Marketing

The following modules are available to incoming Study Abroad students interested in Marketing.

Alternatively you may return to the complete list of Study Abroad Subject Areas.

LING211: The Language of Advertising

  • Terms Taught: Michaelmas Term Only.
  • US Credits: 4 Semester Credits.
  • ECTS Credits: 8 ECTS Credits.
  • Pre-requisites: Must have previously studied Linguistics and/or English Language or Marketing.

Course Description

We all know when an ad has caught our attention, and whether it works for us or not, but what precisely is responsible for these effects?  In this course, we will learn how to take ads apart using tools taken from linguistics, rhetoric, and semiotics.  We will explore how ad writers make use of the different levels of language: for instance, how they exploit sounds and spellings; how they toy with word meanings and word associations; how they manipulate, and sometimes break, the rules of standard grammar.  We will also explore how ads interact with other texts and consider the relationship between words and pictures.  As well as analysing ads themselves, we will also test out our intuitions about them, by seeing how the words, structures and visuals used in the ads are employed in other kinds of texts.

Educational Aims

By the end of the course, students should:

  • know the main terms and concepts from linguistics, rhetoric, and semiotics which are relevant for the analysis of advertisements;
  • be able to identify the above phenomena in advertisements;
  • be able to conceptualise their intuitions about advertisement texts;
  • be able to carry out a full critical analysis of an advertisement by applying and integrating the above skills.

Outline Syllabus

Topics will typically include:

  • Vocabulary: ‘Words in Ads’
  • The key words of advertising
  • Sounds, Letters, Scripts
  • Sentence Structures and Meaning
  • Words and Pictures
  • Interaction in Ads
  • Intertextuality and Interdiscursivity
  • Voices and Varieties
  • Brand and product names

Assessment Proportions

  • Exam: 30%
  • Project: 45%
  • Presentation: 25%  

LING214: Corporate communication

  • Terms Taught: Lent / Summer Terms only.
  • US Credits: 4 Semester Credits.
  • ECTS Credits: 8 ECTS Credits.
  • Pre-requisites: Must have previously studied Linguistics and/or English Language

Course Description

While this course is intended for students of both English Language and Business, the focus is on language and its use by and in companies.  However, you need no previous knowledge of either linguistics or business to take this course.  We will focus on corporate, management and employee perspectives, introducing various concepts from language and business studies and illustrating them with examples and case studies.  The seminars will include Q&As or quizzes, group work and role play, and reading activities to deepen your understanding of the lecture content.

On successful completion of this module, you will be able to:

  • apply knowledge of corporate communication to the analysis and critical examination of authentic data;
  • evaluate the merits of linguistic and management theories for the study of corporate communication
  • apply your knowledge of corporate communication to produce your own texts in that area.

Educational Aims

The module aims to enable students to:

  • gain knowledge and understanding of the communication aspects involved in dealing with an organisation’s internal and external stakeholders;
  • be familiar with the main areas of research in corporate communication;
  • relate the study of organisations and management to language;
  • apply different methods of language study to corporate environments.

Outline Syllabus

Topics will typically include:

  • Corporate perspectives:  branding; talking to customers; crisis communication
  • Management perspectives:  leadership; change management; negotiating and influencing; diversity and inclusion
  • Employee perspectives:  language of recruitment; interviews at work; constructing employees

 Language and business aspects in relation to the above topics include:

  • Brand personalities, narrative
  • Communicative competence, politeness
  • Crisis communication strategies, corporate apologies
  • Leadership styles, rhetoric
  • Metaphor, channels of communication
  • Conversation analysis
  • Framing and impression management
  • Cooperation and implicature
  • Communities of practice, mission statements

Assessment Proportions

  • Essay(s) 30%
  • Exam: 20%
  • Presentation: 30%
  • Reflective Report: 20%

MKTG210: Marketing Research

  • Terms Taught: Full Year course.
  • US Credits: 8 US semester credits
  • ECTS Credits: 16 ECTS credits
  • Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

This course introduces you to key concepts and techniques in marketing research and the analysis of marketing problems.  The main aim of the course is to prepare you to be able to commission, manage, interpret and use marketing information and the research that provides it.  The course covers both quantitative and qualitative research methods, as well as how to run and manage research projects.  The coursework is based on a group project running over both terms, and you are expected to participate fully in this important practical aspect of the course. 

