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Core Modules

Please note

The module content below applies to the currentr academic year and may be subject to change for subsequent years. It is provided as an indication only.

Contemporary Marketing Communication

  • Studying contemporary marketing communications to indicate the broad scope of study in this complex and evolving area
  • Persuasive communication: Hierarchy effects, consumer affect
  • Communication research techniques
  • Legal knowledge and the changing communication environment
  • Trouble-shooting and 'crisis' planning
  • Digital marketing analytics and intelligence
  • Review of consumer behaviour and consumption studies
  • Trends in digital and interactive marketing communications and integration of social media content

Consumers and Consumption

Content will include, but is not limited to, subjects such as:

  • Consumer Society
  • Organisational Buyers
  • Consumer Culture Theory
  • Consumption Experience
  • Consumer Choice
  • Cultural and Brand Meaning
  • Brand Communities and Subcultures
  • Reference Groups
  • The Self, Identity and Symbolic Consumption
  • Consumer Motivation and Desire
  • Involvement
  • Attitudes
  • Learning and Memory
  • Retail Psychology/Situational and Environmental Issues
  • Consumer Misbehaviour
  • Impulse Buying

Marketing Management and Strategy

  • The Marketing Concept
  • The Marketing and Strategy Environment
  • Segmentation, Targeting and Positioning
  • The 4 Ps (product, promotion, place and price)
  • Marketing Strategy- Introduction and Context
  • Developing a marketing strategy

Marketing Theory

  • The Development of Marketing Theory and Thought: Multiple Paradigmatic Perspectives
  • Paradigms and Marketing Theory (logical empiricism, interpretive research (CCT), critical theory, postmodernism, feminism and postcolonialism)
  • Marketing as Exchange, Transactions, Relationships, or Seduction?
  • Conceptualising the Consumer: As King? As Sucker? As Guinea Pig? As Amateur? As Postmodern Chameleon? As Misbehaving?
  • Market Research Practices
  • Co-Creation and the Mobilisation and Manipulation of Consumer Practice
  • Service Provision, Emotional Labour, Sexualised Labour and Abject Labour
  • Power and Vulnerability in the Marketplace
  • Marketing in Non-Western Contexts
  • The Darksides of Marketing
  • Final Reflections on Postmodernism and Marketing