BE562-7-SP-CO:
Marketing and Innovation
2024/25
Essex Business School
Colchester Campus
Spring
Postgraduate: Level 7
Current
Monday 13 January 2025
Friday 21 March 2025
20
03 October 2024
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MSC N20012 Management,
MSC N20024 Management,
MSC N200MO Management,
MSC N2E212 Management (Marketing),
MSC N2E224 Management (Marketing)
The aim of this module is to introduce students to the theory and practice of marketing.
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.
By the end of this module, students will be expected to be able to:
- Analyse the historical emergence of marketing, and locate marketing within a wider social, economic and political context.
- Demonstrate an understanding of key principles, practices, theories and concepts that constitute contemporary marketing practice.
- Critically evaluate the role of marketing in contemporary society.
- Critically evaluate the importance of innovation activities in marketing firms and within different sectors.
Skills for Your Professional Life (Transferable Skills)
- To develop commercial awareness of contemporary context and issues of marketing through engagement with case-studies and guest speakers.
- To improve your marketing-specific research skills using Mintel, Orbis and other digital databases.
- To build critical analysis skills through written case study presentations.
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.
This module will be delivered via:
- 10 x 3-hour lecture-seminars weekly
The session will consist of a formal lecturer-led presentation on the topic under discussion, followed by the seminar as an interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases.
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'A brief summary of marketing and how it works' (2015). CIM. Available at:
https://www.cim.co.uk/media/4772/7ps.pdf.
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Dibb, S. et al. (2019) Marketing Concepts & Strategies. 8th edition. Australia: Cengage.
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Ackoff, R.L. (1987) 'Mission statements', The Planning Review, 15(4), pp. 30–31.
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Cooper, T. (2008) 'Slower Consumption Reflections on Product Life Spans and the "Throwaway Society”',
Journal of Industrial Ecology, 9(1–2), pp. 51–67. Available at:
https://doi.org/10.1162/1088198054084671.
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Leppard, J.W. and McDonald, M.H.B. (1991) 'Marketing planning and corporate culture: A conceptual framework which examines management attitudes in the context of marketing planning',
Journal of Marketing Management, 7(3), pp. 213–235. Available at:
https://doi.org/10.1080/0267257X.1991.9964153.
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Micheletti, M. (2003)
Political virtue and shopping: individuals, consumerism, and collective action. New York: Palgrave Macmillan. Available at:
https://link.springer.com/book/10.1057/9781403973764.
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 |
2,000 word essay |
27/03/2025 |
40% |
Coursework |
3,000 word report |
29/04/2025 |
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
Reassessment
Module supervisor and teaching staff
Dr Hanqun Song, email: h.song@essex.ac.uk.
Dr Hanqun Song & Dr Jingyu Zhu
ebspgt@essex.ac.uk
ahomay@essex.ac.uk
No
No
No
Dr Rohail Ashraf
Manchester Metropolitan University
Senior Lecturer
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.
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