Module Identifier MM30620  
Academic Year 2007/2008  
Co-ordinator Professor Nicholas S Alexander  
Semester Semester 2  
Pre-Requisite Available only to final year students on the Marketing Major degree scheme  
Course delivery Lecture   16 hours  
  Seminars / Tutorials   8 hours per student  
Assessment TypeAssessment Length/DetailsProportion
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 seminars20%
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%

Learning outcomes

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


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.

Brief description

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:
  1. Services as a 'new dominant logic' for marketing.
  2. Critical marketing.
  3. Contemporary marketing ethics.
  4. Marketing metrics.
  5. Entrepreneurial/experiential marketing.

Module Skills

Research skills This module requires students to do extensive literature searches.  
Communication 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.  
Information Technology 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.  

Reading Lists

** 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