Interpreting management, market and consumption

Stage 1, compulsory (all pathways)

The course explores how and why marketing has developed and continues to develop, and develops students' abilities to understand and engage with management concepts, theories and practices. It also equips you with analysis skills and introduces a range of issues that you need to focus upon to enhance your employability.

Topics covered

Marketing and Consumption:

  • The marketing system under capitalism
  • The Corporation: The Pathological Pursuit of Profit and Power (2003)
  • Marketing beyond profit
  • STP I& STP II segmentation, targeting, and positioning
  • Brands and branding
  • Elements of the marketing mix
  • Relationships and marketing
  • Innovation and marketing
  • Ethics and marketing

Interpreting Management:

  • Introduction and the student role
  • Student role and careers
  • Careers and information retrieval and analysis
  • Information retrieval & analysis and organisation theory
  • Organisation theory and Modernism
  • Modernism and Neo-Modernism
  • Neo-Modernism and Post-Modernism
  • Post-Modernism and reflective organisation theory
  • Reflective organisation thought and the evolution of management thought
  • Evolution of management thought and conclusion, perspectives & challenges

Learning outcomes

  • Apply the concept of marketing exchanges to an understanding of consumption choices
  • Recognise and appreciate the significance of marketing to national wealth creation and economic development, and the relationship between consumer choice and democracy
  • Discuss and assess marketing as both an academic discipline and a practice
  • Understand the transferable and employability skills most commonly developed within their academic studies
  • Identify and use appropriate academic, corporate and other materials to engage with and interpret key business and management questions
  • Develop critical analysis in the interpretation of business and management activity


  • Essay [2000 words]  (40%)
  • Three-hour written examination (60%)