ROYTEC

UNIVERSITY OF NEW BRUNSWICK

136-138, Henry Street
PORT OF SPAIN

COURSE OUTLINE

NAME OF PROGRAMME:

Bachelor of Business Administration (BBA)

ACADEMIC YEAR & TERM:

September 2009 to August 2010

Term 1 September- December 2009
Saturdays: 3:15 to 6:15 pm
ADM 4335 Contemporary Marketing Issues

NAME OF COURSE & COURSE

CODE:
LECTURER INFORMATION:
CONSULTATION TIME:

Mr. Sean B. Chung

Tel: (868) 662 2002 Ext. 2622
Email: Sean.Chung@sta.uwi.edu or seanbc868@yahoo.com
Saturdays, 2:00 3:00pm or by appointment, Faculty Room

COURSE OVERVIEW
This module will introduce the student to some current issues within the marketing industry. The role of
marketing as a business function has become increasingly viewed as an integral constituent of overall
corporate strategy as organizations have become more aware of the need to develop long-term
relationships with their customers.
The marketing industry has further widened its scope to include non-traditional organizations such as
those in the public and voluntary sectors and this module will invite students to examine how marketing theory
is applied in not-for-profit organizations.
Services management, and therefore marketing, has been recognized as meriting separate consideration
since the 1970s. This module will also look at the special approaches that service industry businesses need
to adopt in a rapidly changing environment.
PREREQUISITE: MG 301 Marketing

COURSE DESCRIPTION
This course is designed to provide students with an understanding of all aspects of the contemporary
issues in marketing process. Students will have the opportunity to discover for themselves how the
principles of marketing work and how these principles apply in real life marketing situation.

COURSE OBJECTIVES
Upon completion of this course, students will have a greater appreciation and in-depth understanding of key
marketing issues through discourse and the critical examination of up-to-date research from leading academic
journals, in addition to revisiting foundational theory and other research as it relates to the hot topics of the

day.
Areas of major interest include:

Services marketing and service quality provision

Corporate social responsibility, social and cause-related marketing

Branding and business success

Customer Relationship Management (CRM)

The Internet, technology and marketing

Green marketing

Not-for-profit marketing

ESSENTIAL MARKETING READINGS

1.

Ballantyne, D and Aitken, R. (2007), Branding in B2B markets: insights from the servicedominant logic of marketing, Journal of Business & Industrial Marketing, 22 (6), 363-371.

2.

Vargo, S.L. and Lusch, R. F. (2004), Evolving to a new dominant logic for marketing,
Journal of Marketing, 68, 1-17.

3.

Klaus, P and Maklan, S. (2007), The role of brands in a service-dominated world, Brand
Management, 15 (2), 115-122.

4.

Davis, J.C. (2007), A conceptual view of branding for services, Innovative Marketing, 3(1),
7-16.

5.

Katsioloudes, M., Grant, J., and McKechnie, D.S., (2007), Social marketing: strengthening
company-customer bonds, Journal of Business Research, 28(3), 56-64.

6.

Brady, M. K. and Bourdeau, B.L. (2005), The importance of brand cues in intangible service
industries: an application to investment services, Journal of Services Marketing, 19(6), 401410.

7.

Leone, R., Rao, V.R., Keller, K.L., Luo, A.M., McAlister, L. And Srivastava, R. (2006),
Linking Brand Equity to Customer Equity, Journal of Service Research, 9(2), 125-139.

8.

Zineidin, M. (2006), The royalty of loyalty: CRM, quality and retention, Journal of
Consumer Research, 23(7), 430-437.

9.

Bloom, P.N., Hoeffler, S., Keller, K.L. and Basurto Meza, C.E. (2006), How social-cause
marketing affect consumer perceptions, MITSloan Management Review, 47(2), 49-59.

10. Shumanov, M. and Ewing, M. (2007), Developing a global CRM strategy, International
Journal of E-Business Research, 3(20, 69-83.

