Perspectives on Marketing
Essex Business School
Postgraduate: Level 7
Thursday 03 October 2019
Saturday 14 December 2019
08 November 2019
Requisites for this module
MRESN21012 Management and Organisation,
MSC N51012 Marketing and Brand Management,
MSC N51024 Marketing and Brand Management,
PHD N20048 Management
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.
The module has been designed to:
To 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.
To familiarise students with key marketing concepts and perspectives
To enable students to independently and critically analyse marketing in theory and practice
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.
No additional information available.
The module will be 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. 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, https://adage.com/article/digital/behavioral-targeting-killer-app-research/114420/
- 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
||2,500 word essay
||120 minutes during Summer (Main Period) (Main)
Module supervisor and teaching staff
Dr Hongfei Liu, Dr Amir Homayounfard
Dr Rita Kottasz
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).
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