Download 2015-16 MN5405 –

SCHOOL OF MANAGEMENT
2015-16
MN5405 – MASTERCLASSES/DIALOGUE AND DEBATE IN MARKETING
MODULE TYPE/SEMESTER: Core (20 credits), Semester 2
MODULE CO-ORDINATOR: Julie Brooks
CONTACT DETAILS:
[email protected]
01334 (46)1962
AIM: This module builds on students’ prior knowledge of marketing concepts by providing an
opportunity to explore specific topics of contemporary relevance to marketers in depth.
Through these topics, students will explore specific questions within one or more broad topics
such as globalisation, trust, technology, morality, green consumption and communication.
The intention is to approach each topic from a range of perspectives, including mainstream
and critical understandings. Students will be encouraged to engage with the challenges
presented by these issues by means of a range of approaches, including standard lectures,
and seminars, debates and site visits.
METHOD OF TEACHING & LEARNING: The module will be delivered in weekly three-hour
sessions that will typically see a variety of teaching/learning methods implemented and an
emphasis on interactivity between staff and students. There will also be lectures by visiting
academics and where relevant, site visits to marketing facilities.
LEARNING OUTCOMES:
By the end of the module, students should be able to:
 critically evaluate a range of contemporary issues in marketing;
 compare, contrast and evaluate differing theoretical, practical and ethical positions
in relation to issues covered in the curriculum;
 critically evaluate their own position with respect to the issues covered in the
curriculum.
INDICATIVE TOPIC OUTLINE:
The module will take on a distinctive configuration each year in order to ensure its continuing
relevance and challenge. Topics will be chosen in relation to their relevance and interest in
seeking to ensure that students engage in discussion and in debate. The selection of specific
issues within identified topics will enable in-depth study.
Marketing Strategy – Using Scenarios to Understand Future Consumer Need
This session will introduce the use of scenarios as a strategic tool to allow marketers to anticipate
the needs of future consumers in one or more global markets and plan products and services to
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meet their needs. Students will engage in a creative process including prototyping products that
meet the needs of consumers as related to the scenarios discussed.
Building Trust and Relationships Online
This session firstly provides an overview of the importance of establishing trust in marketing, before
focusing on one particular context, which relates to the establishment of trust online. This talk will
illustrate the body of research that has been conducted on the influence of website content and
design factors on perceptions of vendor trustworthiness. In particular there will be a focus on f
word of mouth in the online environment. We will also consider the importance of creating brand
trust in online environments and will evaluate the importance of trust marks in achieving this.
Retail Logistics
It is no coincidence that some of the world's best retail companies excel in logistics and supply chain
management. This session will discuss the key concepts of retail logistics and show how retailers
have gained competitive advantage from the application of supply chain principles. A visit to the
shoe retailer, Schuh in Livingston/Bathgate will show how this company's proprietary IT software
and semi-automated distribution centre has allowed it to grow during the economic downturn.
Social Marketing and Behaviour Change
In this lecture students will get an introduction to the world of social marketing (behavior
change) and advertising and how it differs from traditional marketing campaigns. This
session will explore a few notable campaigns, discuss the limitations of social marketing and
collectively work on the marketing of a new initiative to enhance the work of social
marketers globally.
The Business of Public Relations
With the help of two public relations practitioners - one from global journalism and one
from global business – students will explore the link between the science of marketing and
the alchemy of PR. Invited speakers will discuss the effectiveness of targeted PR; news
management and media relations and demonstrate the best - and worst - ways of
enhancing your business's reputation. Using real-life case studies and their own combined
40 years' experience the speakers will explore strategies for crisis communications - helping
business cope when the story turns sour.
Branding
This will include discussion of the strategic role of branding in marketing and the
contemporary challenges that face brand managers today. The relations between corporate
and brand identity and brand image will be discussed.
ASSESSMENT:
100% Continuous Assessment
Seminar Assignment (Ongoing) 30%
Essay (Week 4) 30%
Fortnightly Submission of Reflective Blog /Learning Journal &
Edited Final Submission (Week 12) 40%
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