Perspectives on Marketing

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Thursday 03 October 2024
Friday 13 December 2024
14 December 2023


Requisites for this module



Key module for

MA NP5312 Advertising, Marketing and the Media,
MA NP53MO Advertising, Marketing and the Media,
MSC N51012 Marketing,
MSC N51024 Marketing,
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.

Module aims

The aims of this module are:

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

  • To familiarise students with key marketing concepts and perspectives.

  • To enable students to analyse marketing in theory and practice independently and critically.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Demonstrate an understanding of key perspectives, theories and concepts that inform the contemporary understanding of marketing.

  2. Analyse the historical emergence of marketing and understand the social, economic and political embeddedness of marketing.

  3. 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, students will be expected to be able to:

  1. Analyse marketing theory and practice in a creative and independent manner.

  2. Demonstrate critical thinking in evaluating marketing reports and jargon.

  3. Transfer theoretical and practical problem-solving skills to generate solutions for problems identified within various marketing contexts.

  4. Communicate and present ideas effectively.

Module information

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 discussions, students are invited to investigate, question and challenge the assumptions of classic and contemporary marketing theories and practices. This module is thus about not only the tools of marketing, but also the consequences that these tools have upon culture and society.

Learning and teaching methods

This module will be delivered via:

  • One 3-hour session per week.

The sessions will include formal lecture sections as well as related group work, discussion and consultation.

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.


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 Coursework weighting
Coursework   2,500 word essay     100% 
Exam  Main exam: Remote, Open Book, 24hr during January 
Exam  Reassessment Main exam: Remote, Open Book, 24hr during September (Reassessment Period) 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
50% 50%


Coursework Exam
50% 50%
Module supervisor and teaching staff
Dr Jingyu Zhu, email:
Dr Jingyu Zhu & Dr Christina Ferreira



External examiner

Dr Stephanie Anderson
Available via Moodle
Of 30 hours, 30 (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), module, or event type.


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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