Contemporary Marketing

Course Content:

This module builds on and extends your marketing knowledge by evaluating the
traditional pillars of marketing in light of new trends, approaches and strategies
increasingly being employed by marketers. You will critically engage with the latest
thinking in marketing practice introduced by innovations in science, economics,
technology, and sociology, and assess marketing strategy beyond its traditional confines.

Topics covered include:

Autumn Semester:
? Strategic Marketing: Consider how generic marketing strategies (share
strategies; market entry strategies; strategies for growth/mature/declining
markets), marketing metrics and marketing analysis have been enhanced or
altered through recent and current developments
? Strategic Marketing Analysis: Factors and contexts that influence the
management of a marketing function, including carrying out internal and
external audits. From these reference points, market orientation, segmentation
and positioning will be considered.
? Behavioural Economics: How both nostalgia and emotion can be successfully
employed in constructing innovative and creative marketing campaigns. Explore
how architectural design, heuristics (habit and bias), the endowment effect,
scarcity and clunking, to name a few, challenge traditional approaches in
researching and creating marketing campaigns.
? Triple Bottom Line (people, planet and profit): Including social marketing,
experiential marketing and social capital marketing. How wider issues and
concerns ? such as obesity, climate change and fair trade ? are being adopted by
brands and marketing campaigns.

Spring Semester:
? Strategic Brand Management
? Innovation and New Product Strategy
? Social Media Marketing: Networks, word of mouth, gamification and virals are
some of the themes to be scrutinised. Smart marketing is no longer about
selecting and targeting a demographic through traditional media. The interactive
nature of networks coupled with recommendations and co-collaboration
introduces new concepts and new rules for marketing
? Neuro-Marketing: Advances in neuro imaging and neuroscience are beginning to
influence and impact on how marketers first evaluate consumer response, and
then craft messages to better inform and influence consumers. This field opens
up ethical concerns and leads to a wider debate on invasive marketing
techniques.
? Marketing Metrics: Measurement tools and metrics employed to gauge the
success of marketing campaigns.

Teaching: Lectures, case studies, and online discussions

Assessment:
STUDY OPTION 1:
? Practical: Group presentation (20%)
? Coursework: Group report (20%)
? Coursework: Individual portfolio (60%)
STUDY OPTION 2 or 3: Individual portfolio

Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer