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MN50499: Cultural marketing strategy

Follow this link for further information on academic years Academic Year: 2015/6
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 3
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period: Modular (no specific semester)
Semester 2
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Coursework (CW 100%)
Further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: Before taking this module you must take MN50339 AND take MN50340 AND take MN50341 AND take MN50342 AND take MN50343 AND take MN50344
Further information on descriptions Description: Aims:
This five day course aims first to help students learn how the Consumer Culture Theory (CCT) perspective can be used to develop culturally informed marketing strategies and tactics. Second, the course aims to introduce students to insights from the field of (CCT) research. CCT explores the dynamic relationships between consumers' projects, commercial resources, and cultural meanings that circulate among stakeholders in the global marketplace.

Learning Outcomes:
On completion of this module students will possess tools and resources so that they will be able to:
* Analyze the strengths and weaknesses of firm strategy from a cultural perspective
* Create a contemporary market segment
* Deploy symbolism tactically in product/service offerings
* Outline an experiential marketing strategy
* Address cultural differences in global markets
* Understand consumption as a complex of instrumental and expressive behaviours.

Skills:
1. Analytical, evaluative and creative skills (T/A)
2. Writing skills (A).

Content:
1. Cultural strategy
2. Disciplinary foundations of consumer culture theory
3. Consumer identity work (individuals, other groups)
4. Socio-historical patterning of consumption (nation, class, gender, generation, ethnicity)
5. Marketplace ideologies and consumer responses
6. Marketplace cultures and subcultures
7. Semiotics.
Further information on programme availabilityProgramme availability:

MN50499 is Optional on the following programmes:

School of Management
Notes:
* This unit catalogue is applicable for the 2015/16 academic year only. Students continuing their studies into 2016/17 and beyond should not assume that this unit will be available in future years in the format displayed here for 2015/16.
* Programmes and units are subject to change at any time, in accordance with normal University procedures.
* Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.