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Study information

Marketing Issues and Trends

Module titleMarketing Issues and Trends
Module codeBEM3066
Academic year2024/5
Module staff

Mrs Annette Harpham (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description

The core modules studied in years 1 and 2 provide a strong foundation in marketing principles. However, marketing is forever evolving, finding new ways to respond to the changing needs of customers and achieve competitive advantage. Professional marketers need to be alert and well-informed, reflective and strategic, critically evaluating theory and practice. Today’s marketers also need to make well-supported and ethical judgements, in order to have a positive impact on individuals, organisations and society.

This module will explore a selection of topical marketing issues, inviting students to thoughtfully and critically evaluate how these influence marketing understanding and practice. Guest lecturers will share their perspectives and experiences, providing thought-provoking, business-world insight. The discussions will deepen through interactive seminars and workshops.

Module aims - intentions of the module

• To provide you with insights into a range of marketing perspectives, issues and trends which are receiving the attention of current marketing scholars and practitioners.
• To relate these insights and perspectives to current phenomena in business and society.
• To encourage critical evaluation of the concepts and ideas presented in the module by faculty, visiting scholars and practitioners.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. develop knowledge and understanding of emerging topics which reflect contemporary and future marketing theory and practice;
  • 2. understand the dynamic nature of marketing and its implications to individuals, organisations and society.

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 3. analyse and synthesise current marketing issues and trends, drawing on academic theory, industry examples and thought leaders;
  • 4. critically evaluate the models, theories and concepts commonly used in exploring current marketing practice.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 5. demonstrate independent research skills;
  • 6. demonstrate skills of reflection and critical evaluation;
  • 7. demonstrate succinct and persuasive communication skills.

Syllabus plan

Business faculty and visiting scholars and practitioners will contribute to teaching this module. The topics covered will reflect contemporary issues and trends in marketing theory and practice.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours20Lectures, seminars and workshops
Guided Independent Research70Reading and Research
Guided Independent Research60Assignment writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group discussions and debatesThroughout workshops/seminars1, 2, 3, 4, 6, 7verbal feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Coursework 1301,200 words1-7Written feedback
Coursework 2702,000 words1-7Written feedback

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Coursework 1Resubmission (30%) 1,200 words1-7Referral/Deferral Period
Coursework 2Resubmission (70%) 2,000 words1-7Referral/Deferral period

Re-assessment notes

Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%.

Indicative learning resources - Basic reading

Basic reading:

There is no single set text for this module. Recommended reading on module topics will be provided.

Indicative learning resources - Web based and electronic resources

• ELE – College to provide hyperlink to appropriate pages

Key words search

Marketing, Marketing Trends, Technology, Innovation, Consumers, Markets

Credit value15
Module ECTS


Module pre-requisites

BEM1019 Fundamentals of Marketing

BEM1015 Marketing and Society

BEM2016 Consumer Behaviour

BEM2044 Consumer and Market Analysis

BEM2033 Brands & Branding

Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date