缅北轮奸

MKTG4006: Principles of Marketing

• Terms Taught: Michaelmas 
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module aims to give students a solid knowledge and understanding of the key concepts of marketing, the relationship between these and how they are applied in a business context. Students will learn about the strategic role of marketing in the competitive success of any organisation, and how marketing connects to other areas of business management. This module also aims to support student understanding of how organisations and consumers interact with particular attention to aspects of ethics and sustainability, and how technology is impacting on the role of the marketer. This module will also support student academic and professional skill development through a strong focus on analysis, critical thinking, group working and presentation skills. For students following certain pathways and others who wish to study further Marketing this module feeds forward to the level 5 module MKTG5014: Marketing Management Essentials.

Educational Aims

Upon successful completion of this module students will be able to…

1. Demonstrate foundational knowledge and understanding of a broad range of core marketing concepts and how these blend, interact and relate to a range of organisational contexts.
2. Research, interpret and summarise appropriate secondary market data relating to a given context.
3. Identify and effectively communicate potential solutions to marketing issues and challenges.
4. Employ productive teamworking skills.
5. Demonstrate persuasive presentational skills.

Outline Syllabus

This module offers a comprehensive introduction to marketing, both as a scientific discipline and organisational practice, giving students a solid foundation in how marketing works in a business context. Students will learn about the fundamental concept of value which lies at the heart of marketing and our bespoke framework of ‘the total product’, which helps to explain how organisations develop products and services which represent superior value to their target market. Learning will also include consideration of what a market actually is, and how these are created, targeted and regulated, including consideration of business ethics and sustainability. Ethical and sustainable business practice are increasing important to consumers, and students will explore how markets are regulated to protect consumers and the environment. Module learning will also cover the topic of consumer behaviour and how marketers employ technology to engage with them through traditional and digital communications. Students will also gain an understanding of how organisations research consumers and markets in order to determine strategic direction. Finally module learning will look at how everything fits together, with consideration of contemporary marketing challenges include AI and technology.

The module will be built around 4 indicative themes:

1. Foundations of Marketing: This theme focuses on the unique-to-Lancaster framework for understanding how market offerings are developed and the different aspects of marketing interconnect to create value for the target customer.
2. Introduction to Markets: This theme will develop your understanding of what a commercial ‘marketplace’ is, how they are created, sustained and regulated. This will include learning about the role of organisations and consumers in the ethical and sustainable conduct of these marketplaces.
3. Understanding Consumers: For this theme you will learn the foundational topic of Consumer Behaviour - how people choose what to purchase and consume – and how organisations research these consumers in order to develop products and brands, and communicate with their target audience.
4. Marketing Communications: This theme focuses on how organisations communicate with and engage with their target customer. This involves a look at traditional forms of advertising, alongside digital marketing and use of social media.

Assessment Proportions

Teaching on this module will follow the standard model of lectures and seminars, with additional multimedia material and supported Q&A forum on Moodle. There will be a deliberate and well defined transitionary approach, given that this is the first semester of the University experience for these students. In this the module will carefully work alongside DOWT4003: Professional Development and DOWT4001 Foundations of Management Theory and Practice, to ensure that these students develop a comprehensive understanding of University learning practices and assessment types.

Also key to the teaching strategy of this module is that it will be a team-taught module such that students will be taught by departmental experts in each area who will connect content forward to the relevant level 5 modules available.

Formative and Summative Assessment:

In order to achieve this, students will work in groups throughout the semester preparing and delivering a number of formative presentations in seminars to prepare them for the main summative presentation assessment. Feedback will be given on the seminar presentations to support skills development towards an assessed summative group presentation addressing a brief which looks across the four main themes of the module.

In order to assess individual learning students and a broader range of theoretical understanding, students will also undertake an invigilated (pc based in the labs) MCQ exam which will assess learning across all topics. There will also be a formative practice test available earlier in the semester so that students gain an understanding of the Moodle MCQ format.

MKTG5003: Global Markets and Responsibility

• Terms Taught: Michaelmas 
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module aims to develop students’ understanding of strategic marketing and its role in contemporary organisations. Students will gain an understanding of the traditional and alternative strategic theories, plus the tactics and lever associated with practical application.

The module also enables students to gain an understanding of how to develop accountable and innovative strategic marketing plans that address and leverage business and market dynamics to sustain and improve business performance in competitive ways. This furthermore enables the development of transferable skills in commercial acumen through critical analysis and problem-solving.

Educational Aims

Upon successful completion of this module students will be able to…

1. Critically evaluate the assumptions and implications of leading academic and practical approaches to marketing strategy.
2. Demonstrate problem-solving and analytical skills in appraising and justifying key strategic marketing decisions.
3. Explain where and how strategic marketing occurs within various societal contexts and modern businesses, and how strategic marketing impacts business performance and market development.
4. Construct accountable and innovative strategic marketing plans to leverage business resources and address business problems.
5. Generate actionable commercial insights for strategic decision making through evaluation of emerging market trends.