Educational Aims

The main aim of this module is to prepare students for future roles as marketing, product, brand and advertising managers through their being able to commission, manage, interpret and use marketing information and the research that provides it.  At the same time, it will prepare many students for practical (market) research projects conducted in their final year.

We aim to develop students' interest in, and knowledge and understanding of, marketing research in a structured and progressive way by:

  • Providing an overview of the decisions and stages of the marketing research process.
  • Providing students with a clear appreciation of the importance of marketing research, the research process and the approaches/ techniques used.
  • Exposing students to the range of issues associated with managing a research project (from conception through to final report writing)
  • Exploring some of the ethical and practical issues relating to the marketing research process

We also aim to develop the students' oral and written communication skills for research, a key aspect of successful marketing research.

Outline Syllabus

The first part of the course, taught in Michaelmas term, provides an overview of the decisions and stages of the marketing research process, focusing on the qualitative dimensions of marketing research.

In the Lent term, we build on this knowledge, and introduce quantitative methodologies for designing, implementing, and analysing marketing research.  The workshops are compulsory, and your active participation is essential in preparation for the coursework and the exam.

Assessment Proportions

  • Coursework: 40%

  • Exam: 60%

MKTG222: Marketing Fundamentals

  • Terms Taught: Michaelmas Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS credits

Course Description

The course forms a self-contained introduction to Marketing and covers: components of the marketing system, concepts of buying behaviour, analysis of market opportunities, market segmentation, the marketing mix and marketing strategy.  Consideration is also given to a number of special topics: marketing research, services marketing, retailing, industrial marketing and international marketing.

Educational Aims

The overall aim of this course is to develop an appreciation and understanding of the conceptual and descriptive language of marketing, and its utilisation within a business and management context.

Outline Syllabus

  • What is Marketing?
  • The Customer Cycle, Expectations  The ?Gap' Model, Customer Satisfaction, Customer Relationship Management.  
  • Products  Product Management; Services  Services Management.  
  • Branding ; Pricing.  
  • Understanding Consumer Markets. 
  • Understanding Business Markets Organisational buying behaviour; the decision making unit; characteristics of organisational buying; relationship management.  
  • Channels / Distribution. 
  • Segmenting, Targeting  Positioning.
  • Promotion  Wrap up!

Assessment Proportions

  • Coursework: 50%
  • Exam 50%

MKTG225: Consumer Behaviour

  • Terms Taught: Michaelmas Term only
  • US Credits: 4 US semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

By critically examining current consumer behaviour research, this course will encourage an awareness of the ways in which social sciences can assist in forming an understanding of consumer purchasing and behaviour.  The course includes both the study of the individual psychological factors, and the broader social and culturalcontext, influencing consumers in today's society.

Educational Aims

The integrated lecture and seminar programme is designed to: 

  • Provide an awareness of the ways in which the social sciences can aid our understanding of the behaviour of individuals involved in marketing and purchasing.
  • Explore the similarities and differences in human behaviour in different task settings and environments.
  • Critically examine current research in the field of Consumer Behaviour in order to inform the practice of marketing.

Outline Syllabus

The overall aim of this course is to develop an appreciation and understanding of consumer behaviour from both the manager's and the consumer's perspective. Each of you will have an understanding of what it means to be a consumer from an individual perspective. We shall look at how marketing managers can investigate individual and group consumer behaviour to underpin marketing strategy. We shall also be looking at the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in society today.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG227: Marketing Management Essentials

  • Terms Taught: Lent / Summer Terms only.
  • US Credits: 4 US semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: Prospective students must have prior knowledge of the Marketing Fundaments and their knowledge will be tested on arrival before they are permitted to register for the course. Please note that prior permission in writing must be obtained from the Department through the International Office by those wishing to start in Lent term.

