Contemporary Marketing

Academic year 2014/15

Level [M] Semester [1]
Faculty of Business and Law
School of Marketing, Strategy & Communications
Student Name ____________________________________________________________
Email Address ____________________________________________________________
Course

______________________________

Module Tutor
______________________________
______________________
Tutors Email Address

Group ______________________________________
Tutors Telephone Number

____________________________________________________________

Communication Protocol: module staff will reply to student questions within a reasonable
time but this will normally be within office hours only. Students are advised to check this
Handbook and also to see if there are any online announcements or FAQ answers that deal with
their enquiry before contacting staff.

Contents

Contents
1

What this Module is About.........................................................................1

Module Timetable......................................................................................2

Key Resources to Support Learning...........................................................3

Assessment...............................................................................................3

4.1

Assessment Summary.........................................................................3

4.2

Assessment Details..............................................................................4

4.3

Feedback..............................................................................................8

Understanding Your Assessment Responsibilities......................................9

1 What this Module is about

Introduction from the Module Leader
The module seeks to bring together a strategic approach to harnessing both traditional and
digital based marketing concepts and activities as an integrated approach to identifying a
range of challenges, opportunities and problem solving. This will provide students with the
contemporary marketing knowledge and skills required to be a professional in the
competitive digital world of the 21st century.
Jon James
Module Leader
Email [email protected]
Tel - +44 113 812 482

Module Aims
Contemporary Marketing is a highly informative module, which will provide you with an
insight into the fast paced world of marketing. The module will provide you with:

a contemporary approach to understanding the dynamic nature of marketing and the

tumultuous business world marketing professionals operate within;
the psychology of how and why consumers behave as they do;
the role of marketing research as a means to create informed marketing decisions;
product, pricing and service based management techniques;
the nature and design of marketing channels;
the traditional and contemporary nature of communication and media and the role of
planning and strategy;
an insight into ethical and sustainable marketing.

It is an exciting and insightful module that blends both academic theory and practitionerbased skills into one. This module will also help you develop the knowledge and skills
required for further marketing-based studies and for any future employment in a related field.
To achieve a pass in this module, you need to demonstrate your ability against the learning
outcomes stated below:

Module Learning Outcomes

Upon successful completion of this module students will be able to:

Critically assess how a blend of key marketing concepts may be utilised to provide
effective solutions in contemporary practice.
Assess the marketplace and wider marketing environment as a means to identifying
strategic implications for an organisation.

Appraise and review how marketing planning co-ordinates integrated marketing

solutions to practical business situations.
Critically evaluate and apply a range of strategic marketing tools to create customeroriented solutions and to satisfy corporate and marketing based objectives.

Module Learning Activities

To help to develop the knowledge and skills required to pass this module, the module team
will use a blend of teaching and learning techniques.
Lectures: these aim to deliver an overview of a given topic or theme within the module.
They should be seen as one component only of the required assessment, learning &
teaching strategy. Whilst copies of the relevant presentations will be posted up on the
module X-stream and Blackboard page (see below) following the delivery of each of the
lectures, they cannot be seen as being anything other than a set of headings on which the
lectures are based. Thus, attendance and note-taking at lectures are important elements of
the learning experience.
Seminars: the linked seminars provide the opportunity to explore, and develop
understanding of each of the key topics of the module in depth through the prior preparation
and discussion during the seminar sessions of materials presented. The seminars represent
the second of the key components of the required assessment, learning & teaching strategy.
(Please note that, as the modules are identical across all MBA routes, therefore, the lectures
are delivered to students altogether at the same time, however, the key differentiation in
terms of intensity occurs during Seminars and workshops sessions. MBA Graduates have
seminars that involve understanding and conceptualisation of theoretical frameworks and
then application is considered at a fundamental level within organisational context using
range of case studies of contemporary marketing practice. MBAEX students have more
seminars that include debate and discussion, where applications of marketing theories are
considered within their own organisations (if possible) on an advanced and more detailed
manner.
Attendance registers will be taken at all taught sessions.
MyBeckett: will be used to allow access to the lecture slides, the module documentation,
including the individual assignment and supplementary reading/study materials.
Self-Directed Study:
The focus upon your own self-directed study is profound and central to your success in this
module. To help guide you with the amount of time you need to direct and dedicate to this
module the university advises that 200 hours of your time is committed to the studying of this
subject matter/module. Every student is different so the following can only be an indication
of how you can organise your time, resources and study:

12 hours

Attendance at lectures

24 hours

Attendance at tutorials
Self-guided (independent) study

164 hours

Total

200 hours

Your responsibilities
You are expected to take self-responsibility for your own learning by attending lectures and
tutorials and following the required reading programme. Seminars are based on the
assumption that students have done the required pre-reading

