MODULE HANDBOOK
Contemporary Issues in Marketing
MARK 1051
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Contents
1 Welcome message from your Module Leader 3
2. Key contacts (academic queries) 4
3. Module details and learning outcomes 5
4. Employability 5
5. Schedule of teaching and learning activities 6
6. Assessment 6
7. Resit assessments 8
8. Resource recommendations 9
9. Additional module information 9
10. Changes to the module 10
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1 Welcome message from your Module Leader
At this stage of your academic career, we expect you to be independent learners and
ready for a challenge. This is an exciting course and one that should challenge and
inspire you. Take your time to read through this Module handbook carefully and
familiarise yourself with the topics and assessments. The Module facilitates learning and
critical, independent thinking, which will set you in good stead for your future careers.
The teaching and learning strategies used are varied. The theories will be discussed
around peer-reviewed academic journal articles and prominent business articles. I expect
each of you to participate actively in classroom discussions, debates, and presentations.
This is a demanding course, and you need to spend extra time studying outside formal
sessions. Upon successful completion of the course, you will be able to gain many
analytical and practical skills and contribute to your intellect and personal and
professional development. Contemporary Issues in Marketing are dynamic. That means
any changes within the marketing discipline or dynamic environment must reflect the
topics discussed in class. At times, this may mean that I must change the planned topic
and introduce a different topic to ensure that you keep up to date with all the latest
developments in the subject area.
If you have any queries about running this course, please do not hesitate to contact me.
Finally, I hope you enjoy the course. We look forward to working with you and wish you
every success in your career.
Dian Wang and Sandy De Mel
This handbook provides essential information about this module including the aims and
learning outcomes, the schedule of teaching and learning activities, assessment tasks,
resource recommendations and, if applicable, any additional resources that you will need.
Please read it at the start of term so you are aware of key details and important dates.
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1. Key contacts (academic queries)
The list below provides contact details of the module team.
Module Leader: Dian Wang
Location: Queen Anne Building, Room 355
Email:
[email protected] Office hours: by appointment
Module Leader: Sandy De Mel
Location: Queen Anne Building, Room 355
Email:
[email protected] Tel: 0208 3319796
Insert photo Office hours: Tuesdays and Thursdays by appointment
Module Tutor:
Location:
Insert photo Email:
Office hours:
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2. Module details and learning outcomes
Host faculty: Greenwich Business School
Host school: Management and Marketing
Number of credits: 30 Credits
Term(s) of delivery: Term 1 & 2
Site(s) of delivery: Greenwich
Pre-requisite modules: N/A
Co-requisite modules: N/A
Aims
1. To support the development of marketing students into autonomous learners and
independent thinkers.
2. To enable future managers to engage with leading-edge theory positively and open-
mindedly.
3. To enable them to envisage the impact of current and future trends on the role and
implementation of Marketing.
4. To encourage further research and enquiry into the 'edges' of discipline.
Learning Outcomes
On successful completion of this Module, a student will be able to:
1. Understand a range of more complex contemporary issues relating to Marketing.
2. Appreciate the potential effects of an ethical stance in marketing.
3. Present persuasively debate verbally and in written format and manage collaborative
learning relationships with peers and academic staff.
4. Assess the impact of new theory, technology, and practice on the discipline of
marketing.
5. Develop skills in researching, collecting, and evaluating academic sources.
6. Interpret theory and information - including some that have origins in different fields
and traditions of research and theory - and develop original concepts and theory.
Glossary:
A pre-requisite module is one that must have been completed successfully before
taking this module.
A co-requisite module is one that must be taken alongside this module.
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A learning outcome is a subject-specific statement that defines the learning to be
achieved through completing this module.
3. Employability
1. Cognitive Skills
• To be able to reflect on and debate contemporary issues and to understand the
contradictory nature of competing theories
• To be able to present a coherent argument in support of an intellectual position
• To be able to synthesise information and theory from a range of sources
• To be able to interpret information and theory to support an academically rigorous
approach to solving problems
2. Generic competencies
• Be capable of taking responsibility for independent learning and research.