Outline Syllabus

Strategic Marketing equips students with the knowledge and skills to critically evaluate, design, and justify evidence-driven strategic marketing decisions. The module emphasises the development and critical evaluation of strategic marketing decisions and planning through a macro and micro-marketing lens. This includes critically assessing and analysing the effectiveness of strategic marketing decisions in addressing and leveraging internal and external market and organisational dynamics that are essential for a sustainable and competitive organisational performance.

This module therefore takes students’ previous understanding of marketing planning to a strategic level where marketers develop an evidence-driven competitive understanding of business performance in different industries, establish the root cause of business performance, and develop strategies, tactics and key performance indicators to achieve competitive and sustainable growth. More specifically, the module answers the following questions:

• What is strategic marketing? How does it relate to and differ from business strategy and tactical marketing?
• What are different approaches to strategic marketing through market-based and product- and service-based strategies? How do they relate to different industries and markets?
• When and how do companies apply the strategic approaches of market penetration, market creation and development through megamarketing, new product development and diversification, servitisation, and franchising and licensing?
• How do marketing managers integrate internal and external business and market insights and formulate and apply a strategic marketing plan with corresponding KPIs and implementation controls?

The module will answer these questions through the following themes and topics:

Strategic Marketing: Impact, Influence and Responsibility in Shaping Markets

In this theme, we explore the macro-perspective of marketing strategy to understand how strategic megamarketing approaches shape the impact and influence of marketing on market creation, development, growth or collapse. This approach informs students’ critical engagement with the role, influence and responsibility of strategic marketing in shaping, creating and discontinuing trends that shape markets and consumer choice.

Strategic Marketing: Approaches in Context

In this theme, we learn about different approaches to strategic marketing, with a broad introduction to management theories on strategy, which is followed by specific strategic approaches in marketing that are market-based and product-based. We further contextualise these approaches in different industries and markets such as FMCG, Consumer Durables, Clothing, Automotive, and Groceries.

Strategic Marketing: From Root Cause Analysis to Strategic Planning

In this theme, we delve into root cause analysis and how it helps marketing managers make sense of the underlying causes of organisational (under-) performance that are amenable to strategic interventions. The students are introduced to key business and marketing performance metrics and how they can be utilised to analyse and ascertain an organisation’s competitive performance. We then learn about the elements of strategic marketing planning and develop metrics-and performance-oriented strategic marketing plans that consider advanced strategic decisions such as licensing, franchising and product portfolio management.

Assessment Proportions

The learning, teaching and assessment strategy for this module supports students in developing strategic marketing knowledge and skills in a critical and applied manner, drawing on latest research and authentic assessment. This entails the use of contemporary examples, and realistic cases. The module will use traditional lectures and seminars but also utilise additional material via Moodle and guest delivered sessions.

The assessment strategy focuses on two pieces of carefully scaffolded, student-led authentic assessment that closely simulates the type of analytical, diagnostic and strategic tasks graduates would undertake in roles such as strategic marketing, in-house brand management, product marketing, and business development.

Summative Assessment is an individual submission that consists of two parts:

• An Individual Strategic Marketing Report (50%) in which students adopt a megamarketing perspective to develop a strategic plan for advancing an industry’s wider megamarketing efforts. Students choose their own case, and the act of selecting a suitable case forms part of the learning experience: it requires critical judgement, preliminary situational analysis, and discernment regarding the strategic relevance and feasibility of different options. This assessment reinforces students’ ability to integrate theory with real-world contexts, diagnose complex issues, and propose actionable strategies.
• An Individual Strategic Marketing Plan (50%) for a company or brand that operates in the industry that was chosen for the (above) first part of the submission. Although student-selected, the case must meet specific criteria. By having to choose their own case, students learn to identify, diagnose and justify an appropriate case choice. The assessment centres on the quality of analysis, planning and relevance of the proposed strategy, and on the student’s ability to communicate verbally, demonstrate command of strategic marketing terminology, and present recommendations convincingly.

The two-part submission holds equal weight and requires students to think in an integrative manner about the complex interplay between industry-level market creation and legitimisation efforts, and brand-specific strategic marketing initiatives.

Seminar activities throughout the module are intentionally scaffolded to build the analytical and skills required for both elements of this assessment. Therefore, there are two formative assessments integrated into the seminars, where students work in small groups to practice their response to each element of this coursework. This involves the development of two group presentations that must focus on cases different from the students’ individual submissions. Prior to the delivery of the second presentation, students are provided with formative feedback on their strategic marketing plan outline. Furthermore, the final seminar adopts the format of a ‘coursework surgery session’ and is dedicated to the provision of 1-1 personalised student feedback.