Graduate Attributes Developed and Assessed

An MBA/ EMBA graduate or professional Marketing Practitioner needs to attain a high
standard of both knowledge and skill to perform well in such a competitive field. To help you
achieve the skills to be successful not only in your future studies, but also in your future
employment, the skills highlighted below will form part of the module content and
assessment:

POSTGRADUATE SKILLS & COMPETENCES

ACADEMIC SKILLS
Opportunity

Assessed

To use/develop
Research Capability

Critical thinking

Problem Solving

Creativity

Knowledge
Management

SELF-MANAGEMENT SKILLS
Critical Self
Awareness
Manage
Change/Adaptability
Organisation and
Planning

Career Awareness

COMMUNICATION SKILLS
Written
communication

Oral/visual
Presentation Skills

Active listening

CIT Skills

Numeracy Skills
INTERPERSONAL SKILLS
Citizenship

Team Skills

Leadership
Networking

Negotiating

2 Module Timetable
Semester 1
Academic
Teaching
week

LECTURE CONTENT
(indicative)

TUTORIAL CONTENT
Refer to your timetable
for time and location

Reading/Preparation
for the tutorial

Art and Science of

Marketing: an
introduction

Introduction to
marketing

Tutor-led activity

Marketing
Environment

Strategic Planning in
Marketing

As announced in the
lecture

Consumer Behaviour

Marketing Environment

As announced in the
lecture

Marketing Research

Consumer Behavior

As announced in the
lecture

Marketing
Product &
Strategies

Marketing Research

As announced in the
lecture

Branding: Developing
& Managing brands

Product
&
Strategies

As announced in the
lecture

Mix:
Pricing

Pricing

Marketing Research Presentations

Marketing
Communications

Branding

As announced in the
lecture

Social Media
Marketing

Marketing
Communications

As announced in the
lecture

10

Global Marketing

Social Media Marketing

As announced in the
lecture

11

Ethics,
Sustainable
Marketing

Assessment discussion Working on

& drop-ins
assignment

12

Drop-in session

Drop-in session

Working on
assignment

3 Key Resources to Support Learning

Reading and Additional resources:
Key Recommended textbook(s):
Baines, P., Fill, C. & Page, K. (2010), Marketing, 2e., Oxford University Press: Oxford
Boone, L. E and Kurtz, D. L. (2013) Contemporary Marketing, International Edition, 16e,
Cengage Learning
Additional recommended textbooks:
Blythe, J (2012). Essentials of Marketing. 5th Edition. Pearson Education: Harlow, UK.
Fahy, J. & Jobber, D. (2012) Foundations of Marketing, 4th edition, London: McGraw-Hill.
Brassington, F. & Pettitt, S. (2007) Essentials of Marketing, 2nd ed., Pearson Education: Harlow
Armstrong, G., Kotler, P., Harker, M. & Brennan, R. (2009) Marketing An Introduction. FT
Prentice Hall: London
Blythe (2006) A very short, fairly interesting and reasonably cheap book about studying
marketing. Sage: London
Blythe, J.(2009) Principles & Practice of Marketing 2nd ed. Cengage learning: Andover
Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (2006) Marketing concepts and strategies, (5th
European ed.) Boston: Houghton Mifflin.
Jobber, D. (2007) Principles & Practice of Marketing, 5th ed. Maidenhead, McGraw-Hill.
Kotler, P., Wong, V., Saunders, J. & Armstrong, G. (2008) Principles of Marketing, 5th European
ed. Prentice Hall:Harlow.
Where may I purchase these textbooks?
The core text is available from Blackwells bookshop as follows:
Blackwell Bookshop T: 0113 2432446
21 Blenheim Terrace
Woodhouse Lane
Mail to:[email protected]
Leeds , LS2 9HJ
Or order online at:

http://bookshop.blackwell.co.uk/jsp/index.jsp

Emerald and EBSCO (Business Source Premier) are the two online databases, which will
yield a large quantity of useful academic journal articles. The following journals contain
articles relevant to this module, but this list is by no means exclusive.
Journals
Journal of Marketing
Journal of Marketing management
Journal of Marketing Theory and Practice
Marketing Intelligence and Planning
Journal of Strategic Marketing
European Journal of Marketing
International Journals of Marketing Research (http://www.ijmr.com/)
Qualitative Market Research: An International Journal
International Journal of Marketing Research (http://www.mrs.org.uk/publications/ijmr.htm)
These should help should you find any particularly useful or unhelpful, let us know.
www.bbc.co.uk/edu Try the learning zone at BBC education
www.cim.co.uk
The CIM website which provides general information regarding the
institute and, with your student membership card, offers student support, past papers and up
to date case studies and discussion.
www.euromonitor.com
Euromonitor consumer reports
www.ft.com
An online version of the quality newspaper.
keynote/index.html Useful notes on the preparation of marketing plans, and access to
research data
www.mad.co.uk
Marketing Week Magazine
www.theeconomist.com
Useful links, and easily-searched archives of articles from back
issues
Remember there is a significant amount of information in both the lectures and tutorials
much more than any lecture notes or tutorial materials will give on their own. The lecture
and tutorial sessions are also designed to develop and integrate your knowledge in this
subject area so a missed session can have quite an effect not just on that missed session
but also on your ability in future sessions and ultimately in your assessment!

