• Home
• Study
• Study Information
• Modules
• Module Information

Marketing Issues and Trends

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)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

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

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