Course Description

The course aims to provide you with the opportunity to develop further your knowledge of marketing management conceptual frameworks and techniques, applying and adapting their knowledge of these frameworks to diverse marketing management contexts. 

Educational Aims

The aims of this module are: 

  • To provide students with the opportunity to further develop their knowledge of marketing management conceptual frameworks and techniques.
  • To provide students with the experience of applying and adapting their knowledge of these frameworks to diverse marketing management contexts.

Outline Syllabus

  • Going to market in B2B
  • B2B Buyer Behaviour
  • Going to market in B2C
  • Consumer Buyer Behaviour
  • Going to market with brands
  • Brands brand management
  • Going to market through Channels
  • Channel selection and management
  • Going to market Internationally

Assessment Proportions

  • Coursework: 50%
  • Exam: 50%

MKTG229: Routes to Market

  • Terms Taught: Lent / Summer Terms only.
  • US Credits: 4 US semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

The course aims to provide you with an introduction to supply chains and channels:

  • an understanding of the ‘realities’ of competition;
  • collaboration; competition in the business to business contexts;
  • buyer and supplier behaviour;
  • the fundamentals of business marketing and purchasing and purchasing strategies;
  • customer value propositions and the problematics of their delivery and deployment;
  • comprehension of the value-in-use/total cost of ownership pricing approach and the analysis of opportunities/value propositions;
  • understanding of retailers as a particular form of supply chains, particularly in the context of brand management in fast-moving consumer goods contexts; a basic understanding of business selling and key account management.

Educational Aims

Subject Specific

  • An introduction to supply chains and channels
  • An understanding of the ‘realities’ of competition, collaboration, and coopetition in the supply chain and channels context.
  • An introduction to business-to-business markets and buyer and supplier behaviour
  • An understanding of the fundamentals of business marketing and purchasing and purchasing strategies
  • An understanding of the business customers value propositions and the problematics of their delivery and deployment
  • A  comprehension of the Value-In-Use / Total Cost of Ownership pricing approach and the analysis of opportunities/ value propositions
  • An understanding of retailers as a particular form of supply chains, particularly in the context of brand management in fast-moving consumer goods contexts.
  • A basic understanding of business selling and Key Account management

General

  • To provide students with opportunities to develop their analytical skills
  • To provide students an opportunity to develop their ability to deploy and evaluate conceptualisations in ‘real-world’ business contexts
  • To provide students with an opportunity to develop the ability to integrate learnings across an array of sub-discipline boundaries and develop a more holistic understanding of the marketing process

Outline Syllabus

The module is built around tutor-led  workshops using case studies and supporting lectures.

Brief overview:

The programme will run over one term. It progresses through various topics such that students understand the fundamental concepts operating (differently) in all supply chains, the global context of supply chains and its implications. Finally attention is turned to specific product areas to consider special topics such as sustainability and supply chain standards.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG232: Advertising

  • Terms Taught: Lent Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

The overall aim of this course is to develop an appreciation and understanding of the fast-moving and multi-faceted world of advertising from both a theoretical and managerial perspective. This course will focus on advertising within the private sector and will cover a number of contemporary issues in advertising, including social and ethical issues, international advertising and advertising regulation. On completion of this course, students should be able to demonstrate a clear understanding of advertising theory, strategy and execution. You will meet in a series of 5 workshops over the term.

Educational Aims

  • A clear and strategic understanding of advertising
  • The ability to deconstruct advertising communication in order to identify the strategy behind it
  • A detailed knowledge of media planning
  • A clear cultural and ethical context to advertising
  • An understanding of the persuasion process and techniques for different types of product

Outline Syllabus

The study of advertising theory and strategy. This module will introduce the student to the critical study of advertising from both a theoretical and managerial perspective. 

