Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Innovation in Marketing Theory
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37389
Module Lead Eric Shiu
Level Masters Level
Credits 20
Semester Semester 1
Restrictions None
Contact Hours Lecture-20 hours
Seminar-20 hours
Guided independent study-160 hours
Total: 200 hours
Description Innovations in Marketing Theory seeks to give students a robust grounding in marketing and its evolution. Firstly, the module seeks to equip students with a historical background to the marketing discipline and its core theories, bringing them up-to-date with the latest developments in the field. Innovations in marketing theory will include reviews of leading research in marketing management. Students will be able to critically evaluate the latest marketing theories and discuss possibilities for contemporary marketing. Secondly, the module aims to examine and explain innovations in specific areas of marketing, as well as to discuss how organisations can prepare for developing and implementing those marketing innovations. In so doing, real life examples will be investigated. For example, students will study innovations in areas such as business strategy, business-to-business marketing, retailing, digital and social media marketing. In summary, students taking this module will develop a strong understanding of leading marketing theories as well as how they can be useful for researchers and marketers in commercial contexts.
Learning Outcomes By the end of the module students should be able to:
  • Evaluate key established marketing concepts since the inception of the marketing discipline.
  • Critically appraise cutting-edge marketing theories such as those that appear in leading international publication outlets.
  • Evaluate the constituent concepts and characteristics of innovative theories and techniques in specialist areas of marketing.
  • Apply a wide spectrum of marketing theories to inform innovative approaches to contemporary marketing practice.
Assessment Methods & Exceptions Assessment:

(2500 word equivalent) group report and presentation (30%);

(3000 word) individual essay assignment (70%).


Resubmission of failed component:

(1000 words) individual critical analysis of the group work report and presentation (30%)


(3000 word) individual essay assignment (70%).
Reading List