The assessment is deliberately designed to be authentic, student-led, and relatively AI-resilient. It requires applied judgement, contextual analysis, synthesis of module concepts, and effective verbal and written communication. Together with the formative assessment, this ensures constructive curriculum alignment between learning outcomes, seminar-based learning activities, and assessment, whilst responding to CIM level 6 requirements.

MKTG5005: Digital Marketing and Analytics

• Terms Taught: Lent/Summer 
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module adopts the perspective that ‘all marketing is now digital marketing’ and offers a broad perspective on marketing communications and digital analytics. It is core for BSc Marketing, BSc Marketing Management and BSc Marketing & Design students and represents comprehensive learning regarding marketing communications at Level 5 for those students not following the more specialised BSc Advertising and Digital Marketing degree. As such it is also relevant and offered to a variety of degrees across LUMS as an option.

The key aim of this module is to equip students with a critical and applied understanding of how marketers and advertising professionals craft, implement and evaluate their engagement strategies across multiple media channels, including traditional advertising and social media.

The module further aims to develop students’ understanding of the digital customer journey and the implications of digital transformation on marketing strategy, as well as introduce how digital analytics and metrics are used for digital and social media marketing and campaign purposes. In addition, the module aims to encourage critical reflection on emerging ethical issues in digital marketing such as privacy, data responsibility and the social impact of digital communications.

Educational Aims

Upon successful completion of this module students will be able to…

1. Explain the theory and application of a core selection of advertising concepts relating to the development of advertising strategy and creative solutions.
2. Explain the connection between insight and idea in digital campaign planning and consumer engagement.
3. Demonstrate understanding of how digital technologies transform marketing strategy and customer experience.
4. Map and critically assess the digital customer journey using appropriate frameworks and analytics.
5. Apply theoretical and practical tools to audit, evaluate and design marketing strategies for digital platforms.
6. Develop a critical understanding of ethical and sustainability issues associated with advertising, digital marketing and social media.
7. Work collaboratively to develop and present a creative, data analytics-driven digital and social media campaign.

Outline Syllabus

This module is intended to offer a comprehensive look at key aspects of marketing communications, engagement, targeting and measurement. The syllabus will largely focus on digital marketing strategy and social media marketing, but with some focus also on traditional forms of advertising and the insight process employed by advertising professionals.

The core focuses will be digital marketing strategy and how digital tools can be used to support marketing decisions and measure performance. Students will gain skills using key digital analytics platforms (e.g. Similarweb) and develop practical competence in interpreting data across various stages of the customer journey to inform strategic decision-making. Core topics include Search Engine Optimisation (SEO), AI-assisted search, content marketing and digital advertising.

The module will also consider social media marketing in relation to competitive brand positioning. This includes examining platform specific consumer engagement strategies, audience analytics, online identity and engagement, and co-creation.

In addition, the module covers the integration of digital and offline advertising within an overall customer journey strategy. Students explore how offline advertising formats, such as out-of-home (OOH), experiential and guerrilla advertising, can be integrated with digital channels to enhance engagement, drive brand awareness and optimise overall campaign performance.

The syllabus further explores contemporary digital technologies and trends, including generative AI, immersive technologies (VR/AR) and Internet of Things (IoT).. These developments are examined through a critical lens, addressing ethical, regulatory and governance challenges such as data privacy, algorithmic bias, cybersecurity, and responsible AI use.

Throughout the module, learning is reinforced by working on a brief for an existing brand. This form of authentic assessment enables students to apply theoretical frameworks, digital and social media analytics as well as their creative insight in a collaborative, data analytics informed context.

Assessment Proportions

Teaching on this module will follow the standard model of lectures and interactive seminars but with additional learning resources (both compulsory and optional) supplied on Moodle. Given the nature of this module lectures will be delivered by a team of relevant experts from across the department and guest industry speakers.

Furthermore, there will be guided practical workshops using analytics platforms such as Similarweb.

Seminars will offer formative support for elements of the coursework assessment and be an opportunity to discuss emerging critical issues in aspects of advertising and online engagement. Workshops and optional Moodle resources will also include formative tests on the chosen data analytics platform (most likely Similarweb) and quizzes to enable students to check their understanding as they progress.

Finally, there will be clinics offered to support development of the group and individual assignment submissions.

