Download Course: POSTMODERN MARKETING IN CENTRAL AND EASTERN

Course: POSTMODERN MARKETING IN CENTRAL AND EASTERN EUROPE
Lecturer(s):
Ágnes Ördög, Expert in Postmodern Marketing
Responsible for the Zsuzsa Deli-Gray, PhD, HDR, Professor, Director of Site
course
Number of hours
30
Venue
ESSCA Budapest
Aims and description of the course:
This course sets out answer the question, “what is marketing today?”
As there are different concepts and opinions, nobody can answer this questions correctly. One
thing is sure that postmodernity is a new phase of development of society, culture, economics
and also in marketing, but still today there is not any widely accepted or understood concept
for it . The term has aroused in marketing science since the beginning of the 90s, and most of
the opinions are the critics of modern marketing, that traditional approach cannot be accepted
in a postmodern era. There are also some schools which refuse the concept of postmodern
marketing as a new conceptual framework and consider the new features already part of the
marketing practice and explain the changes in marketing with the progress of development of
society.
We know a lot about what happened in the preindustrial or industrial society and also about
the selling and marketing concept, but to understand today's pluralism model we need to
explore the social roots and progresses which have influenced the society.
Through the discussion of changes in the society and also in technology, a critical reading of
the different theories, experiencing the different practices through field studies, a thought
provoking dialogue is supposed to start among students about today's marketing.
Post modern marketing can be observed and understood better through its cradle, the service
industry, as the development of the tertiary industry is considered the root of all changes
which lead to the new type of marketing.
Other sub-themes that we will explore include the characteristics of postmodern marketing in
the different areas of the service industry like media industry, culture, education, tourism,
entertainment and for individuals (namely how you as a student will market yourself to future
employers). Efforts will be made to extend the utility of this course beyond its immediate aim
which is to develop student knowledge and understanding of future marketing trends and
practices.
As indicated, you will play an highly active role in the course and you will be required to
work in small groups undertaking research and field trips with a view to writing a paper and
giving a presentation on one of the above-mentioned themes. The expected standard in these
activities is high and we see little reason why you and your group should not match or
surpass the standard of existing industry executives. As is stated above, there are no definitive
answers to the issues we will explore and you enjoy a particular advantage over those
presently in industry and commerce – you are not encumbered by extensive knowledge of
existing marketing approaches. Your canvas is, so to speak, uncluttered and as a consequence
we believe that you are capable of clearer vision.
Finally, whilst we may highlight the absence of correct answers to our primary question and
we will aim to capitalize on our relatively uncluttered minds, there remains a clear need to
explore the history of marketing and the broader sociological context in which marketing has
been and is practised. Therefore, in addition to reviewing the history of marketing, we will
also consider what is meant by the terms modernity and post-modernity. In this sense we will
apply a purposive approach to our studies and research.
Learning outcomes:
After completion of this course the students will be able to:

To develop knowledge and understanding of marketing theory and practice

To develop awareness and understanding of modern and postmodern societies

To explore marketing trends and anticipate future developments in marketing
Topics to be discussed:

Towards a Theory of Marketing - McCarthy to Kotler and beyond

Exploring modernity. Exploring Post-modernity

Changes in Consumer behaviour and needs

The Medium is the Message: An introduction to the ideas of Marshall McLuhan

Postmodern Marketing: The work of Stephen Brown and other Postmodern Theorists

McDonaldization and Disneyization

Understanding of today's marketing in different fields of the service industry

(media and entertainment, education, culture, tourism...)