The key areas covered will be:

  • Understanding advertising effectiveness from a psychological perspective and the role of memory. This will be taught from a case study perspective.
  • Advertising response models
  • Advertising creativity
  • Media planning and strategy
  • Advertising regulation and ethics
  • Advertising across cultures

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG233: Digital Marketing

  • Terms Taught: Michaelmas Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

The module gives students an opportunity to investigate both established and emerging forms of digital marketing.  Students will explore the underlying themes and principles of the dynamic world of digital media. A range of digitaltopics will be discussed including: viral and word of mouth campaigns; search engine optimisation; pay per click advertising; mobile marketing; user generated content and social media,  and digital analytics/ metrics.  Commercial web analysis tools will be used to assess consumer web browsing behaviour on corporate websites.  Students will also work on the application of the main concepts in specific contexts during workshops. You will meet in a series of 5 workshops over the term.

Educational Aims

The aim of the module is to:

  • give students the opportunity to understand contemporary digital marketing from practical and academic perspectives 
  • study the evolving strategies and techniques of contemporary digital marketing
  • investigate the main forms of digital media and channels
  • master the concepts and language of digital marketing, and understand how digital media and tools function in organisations

Outline Syllabus

  • Why Digital Marketing has become so important to various stakeholders; the Digital Revolution, Web 2.0, The Long Tail.
  • Communications theory as it applies to Digital Marketing and interactive communications.
  • Investigate the main forms of digital media and channels, including e-commerce, search, viral and mobile marketing, user generated content and digital business environments.
  • Critically explore the underlying themes and principles of the dynamic world of digital media and marketing.
  • Applied digital display advertising using leading industry commercial web analysis tools in support of planning a digital campaign.

Assessment Proportions

  • Coursework: 60%
  • Exam: 40%

MKTG301: Strategic Marketing

  • Terms Taught: Michaelmas Term only
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of substantial previous studies in marketing.  If you have not previously taken a Marketing Management course, you will need evidence of substantial study in Marketing before being admitted to this course.

Course Description

In this module on Strategic Marketing the key word is "strategic".  Hence it is essential for students to obtain a solid understanding of the various perspectives on strategy.  This understanding of strategy is of utmost importance as the marketing decisions must be consistent with the company's strategic choices.  Often strategic planning is confused with strategy, and this module will highlight the nature of this crucial distinction by reviewing and highlighting the importance of each in Strategic Marketing.  This module will focus  upon applying relevant concepts and theories to appropriate contemporary developments as well as feature case studies.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

Both the exam and the case study will be case study based.  You will receive the case study for the exam four weeks prior to the open book exam.

MKTG302: Strategic Negotiation : Making Sustainable Deals

  • Terms Taught: Lent term only
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: Must have completed a course equivalent to MKTG301 or must take MKTG303 as a co-requisite

Course Description

This module is fundamentally about how to plan a marketing strategy that maximizes the shareholder-value of a firm. The module covers all stages of the marketing planning process, from audit to action. The aim of this module is to teach you how to plan a marketing strategy. To this end, you will be required to draw on, and then combine as well as synthesize, subject material from previous marketing modules. Effectively, you will integrate your learning from such modules and develop a cohesive, properly coordinated marketing strategy, which is laid out in a strategic marketing plan.

You will also be taught new material centered on how to decide on which marketing strategy to plan for if you have a number of strategy options. Specifically, you will learn how to decide which markets a firm should compete in, how to choose which segments of a market to focus on, how to select a value proposition for each segment, and importantly, how to justify these choices in a concise way appropriate for a marketing plan and an executive reader. This learning will then be reinforced by requiring you to produce a marketing plan for a real-life company. Overall, the module will provide detailed insight into concepts, techniques, and skills used in strategic marketing planning. Essentially, you will study the planning involved with being a strategic marketer, and you will be challenged to implement the theory of strategic marketing planning in a marketing plan that you will develop as part of your assessment.