• Develop research skills, collecting and evaluating academic sources.
• Be autonomous in setting personal objectives and in planning and executing
academic research.
• To be able to present persuasively debate verbally and in written format.
3. Personal Capabilities
• Identifying, finding, and reading a range of academic sources – often outside the
subject area
• To take part in exchanges of information and debate
• To be able to access and evaluate information
• To interpret and present to others (face-to-face and online) the results of
• reflective evaluation
4. Practical and Professional Elements
• To develop skills relating to the presentation of information to others, both in written
and verbal form.
• To manage the dynamics of group behaviour and collaborative learning.
You can find out more about the Greenwich Employability Passport at Greenwich
Employability Passport for students.
Information about the Career Centre is available at Employability and Careers | the
University of Greenwich.
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You can also use LinkedIn Learning to gain access to thousands of expert-led courses to
support your ongoing personal development. More information can be found at: LinkedIn
learning | IT and library services
4. Schedule of teaching and learning activities
Please note all the lectures and tutorials will be on the Greenwich Maritime campus. In
the week beginning on 21 Oct 2024, there will be no lecture or tutorial for this
module. Instead, all students must join the field trip. Students must take personal
responsibility for learning. Please attend all the classes and become active learners. You
must take part in all classroom activities. It is vital if you do not understand anything
related to the Module, whether it is part of a lecture content, tutorial activity or
Assessment, you must ask the Module leader then and there in the class. Also, you can
make a one-on-one appointment if you need any support with learning and assessment
work. Please email to make an appointment. The times will be allocated on a first-come,
first-serve basis.
Week Week Activities.
number. beginning.
3. 23/09/2024 Lecture - Course Introduction
Tutorial – Getting to know the course
4. 30/09/2024 Lecture - Contemporary Marketing Environment
Tutorial – Please see the Moodle segment for tutorial activities
5. 07/10/2024 Lecture - Creating the Value for Customers
Tutorial - Please see the Moodle segment for tutorial activities
6. 14/10/2024 Lecture -Assessment Planning – Essay 1 (Formative and
Summative)
Tutorial – Q & A – Group activities to help you with the essay.
Please check the "Assessment Toolbox" for all
Assessment-related resources.
7. 21/10/2024 Field Trip
NO LECTURE OR TUTORIAL
Please see Moodle for Field Trip Activities
8. 28/10/2024 Lecture - Experiential Marketing
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Tutorial - Please see the Moodle segment for tutorial activities
9. 04/11/2024 Lecture - Developing and Maintaining Customer Relationships.
Tutorial - Please see the Moodle segment for tutorial activities
10. 11/11/2024 Lecture - Engaging Customers and Communicating Value -
Integrated Marketing Communication.
Tutorial - Please see the Moodle segment for tutorial activities
11. 18/11/2024 Lecture - Digital Marketing and Global Consumer.
Tutorial - Please see the Moodle segment for tutorial activities
12. 25/11/2024 Lecture – Revisiting Assessment One
Tutorial - Q & A – Evasys
Please check the "Assessment Toolbox" for all
Assessment-related resources.
13. 02/12/2024 Lecture – Revision
Tutorial – Q & A – Students' Qualitative feedback
14. 09/12/2024 Lecture - One-to-one Meetings
Tutorial - One-to-one Meetings
Self-Directed learning, Catching- up
Christmas Break and Examination Week
19. 13/01/2025 Lecture - Disruptive Technologies
Tutorial - Please see the Moodle segment for tutorial activities
20. 20/01/2025 Lecture - Mobile Marketing
Tutorial - Please see the Moodle segment for tutorial activities
21. 27/01/2025 Lecture - Social Media
Tutorial - Please see the Moodle segment for tutorial activities
22. 03/02/2025 Lecture -Assessment Planning – Essay 2 (Formative and
Summative)
Tutorial – Q & A
Please check the "Assessment Toolbox" for all
Assessment-related resources.