There are two summative assessments for this module, one group and one individual which are submitted together:

• 70% Group-based integrated digital marketing campaign: pre-recorded group presentation 15 min + data handout. Task: Pre-recorded group presentation (15 minutes) and accompanying handout. Students act as a digital and social media marketing agency and they audit, assess and design a digital and social media marketing campaign for a real organisation (sector and exact company choice will be updated depending on current market trends). The assessment requires students to integrate their knowledge or digital strategy (i.e. customer journey mapping, SEO, innovation) with a social media marketing strategy (i.e. engagement, content, affiliate and influencer marketing), using data to support their strategic decisions.The deliverables include a PowerPoint group presentation and the development of a supportive handout. The assessment criteria are focusing on evaluating use of data, analytics and qualitative evidence; creativity and professionalism in campaign auditing and creation; teamwork; application of theory to practice.

• 30% Individual (offline) ad strategy that will complement and build on the above integrated digital marketing campaign. Task: The students produce an individual piece for the same brand as they produced their integrated digital marketing campaign for, but this time, they are focusing on offline advertising approaches (i.e. TV, out of home (OOH), guerilla, point of sales (POS) or other). The students will produce a strategic justification for their proposed ad, in relation to the integrated (offline/online) customer journey; visual mock ad development; campaign planning and KPI analysis. The submission will entail a summary report of 500 words in addition to visuals (mock ups); tables, figures and references.

MKTG5006: Innovation and New Product Development

• Terms Taught: Lent/Summer
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module aims to develop students’ understanding of innovation and new product development as core marketing activities that drive organisational growth and competitive advantage. The module will equip second-year students with essential conceptual and practical foundations for analysing, designing, and managing new products and services in response to changing markets, technologies, and consumer needs, thereby preparing them for advanced marketing study and innovation-focused professional roles.

Educational Aims

Upon successful completion of this module students will be able to…

1. Explain the role of innovation in marketing, business, markets, the economy and society, and how these levels are interconnected in shaping the commercial success of organisations.
2. Demonstrate understanding of how marketing as a function is involved in innovation and NPD processes and how marketing contributes to the commercial success of new products and services.
3. Critically evaluate different theories of innovation and NPD management with reference to their application in different market and product contexts.

Outline Syllabus

This module explores how organisations create, develop, and launch new products and services in response to changing market conditions, technological developments, and evolving customer needs. It addresses the central question of how innovation can be managed effectively as a marketing-led process that balances creativity, customer insight, and commercial viability.

Key themes include:

• The nature and types of innovation
• The strategic role of innovation in building competitive advantage
• The integration of innovation within broader marketing and corporate strategies.

The module examines the end-to-end new product development process, from opportunity identification and idea generation through concept development, market testing, commercialisation, and post-launch evaluation.

The module also considers organisational and contextual factors influencing innovation outcomes, such as cross-functional collaboration, organisational culture, leadership, and the management of risk and uncertainty.

Students will engage with frameworks for evaluating and selecting innovation projects, managing product portfolios, and accelerating development through agile and lean approaches.

Contemporary challenges and debates are integrated throughout the module, such as digital innovation, ethical considerations and sustainability-driven innovation, and the management of innovation in global competitive markets.

Through the use of case studies, applied exercises, and real-world examples from a range of industries, students will be encouraged to critically evaluate innovation strategies and reflect on why some new products succeed while others fail.

Overall, the module provides students with a structured yet critical understanding of innovation and new product development as essential capabilities for modern marketing practice and further academic study.

Assessment Proportions

The learning, teaching, and assessment strategy for this module is designed to support the Marketing programme’s emphasis on research-informed teaching, critical thinking, and employability-focused skill development. The module builds on foundational marketing knowledge from earlier stages of the programme and prepares students for more advanced study by developing analytical, creative, and applied understanding of innovation and new product development.

Teaching is delivered through a blended approach combining lectures, interactive seminars, and applied workshops. Lectures introduce key theories, models, and contemporary debates in innovation and new product development, while seminars and workshops focus on case analysis, problem-based learning, and collaborative activities that allow students to apply concepts to real-world contexts. Digital technologies, including online learning platforms, interactive polling, and curated multimedia content, are used to enhance engagement and support flexible learning. Students are also supported in the responsible and critical use of generative AI tools for activities such as idea generation, trend analysis, and reflective learning, with emphasis on ethical use, transparency, and academic integrity.

The module adopts an inclusive and global perspective by drawing on case studies and examples from a wide range of geographic, cultural, and organisational contexts. Learning activities encourage students to engage with diverse voices and critically reflect on how innovation practices intersect with sustainability, inequality, and the legacies of colonialism and structural racism where relevant to marketing and innovation decision-making.

Formative and Summative Assessment

Assessment is based on two summative components: an individual poster and an individual essay, which are constructively aligned with the module learning outcomes. The individual poster assesses students’ ability to communicate innovation concepts concisely and visually, apply frameworks to a defined problem, and translate theory into practice. The individual essay assesses students’ capacity for critical analysis, academic argumentation, and deeper engagement with theory and empirical evidence.

