|| MM30620 |
|| ADVANCED MARKETING SEMINAR |
|| 2007/2008 |
|| Professor Nicholas S Alexander |
|| Semester 2 |
|| Available only to final year students on the Marketing Major degree scheme |
| Course delivery
|| Lecture || 16 hours |
|| Seminars / Tutorials || 8 hours per student |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Assessment|| Two pieces of written coursework each in the form of a 3000 word critical review of literature in an advanced field of Marketing. Worth 40% each.||80%|
|Semester Assessment|| Participation and contribution to 8 seminars||20%|
|Supplementary Assessment|| Two pieces of written coursework each in the form of a 3000 word critical review of literature in an advanced field of Marketing. Worth 40% each. A student must (re)submit any element of assessed work that previously was missing or failed.||80%|
|Supplementary Assessment|| Written report on the uses of dialogue within marketing decision-making processes.||20%|
On completion of this module, students should be able to:
Do an effective literature search into any sub-field of Marketing.
Synthesize in writing several key developments at the frontier of research in Marketing.
Synthesize verbally several key developments at the frontier of research in Marketing.
Critically evaluate in writing several key developments at the frontier of research in Marketing.
Critically evaluate verbally several key developments at the frontier of research in Marketing.
Discuss and defend in writing their own perspective on contemporary and pervasive Marketing issues.
Discuss and defend verbally their own perspective on contemporary and pervasive Marketing issues.
This module allows specialist students of Marketing (i.e. those registered on the Marketing Major degree scheme) to reflect on what they have learned in previous modules and - by introduction to contemporary and pervasive issues close to the frontiers of theoretical and applied research in Marketing - to learn and discuss how their knowledge and skills can be synthesised or deepened. This module is a window on where students might proceed by pursuing a specialist postgraduate degree in Marketing. Its role is to enthuse students with excitement for postgraduate study and research and to encourage them to develop and defend their own perspectives on Marketing. This module gives maximum expression to autonomous student learning.
The module deals with eight contemporary, pervasive issues or research subjects in Marketing. The precise nature of the issues or research subjects will vary from year to year, reflecting movement of and along the research frontier of Marketing, and reflecting the changing research focus of Marketing staff.
Typical recent issues/research subjects that qualify for inclusion:
Services as a 'new dominant logic' for marketing.
Contemporary marketing ethics.
|| This module requires students to do extensive literature searches. |
|| This module requires students to express and defend (verbally and in writing) their perspectives in contemporary and pervasive issues in Marketing. |
|Improving own Learning and Performance
|| Students will need to organize and implement work for two substantial pieces of coursework. |
|| Electronic databases. Word processing. Powerpoint presentations. |
|Application of Number
|| Possibly - depending on the issues covered in the module in any particular year. |
|Personal Development and Career planning
|| This module is an opportunity for students to assess their interest and capability in postgraduate Marketing education. It will develop students' presentation skills, and reinforce their self-confidence in the validity of their own knowledge, understanding and perspectives on Marketing. |
|Subject Specific Skills
|| The issues dealt with in this module will be specialist issues at te frontiers of theoretical and applied research in Marketing. |
** Recommended Text
European Journal of Marketing
International Journal of Research in Marketing
Journal of Consumer Research
Journal of Marketing
Journal of Retailing
Journal of the Academy of Marketing Science
This module is at CQFW Level 6