Assessment Proportions

  • Individual Essay (40%)
  • Examination (60%)

MKTG303: Global Marketing Management

  • Terms Taught: Lent / Summer Terms only
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: Must have completed courses equivalent to MKTG225: Consumer Behaviour and MKTG229: Routes to Market

Course Description

As marketing activities become more and more internationally focused, students require the knowledge and skills to address the new challenges and opportunities associated with globalisation. This module combines the latest research in the field of international marketing; providing insights, theories, concepts and tools that enable students to navigate the global market. The module seeks to stimulate student curiosity about the managerial process of seeking opportunities abroad; the activities multinational corporations undertake to maintain competitive advantages in their home and host markets; and at the same time, raise awareness of the importance of viewing marketing from a global perspective. The module also places particular emphasis on marketing in emerging markets, as fundamental drivers of change are altering the way firms address the international marketplace. Overall, the module delivers research-led, contemporary discussion of the dominant forces shaping marketing worldwide.

Educational Aims

On successful completion of this module, students will be able to demonstrate the following transferrable skills:

  • Cultural awareness and sensitivity. This module fosters the students' "cultural fluency", which is an ability to adapt and appreciate cultural differences in order to function in a globalised working environment.
  • Understanding of global trends is an important criteria in global marketing employability. This module aims to develop the students' international orientation through various discussions on country differences. In addition, the individual assignment necessitates students to conduct in-depth analysis on a country analysis, which consequentially strengthens their awareness of trends in a global market.
  • Ability to manage complexity and reason using multiple perspectives are another crucial characteristics of a global marketer. In the lectures and seminars, students will explore the challenges and opportunities when operating in international market, and are expected to consider multiple consequences and the trade-offs associated with global marketing decisions.
  • Problem-solving skills and ability to imagine creative solutions. The assessment for this module requires students to apply critical evaluation and creative solution to a global marketing problem. Students are highly encouraged to lend their individual interpretations, readings and experiences in order to excel in this module.

Outline Syllabus

This module will cover topics and issues relating to globalisation, internationalisation strategies, marketing across cultures, international branding and retailing, global ethics and CSR, and marketing in emerging markets.

Assessment Proportions

  • Poster Assignment (40%)
  • Examination (60%).

MKTG315: Managing Marketing Innovation

  • Terms Taught: Lent Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of substantial previous studies in Marketing.

Course Description

The aim of the course is to introduce you to theoretical frameworks and empirical evidence of contemporary innovations in marketing. The course begins by exploring the issues of why firms are thought typically either to succeed or fail in business.  From here you will be encouraged to explore the changing business environments within which firms must survive.  The course will be organised around 7 themes:

  • Managing for Innovation.
  • Creating Innovation.
  • The Macro Environment and Innovation.
  • The Micro Environment and Innovation.
  • Implementing Innovation.
  • Creating the Innovation Organisation.
  • Effective Innovation Management.

Educational Aims

  • To provide an introduction to the ways in which the social sciences can aid our understanding of change in business environments and the actual management of marketing innovation through the exploration of business success and failure.
  • To critically review existing research and theory as it relates to the management of change and marketing innovation.
  • To provide students with the experience of applying and adapting existing theoretical frameworks through to real-world scenarios.

Outline Syllabus

The course will begin by exploring the issues of why firms are thought to either typically succeed or fail in business.  From here students will be encouraged to explore the changing business environments within which firms must survive.  Subsequently, students will be encouraged to challenge traditional thinking often stated through widely accepted and taught business models (such as Porter's five forces and the BCG matrix) as they explore how logical, competent decisions of managers are often the reason why organizations fail, or lose market position in dynamic business environments.

