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Module ASB-3532:
Trends in Marketing

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Mr Stephen Jones

Overall aims and purpose

The aim of this module is to develop students' understanding of contemporary issues and trends in marketing. Students will develop the ability to apply core marketing principles to the analysis of contemporary issues and practices in marketing. Students will also be able to critically analyse the effect of current marketing practices on the wider society.

Course content

Given the nature of this module, the content is updated frequently and may vary from year to year. The module will cover current trends in marketing such as New technologies and their use in marketing; Automation; Artificial Intelligence; Circular Economy.

Assessment Criteria

C- to C+

C- to C+ (C- to C+ / 50-59%) Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.


High standard (B- to B+ / 60-69%): Very good performance. Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.


(A- to A* / 70+%) An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.


(D- to D+ / 40-49%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

Learning outcomes

  1. Apply marketing principles, analytical and critical skills to contemporary marketing issues and problems

  2. Analyse the challenges and opportunities of contemporary business practices for companies.

  3. Demonstrate a thorough understanding of current issues and trends in marketing

  4. Analyse the impact of contemporary marketing practices on consumers and the wider society.

Assessment Methods

Type Name Description Weight
Individual Essay 100

Teaching and Learning Strategy


Lecture 2 hour lectures across Semester 2.

Private study

Research, essential reading.


Regular seminars throughout semester - students will be asked to prepare and give presentations


Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting

Subject specific skills

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.

Courses including this module

Compulsory in courses:

Optional in courses: