Module Code: |
H9PMM |
Long Title
|
Postmodern Marketing
|
Title
|
Postmodern Marketing
|
Module Level: |
LEVEL 9 |
EQF Level: |
7 |
EHEA Level: |
Second Cycle |
Module Coordinator: |
MICHAEL BANE |
Module Author: |
Jason Healy |
Departments: |
School of Business
|
Specifications of the qualifications and experience required of staff |
|
Learning Outcomes |
On successful completion of this module the learner will be able to: |
# |
Learning Outcome Description |
LO1 |
Assimilate, compare, and evaluate the different viewpoints that exist on marketing's role in society, culture, and economic systems in the past, present, and future. |
LO2 |
Critically contemplate the role that marketers play in the era of fragmented and changing communications channels |
LO3 |
Critique the contribution of marketing to both creating and solving problems for shareholders, consumers, and also for various other stakeholders |
LO4 |
Demonstrate an appreciation of marketing's impact on the eco-system. |
LO5 |
Synthesize, critically evaluate, select and apply appropriate postmodern marketing theories, models and concepts with the aim of considering how marketers can respond to marketing's critics. |
LO6 |
Demonstrate junior executive level proficiency in business problem solving that takes a broader viewpoint on marketing's responsibilities and considers the consequences of marketing beyond simply the realm of shareholder value or customer satisfaction. |
LO7 |
To demonstrate a comprehensive understanding of postmodern marketing research, theory, and practice, while also developing their interpersonal communication and teamwork skills |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
|
No recommendations listed |
Co-requisite Modules
|
No Co-requisite modules listed |
Module Content & Assessment
Indicative Content |
Postmodern Marketing
• Modernist marketing.
• Marketing’s midlife crisis
• Postmodern marketing: from science to art and back again.
• Marketing, responsibilities, and society.
• Ethics and Ecology: Criticisms of Marketing
• Consumer Empowerment
• Fragmented Marketing Communication Channels
• Recession and Macro-Economic Turbulence
|
Marketer Control in the Fragmented Marketplace and Mediascape
• Globalisation, homogenisation and fragmentation
• Hegemony of the market
• Fragmented marketing communications and controlling the message
|
The Postmodern Consumer
• Empowering consumers
• Consumer culture
|
Postmodern Understandings of the Marketplace
• Positivism versus interpretivism in marketing research literature
|
Creating Products and Delivering Customer Value in Postmodernity
• Postmodern products
• From utilitarianism to symbolism
• Service dominant logic
• Post-Fordism
• Who creates value?
• The Increasing focus on Stakeholders creating shared value as well as creating value for Shareholders
• Breaking the rules in pricing
|
Community Marketing
• Viral marketing
• Marketplace communities
|
Anti-Marketing
• The anti-marketing movement
• Critical marketing
|
Sustainable Marketing
• Marketing ethics
• CSR
• Stakeholder theory
• Sustainability
• Macromarketing
|
Cultural Marketing
• Building a brand icon
• The context of a cultural brand
• Creating cultural texts
• Being gentle with cultural texts
|
Assessment Breakdown | % |
Coursework | 50.00% |
End of Module Assessment | 50.00% |
AssessmentsFull Time
Coursework |
Assessment Type: |
Assignment |
% of total: |
50 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5,6,7 |
Non-Marked: |
No |
Assessment Description: Learners will be presented with a contemporary marketing issue and/or case study, which will entail an extensive review of relevant academic literature, conducting appropriate market research at both desk and primary level, as well as, synthesise and critique of applicable marketing knowledge pertaining to same. |
|
End of Module Assessment |
Assessment Type: |
Terminal Exam |
% of total: |
50 |
Assessment Date: |
End-of-Semester |
Outcome addressed: |
1,2,3,4,5,7 |
Non-Marked: |
No |
Assessment Description: End-of-Semester Final Examination |
|
Reassessment Requirement |
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
|
NCIRL reserves the right to alter the nature and timings of assessment
Module Workload
Module Target Workload Hours 0 Hours |
Workload: Full Time |
Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
Lecture |
No Description |
3 |
Every Week |
3.00 |
Tutorial |
No Description |
1 |
Every Week |
1.00 |
Total Weekly Contact Hours |
4.00 |
Workload: Part Time |
Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
Lecture |
No Description |
3 |
Every Week |
3.00 |
Total Weekly Contact Hours |
3.00 |
Module Resources
Recommended Book Resources |
---|
-
Lisa Penaloza, Nil Toulouse, and Luca M. Visconti. (2012), Marketing Management: A Cultural Perspective, Routledge.
-
Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A. & Catterall, M.. (2007), Critical Marketing: Defining the Field, Elsevier: Butterworth-Heinemann.
-
Douglas Brownlie, Mike Saren, Robin Wensley, and Richard Whittington. (1999), Rethinking Marketing: Towards Critical Marketing Accountings, Sage.
-
Tilde Heding, Charlotte F. Knudtzen, and Mogens Bjerre. (2009), Brand Management: Research, Theory and Practice, Routledge.
| Supplementary Book Resources |
---|
-
A. Fuat Firat and Nikhilesh Dholakia. (2003), Consuming People: From Political Economy to Theaters of Consumption, Routledge.
-
David W. Cravens and Nigel F. Piercy. (2013), Strategic Marketing, 10. McGraw-Hill.
-
Douglas West, John Ford, and Essam Ibrahim. (2015), Strategic Marketing: Creating Competitive Advantage, 3. Oxford.
-
Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. Marketing 3.0: From Products to Customers to the Human Spirit.
-
Jobber, D. & Fahy, J.. (2015), Foundations of Marketing, McGraw-Hill.
| Supplementary Article/Paper Resources |
---|
-
Stephen Brown. (1993), Postmodern Marketing, European Journal of Marketing, Vol. 27 No. 4, p.19.
-
A. Fuat Firat, John F. Sherry Jr., and
Alladi Venkatesh. (1994), Postmodernism, Marketing, and the
Consumer, International Journal of Research in
Marketing, Vol. 11, p.311.
| This module does not have any other resources |
---|
Discussion Note: |
Updates for programmatic review |
|