In the lectures students will be introduced to concepts and theories from the literature.  The seminars are designed to give students first hand experience of analysis and decision making tools and theories.  These are framed around four themes: Identifying Marketing Innovations, Creating Innovation, Managing Innovation and Monitoring Innovation.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG316: Advanced Topics in Consumer Behaviour

  • Terms Taught: Michaelmas Term only
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS credits
  • Pre-requisites: You must show evidence of substantial previous studies in marketing including previous study of consumer behaviour.

Course Description

This course aims to provide you with the opportunity critically to review existing research and theory as it relates to a number of current consumer research specialist topics.  It provides you with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff. 

The course adopts a topic-based model; a typical syllabus would include consumer choice processes, self and identity in consumer behaviour, advertising, managing transitions, children, consumer research applications andethics.

Educational Aims

The specific aims of this module are:

  • to provide students with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics 
  • to provide students with the experience of applying and adapting existing theoretical frameworks to real consumer contexts.
  • to enable a fuller engagement with the research interests of the marketing department staff.

Outline Syllabus

The module will be arranged around a structure of weekly 2-hour lecture slots and fortnightly tutor-led workshops.   The module adopts a topic-based model, reflecting the specialist interest and expertise of staff members involved in the delivery.  Topics include:

  • Consumer choice processes: Decision-making  information processing
  • Consumer choice:  Experiential Consumption/Interpretive Approaches
  • Self and identity in consumer behaviour 
  • Advertising
  • Managing transitions ? implications for identity and consumption
  • Children
  • Consumer research applications [with particular emphasis on public policy]
  • Ethics

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG317: Brand Strategy

  • Terms Taught: Michaelmas Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: You must show evidence of substantial previous studies in marketing.

Course Description

This course will provide you with an understanding of how brand strategy integrates a variety of perspectives - the social, psychological, financial, legal and creative aspects of branding. You will master the language of brand strategy, discover how the brand function fits with the other functions of an organisation, and learn how this knowledge can be applied in the managerial context.

You will learn to use their powers of logic and deduction to infer brand and business strategies from an examination of the observable elements ofbrand expression, and in the process you will explore the vital importance of creativity and emotion in marketing and business.

Educational Aims

The aim of the module is to:

  • understand brand strategy from a variety of perspectives, including the social, psychological, financial, legal and creative aspects of brands, and how these various perspectives can be integrated into coherent brand strategies.
  • to master the language of brand strategy and understand how the brand function fits with the other functions of an organisation.

Outline Syllabus

The course will begin by considering what brands are, and looking at the history of branding. From here students will be encouraged to explore the psychology and meaning of brands, how brands are structured, how brand equity is measured and managed, and the legal and ethical aspects of branding. These topics will feed into the coursework in which students will apply these ideas in order to analyse a brand of their choice. From this approach, an overall understanding of the role and value of brand strategy will be developed.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG322: Marketing of Services

  • Terms Taught: Michaelmas Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: You must show evidence of substantial previous studies in Marketing.

Course Description

This course introduces you to the theoretical and research issues surrounding the fast expanding field of services marketing. It will focus on the difference, and similarities, between the marketing of services and physical products. 

Areas covered include:

  • the special characteristics of services and the extended marketing mix.
  • service production.
  • service quality.
  • internal marketing and relationship marketing.
  • customer satisfaction and customer retention.
  • services branding.
  • internationalisation of services.
  • strategic issues. 

Educational Aims

The overall aim of this course is to develop an appreciation and understanding of Services Marketing both within a business and management context and from a theoretical standpoint.

The role of marketing and customer orientation within the service organisation provide an important foundation for this understanding which will be developed with particular reference to Internal Marketing and Relationship Marketing.

An exploration of theoretical concepts from the growing Services Marketing literature will be linked to the development of practical implementation issues.

Outline Syllabus

  • Emergence of Service Marketing.
  • Characteristics of Service and Extended Marketing Mix.
  • Service Employee-Customer Interaction.
  • Service Design and Atmospherics. 
  • Service Failure and Recovery.
  • Theories of Service Quality.
  • Service Quality Management.
  • Experiential View of Services.
  • Creating Consumer Experiences.
  • Relational Approaches to Services Marketing.
  • CRM and Loyalty in Service Relationships.
  • Professional Services Management.
  • Service Relationship Dynamics and Change.
  • Servistisation of Manufacturing.
  • Branding and Services.
  • Service Dominant Logic.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG327: The Management of Marketing

  • Terms Taught: Lent Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: You must show substantial previous studies in marketing.

