MKTG06057 2016 Contemporary Marketing Practice
This subject aims to provide an introductory overview of contemporary marketing practice. The module will focus on Public Relations and Event Management, Services Marketing, International Marketing and Digital Media Marketing. The subject will provide an opportunity for students to gain practical experience of each area, and to learn from current industry examples and/or guest speakers.
On completion of this module the learner will/should be able to;
Demonstrate knowledge of the different areas of marketing practice
Show an understanding of the role and importance of Event Management and Public Relations in an organisation
Comprehend the unique features of Services Marketing
Explain the importance and benefits of International Marketing
Comprehend the growing importance of Digital Media Marketing for organisations
Teaching and Learning Strategies
This module is taught via project based learning, online interaction and lecture style teaching.
Module Assessment Strategies
The module is assessed by 100% continuous assessment. This comprises a group project and an individual assignment.
Individual assignment or project
Introduction to Public Relations and Event Management
Introduction to Services Marketing
Introduction to International Marketing
Introduction to Digital Media Marketing
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Individual Assignment||Continuous Assessment||Individual Project||50 %||Week 6||1,2,3,4,5|
|2||Group Assessment||Continuous Assessment||Group Project||50 %||Week 12||1,2,3,4,5|
Full Time Mode Workload
|Problem Based Learning||Flat Classroom||Tutorial Class||2||Weekly||2.00|
|Lecture||Lecture Theatre||Theory Lecture||2||Weekly||2.00|
Blade, C., Kennell, J., Abson, E., Wilde, N. (2012). Events Management An Introduction, Routledge
Cook, J. (2012). On Digital Marketing A Textbook for the Beginner (http://ondigitalmarketing.com/textbook) Montana State University
Gunning, E. (2007). Public Relations - A Practical Approach. Dublin: Gill and MacMillan
Hollensen, S. (2014). Global Marketing, Pearson
Palmer, A. (2011). Principles of Services Marketing. Berkshire: McGraw Hill
Wilson, A., Zeithaml, V., Bitner, MJ., Gremler, D. (2012). Services Marketing: Integrating Customer Focus Across
the Firm, McGraw Hill
The module is delivered through blended learning. Therefore both face to face and online delivery will be used.
Students will hear from professionals from contemporary marketing practice through the guest speaker series.