SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN525924
Module Leader Elaine Ritch
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)

Pre-Requisite Knowledge


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: Corporate Social Responsibility; Ethical issues in the global marketplace; The rise of the 'green' consumer; Social Enterprise


Given that the central theme of this module is to change, it is essential to highlight the flexible and dynamic nature of this module. Subsequently, the focus and content will change over time and as such, what follows should be viewed as an indicative rather than conclusive guide: Competitive, social and environmental change Globalisation: e.g. drivers and impact of change, labour force, country of origin Market Orientation: e.g. evolution of orientation, environment as a change agent The role of marketing in the organisation: e.g. widening role of marketing, from function to philosophy Marketing operations: e.g. research and knowledge, segmentation, new product management, relationship management Technology: e.g. outcome and driver of change Logistics: e.g. contraction of supply chains, increased flexibility, international and multinational sourcing The changing nature of consumers and consumption: e.g. ethical consumerism and organisational response, authenticity Changes in sector reference: e.g. not-for-profit marketing, e.g. social cause marketing, destination marketing.

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 marketing2. 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. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission. 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. Electronic support will be achieved through GCU Learn. Assessment feedback strategy: both written and verbal 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

-567 Books and articles: Parsons, E., Maclaren, P. and Chatzidakis, A. 2017. Contemporary Issues in Marketing and Consumer Behaviour, Second Edition, Routledge. Journal articles are updated annually and found in the handbook and lecture slides.

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: 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. In addition, participants should benefit from enhanced oral and written skills.

Module Structure

Activity Total Hours
Independent Learning (FT) 176.00
Lectures (FT) 12.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Essay n/a 50.00 n/a 2000 words, due week 15
Online Portfolio n/a 50.00 n/a 2000 words - week 12