A range of formative assessment opportunities, including poster workshops, draft outlines, peer feedback, and in-class activities, provide ongoing feedback throughout the module and help students overcome common barriers to learning, ensuring equitable opportunities to demonstrate achievement.

MKTG5007: Marketing of Services

• Terms Taught: Lent/Summer
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

The principle aim of this module is develop student understanding of the specific practices and challenges associated with the marketing of services as the core product offering. A significant part of traditional marketing learning focuses on the marketing of physical products, but service industries often dominate global economies, and this module will enable students to appreciate the differences in how service value offerings are developed, marketed and delivered.

Students will study theories and practices regarding key aspects such as the customer experience journey, service quality and relationship building, in addition to gaining a sense of how the associated industries are changing in contemporary society. The module will be of significant value to students with a careers interest in sectors such as hospitality, finance and digital services and is particularly supportive of employability across many sectors.

Educational Aims

Upon successful completion of this module students will be able to…

1. Demonstrate understanding of a range of core concepts and theories in services marketing.
2. Critically evaluate the application of concepts and theories across diverse market contexts.
3. Critically evaluate a brand’s customer experience by applying relevant services marketing theories and concepts.
4. Critically analyze contemporary challenges in services marketing and propose informed, evidence-based solutions to address these issues and their manifestations in different sectors, contexts and markets.

Outline Syllabus

This module aims to…

• Develop students’ understanding of services marketing through core concepts and theories on marketing in services in general, and in specific contexts such as B2B, B2C, and omnichannel marketing, and in specific sectors such as hospitality, finance, health and digital services.
• Enable students to identify, explain and apply key theories and models in services marketing to develop appropriate services marketing strategies .
• Foster analytical and critical thinking skills to address contemporary challenges in service marketing.

Indicative topics include:

• Introduction to Services Marketing: Characteristics of services, service-dominant logic, and implications for marketing strategy in B2B and B2C contexts.
• Consumer and Business Buyer Behaviour in Services: Understanding expectations, perceptions, and decision-making in different markets.
• Service Quality and Customer Experience: Models such as SERVQUAL, customer journey mapping, and experience design.
• Employees as Operant Resources and Internal Marketing : How to manage internal marketing as a service to organisation
• Technology and Service Innovation: Digital transformation, AI-enabled services, and omnichannel delivery across markets.
• Contemporary Challenges: Value co-creation, sustainability, ethical considerations, social marketing in services, and technology dependence.
• Service Recovery and Risk Management: Handling complaints, service failures, and crisis communication in different sectors and markets.

Assessment Proportions

The learning, teaching and assessment strategy in this module is focused on developing an integrated and applied understanding of services marketing, and incorporating services marketing thinking into marketing strategies and plans.

Accordingly, the teaching strategy in the module is informed by helping students learn these dimensions in an authentic and applied manner. This entails the use of contemporary examples and cases that ensure authenticity in the content. Moreover, we make use of formatively assessed practical tasks that mimic authentic service marketing phenomena (e.g., evaluating the brand’s customer experience).

Teaching largely follows the traditional structure of lectures and workshops but these are highly interactive and supplemented by additional learning materials online.

Assessment Strategy

The assessment strategy is designed around two complementary activities that evaluate students’ understanding of services marketing from both managerial and consumer perspectives.

The group assessment requires students to take the role of brand managers and evaluate a brand’s customer experience using relevant services marketing theories and frameworks, identifying key issues and proposing evidence-based improvements. Formative assessment/feedback for this will come from structured workshop tasks which are designed to explicitly build towards the assessment.

The individual assessment requires students to adopt the role of a consumer and critically reflect on their personal service experience, analysing how value is created and delivered across different touchpoints. Students will be supported with guidance regarding reflective writing, and given formative 1-1 support in surgery form (online) towards the assessment.

Together, these assessments develop students’ analytical, evaluative, and reflective skills, while ensuring the application of theory to real-world service contexts.

MKTG5014: Marketing Management Essentials

• Terms Taught: Michaelmas
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module provides an in-depth exploration of some key contemporary marketing topics, allowing students from a wider business background to then study further strategic marketing modules. Students will gain a deeper understanding of a selection of core marketing topics including consumer behaviour, markets and marketing communications.

This module is core to students on the BSc Business Management degree at 缅北轮奸 and follows MKTG4006: Principles of Marketing at Level 4 offering a deeper look at a selection of marketing topics which will enable these students to further understand key concepts before selecting from optional modules. This module is also optional for certain other LUMS degrees and is a pre-requisite for them more strategic marketing options at Level 6.

