SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN225545
Module Leader Elaine Ritch
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)

Pre-Requisite Knowledge

Builds on previous marketing modules

Summary of Content

This module will build upon marketing studies undertaken in previous years and extend understanding of advanced marketing issues as a result of contextual, conceptual and operational change. In addition, the module will highlight the inter-relatedness of context, concept and operation within the marketing framework. The overarching theme is change in the modern world, how change affects society, and how marketers have to adapt their approach in order to be successful in a rapidly changing consumer environment. The module also highlights the importance of interconnectedness in the modern world. For example, we examine the interconnected nature of the global economy, and how areas such as market orientation, the learning organisation, and customer relationship management theory show overlaps and connections in the 21st Century. Summary of how PRME-related issues / topics are covered in this module: This module addresses a number of PRME issues. Specifically areas relevant to PRME considered in this module are: Disruptive Innovation; Ethical and political consumerism; Gender and LGBT identities; Big Data and Marketing Ethics


Consumer Culture Brand culture and communication Brand communities Retail innovations Gender identities and implications Disruption in the marketplace Sustainability and political consumerism Ethical debates around big data: transparency and responsibility

Learning Outcomes

On successful completion of this module, the student should be able to:1). Demonstrate a critical understanding of the evolving nature of research into marketing 2). Critically evaluate the strategies and operations of organisations, with particular emphasis upon change dimensions3). Critically evaluate the changing approaches to marketing's role in organisations4). Identify and evaluate ongoing change in marketing operations5). Critically analyse change and the influence of change in the context of marketing theory

Teaching / Learning Strategy

GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. The module will be delivered through lectures, tutorials and blended learning where appropriate. Lectures will provide the principle mechanism by which the key themes are presented, with seminars providing an opportunity to engage in independent and deeper exploration of the themes. Supporting these activities will be appropriate directed study, dissemination of academic papers and case studies. Contemporary materials such as relevant articles and video clips from a variety of media will also be used to keep the learning content up to date and thereby enhance the contextual nature of the module. Students are provided with formative and summative feedback via a variety of mechanisms. Both CW1 and CW2 will be submitted through GCU Learn and feedback will also be accessed via GCU Learn. Feedback will be provided for all assessments and this will clearly highlight areas of achievement, as well as areas where improvements can be made. In accordance with University regulations all assessment feedback will be made available to students within 3 weeks of the submission deadline.

Indicative Reading

Recommended Reading: Parsons, E., Maclaren, P. and Chatzidakis, A. (2017) Contemporary Issues in Marketing and Consumer Behaviour , Second Edition, Routledge. Other Indicative Reading: Devinney, T.M., Auger, P. and Eckhardt, G.M. (2010) The Myth of the Ethical Consumer , Cambridge University Press. De Mooij, M. (2010) Consumer Behaviour and Culture , Sage. Dicken, P. (2014) Global Shift , Sage. Fishman, A.A. (2015) Marketing to the Millennial Woman, Published by A. A. Fishman Generational Targeted Marketing LLC. Klein, N. (2010) No Logo , Flamingo Press. Lury, C. (2011), Consumer Culture , Polity Press Harrison, R. Shaw, D. (2005) The Ethical Consumer , Sage. Masaaki, M. and Kotabe, K.H. (2014) Global Marketing Management , Wiley. Pandit, V. (2015) We are Generation Z: How Identity, Attitudes, and Perspectives Are Shaping Our Future , Brown Books Publishing Groups.

Transferrable Skills

The key transferable skills will relate to enhanced analytical and critical capabilities, an ability to recognise and review changes in the marketing arena and understand their impact upon marketing theory and practice. Also, the development of an increased awareness of the role of marketing and scope of marketing theory and practice.

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Lectures (FT) 24.00
Assessment (FT) 50.00
Independent Learning (FT) 114.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 40.00 35% eportfolio (6 entries approx 300 words and other visuals, video, etc)Week 11
Course Work 02 n/a 60.00 35% Essay 3000 wordsWeek 14