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Marketing Issues and Trends

Module description


Building on all core modules from years 1 and 2 which have provided you with a strong foundation in marketing principles and practice, this module invites you to undertake a challenging foray into contemporary society and explore cutting edge issues important to any marketing practitioner-to-be. This module will advance your understanding of the different forms marketing thought and practice can take and the different functions they serve. The module invites you to show an ability for critical evaluation of material presented to you in the form of presentations, academic articles and press (digital and print). The module embraces a range of issues from a variety of contexts which challenge current thinking and practice in marketing. Through the year a series of lectures offering new perspectives on marketing will be taken by a number of specialists. 

Duration: Term 1 and 2 – 12 sessions

Full module specification

Module title:Marketing Issues and Trends
Module code:BEM3066
Module level:3
Academic year:2023/4
Module lecturers:
  • Ms Jill Nurse - Convenor
Module credit:15
ECTS value:



BEM1019 Fundamentals of Marketing

BEM1015 Marketing and Society

BEM2016 Consumer Behaviour

BEM2044 Consumer and Market Analysis

BEM2033 Brands & Branding



Duration of module: Duration (weeks) - term 1:


Module aims

  • To provide students with insights into a range of marketing perspectives, issues and trends which are receiving the attention of current marketing scholars and practitioners.
  • To relate these insights and perspectives to current phenomena in business and society.
  • To encourage critical evaluation of the concepts and ideas presented in the module by faculty, visiting scholars and practitioners.

ILO: Module-specific skills

  • 1. develop knowledge and understanding of emerging topics which reflect contemporary and future marketing theory and practice;
  • 2. understand the dynamic nature of marketing and its implications to individuals, organisations and society.

ILO: Discipline-specific skills

  • 3. identify, analyse, synthesise and present current marketing issues and trends by using different theoretical lenses;
  • 4. critically evaluate the models, theories and concepts commonly used in exploring current marketing practice.

ILO: Personal and key skills

  • 5. demonstrate personal reflection and critical skills;
  • 6. demonstrate improved written skills;
  • 7. demonstrate improved independent research skills.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours20Lectures/tutorials
Guided Independent Research70Reading and Research
Guided Independent Research60Essay Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion Q&A30 minutes per lecture1-10In class – oral feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Critical evaluation and literature review802,500 words1-7Written feedback
Individual learning log201,000 words1-7Written feedback

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Critical evaluation and literature reviewResubmission (80%) 2500 words1-7August/September Reassessment Period
Individual learning logResubmission (20%) 1000 words1-7August/September Reassessment Period

Syllabus plan

The module will include twelve 2-hour lectures spread over terms 1 and 2. Business faculty and visiting scholars and practitioners will contribute to teaching this module. The range of topics will vary from year to year based on current issues and trends in marketing theory and practice.

Indicative learning resources - Basic reading

There is no set text for this module, instead students are required to take responsibility for any reading recommended in lectures. Individual lecturers will provide you with any additional recommended reading lists specific to their particular topic.

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