Gwybodaeth Modiwlau

Module Identifier
Module Title
Contemporary Marketing Practice
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminar 11 x 1 Hour Seminars
Lecture 11 x 1 Hour Lectures


Assessment Type Assessment length / details Proportion
Semester Assessment Coursework assignment portfolio  Attend all client meetings  to be built up of work prepared for and completed in the weekly workshops, e.g. notes on class debate, qualitative data analysis summary, graphs, written summary, spreadsheet, PowerPoint slideshow  70%
Semester Assessment Group Presentation  Attend all team meetings and input equally to the team  30%
Supplementary Assessment Portfolio resubmission  Group presentation to client team including developed product and marketing media  70%
Supplementary Assessment 1,000 word review of contemporary marketing topic  30%

Learning Outcomes

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

* Identify a range of marketing contexts and the factors that impact their development;

* Explain how new ways of defining marketing has impacted on the 'traditional' marketing industry;

* Outline the costs and benefits of various forms of marketing communications in comparison to conventional forms such as mass-communication;

* Draw and apply lessons from case studies on the planning and management of the marketing function;

* Synthesise findings from case studies in order to illustrate contemporary issues in marketing and its associated functions;

* Demonstrate an ability to work in a team environment on specific business projects.


Course uses case studies to examine contemporary marketing practice through lectures and workshops. The workshops will encourage students to open out the material and deepen their appreciation of it. Students will also have an opportunity to further develop and apply key learning, research and employability skills, building on those already developed in the pre-requisite module. This will include students working on their own and in groups, applying their oral and written communication skills, further developing their debating skills, improving their problem-solving abilities, working with numbers, gaining further library and research skills, and the making use of information technology.

This module introduces students to a range of contemporary forms of marketing, branding, consumer behavior, digital marketing, supply-chain management and marketing communications, as well as considering more conventional 'mass' forms of marketing like social marketing.

Brief description

The module will examine current issues in marketing management and design. The module is delivered through a series of lectures, which will serve to introduce the cases, followed up by workshops.


The module will comprise a series of lectures, in which cases will be introduced and discussed. Each lecture will then be followed up by an interactive workshop, where the cases will be considered in greater depth. The purpose of the workshops is also to develop key learning, research and employability skills, such as group working, making presentations, the application of information technology, debating skills and working with numbers.

The module will seek to remain up to date and relevant by selecting contemporary cases that have a strong relationship with real-word practice. The precise mix of topics will therefore change from year to year. Topics could include:

  • Consumer Behaviour
  • Marketing Research
  • Marketing Communications
  • Branding
  • Product Development
  • B2B
  • Logistics & Supply-Chain Management
  • Digital Marketing
  • Services Marketing
A concluding lecture will serve to pull together the various issues and themes that have been identified in the series, to draw out lessons and to form conclusions about the contemporary nature of marketing.

Module Skills

Skills Type Skills details
Application of Number At least one workshop will require students to work with numbers and to manipulate numerical data in a spreadsheet. Assessed in assignment portfolio and feedback given.
Communication Students will prepare and deliver a group presentation based on a specific marketing case study. This will be assessed and feedback given. Students will need to communicate clearly in writing in the assessment portfolio.
Improving own Learning and Performance Portfolio completion.
Information Technology Students will be expected to use information technology in making their presentation. The assignment portfolio will require students to use word processing and spreadsheet skills. Assessed in assignment portfolio and feedback given.
Personal Development and Career planning Presentation and group work links to contemporary marketing business environment .
Problem solving Some of the workshops will be based around solving a particular problem or set of problems relating to contemporary marketing and its management. Assessed in assignment portfolio and feedback given.
Research skills Workshops will typically involve students being asked to prepare by researching material on the subject.
Subject Specific Skills By extending students knowledge of particular forms and cases of marketing, this module will serve to equip students to work in the marketing profession.
Team work Students will prepare and deliver a group presentation based on a specific marketing case study. This will be assessed and feedback given. Students will also be expected to work together in teams during the workshops (not assessed).


This module is at CQFW Level 4