23. 10/02/2025 Lecture - Smart Cities
Tutorial - Please see the Moodle segment for tutorial activities
24. 17/02/2025 Lecture - Social Identity
Tutorial - Please see the Moodle segment for tutorial activities
25. 24/02/2025 Lecture - Other Disruptors and the Impact on Contemporary
Issues in Marketing
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Tutorial - Please see the Moodle segment for tutorial activities
26. 03/03/2025 Lecture - Diversity in Branding
Tutorial – Please see the Moodle segment for tutorial activities
27. 10/03/2025 Lecture - Assessment Support – Essay 2 –
Tutorial - Q & A – Evasys
Please check the "Assessment Toolbox" for all
Assessment-related resources.
28. 17/03/2025 Lecture – Revision
Tutorial – Students' qualitative feedback
29. 24/03/2025 One-to-one meetings – Assessment Support by Appointment
30. 31/03/2025 One-to-one meetings - Self-Directed Learning – Catching up
SPRING BREAK
5. Assessment
Assessment schedule:
First sit Deadline Weight Maximum Marking Learning
assessments or exam ing out length type outcomes
period of mapped to
100%* this
assessment.
Formative 25.10.202 0% One page 500 pass/fail 1,5,6,
Assessment 4 words + or –
Essay 1 11.30 pm 10%
Summative 04.12. 50% 2500 words + Numerical 1,2,4,5,6
Assessment 2024 or – 10%
Essay 1 11.30 pm
Formative 23.02.202 0% One page 500 pass/fail 1,5,6,
Assessment 5 words + or –
Essay 2 11.30 pm 10%
Summative 04.04.202 50% 2500 words + Numerical 1,2,3,4,5,6
Assessment
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Essay 2 5 or – 10%
11.30 pm
*The weighting refers to the proportion of the overall module result that each assessment
task accounts for.
Preparation for Assessments and Feedback Methods
There will be two sessions each term covering the formative and summative
assessments. Students must prepare as much as possible before attending these
sessions and ask questions about the Assessment to ensure no ambiguity and
misunderstanding. It is students' responsibility to seek help and advice. We are more
than happy to provide support if needed.
Your assessment brief:
6.1 Guidance:
Please make sure that you watch the Panopto recorded videos in the "Assessment
Toolbox segment." in Moodle for all the formative and summative assessment
guidance and supporting learning materials. We will be discussing all aspects of the
Assessment during the dedicated sessions. Please note that all assessments
must be submitted using the links in Moodle.
Essay 1 - How does Experiential Marketing help companies build long-term
customer relationships and achieve brand loyalty? Use key concepts, academic
journal articles, reputable business publications and examples to address the
question. You can draw from your field trip experience and explore what other
companies use experiential marketing when addressing the above question.
Essay 2 – How do retailers employ Artificial intelligence (AI) for customer
acquisition and retention? Discuss at least two ways AI is used for customer
acquisition and retention. Use academic journal articles, reputable business
publications, and examples to support your claims.
In both essays, you need to prove:
• That you have read the key academic journal articles
• That you have independently found relevant further papers/readings
• That you are working to understand them
• That you have identified the key ideas
• That you have benefited from the discussion in seminars
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• That you can develop your ideas and conclusions from your reading
• That you can provide full academic referencing
• That you can provide examples.
We will discuss the format and content of each essay in greater detail in class,
especially during the dedicated sessions. In addition, the following guidelines can
help you to write a good essay,
• Create a good first impression. Make your work stand out for the right
reasons.
• Get someone else to proofread to avoid careless mistakes.
• Be mindful of the reader. Create interest and keep their attention. Make your
work stand out from the crowd.
• Please check your work carefully for plagiarism. You must write the essay
using your own words.
• Always acknowledge all the information sources using the Harvard
Referencing System.
