Marketing and Innovation

The details
Essex Business School
Colchester Campus
Spring Special
Postgraduate: Level 7
Monday 15 January 2024
Friday 28 June 2024
05 July 2023


Requisites for this module



Key module for

MSC N200JS Management

Module description

The aim of this module is to introduce students to the theory and practice of marketing.

Module aims

The aims of this module are:

  • To introduce students to key principles of marketing.

  • To provide a range of critical perspectives on contemporary marketing practice from a
    number of different standpoints.

  • To demonstrate how marketing concepts, influence business, and wider cultural practices.
    • To address the role of marketing in society.

  • Demonstrate the various techniques used to manage innovation and technology
    successfully within a firm.

  • Demonstrate the key activities and critical decision points involved in the development of
    new products, services, technologies, and business models.

Module learning outcomes

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

  1. Analyse the historical emergence of marketing, and locate marketing within a wider social, economic and political context.

  2. Demonstrate an understanding of key principles, practices, theories and concepts that constitute contemporary marketing practice.

  3. Critically evaluate the role of marketing in contemporary society.

  4. Critically evaluate the importance of innovation activities in marketing firms and within different sectors.

Skills for Your Professional Life (Transferable Skills)

  1. To develop commercial awareness of contemporary context and issues of marketing through engagement with case-studies and guest speakers.

  2. To improve your marketing-specific research skills using Mintel, Orbis and other digital databases.

  3. To build critical analysis skills through written case study presentations.

Module information

This module will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, and digital marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Further, the module focuses on the management of innovation activities within a marketing context. It introduces the management of innovation and technology as a multiple perspective approach, which incorporates the key areas of the business and management including innovation and marketing together.

Learning and teaching methods

This module will be delivered via:

  • One 2-hour lecture per week.
  • One 1-hour seminar per week.

The lecture session will consist of a formal lecturer-led presentation on the topic under discussion, followed by the session of seminar as an interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases.

Readings will be provided in good time before each session and it is vital that students undertake the required reading prior to the session in order to gain as much value as possible from the case studies.

Some materials will be placed on Moodle throughout the module. However, this is not a proxy for attendance. Some slides will be put up on Moodle but will not contain as much information as given during the sessions. For this reason, we suggest that you print off the slides in a handout form the day before (when they will become available on Moodle) so you can bring them along to the lecture and use them as a basis for your note-taking.We will also at times post case studies and other texts needed for the weekly sessions.

The teaching staff will have academic support hours every week. During these hours, students will be welcome to come and discuss various aspects of the module or your assessment.


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   2000 word essay  28/03/2024  40% 
Coursework   3000 word report  30/04/2024  60% 

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
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Maged Ali, email:
Dr Maged Ali and Dr Jingyu Zhu



External examiner

No external examiner information available for this module.
Available via Moodle
Of 18 hours, 18 (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

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