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Marketing in Context - MAN00032H

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  • Department: The York Management School
  • Module co-ordinator: Dr. Ariadne Kapetanaki
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2021-22

Module summary

This module will involve students working in small groups on a single project relating to marketing within an organisation. Student groups operate as marketing agencies answering a client’s brief.

Module will run

Occurrence Teaching cycle
A Autumn Term 2021-22

Module aims


  • To provide an opportunity for students to learn more about the perspective of marketing in context.
  • To help students to prepare for a career in marketing and advertising.
  • To explore the tension that is often thought to exist between clients and agencies within marketing.


Module learning outcomes

Subject content

·         Understanding and knowledge of the specificities of marketing in context.

·         Awareness of the changes taking place in communications and media and the impact that is having on the marketing in a range of industries.


Academic and graduate skills


Students will develop the skills to:

·         apply concepts, frameworks and theories of marketing to marketing in context

·         make marketing decisions in the context of local and global environments

·         apply knowledge in the preparation and discussion of case studies, and also in decision taking in real life situations

·         work in groups and present and discuss ideas in public

·         demonstrate the ability to conduct research on marketing related topics in context.


Other learning outcomes (if applicable)

·         Link to practice

Module content

This module will involve students working in small groups on a projects relating to marketing within an organisation. Student groups operate as marketing agencies answering client’s briefs. The sequence and timing of sessions will reflect this process:

- Introduction of the project briefs

- Develop relevant groups working skills

- Develop expertise regarding a) the specific industry and b) marketing agencies. 

When possible, this module will involve a live projects and the module is designed to ground students in the requirements for live work, group work, etc as early as possible in the process. 

Groupwork will partly be mentored by the teaching team during seminars, allowing individual attention to each of the groups.  Peer assessment of group elements will take place. 

A mid-term formative assessment involving the presentation of a poster will allow the students’ initial ideas to gain formal feedback to help them develop their work towards the summative assessment.


Task Length % of module mark
Group Work with Peer Review
N/A 30
Group Work with Peer Review
N/A 40
Individual Reflective Statement (1500 words)
N/A 30

Special assessment rules



Task Length % of module mark
Re-assessment: Individual Marketing Plan
N/A 100

Module feedback

Students will receive written feedback on the formative assessment. They will also receive a feedback sheet with detailed comments on their summative assessment. Turnaround time for summative assessment is 6 weeks. At the end of term the module leader will develop a report a on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.

Indicative reading

There are no specific key texts for this module.  Reading will be provided during the first few weeks and students will be encouraged to utilise reading from prior modules to support their ideas.  In addition students will be encouraged to engage with the practitioner literature- for example Marketing Week (, Advertising Week ( and the Financial Times.  This reflects the applied and practical nature of the module. 

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.