• Please check the right-hand side of the Moodle page for Academic Skills Hub
for advice, support, and tips that may be useful for the two essays. They are:
• Working with Numbers
• Writing for Essays and Exams
• Effective Time Management
• Understanding Analysis
• Critical Thinking
• Using Library Resources
• Referencing your work
• How to do Research
Please check Moodle's assessment support materials under the "
Assessment Toolbox " segment."
Marking and feedback criteria for the Summative Assessments.
Criteria
D1 knowledge - 30%
The paper shows knowledge and understanding of the assessment brief, key ideas, and
relevant themes to address the topics. The key arguments are identified clearly and
used as the basis for discussion.
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D2 Research- Research-informed evidence 15%
The essay uses relevant seminal and current academic journal articles and discusses the
theories and concepts vital to addressing the topic. Also, it uses a minimum of eight
scholarly journal articles and reputable business articles.
D3 Evaluation 25% The paper evaluates ideas.
The appropriateness and relevance of the academic articles and business sources are
evaluated to address the topic. The ideas are weighed up dispassionately against
evidence and their impact on practice and theory. Use contemporary examples that are
appropriate to support the arguments.
D4 - Communication – 15%
Provide a cover page, a brief introduction, and a conclusion, labelling all the headings
and subheadings appropriately, the spacing between the lines, a minimum of 1.5 – a
maximum of 2.0; use diagrams, charts, and tables appropriately when necessary.
Include only the supporting evidence in the Appendix. The style of writing engages the
reader. The overall presentation shows the mindfulness of the reader.
D5 - Referencing 5%
Identified all the sources of information and provided a reference list using the Harvard
Referencing System consistently and correctly.
D6 - Employability 10%
Demonstrates transferrable skills needed for employment
Accepts personal responsibility
Overall, the approach and the work have a professional outlook
Marking scales
Marking Scale 0 - Comments
100
80 -100 Work of exceptional quality
70 – 80 Work of excellent quality
60 – 69 Work of very good quality
50 – 59 Work of good quality
40 – 49 Work of satisfactory standard
39 - 0 Fail
6.2 Formative assessments:
• Formative Assessment 1: Write a one-page essay plan for essay One.
(See topic one under Summative Assessment). The deadline is on the 25th of
October. The tutor will provide feedback within 15 working days.
• Formative Assessment 2: Write a one-page essay plan for essay 2.
(See topic two under Summative Assessment). The deadline is on the 23nd of
February. The tutor will provide feedback within 15 working days.
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Please include the following for each Formative submission:
• The topic title, Student ID
• The structure of the essay. Must show the ideas, themes, theories, and
concepts relevant to the Assessments.
• Include the headings and subheadings.
• The main theories and examples that you will include in the essay.
• List eight references that you will be using, including the key articles.
Marking and feedback criteria for the Formative Assessments.
Criteria
D1 Knowledge
The paper shows knowledge and understanding of the assessment brief.
D2 Research- Research-informed evidence
Shows a minimum of eight relevant scholarly journal articles to address the topics.
D3 Evaluation
The paper evaluates the relevance of scholarly articles.
Use academic articles to identify the main ideas, theories, and concepts.
D4 Communication
Use a cover page with the ID and the correct assessment title.
Use a brief introduction to state the purpose of the plan, its contents, and the structure.
Use headings and subheadings to show different ideas, themes, theories, and concepts.
D5 Referencing
Use a reference list to show the relevant scholarly articles.
Use The Harvard Referencing System correctly.
D6 Employability
Clear and easy-to-follow structure with a logical narrative flow
Follow the guidelines to show engagement with the Module and the task
Overall, the approach and the work have a professional outlook
Marking scales
Marking Scale 0 - Comments
100
40 – 100 Pass
39 - 0 Fail
6.3 Feedback for summative coursework:
You will receive written feedback using Rubric and "Feedback Sandwich": on Moodle
using:
• What you did well in this assignment:
• What you could improve in this assignment:
• What can you take forward to your next assignment
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There will be written comments on the script. Students can arrange one-
to-one appointments if they need further feedback. Also, the Module leaders
will provide overall feedback for the cohort for each summative Assessment.
