusing on SDG 8 (Decent Work and Economic Growth), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action). Each theme encourages students to consider responsible and sustainable marketing approaches that align with global efforts toward sustainable economic growth and environmental stewardship.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the core skills required for a career in marketing.
- the role marketing plays within the organisational context and within society more broadly;
- ethical marketing practices and an appreciation of the concepts of social responsibility and sustainability;
- the role of technology in providing insight into customers and innovation in marketing;
- key contemporary themes in marketing practice;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- identify and research core issues in contemporary marketing;
- identify and use theory to support analysis of aspects for contemporary marketing.
- provide critical accounts of specific examples of marketing practice;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- identify innovations in marketing practice.
Syllabus
1. Introduction to contemporary marketing practice
2. Marketing in the organisational context and in society
3. Ethical marketing practices and social responsibility (integrating SDG 12 on responsible consumption and production)
4. Customer insights and the role of technology in marketing (with reference to SDG 13 on climate action, where responsible data use and technology adoption are explored)
5. Core marketing concepts: branding, pricing, distribution, and international marketing (aligned with SDG 8, focusing on fair and inclusive practices)
6. Innovation, creativity, and core skills for marketing success: market analysis, marketing strategy, and implementation planning
Learning and Teaching
Teaching and learning methods
The programme employs a range of teaching and learning methods tailored to online delivery and the needs of working professionals. One of the primary methods used is asynchronous learning, where students can access materials on their own schedule. This includes multimedia resources - but not just video lectures, but also podcasts, animations, and interactive simulations; and reading materials like PDFs or e-books. These resources allow learners to engage with content at their own pace. In addition, discussion forums provide a space for students to ask questions and participate in debates with their peers without the need for everyone to be online at the same time. The asynchronous learning is complemented by synchronous components, such as webinars. These sessions, give students the opportunity to interact with instructors in real-time, asking questions or participating in discussions. All of these methods are designed to accommodate different learning approaches and ensure that students can apply theoretical knowledge to practical scenarios relevant to their professional contexts. With a strong emphasis on self-paced learning, supported by ongoing instructor guidance.
| Type | Hours |
|---|---|
| Guided independent study | 34 |
| Online Course | 26 |
| Independent Study | 90 |
| Total study time | 150 |
Resources & Reading list
General Resources
the following journals:. - Consumption Markets and Culture Journal - Journal of Business Ethics Journal - Journal of Consumer Culture Journal - Journal of Consumer Research Journal - Journal of Marketing Journal - Marketing Theory Journal
Assessment
Assessment strategy
The module includes one primary summative assessment: the creation of an individual thematic briefing deck or visual report that applies key course themes to an organisation’s marketing strategy. This assessment will integrate SDG considerations by prompting students to explore how their chosen organisations address SDGs 8, 12, and 13 through sustainable and ethical marketing strategies. To ensure academic integrity, this assessment includes required incremental submissions, such as a proposal and a reflective component, to capture the progression of student work and minimise reliance on generative AI. Additionally, students will be required to articulate the ethical and social implications of their analysis, fostering an authentic understanding of responsible marketing practices.Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class activities
- Assessment Type: Formative
- Feedback: There will be many opportunities to gain feedback from the tutor and/or peers about your level of understanding and knowledge prior to any formal summative assessment. In particular, discussion in synchronous sessions will provide an opportunity for feedback from peers and tutors.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Coursework | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Coursework | 100% |
Repeat Information
Repeat type: Internal & External