SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN525000
Module Leader Ruth Marciniak
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)

Summary of Content

In the age of digital media, businesses must rethink traditional marketing concepts and strive to implement more comprehensive approaches appropriate for next generation marketing. It is evident a paradigm shift has taken place toward holistic marketing wherein marketing seeks to harmonise traditional approaches with innovative ones. Key to this shift is the change in power dynamics towards the connected consumer wherein the challenge for marketers is to make interactions and experiences as seamless, consistent, and effective as possible for consumers. This module covers the fundamental, strategic and communication elements of marketing. It explores the role and consequences of digital technologies on both social relations and marketing practice and considers the implications, opportunities and challenges faced by marketing practitioners in a digital setting. Further, it gives students an in-depth understanding of the marketing communication both from a theoretical and practical perspective. Ethics of marketing communications are also addressed in this module.


The foundations of marketing theory and the concept of marketing as an exchange Customers and markets: management of exchange and relationship marketing The offer: the product as a bundle of benefits Satisfying the connected consumer: needs satisfaction and exploring the digital consumer Promotion and positioning the offer Marketing communications theory in digital and non-digital worlds The scope, practice and environment of integrated marketing communications - online and offline Marketing across geographic and cultural boundaries Ethics of marketing, digital marketing and marketing communications

Learning Outcomes

On successful completion of the module the student should be able to:-1. Demonstrate an understanding and comprehensive knowledge of marketing theories and concepts in a global context. CW012. Critically assess the impact of recent changes in communication technologies on the successful marketing of fashion and lifestyle goods and services. CW013. Critically reflect on marketing and digital marketing practices. CW014. Apply marketing theory and techniques to practical situations within a fashion and lifestyle marketing context. CW01

Teaching / Learning Strategy

Lectures are used to introduce students to the theories, concepts and practices and are supplemented and supported by a programme of recommended reading. Teaching materials for lectures are made available to students electronically, via GCU Learn. Where appropriate, guest lecturers, including speakers from the industry will contribute to the module. Seminars are used to promote discussions, provide the opportunity to engage in-class exercises as a vehicle to discuss various concepts and theories. Tutorials are used to provide formative feedback on assignments. The assessment used in this module is practitioner based, relevant and appropriate for business needs.

Indicative Reading

Baines P. Fill C. & Rosengren S. (2016) Marketing, 4 th edition, OUP Oxford Bendoni W.K. (2017) Social Media for Fashion Marketing, Bloomsbury Publishing Bickle M. (2010) Fashion Marketing: Theory, Principles & Practice, Fairchild Books Blythe J. (2009) Key Concepts in Marketing, Sage Publications Chaffey D. & Ellis-Chadwick F. (2016) Digital Marketing: Strategy, Implementation and Practice, 6th Edition. Pearson Cope J. & Maloney D. (2016) Fashion Promotion in Practice Fairchild Books Fill C. & Turnbull S. (2016) Marketing Communications: discovery, creation and conversations, 7 th edition, Pearson Fuchs C. (2017) Social Media: A Critical Introduction, Sage Gill P., Petrizzi R. & Rath P.M. (2012) Marketing Fashion: A Global Perspective, Fairchild Books Harris C. (2017) The Fundamentals of Digital Fashion Marketing, Bloomsbury Publishing Kotler P. Kartajaya H. & Setiawan I. (2016) Marketing 4.0: Moving from Traditional to Digital, Wiley india Pvt. Ltd, Kotler P. & Keller K.L. (2016) Marketing Management, Global Edition, 15 th edition, Pearson Kotler P. Kartajaya H. & Setiawan I. (2010) Marketing 3.0: From Products to Customers to the Human Spirit, John Wiley and Son Moore G. (2012) Basics Fashion Management 02: Fashion Promotion, Fairchild Books Perlman S. & Sherman G.J. (2010) Fashion Public Relations, Fairchild Books Shimp T. & Andrews J.C. (2017) Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10 th edition, South-Western College Pub Journals Digital marketing Journal of marketing communications Journal of Marketing Journal of Interactive Marketing Journal of Internet Marketing? Journal of Marketing Intelligence and Planning Journal of Marketing Theory and Practice? Journal of the Academy of Marketing Science Websites

Transferrable Skills

Creativity Planning and time management Inter-cultural awareness Research skills Written communication Global Market Organising and planning work Ability to apply knowledge and theory to real world problems

Module Structure

Activity Total Hours
Seminars (FT) 24.00
Assessment (FT) 40.00
Tutorials (FT) 2.00
Independent Learning (FT) 72.00
Lectures (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 50% Individual illustrated written report 3,000 words (Day 2, Week 13)