Furthermore, this module is core for those students from our international partners who transfer to Lancaster at Level 5 onto the BSc Marketing Management (2+2) degree. These students will take this module alongside MKTG5001: Research Methods and MKTG5003: Global Markets and Responsibility and then continue to follow the core BSc Marketing curriculum. These students must have studied some form of introductory marketing module in their first year at the partner organisation.

Educational Aims

Upon successful completion of this module students will be able to…

1. Demonstrate a deep understanding of how a range of core marketing concepts blend and interact in the contemporary global organisational context.
2. Analyse a range of complex contemporary marketing challenges and effectively communicate potential solutions with reference to both theory and practice.
3. Explain how theories from marketing and the wider social sciences inform our understanding of consumers and consumer behaviour.
4. Employ productive teamworking skills.
5. Demonstrate effective academic writing skills.

Outline Syllabus

This module offers students an in depth understanding of certain key marketing concepts and organisational practices. Students will have already studied a broad introductory level module (either MKTG4006: Principles of Marketing or an equivalent at one of our overseas partner institutions) and now be able to engage with a more narrow range of topics at a deeper level. There will also be some headline content on marketing communications, (including traditional advertising, ‘digital’ and social media) which is continued at a deeper level in MKTG5005: Digital Marketing and Analytics.

There will be a strong focus on the concept of value, and learning will reference back to the framework of the augmented product or ‘total product’ as taught at Lancaster. Learning will also reference relevant aspects of organisational responsibility relating to ethics and sustainability. In addition students will learn about the importance of pricing, and innovation in markets and product development.

The most significant topic covered will be consumer behaviour, which will enable students to subsequently engage with a range of marketing modules and study the ‘Advanced Consumer Behaviour’ module at level 6.

Because students who study this module will come to it from a variety of pathways, there will also be some focus on the development of academic writing with formative support offered towards the assessment. They will also be offered support sessions on academic writing, referencing and appropriate use of AI.

Assessment Proportions

Teaching on this module will follow the standard model of lectures and seminars, but with a strong focus on student group preparation and interaction. There will also be additional material made available on Moodle to enhance learning and a Moodle Q&A forum for student support.

Students will work in groups throughout the module preparing and delivering a number of formative presentations to address specific challenges, building towards an assessed (summative) group presentation. This will also enable these students to develop team working skills and (for the students following the Marketing Management 2+2 degree) develop a sense of cohort cohesion.

Because this module serves as an introduction to studying at Lancaster for some students, it is deemed necessary also to both assess and support academic writing.

Students will therefore submit an individual coursework essay for which they will be offered structured formative/development support throughout the semester. Students will also be offered support sessions on academic writing, referencing and appropriate use of AI. This offers an individual aspect to the assessment of learning and also represents an opportunity for students who join the module from our overseas partners to understand the expectations of academic writing LUMS before they progress to one or more marketing modules at Level 6.

MKTG6004: International Marketing Management

• Terms Taught: Michaelmas
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module explores how organisations operate across borders and adapt their marketing strategies to different international contexts. Students will gain deep understanding of what is distinct about international marketing strategy development and implementation in contemporary markets.

Students will examine global trends in politics and economy, cultural influences and the challenges of managing global brands in the face of a dynamic global economic environment. This module encourages students to think critically about ethical and sustainable practices in global markets and prepares them for roles in international marketing.

This is an optional module for BSc Marketing, Advertising and Digital Marketing, and Marketing Management, and also offered more widely across LUMS.

Educational Aims

Upon successful completion of this module students will be able to…

1. Identify and critically evaluate the issues, challenges, and opportunities that marketers face when operating in a fast-evolving global market.
2. Critically evaluate how cultural factors influence consumption patterns across markets, and how to manage them effectively through international marketing.
3. Explain and critically evaluate marketing strategies and tactics used in different stages of internationalisation.
4. Demonstrate a critical appreciation of managing ethics and corporate social responsibility in international marketing contexts with varying socio-economic and cultural dynamics.
5. Construct potential solutions to given international strategy challenges using a variety of data sources and with reference to relevant theory.

Outline Syllabus

This module combines the latest research in the field of international marketing with an understanding of contemporary international marketing practice. Students will develop knowledge of the insights, theories, concepts and tools that enable organisations to navigate the challenges of global markets.

Learning will cover an understanding of what international marketing is and the scope of international marketing and branding strategies and tasks. Topics will include cross-border marketing and branding, international market entry strategies, operating in multiple host markets and managing country of origin effects. Students will also gain a detailed critical knowledge of how international marketing is shaped by socio-economic, political and cultural factors, and the key challenges facing organisations in contemporary global markets.

This module will also examine related aspects of ethics and sustainability, and how internation markets can perpetuate inequities in global economies. As part of the efforts to decolonise our curriculum, we will not only focus on the relationship between emerging and developed markets (the outside-in approach) but also examine emerging market and frontier economies in themselves, where different perspectives, theories and practices are currently being advanced.

