Module Code: H9PMM
Long Title Postmodern Marketing
Title Postmodern Marketing
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
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
Entry requirements  
 

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%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full 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
No Workplace Assessment
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