6.4 Marking rubric:
Coursework is marked on the understanding that it is the student’s own work on the
module and that it has not, in whole or part, been presented elsewhere for assessment.
Where material has been used from other sources, this must be properly acknowledged in
accordance with the University’s regulations regarding Assessment Misconduct.
Marking, feedback and next steps
To pass this module, you must achieve an overall mark of 40+ for the two summative
assessments.
For coursework, the marks and feedback will normally be provided to students within
fifteen working days of the submission deadline. In exceptional circumstances, where
there is a delay in providing feedback, you will be informed by the module leader.
If you do not pass a module at the first attempt, you will likely be eligible for a resit
opportunity on the failed assessments. The Progression and Award Board (PAB) will
decide whether you will be offered an opportunity to resit. Note that marks on resit
assessments are capped at 40% unless extenuation has been applied for and granted.
External Examiner
The External Examiner for this module is:
Name: Dr Ejindu Morah
Institution: University of Westminster
Please note that the role of the External Examiner is to evaluate the overall standard of
assessments on the module. They are unable to correspond with individual students
about their work. If you need to discuss your marks or feedback, please contact the
module leader.
6. Resit assessments
Assessment schedule:
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Resit Deadline Weightin Maximum Marking Learning
assessments g out of length type outcomes
100%* mapped to
this
assessment.
Essay 1 July 2025. 50% 2500 numerical, 1,2,4,5,6
Submit
words + or
before
11.30 pm. – 10%
The exact
date will be
arranged
later
Essay 2 July 2025. 50 % 2500 numerical, 1,2,4,5,6
Submit
words + or
before
11.30 pm – 10%
The exact
date will be
arranged
later.
Once the university exam board is notified that you have to resit essay one or two, please
check Moodle for further instructions. If you need help, please get in touch with the
tutorial tutor to get help with the submission. The Module leader will set up a specific
session to support students with re-submissions if there are several re-submissions.
Otherwise, you can also make one-to-one appointments with your tutor.
7. Resource recommendations
The following are suggested readings for the module. Additional, more detailed reading
recommendations will be provided for the module topics.
Author Title Publisher ISBN
Highly recommended for all students. The core textbook for non-marketing
students
Gary Armstrong Principles of Marketing - Pearson 9780134492513
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and Dr Philip Eighteenth Edition Education
Kotler
Lamb, Hair, and MKTG – 13th Edition Cengage 9780357127803
McDaniel
Optional Reading
Marc Oliver Marketing: Principles and Practice: Opresnik 979-8554161223
Opresnik and S A Management orientated
vend Hollensen approach
Chaffey, Dave, Digital Marketing Pearson 9781292241579
and Chadwick-
Ellis, F.
8. Additional module information
Activities:
A field trip to Ikea in term 1. The field trip is important for essay 1.
Resources:
No additional resources
Costs:
No additional costs
9. Changes to the module
At the University of Greenwich, we value feedback from students as well as External
Examiners and other stakeholders and we use this information to help us improve our
provision.
Important note: The University of Greenwich will do all that it reasonably can to deliver
the module and support your learning as specified in our handbooks and other
information provided. However, under some circumstances, changes may have to be
made. This may include modifications to the:
content and syllabus of modules, including in relation to placements
timetable, location and number of classes
content or method of delivery of your module
timing and method of assessments.
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This might be because of, for example:
academic changes within subject areas
the unanticipated departure or absence of members of university staff
where the numbers expected on a module are so low that it is not possible to
deliver an appropriate quality of education for students enrolled on it
industrial action by university staff or third parties
the acts of any government or local authority
acts of terrorism.
In these circumstances, the university will take all reasonable steps to minimise
disruption by making reasonable modifications. However, to the full extent that it is
possible under the general law, the university excludes liability for any loss and/or
damage suffered by any applicant or student due to these circumstances.
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