Assessment Proportions

The teaching strategy on the module utilises a teaching team and contemporary cases such that learning throughout is authentic and applied.

The module will be delivered through interactive lectures and case-based seminars, with additional engagement material on Moodle and encouragement for student to attend relevant research seminars and events with the Marketers in Residence programme.

Seminars will be highly interactive and provide scaffolding towards the summative assessment.

The summative assessment is an individual essay where students are asked to critically evaluate a specific international marketing programme (strategy and implementation) in reference to related theory and research.

This is scaffolded by student-led group activities in seminars focused on specific case studies. Formative feedback will be provided on the work presented in each seminar in a structured manner which will enable students to build understanding towards the essay.

Students will also be offered formative opportunities to discuss their assessment with their seminar tutor in a surgery style session.

MKTG6006: Contemporary Issues in Marketing

• Terms Taught: Lent/Summer
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module aims to equip students with a critical and reflective understanding of some of the most pressing issues facing marketing in contemporary markets and society. The module is offered as optional on all Marketing department programmes and many others across LUMS.

Content will be highly dynamic and continuously updated, with a focus on marketing as practiced, but with strong connections to key themes in academic research across multiple related disciplines.

The module will be structured around a number of key themes which cut across the different aspects of marketing practice and will be taught using a variety of subject experts from within the University and from our Marketers in Residence programme.

Educational Aims

Upon successful completion of this module students will be able to…

1. Identify and critically evaluate a range of contemporary issues for marketing, organisations and society.
2. Demonstrate a critical understanding of the dynamism and complexity of contemporary organisational marketing within the wider context of global society.
3. Construct a critical and reflective deep evaluation of a specific, chosen contemporary issue.
4. Employ effective collaboration skills in order to productively debate a given issue and it’s implications for marketing practice.

Outline Syllabus

The module will be structured around a number of key themes which cut across the different aspects of marketing practice and contemporary research agendas. It will be team taught using a variety of subject experts from within the University and from our Marketers in Residence programme and heavily case-based throughout.

• The key aims are to answer the following questions?
• What are the more important and urgent issues which impact on marketing and/or are impacted by marketing in contemporary organisations and societies?
• What are organisations / marketers doing to address these issues and what more / how else might they be addressed?
• How are these issues, and the attempts to address them changing the way that marketing is practiced, and how may this change again in the near future?

The key themes around which the module will be structured are as follows – note that specific topics taught will be highly dynamic - are not set and may be taught in combination:

Technology – including potentially:

• AI in its many forms and influences
• CRM and digital analytics
• Retailing developments including ecommerce, automation and delivery technology
• Cyber security implications

Ethics and Sustainability – including potentially:

• Consumer vulnerability and inclusivity
• Decolonising marketing practice and cultural sensitivity
• Marketing malpractice, overmarketing and misinformation
• Purpose and transparency in branding and marketing

Regulation, Risk and Resilience – including potentially:

• Geopolitical influences – the impact of global political events
• The impact of tariffs and tariff uncertainty on global business
• The impact of national and international regulation changes (e.g. those related to social media and food advertising)
• Austerity/cost of living pressures versus increasing business costs

Assessment Proportions

The teaching on this module will be delivered by a team of expert researchers from within the department with senior practitioners from our Marketers in Residence programme and extensive alumni network.

Because teaching cuts across the key topics in marketing (such as Consumer Behaviour, Market Dynamics, Brand Strategy etc) careful attention will be paid to ensure that no content is duplicated across level 6 modules. However, it is accepted that there will be some crossover of themes/debates, particularly with those optional modules which cannot be taken alongside this one given programme structures.

There will be both a lecture and seminar series throughout the semester offering taught content, provocation and insights on key topics within each theme, and extensive additional engagement / provocation material (multimedia) offered via Moodle. Students will also be encouraged to attend departmental and faculty research seminars and events involving the Marketers in Residence throughout the module and level 6 generally.

In addition to the lectures/seminars, there will be a number of workshops where students are expected to work in groups to present and debate their response to a particular issue/provocation. This is a key aspect of learning given that these issues will be complex and layered and students will develop deeper understanding from collaboration and debate within their cohorts.

Formative and Summative Assessment

The assessment is an individual submission where students are asked to write a report which focuses on one specific contemporary issue for Marketing. This can be one of those which forms the focus of a workshop, but students will also have the option to select a different issue, perhaps one which relates directly to their chosen career focus. The report will be similar in style to a white paper, but with the addition of thoughtful critical reflection and reflexivity regarding the issue. This is very much a submission where we want the students to demonstrate their own voice and would very much not work well with generative AI.