11. Tronvoll, B. (2007), Customer complaint behavior from the perspective of the servicedominant logic of marketing, Managing Service Quality, 17(6), 601-620.
12. Peattie, K. and Crane, A. (2005), Green Marketing: legend, myth, farce or prophesy?
Qualitative Market Research, 8(4), 357-371.
13. Shah, D., Rust, R., Parasuraman, A., Staelin, R. and Day, R.S. (2006), The path to customer
centricity, Journal of Service Research, 9(2), 113-125.
14. Keeffe, D.A., Russell-Bennet, R. and Tombs, A. (2008), Customer retaliation at the
employee-customer interface, Journal of Management & Organization, 14, 438-450.
15. Castaldo, S., Perrini, F., Misani, H. And Tencati, A. (2009), The missing link between
corporate social responsibility and consumer trust: the case of fair trade products, Journal of
Business Ehtics, 84, 1-15.
16. Svensson, G. (2006), The interactive interface of service quality: a conceptual framework,
European Business Review, 18(3), 243-258.
17. Hartmann, P. and Apaolaza Ibanez, V. (2006), Green value added, Marketing Intelligence
& Planning, 24(7), 673-680.
18. Stephenson, K. (2009), The pursuit of CSR and business ethics policies: is it a source of
competitive advantage for organizations? The Journal of American Academy of Business,
14(2), 251-264.
19. Khalifa, M. and Liu, V. (2007), Online consumer retention: contingent effects of online
shopping habit and online shopping experience, European Journal of Information Systems,
16, 780-792.
20. Kong, M., Jogaratnam, G. (2007), The influence of culture on perceptions of service
employee behavior, Managing Service Quality, 17(3), 275-297.
21. Mohd Suki, N. and Mohd Suki, N. (2007), Online buying innovativeness: effect of perceived
value, perceived risk, perceived enjoyment, International Journal of Business & Society,
8(2), 81-93.
22. Keillor, B.D., Lewison, D., Hult, G.T.M. and Hauser, W. (2007), The service in a
multinational context, Journal of Services Marketing, 21(6), 451-461.
23. Rivera-Camino, J. (2006), Re-evaluating green marketing strategies: a stakeholder
perspective, European Journal of Marketing, 41(11/12), 1328-1358.
24. Ueltschy, L.G., Eggert, A., Laroche, M. and Bindl, U. (2006), Service quality and
satisfaction: an international comparison of professional services, Journal of Services
Marketing, 21(6), 410-423.
25. Heinonen, K. (2008), The role of digital service encounters on customers perceptions of
companies, Journal of Electronic Commerce in Organizations, 6(2), 1-11.
26. Goode, M. and Harris, L. (2007), "Online behavioral intentions: an empirical investigation of
antecedents and moderators", European Journal of Marketing, 41 (5/6), 512-536.