All disabled students requiring additional support or alternative

arrangements must declare and provide evidence of their disability to the
Disability
and
Advice
Team
as
early
as
possible:
https://www.leedsmet.ac.uk/studenthub/disability-services.htm.

4 Assessment
4.1 Assessment Summary

Assessment
Method:
1. Group
Presentation &
Report (a 10
minute group
presentation &
2000 words
report)

2. Individual
Coursework (a
3000 words
report)

Reassessment

Weighting:

30%

70%

Weighting:

Hand in date:

2. Individual
Coursework (a
3000 words
report)

30%

70%

Feedback date:

Formal
feedback will
be given
following
group
presentation
and
assessment of
the group
report

4 weeks from
assessment
submission

19th December
2014

Formal
feedback
following
assessment of
individual
scripts will be
given

4 weeks from
assessment
submission

Hand in date:

Feedback
Method:

w/c 24th Nov

2014
(presentation)
2nd Dec 2014
(Report
submission)

Method:
1. Individual
Report (a 2500
words report)

Feedback
Method:

Feedback date:

TBA

Formal
feedback
following
assessment of
individual
scripts will be
given

4 weeks from
assessment
submission

TBA

Formal
feedback
following
assessment of
individual
scripts will be
given

4 weeks from
assessment
submission

4.2 Assessment Details

Student Instructions for Submission of Coursework

3) This module requires you to submit your work on-line and also hand
in a paper copy of that work.
You MUST submit your work through the VLE using the link set up by the
tutor. Receipt of your work will be recorded.
Your "Turnitin assignments" in the VLE can be set up so that you can
check your assignment yourself as you submit it. This checking is done
by creating an "Originality Report". If this report shows that there are
some problems with your work, such as un-cited quotations, you should
be able to make corrections and re-submit the work again before the due
date.
You MUST ALSO submit a paper copy of the work with a completed
Assignment Submission Form attached. The copy of the work and
assignment form should be placed in the relevant assessment post-box.
Please note: Tutors will follow up any suspected plagiarism and unfair
practice found after the submission date as per University policy. Late
penalties will apply as per University regulations.

4.3 Feedback
A mid module review will be timetabled into your module by Week 7. This is an
opportunity to iron out modular issues rapidly early on in the module. In addition, you
will have the opportunity to feed back formally at the end of your module. These
comments will be reviewed by your course leader and course team and some may be
considered at your annual course enhancement meeting. Your Student Representative
will attend this and take your views to this meeting for discussion.

5 Understanding Your Assessment Responsibilities

Mitigation and Extenuating Circumstances
If you are experiencing problems which are adversely affecting your ability to study
(called 'extenuating circumstances'), then you can apply for mitigation. You can find
full
details
of
how
to
apply
for
mitigation
at:
http://www.leedsmet.ac.uk/studenthub/mitigation.htm.
The University operates a fit to sit / fit to submit approach to extenuating
circumstances which means students who take their assessment are declaring
themselves fit to do so.
Late Submission
Without any form of extenuating circumstances, standard penalties apply for late
submission of assessed work. These range from 5% to 100% of the possible total
mark, depending on the number of days late. Full details (section C1.5.7) of the
penalties
for
late
submission
of
course
work
are
available
at
http://www.leedsmet.ac.uk/about/academic-regulations.htm (see C1).
Cheating, Plagiarism and Other Forms of Unfair Practice
Academic misconduct occurs when you yourself have not done the work that you
submit. It may include cheating, plagiarism, self-plagiarism, collusion and other forms
of unfair practice. What is and what is not permitted is clearly explained in The Little
Book of Cheating, Plagiarism and Unfair Practice which is available to view at:
http://www.leedsmet.ac.uk/studenthub/plagiarism.htm.
The serious consequences of plagiarism and other types of unfair practice are detailed
in
section
C9
of
the
Academic
Regulations
at
http://www.leedsmet.ac.uk/about/academic-regulations.htm.

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