Formative feedback will come primarily from discussion around the group prepared responses in the workshops, which will be structured to follow the different sections/aspects of the assessment. Students will also be asked to attend a surgery-style appointment with their chosen teaching team member to discuss their ideas and progress.

MKTG6009: Influencer Marketing

• Terms Taught: Lent/Summer
• US Credits: 5
• ECTS Credits: 10
• Pre-requisites: None

Course Description

This module introduces students to the dynamic and evolving field of influencer marketing and equips students with the knowledge and skills needed to develop, evaluate and manage effective influencer marketing campaigns. The module will develop an understanding of influencer marketing strategy, the selection of influencers, and the campaign process (including the writing of influencer briefs). The module will also provide students with a critical understanding of influencer marketing and will discuss the implications of influencers and influencer marketing for consumers and society.

The module also aims to further develop students’ transferrable skills including verbal and visual communication skills and the ability to work independently on producing deliverables. The module will encourage students to apply relevant theories and concepts to the development of an influencer marketing campaign.

This module has been designed with student employability in mind. Influencer marketing roles entail developing successful influencer marketing campaigns, shortlisting and selecting the right influencers for campaigns, and writing influencer briefs. By the end of the module, students will have the skills to design and implement successful influencer marketing campaigns.

This module is core for students on BSc Advertising and Digital Marketing, building on their knowledge of social media marketing from MKTG5012: Digital and Social Media Marketing and offered as optional to other students in the Marketing department and across LUMS.

Educational Aims

Upon successful completion of this module students will be able to…

1. Demonstrate a critical understanding of influencers and influencer marketing, considering multiple perspectives.
2. Analyse and justify the selection of influencers for an influencer-led marketing campaign using data, audience insights, and influencer content.
3. Apply relevant theories and concepts to the planning, development and evaluation of influencer marketing campaigns.
4. Critically assess the ethical, societal and consumer implications of influencer marketing, including issues of authenticity, trust and transparency.
5. Demonstrate creativity and effectively communicate an influencer marketing strategy using verbal and visual formats for an intended industry audience.

Outline Syllabus

This module will begin with an introduction to influencer and influencer marketing, distinguishing influencers from creators and celebrities, and differentiating influencer marketing from celebrity endorsement. The module will also introduce students to the creator economy, and its various actors and organisations and will discuss the dynamic and evolving nature of influencer marketing (including trends, platforms, and audience relationships).

The module will look at how influencers accumulate an audience, build communities, develop their personal brands, and monetize their audience. The experience and challenges of being an influencer will also be discussed. Topics will also include influencer marketing in different sectors/ industries, and the role of AI in influencer marketing.

A key theme of the module will be the crafting of influencer marketing campaigns. The module will discuss influencer marketing strategy, and the selection and vetting of influencers for campaigns. The campaign process, including the writing of influencer briefs, will be covered in the module. This theme will cover strategic campaign planning: identifying suitable influencers, assessing brand–influencer fit, developing influencer briefs, and understanding metrics used to evaluate campaign performance.

The syllabus will also cover influencer-follower relationships and consumer responses to influencer content.

Authenticity in influencer marketing will also be a key focus of the module, looking at how authenticity is managed by influencers and how it is co-created through interactions among influencers, brands, followers, and agencies.

The final key thread to the module will be ethical issues and the societal implications of influencers and influencer marketing (e.g., health and well-being, de-influencing practices).

Assessment Proportions

This module will incorporate lectures and seminars and additional engagement material online. The module combines a research-led approach (drawing on the research expertise within the department) with practitioner or industry perspectives (incorporating guest speakers from the influencer marketing industry). Seminars will be highly interactive and structured to scaffold towards the assessment. Authentic and innovative use of technology throughout will ensure that students also gain insight into / experience of using an influencer marketing platform.

The assessment will be an authentic, real-world assessment, mirroring the tasks and activities carried out in influencer marketing agencies.

Formative assessment opportunities:

In-person small classroom seminars will provide students with formative assessment opportunities. The seminar tasks will be linked to key aspects of the summative assessment as well as the intended learning outcomes of the module. These tasks are structured to focus explicitly on preparing students for the summative assessment and will engage with some of the key themes of pertinence to completing their coursework. Furthermore, students will be given the opportunity to discuss their chosen brand focus and strategy with their seminar tutor in a surgery-style session.

Summative assessment

Students will select one brand of their choice and will be asked to develop an influencer marketing campaign strategy for this brand. The strategy will include a suggested approach, channels, influencer types, creative angles and deliverables. The assessment will also require students to shortlist and select influencers for the campaign, justifying their choices with data, insight and theory. This will be an individual assignment and represents 100% module weighting. Students will produce a presentation with a 15-minute voiceover recording.