Perspectives on Marketing

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Thursday 08 October 2020
Friday 18 December 2020
24 June 2020


Requisites for this module



Key module for

MRESN21012 Management and Organisation,
MSC N51012 Marketing and Brand Management,
MSC N51024 Marketing and Brand Management,
MPHDN20048 Management,
PHD N20048 Management,
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)

Module description

The aim of this module is to give students an introductory overview of the foundational principles of marketing. This module considers the historical development of marketing, while also evaluating its impact in relation to: the organisation; the marketplace; consumers; and society.

Students will encounter a variety of theoretical perspectives on marketing, while also gaining the opportunity to see how these perspectives impact upon marketing practices within the organisation.

Through a combination of interactive lectures and group discussions, students, are invited to investigate, question and challenge the assumptions of classic and contemporary marketing theory and practice. This module is thus not only about the tools of marketing, but also the consequences that these tools have upon culture and society.

Module aims

The module has been designed to:

1. Provide students with an understanding of historical developments and trends in the field of marketing, both as an academic discipline and as a practice that governs the relationship between consumers and corporations.

2. Familiarise students with key marketing concepts and perspectives

3. Enable students to independently and critically analyse marketing in theory and practice

Module learning outcomes

By the end of the module you will be able to:

Demonstrate an understanding of key perspectives, theories and concepts that inform the contemporary understanding of marketing.
Analyse the historical emergence of marketing and understand the social, economic and political embeddedness of marketing.
Discuss and debate the wider implications of utilising marketing activities and marketing models for everyday life.

Skills for Your Professional Life (Transferable Skills)

By the end of the module you will be able to:

• Analyse marketing theory and practice in a creative and independent manner.
• Demonstrate critical thinking in evaluating marketing reports and jargon
• Transfer theoretical and practical problem-solving skills to generate solutions for problems identified within various marketing contexts.
• Work effectively as part of a team.
• Work effectively independently to fulfil individual coursework assignments.
• Communicate and present ideas effectively by verbal and written means.

Module information

No additional information available.

Learning and teaching methods

The module is normally delivered in weekly three-hour sessions. This will enable the module to include both formal lecture sections as well as related group work, discussion and consultation. In academic year 2020-2021 the delivery is likely to be different and involve online learning. Readings will be provided in good time before each session and it is vital that students undertake the required reading prior to the sessions in order to gain as much value as possible from the session. Students should come to the sessions prepared to participate in discussion.


  • Holbrook, Morris B.; Hirschman, Elizabeth C. (1982-09) 'The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun', in Journal of Consumer Research. vol. 9 (2) , pp.132-
  • (©2016) Marketing theory: a student text, Los Angeles: SAGE.
  • Denison, Tim; McDonald, Malcolm. (1995-03) 'The role of marketing past, present and future', in Journal of Marketing Practice: Applied Marketing Science. vol. 1 (1) , pp.54-76
  • O'Malley, Lisa; Patterson, Maurice. (1998-11) 'Vanishing Point: The Mix Management Paradigm Re-Viewed', in Journal of Marketing Management. vol. 14 (8) , pp.829-851
  • Behavioral Targeting: the New Killer App for Research,
  • Muniz, Albert M.; O'Guinn, Thomas C. (2001-03) 'Brand Community', in Journal of Consumer Research. vol. 27 (4) , pp.412-432
  • Carù, Antonella; Cova, Bernard. (2006-01) 'How to facilitate immersion in a consumption experience: appropriation operations and service elements', in Journal of Consumer Behaviour. vol. 5 (1) , pp.4-14
  • Stern, B. B. (2006-04-01) 'What Does Brand Mean? Historical-Analysis Method and Construct Definition', in Journal of the Academy of Marketing Science. vol. 34 (2) , pp.216-223

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework   2,500 word essay     100% 
Exam  120 minutes during Summer (Main Period) (Main) 

Overall assessment

Coursework Exam
50% 50%


Coursework Exam
50% 50%
Module supervisor and teaching staff
Dr Erik Jacobi, email:
Dr Erik Jacobi



External examiner

Dr Rita Kottasz
Kingston University
Senior Lecturer in International Business
Available via Moodle
Of 33 hours, 33 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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