Programme And Module Handbook
Course Details in 2024/25 Session

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LH Contemporary Issues in Marketing
SchoolBirmingham Business School
Department Marketing
Module Code 07 31694
Module Lead
Level Honours Level
Credits 20
Semester Semester 1
Restrictions None
Description This module addresses contemporary issues related to the field of marketing. It acknowledges the dynamism of domestic and global markets and the impact of the pervasive macro environment on businesses and organisations (of all types, sizes and industries). The ever-changing business world has shifted both academic and professional perspectives of marketing. This module will therefore introduce relevant contemporary theories and prepare students to enable them to be better equipped to deal with contemporary marketing challenges by equipping them with the relevant marketing competencies. This module engages students in an active learning environment in exploring and examining contemporary marketing practice in organisations through interactive teaching sessions (e.g. interactive lectures, and workshops). The module also focuses on innovative marketing related to new models of business, that is, creative, innovative and cost effective marketing strategies for new and fast growing businesses and larger entrepreneurial firms; including decision making and creation of new market opportunities to grow the business in highly competitive industries and markets by using value creation activities, and co-creation with customers. The module develops student knowledge and understanding of the complexities of marketing in challenging marketplaces and complex macro environments using approaches to marketing such as cost effective routes to market and novel approaches to marketing. Indicative Content
  • Introduction to key market and marketing macro challenges.
  • Contemporary issues related to global marketing patterns and also, marketing in domestic and local regions.
  • Market influences in the digital age and changes in customer expectations and consumer demand.
  • Business to customer (B2C), Business to business (B2B), customer to customer (C2C) and peer to peer (P2P) relationships.
  • Marketing in new and high growth firms.
  • Product commercialization and introducing new innovative products to markets.
  • Creation of customer value and co-creation with customers.
  • Marketing opportunity and new market creation
Learning Outcomes By the end of the module, students should be able to:
  • Demonstrate knowledge and understanding of the changing role of marketing in the contemporary business world.
  • Identify and articulate key issues facing marketers within organisations and in the macro environment including drivers of customer value in organisations.
  • Critically evaluate and discuss contemporary issues as they relate to consumer behaviours.
  • Demonstrate knowledge and understanding of relevant ethical and corporate social responsibility considerations, and its potential effects that marketing decisions: Students will be able to use a wide variety of theoretical and real-world approaches to understanding and resolving ethical issues.
  • Critically evaluate and discuss industry and firm response to market changes and delivering cost effective, innovative marketing solutions, in a range of organisational types and, industry contexts.
Assessment Methods & Exceptions Assessment: Coursework Assessment: 2,500 words (50%) Examination: 2 hours (50%)
Reassessment: N/A
Reading List