Course Description

This module focuses upon those individuals and organizations who are regarded as the most influential or powerful individuals/organizations in their chosen field and beyond.  These are the individuals whose leadership or challenge to the status quo transforms their immediate arena and beyond.  In so doing this class is broad in coverage affording study of prominent leaders and artists, as well as the context of their operations.  The module incorporates important aspects of strategy and leaderships as well as marketing. It is suggested that examination of these individuals provides valuable lessons for corporate marketers.

Assessment Proportions

  • Individual Essay : 40%
  • Exam: 60%

MKTG329: Business-to-Business Marketing

  • Terms Taught: Lent Term only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: You must show evidence of substantial previous studies in marketing.

Course Description

This course aims to develop an understanding of organisational markets – both of the processes and buying behaviours of actors purchasing on the behalf of organisations and of the strategies and tactics that the marketer may develop in such contexts. 

The course focuses to a large extent upon contemporary trends in organisational marketing theory and practice with an emphasis upon the use of relationships in organisational markets and the possible future of organisational markets in the electronic and global arena. 

Educational Aims

  • To introduce and integrate key theories and concepts relating both to organisational buying and to marketing to organisations. 
  • To introduce students to a range of strategies used in organisational market contexts and relate these to theoretic aspects of markets and industrial environments.    
  • To introduce students to current marketing practices in organisational markets
  • To develop students' commercial awareness

To develop students' skills in the following areas: 

  •  Research skills 
  •  Critical thinking and analytic skills 
  •  Written and verbal argumentative skills

Outline Syllabus

There will be a two hour lecture each week during the term.  Additionally there will be 5 workshops. The workshops are intended to allow you to apply your learning in this topic area and you are expected to attend.

Module Structure:

  • Module outline and organisational buying behaviour.
  • A framework for organisational marketing; transactions to relationships.
  • The organisation of markets; understanding markets and developing strategy.
  • Doing marketing; the tactical elements such as pricing, product and service design, communications and channels.

Assessment Proportions

  • Coursework: 40%
  • Exam: 60%

MKTG334: Critical & Creative Communications

  • Terms Taught: Lent / Summer Terms only.
  • US Credits: 4 semester credits
  • ECTS Credits: 8 ECTS
  • Pre-requisites: You must show evidence of previous studies in digital marketing or advertising.

Course Description

The course makes a critical study of the communications strategies and techniques that organisations and brands employ today. You will study the main tools of marketing communications, with a particular emphasis on PR, direct marketing, and internal communications, and explore how all communications tools are integrated by contemporary public and private sector organisations.

You will develop your understanding of how integrated communications strategies and creative solutions are generated and implemented, from both theoretical and practical perspectives, and will tackle integrated communications themes and activities in workshops. 

Educational Aims

The aim of the module is to:

  • understand contemporary communications from psychological, social, creative, organisational and critical perspectives, and explore how these perspectives are integrated and interrelated 
  • to master the language of communications, and understand how communications functions work in organisations

Outline Syllabus

  • Communications theory, persuasion, attitudes and behaviour, decision making process, hierarchies of effect, psychological theory.
  • Planning and integration issues, communications tools and the new marketing landscape.
  • Direct marketing.
  • Public relations, corporate communications, stakeholder management and reputation, word of mouth.
  • Sponsorship, product placement.
  • Guerrilla and viral marketing, ambient media, fragmentation, clutter and convergence.
  • Critical perspectives on communications: culture jamming, role of communications in the environment and society, role and values of 'the media'.

Assessment Proportions

  • Coursework: 40%

  • Exam: 60%