27. Esch, F.R., Langner, T., Schmitt, B.H. and Geus, P. (2006), "Are brands forever? How brand
knowledge and relationships affect current and future purchases", Journal of Product and Brand
Management, 15 (2), 98-105.
28. Cliffe, S.J. and Motion, J. (2005), "Building contemporary brands: a sponsorship-based
strategy", Journal of Business Research, 58, 1068-1077.
29. Meyer-Waarden, L. (2007), "The effects of loyalty programs on customer lifetime duration
and share of wallet", Journal of Retailing, 82, 223-236.
30. Dixon, H. (2005), Privacy laws and doing business online, Intellectual Property &
Technology Law Journal, 17(2), 11-21.
31. Marin, L., Ruiz, S. and Rubio, A. (2009), The role of identity salience in the effects of
corporate social responsibility on consumer behavior, Journal of Business Ethics, 84, 65-78.
32. Kimberly, H. and Hartel, C. (2008), Employee/customer interface in a service crisis: impact
of senior management attributes and practices on customer evaluation, Journal of
Management & Organizations, 14, 207-218.
33. Ba, S. and Johannson, W.C. (2008), An exploratory study of the impact of e-service process
on online customer satisfaction, Production & Operations Management, 17(1), 107-119.
34. Jackson, T.W. (2007), Personalization and CRM, Database Marketing & Customer
Management Strategy, 15(1), 24-36.
35. Coviello, N., Brodie, R.J., Danaher, P. and Johnson, W. (2002), "How firms relate to
their markets: an empirical examination of contemporary marketing practices", Journal of
Marketing, 66, 33-46.
36. Grabner-Krauter, S. and Kaluscha, E. A. (2003), "Empirical research in online trust: a review
and critical assessment", International Journal of Human Computer Studies, 58, 783-812.
37. Snipes, R.L. and Thompson, N.F. (2006), Gender bias in customer evaluations of service
quality: an empirical investigation, Journal of Services Marketing, 20(4), 274-284.
38. Kara, A., Spillan, J.E. and DeShields Jr.,O.W. (2004), An empirical investigation of the
link between market orientation and business performance in non-profit service providers,
Journal of Marketing Theory and Practice, 12(2), 59-73.

Useful Internet Resources

If you come across a site you think should be added here please let me know

American Marketing Association: http://www.marketingpower.com/

Association for Consumer Research: http://www.acrwebsite.org/

Brandchannel.com: http://www.brandchannel.com/
CR M2DAY: http://www.crm2day.com/
Marketing Science Institute: http://www.msi.org
Marketing Today: http://www.marketingtoday.com/

Marketing Week: http://www.marketingweek.co.uk/

World Advertising Research Centre: http://www.warc.com/

EVALUATION & ASSESSMENT

Each student should be prepared to discuss all readings as part of the course requirements. Demonstrated
preparedness will be reflected in the assessment of class participation.
Coursework:
Group Article Presentations (2 @ 15%)
Individual Class Participation
Group Project Term Paper
Individual Learning Journal

30%
15%
30%
25%

TOTAL

100%

CONVERSION OF LETTER GRADE

> 94
90-94
85-89
80-84
75-79

A+
A (Excellent)
AB+
B (Good)

70-74
65-69
60-64
55-59
< 55

BC+
C
D
F

METHODOLOGY:
This is a seminar based course where the lecturer essentially assumes the role of facilitator. On a weekly basis an
assigned group or individual(s) will present a topic or sub-topic from one of the major areas of interest identified. In
addition, the lecturer may from time to time highlight or introduce for class discussion areas of debate or recent
research focus in the specified topic area that may have been overlooked by the group presenting on a particular day.
The coursework consists of a mixture of group article presentations and relevant research, development of a personal
learning journal, and end of term projects which should deepen and broaden students knowledge and interest with
respect to the key marketing topics, and relevant issues and challenges marketers are faced with on a daily basis.
ASSESSMENT REQUIREMENTS: Plagiarism: Plagiarised material will not be graded and students will
receive a failing grade for the following:
1. Quoting verbatim or almost verbatim from a source (such as copyrighted material, notes, letters, business entries,
online download /computer materials, etc.) without acknowledgment;
2. Adopting someone else's line of thought, argument, arrangement, or supporting evidence (such as, for example,
statistics, bibliographies, etc.) without indicating such dependence;
3. Submitting someone else's work, in whatever form (film, workbook, artwork, computer materials, etc.) without
acknowledgment;
4. Knowingly representing as one's own work any idea of another. You are responsible to make yourself familiar
with, Section VII Academic Offences, Sub-section A Plagiarism of the Admission Requirements and
University Regulations in the UNB Undergraduate Calendar 2008 2009 see also
http://www.lib.unc.ca/instruction/plagiarism.html
Academic dishonesty also includes a failure on your part to keep your current and past assignments out of the hands
of other students who may misrepresent their origins. It is also suggested and recommended that you keep a record
and/or rough drafts of written or other work until you have received your final grade.
5. Referencing using APA style for written deliverables: A disclaimer page stating that all materials, ideas and text
are original creations of the group members and that any portion of the report or presentation which is not the

