Frontiers in Marketing Research - MAN00003D

«Back to module search

Module summary

This module introduces students to the frontiers of marketing research, offering an up-to-date perspective on the state of the discipline to help them successfully develop a PhD thesis in Marketing.

Module will run

Occurrence	Teaching period
A	Semester 2 2025-26

Module aims

The module brings students to the forefront of topics in consumer behaviour, consumer culture theory, marketing strategy, advertising, innovation and new product development, sustainable marketing, social marketing, and digital marketing. In doing so, the module discusses contemporary theories, recent empirical results, and current methodological issues. The module thereby positions students to identify and evaluate promising research agendas and associated research questions. It also helps students place their own work within the wider context of the discipline. Ultimately, the purpose of the module is to lay the groundwork for doctoral research in marketing and related areas.

Module learning outcomes

Successful completion of the module will demonstrate that students are able to: - Understand the streams of research across various marketing fields such as consumer behaviour, consumer culture theory, marketing strategy, advertising, innovation and new product development, sustainable marketing, social marketing and digital marketing - Discuss the frontiers of the discipline, including current topics, questions, and methodologies - Identify, articulate, and evaluate research questions and broader intellectual agendas within the context of the discipline

Module content

Workshops to be delivered by marketing academics, and experts in their research field.

Indicative assessment

Task	% of module mark
Essay/coursework	100.0

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100.0

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Arnould, E., Thompson, C., Crockett, D., & Weinberger, M., (Eds). (2023), Consumer Culture Theory. 2nd Edition, SAGE Publications Limited. Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage. Dolbec, P. Y., Fischer, E., & Canniford, R. (2021). Something old, something new: Enabled theory building in qualitative marketing research. Marketing Theory, 21(4), 443-461. Nunan, D., Birks, David F, & Malhotra, Naresh K. (2020). Marketing Research Applied Insight, 6th Edition. Harlow¿: Pearson Education. Parsons, E., Maclaran, P., Chatzidakis, A., & Ashman, R. (2023). Contemporary Issues in Marketing and Consumer Behaviour (3rd ed.). Routledge. https://doi.org/10.4324/9781003201151 Puntoni, S., & Wertenbroch, K. (2024). Being human in the age of AI. Journal of the Association for Consumer Research, 9(3), 235-240.