The future options of personal marketing for student

The role of branding today

Understanding some new trends in marketing like gamification or design
communication
Course Assessment
Students are expected to participate actively in the learning process. The students will be
divided into teams and they will analyse and discuss marketing problems of a presented
company/companies and propose solutions and recommendations in form of presentations
and assignments.
1-2. Group work: Post modern marketing assignment and presentation
In the group work you are expected to answer some questions in the form of an assignment
concerning your postmodern project (limit: minimum 8-10 pages). The group is also
expected to summerize the assignment in a 10 minutes presentation which will be listened
and evaluated by me and by our special guests from the industry. Do not forgot to analyse the
industry in post modern point of view (questions 1-2) and also concerning the concrete
business you chose (questions 3-4).
Questions for the assignment and for the presentations:

Identify key components of postmodern marketing applicable to the chosen
business sector

Briefly explain how these components differ from traditional marketing approaches
and what are the critical factors of their application

Review the current status of the study subject/the chosen business and analyse its
present marketing activity

Develop a proposal regarding to potential improvements and future opportunities in
postmodern marketing for the company (or product/service)
Key elements of evaluation of assignments and presentations are based on how you
managed to set the goals of your work (understanding the task and key questions), to
introduce the case, to analyse the present marketing communication of the company/product.
In the evaluation your proposal for using post modern marketing and the innovation factor of
the work (recommendations and ideas) are key questions and also your teamwork (it should
be a group work) and the way how you managed to present your proposal (should be
impressive and convincing).
3. Individual work: In this section you are expected to introduce a chosen post modern
concept in the form of a presentation (limit: between 5-10 slides).
Fields/sectors you can select the business case, a company or a product

Culture (Cultural institution, museum, Cultural Foundation, Association, Book shop,
Entertainment center...)

Gastronomy (Quick service restaurant chain, other gastronomy venues)

Technology (a new IT device, mobile device or software, a smart glass...)

Health industry (a pharmaceutical company, or a medicament or any health related
product)

Fashion industry (a communication of a brand)

FMCG (tissue or toilet paper or any FMCG product)

Media ( a media company, a magazine or TV show or online magazine)

Tourism (Tourism destination company, CTO, tourism programmes, hotel)

Environmental education, environmental protection or sustainable development
project

Transport ( public transportation, air traffic, bus/train/ship company)

Any product or business of the non-listed sectors which has direct reach to
consumers.
4. Postmodern quiz
In this short quiz you are expected to answer some questions relating to postmodern
marketing, to check if you are able to see the characteristics of modern and postmodern
marketing, to examine if you understood the basic concepts of postmodernity (you should be
familiar with the main theoretical concepts) and your ability to apply the concepts in practice
will be also monitored.
Grading:
1. Group assignment:
40%
2. Group presentation:
20%
3. Individual presentation:
20%
4. Postmodern quiz:
20%
Total:
100%
Readings:
Arva, L. & Deli-Gray, Zs. (2012) Post-Modern Marketing in Post-Modern Tourism ESSCA
Manuscript
Brown, S. (1993) Postmodern marketing in European Journal of Marketing Vol. 27 No. 4,
1993, pp 19 – 34. MCB University Press
Bryman. A. (2004) The Disneyization of Society SAGE Publications
Firat A. F., Dholakia, N., & Venkatesh, A. (1995) Marketing in a postmodern world in
European Journal of Marketing Vol. 29 No. 1, 1995, pp 40 – 56. MCB University Press
Háhn J. (2007) Postmodern marketing or the way to the Holy Grail? In: BGF Szakmai
Füzetek. 23. szám. Budapest: BGF KKFK, 30-39
Kotler, P. & Armstrong, G. (2011) Principles of marketing 14th Edition. Pearson Prentice
Hall
Kotler, P. & Keller, K. L. (2012) Marketing management 14th Edition. Pearson Prentice Hall
McCarthy, E. J. & Perreault, W. D. (2003) Basic Marketing: A Global-Managerial Approach
14th Edition. McGraw-Hill Irwin
Ritzer, G. (2002) Some thoughts on the future of McDonaldization in McDonaldization: The
Reader pp 255 – 266. SAGE Publications
Seth, J. N. & Sisoda, R. S. (2007) Does Marketing Need Reform? Fresh Perspectives on the
Future M.E.Sharpe