groups intellectual property is properly cited must accompany written deliverables. Written deliverables must be
referenced using APA format style as explained in the APA style guide accompanying this course outline.
Missed Test/ Late Submissions: No make-up test will be given. If the scheduled test is missed, the student will
receive zero for that particular test. All papers are due on the date assigned.
Notices and Communication: Please note that all official notices to students will be posted in the Student Services
section of the website www.roytec.edu . You are encouraged to regularly check the website and other Notice
Boards located in the classrooms and throughout the building for changes and new information to students.

ATTENDANCE AND PARTICIPATION (15%)

Attendance: Each student is expected to attend all scheduled classes (lectures, laboratory, tutorial sessions, and
make up classes). Any student whose attendance falls below 100% will forfeit course marks up to the maximum
percentage which has been allocated for Attendance and Participation. Each student must attend a minimum of
50% of all scheduled class sessions for each course in order to be eligible to write the final examination in
each course.
All cases of absenteeism will be reported to the ROYTEC Board of Examiners and to the relevant Government
Ministry if GATE Funding is applicable and to other sponsors. Lecturers may mark a student absent where such
student/s signs the attendance register and leaves the class. In such cases, the student has the right to appeal using
the ROYTEC Student Appeals Procedure as published in the Student Handbook and the ROYTEC Website.
Punctuality at lectures is absolutely essential. Students arriving late disrupt the learning environment. Each student
should make an effort to be present at least ten (10) minutes before the scheduled starting time of each lecture,
laboratory and tutorial session, and make up classes.
Participation: The quality of your contribution will weigh more heavily than the quantity in the evaluation of your
participation. Quality comments possess one or more of the following attributes:
a) They offer a different, unique and relevant perspective on the issue;
b) They respond to the current flow of the discussion and enhance it;
c) They move the discussion and analysis forward;
d) They build on others comments; and
e) They demonstrate critical or reflective thinking.
Failure to attend classes on a regular basis and actively participate could affect your final grade. Failure to complete
any of the course assignments would affect your final course grade as you will receive zero for the particular
assignment.
GROUP ARTICLE PRESENTATION
Presenting Group:
Each group will be assigned a specific article from the readings list. The students will be expected to prepare
a presentation explaining the key points from the article and do additional research on the subject for the class
presentation. In other words, the presenting students will be the "topic experts." This component of the
course is not intended for the students to reiterate the selected article but draw out the key points from the
article and further develop the information from external research. This additional research should be clearly
indicated in your class presentation.
The students doing the presentation should specifically address the question, "How does understanding
this concept make us better marketers?"

They should also indicate their knowledge of the concept by showing its application in a current
marketing situation.

Each group will also be evaluated on their presentation skills, including introduction of group members, clear
speaking and unhurried presentation, and generation of class discussion on the topic (Q&A, exercise or game
to encourage participation by classmates).
Each group should email the instructor a copy of their presentation slides, bibliography and footnotes in
advance of the class. This copy will be distributed to classmates.
The following criteria will be used to assess group presentations:

Structure of the presentation.

Content: ability to synthesize / critically discuss literature on the topic given.
Content: ability to formulate a point of view / argument based on the literature.
Content: references and examples used to support point of view / argument.
Quality of delivery: visual aids used
Quality of delivery: appearance, voice, tone and professionalism.
Engagement: audience participation and ability to stimulate discussion.
Engagement: ability to answer questions from audience / tutorial leader.
Teamwork: evidence of shared responsibility and equal task load.

Non-Presenting Students:
You will be expected to have thoroughly read the article and be informed about its contents. You must also
be prepared to answer questions from your classmates and instructor. Your ability to actively and
constructively participate on a consistent basis would be so reflected in your individual participation grade.

