Gwybodaeth Modiwlau

Module Identifier
Module Title
Marketing Applications
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 10 x 4 hour sessions.


Assessment Type Assessment length / details Proportion
Semester Assessment Part One:  Individual coursework essay of 3000 words  60%
Semester Assessment Part Two:  (a) 1000 word abstract  10%
Semester Assessment Part Two:  (b) Provision of Annotated Presentation  30%
Supplementary Assessment Repeat failed elements or equivalent  60%
Supplementary Assessment Repeat failed elements or equivalent  10%
Supplementary Assessment Repeat failed elements or equivalent  30%

Learning Outcomes

On completion of this module, students should be able to:

Demonstrate an understanding of the wider areas of the Marketing Concept.

Describe detailed and specialized areas of thinking and scholarly research in Marketing.

Assimilate and synthesise the concepts prevalent in contemporary Marketing scholarship.

Critically analyse and evaluate opposing schools of thought prevalent within areas of contemporary Marketing.

Define and justify a view on an area(s) of contemporary Marketing.

Identify and Communicate an area for future research.


Marketing Applications provides students with an appreciation of, and insights into, a variety of the contemporary issues and areas of thinking and scholarly research in Marketing. It will introduce students to the broader applications of Marketing and provide them with an understanding of emerging theories and trends in Marketing by exploring contemporary literature and debates.


The nature of the module dictates that content will adapt and change in response to the contemporary conditions and research prevalent of the time; but broad indicative content includes:

SME Marketing
Sports Marketing
Arts and Heritage Marketing
Non-profit and Social Marketing
Services Marketing
Tourism Marketing
Relationship Marketing
Marketing Ethics and Society
Marketing Metrics
Political Marketing

Brief description

The purpose of this module is to expose students to the wider range of contemporary areas and issues of scholarly research in marketing. It will encourage students to foster and develop their own research interests by providing them with an understanding of the wider Marketing concept.

Module Skills

Skills Type Skills details
Application of Number
Communication Students will read in different contexts and deliver a presentation to a selected audience.
Improving own Learning and Performance
Information Technology Students will use the internet and online journal databases to effectively obtain data and information from academic articles.
Personal Development and Career planning
Problem solving Students will develop their own creative thinking in response to writings in the emerging areas of Marketing and develop a potential proposal for future research.
Research skills Students will develop their knowledge base and produce academically appropriate reports.
Subject Specific Skills Students will gain an understanding of the scholarly approach to Marketing. Through critical analysis and the development of their own ideas for areas of future research, they will be able to construct and present their own ideas to an academic audience.
Team work Students will make contributions to class discussions and plan an active role in class group activities.

Reading List

Recommended Text
Ambler, Tim. (2003.) Marketing and the bottom line :the marketing metrics that will pump up cash flow /Tim Ambler. 2nd ed. FT Prentice Hall Primo search Christopher et al (2003) Relationship Marketing: Creating Stakeholder Value Butterworth-Heinemann, Oxford Primo search Fullerton, Sam. (c2007.) Sports marketing /Sam Fullerton. McGraw-Hill/Irwin Gronross, C. (2007) Services Management and Marketing 3rd Edition John Wiley & Sons Primo search Hastings, Gerard. (2007.) Social marketing :why should the Devil have all the best tunes? /Gerard Hastings. Elsevier/Butterworth-Heinemann Primo search O'Shaughnessey, N.J., Henneber, S.C.M. (2002) The Idea of Political Marketing Greenwood Press, England Primo search Schlegelmilch, B. (1998) Marketing Ethics: An International Perspective Thomson, London Primo search Strauss, Judy. (2003.) E-marketing /Judy Strauss, Adel El-Ansary, Raymond Frost. 3rd ed. Prentice Hall Primo search Annals of Tourism Research Elsevier Science European journal of marketing. MCB Publications Ltd. (1995-) International journal of entrepreneurial behaviour & research MCB University Press ([1985-]) Journal of marketing management. Westburn Publishers Primo search (1995.) Marketing and entrepreneurship in SMEs :an innovative approach /David Carson ... [et al.]. Prentice Hall Primo search (c1986-) The journal of business & industrial marketing. Grayson Associates (c1987-) The journal of services marketing. Journal of Services Marketing, Inc. International Journal of Nonprofit and Voluntary Sector Marketing Primo search International Journal of Sports Marketing & Sponsorship Primo search International Journal of Technology Marketing Primo search Journal of Consumer Marketing Primo search Journal of Marketing Primo search Journal of Nonprofit and Public Sector Marketing Primo search Journal of Political Marketing Primo search Journal of Relationship Marketing Primo search Journal of Research in Marketing & Entrepreneurship Primo search Journal of Targeting, Measurement and Analysis for Marketing Primo search Journal of Travel & Tourism Marketing Primo search The Marketing Review Primo search


This module is at CQFW Level 7