YOUR LEARNING JOURNAL :

Your Learning Journal is to be of the order 15-17 pages. It is worth 25% of the total marks for the subject. A
full and completed Learning Journal is required if you are to be credited with the terms marks. The submission
date for your journal is the last class.
Your learning journal is to contain at the end of term:

Responses to specific questions raised in EACH topic/session (including those you are unable to attend.

Reflect upon the issues raised and how they can assist and help you in your present position and career
development

Where no specific questions are asked, you will still need to make entries based upon your
opinions of this topic.

Any relevant reflections on Contemporary Issues in Marketing, examples that arise in the national and
local papers, areas of the subject that you enjoy; areas that are difficult. Consider how do issues
discussed relate to your own experiences.

Responses are also to demonstrate wider reading through references to texts or other publications.

All entries to your journal log are to be typed and presented in a professional manner, clearly showing
your name, student id number, subject matter.

Common themes include: experiences of preparing and planning for the presentation; how it went on the day;
what the individual and/or group could have done better; and what he / she learned from the assignment. I don't

want to be too prescriptive here; I'd prefer if you would develop your own headings or central discussion
themes based on your individual experiences. You may find the following sources useful when preparing for this
piece of assessment:

Cunliffe, A.L. (2004), "On becoming a critically reflexive practitioner", Journal of Management
Education, 28 (4), 407-426.

McCole, P. (2007), "Dealing with assessment apprehension by university undergraduate students in a

marketing course: an exploratory investigation", Working Paper, Queen's University Management
School.

Varner, D. and Peck, S. (2003), "Learning from learning journals: the benefits and challenges of using
learning journal assignments", Journal of Management Education, 27 (1), 52-77.

GROUP PROJECT:
You will produce two presentations, as part of a group, during this course. The second presentation is to build
upon the first, extending its breath and depth, utilizing leading journal articles in the topic. Your project is to
critically examine, discuss and analyze the key issues in your chosen area. Consider the following as a guide:At the beginning of each project: Definition of area; Conceptual model(s); Main issues/topics; Key questions
for marketers; Examples and/or case studies.
In each presentation: Reasons for evolution; factors fuelling/driving growth; Key theoretical and applied
differences with other areas of Contemporary Marketing; Leading authors, what they say, where they agree and
where they differ.
At the end of each presentation: Discussion questions; Further readings at least five journal articles; Glossary
of key terms. A short professionally typed 1,000-word document summarizing the teams work is to be given to
the lecturer before each presentation. This presentation is to be available on blackboard prior to the lecture for
all class members.

LATE PAPERS
No make-up tests/exams will be given. If the scheduled test/exam is missed, the student will receive zero
for that particular test/exam. If the test has to be missed for a reason acceptable to the Instructor, the
Instructor will attempt, but is not obligated, to allow the student to write the test/exam at another time
provided time/circumstances permit. Permission to miss a test will rarely be given and then only for the
most unusual cases.
Dates for examination, class presentations, and assignment are listed in your course outline and will
not normally be changed unless we are faced with circumstances beyond our control. Please schedule your
personal absences/work travel, etc. outside of these dates.
Class participation includes attendance, assigned topics, participation in class discussions and all papers
assigned.. Regular attendance is expected.
Tentative Class Schedule *
Week 1:

- Introductions, review course syllabus

Week 2:

- Review basic marketing principles

- Group formation; selection of article for presentation

Week 3:

- Article Presentations and Questions:

Week 4:

- Article Presentations and Questions:

Week 5:

- Article Presentations and Questions:

Week 6:

- Article Presentations and Questions:

Week 7:

- Article Presentations and Questions:

Week 8

- Article Presentations and Questions:

Week 9:

- Article Presentations and Questions:

Week 10:

- Article Presentations and Questions:

Week 11:

- Group Projects due

Week 12:

- Learning Journals due

*Note: The instructor reserves the right to alter this schedule. Changes will be announced in class.