marketing theory uk essay

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Marketing Theory

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Marketing Theory provides a fully peer-reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.

There are a growing number of researchers and management practitioners who believe that conventional marketing theory is often ill-suited to the challenges of the modern business environment. Marketing Theory creates a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory.

"I received a copy of Marketing Theory , Vol. 1, No. 1, and I read your article " Are Current Research Approaches in Marketing Leading Us Astray ?" Great article. We should insist that it be read in every Ph.D. marketing class on methods." Philip Kotler, Kellogg Graduate School of Management, Northwestern University, USA This journal is a member of the Committee on Publication Ethics (COPE)

Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory.

A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.

Focus on Theory The journal encompasses theoretical, methodological and substantive debates and developments in marketing theory. Marketing Theory publishes articles covering different aspects of theory, including strategy, consumer behaviour, new product development and more. Research that builds on different methodological and disciplinary positions is particularly welcome. It is not the intention to promote any particular research or normative position. Both conceptual and empirical papers are equally encouraged. The editors particularly encourage contributions from academics at the start of their career as a positive strategy to create more interest in theory among new generations of the marketing academy.

Themes The journal is not limited to specific areas of marketing but covers the whole range of marketing issues.

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Historical Research in Marketing Theory and Practice: A Review Essay

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mark tadajewski

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Dubé, J.P., 2019. Microeconometric models of consumer demand. In Handbook of the Economics of Marketing . (pp. 1-68). North-Holland.
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Helms, M.M. and Nixon, J., 2010. Exploring SWOT analysis–where are we now?. Journal of Strategy and Management , 3 (3), pp.215-251.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing. (7th Ed.). McGraw-Hill Higher Education.
Kotler, P. and Armstrong, G., 2013. Principles of marketing . (16th Global Ed.). Prentice Hall.
Kotler, P., 1976. Marketing management: Analysis, planning, and control . Prentice-Hall.
Porter, M.E., 2008. The five competitive forces that shape strategy. Harvard Business Review , 86 (1), pp.25-40.
Tyagi, R.K., 2004. Technological advances, transaction costs, and consumer welfare. Marketing Science , 23 (3), pp.335-344.
Valentin, E.K., 2001. SWOT analysis from a resource-based view. Journal of Marketing Theory and Practice , 9 (2), pp.54-69.

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Historical research in marketing theory and practice: a review essay

Tadajewski, m.; jones, d.g.b..

M. Tadajewski

D.G.B. Jones

This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these domains have produced which speaks to issues likely to concern the readers of the Journal of Marketing Management (JMM). These domains include: the history of marketing management, history of market research, history of market segmentation, product management history, retailing and channels history, promotion history, advertising history, the history of marketing thought, and marketing and the management of subjectivity, among others. Given obvious page limitations we have nevertheless tried to appeal to the paradigmatic span of the readers of the JMM. With this in mind, we have critically reviewed material that will be of interest to managerially oriented academics, as well as those who subscribe to consumer culture theoretics and critical marketing studies.

Tadajewski, M., & Jones, D. (2014). Historical research in marketing theory and practice: a review essay. Journal of Marketing Management, 30(11-12), 1239-1291. https://doi.org/10.1080/0267257x.2014.929166

Journal Article Type	Article
Online Publication Date	Jun 30, 2014
Publication Date	Sep 1, 2014
Deposit Date	Jan 28, 2014
Publicly Available Date	Dec 11, 2014
Journal	Journal of Marketing Management
Print ISSN	0267-257X
Electronic ISSN	1472-1376
Publisher	Taylor and Francis Group
Peer Reviewed	Peer Reviewed
Volume	30
Issue	11-12
Pages	1239-1291
DOI
Keywords	Marketing history, History of marketing thought, Managerial perspectives, Consumer culture theoretics, Critical marketing studies.

Accepted Journal Article (350 Kb) PDF

Copyright Statement This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 30/06/2014, available online at: http://www.tandfonline.com/10.1080/0267257X.2014.929166.

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1 Introduction
2 Key features
3 General entry requirements
4 Course overview
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6 Admissions
7 Fees, funding and payment
8 Career opportunities
9 What our students say

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Course information>

October 2024

3* - 6 years** (*depending on module availability)

Gain the expertise you need to succeed in management, strategy, design and analyst roles and build the leadership and interpersonal skills employers seek. With a global curriculum that covers markets and marketing around the world, this BSc Marketing will give you the tools required to operate with confidence across borders.

Key features

Take your career to new heights, fit your studies around your lifestyle.

Leverage the flexibility offered by this 100 per cent online degree to avoid excessive costs associated with relocation, maintain your current income by scheduling learning around any existing work commitments, and preserve your work life balance.

Extensive resources

Benefit from study materials designed for distance learning thanks to the Virtual Learning Environment (VLE) which includes pre-recorded videos, readings, discussion forums, quizzes, online tutorials and intellectually challenging debates in weekly study hours. You can also interact with your tutors and access academic electronic resources via the Online Library.

Join our global alumni community

Follow in the footsteps of a distinguished list of University of London alumni from Nobel prize-winners to leaders in law, finance, humanities and other fields in more than 190 countries. Enjoy wide-ranging benefits including events, free online courses and more.

Learn from world-class experts

Everything you learn in your degree has been developed by leading academics at Royal Holloway, a UK top 29 university (Times and Sunday Times Good University Guide 2023). One of the UK’s top research-intensive universities, it is home to leading experts in the sciences, arts, business, economics and law.

Gain a prestigious degree

The University of London has been a trusted provider of distance and flexible learning for over 160 years and is a reputable name to attach to your degree with its track record of teaching, innovation and research.  Your qualification will be internationally recognised and valued across the globe.

General entry requirements

Course overview, programme structure, modules and specification show.

Maximum and minimum periods of registration Any requests for extensions to the maximum period of registration will be at the Programme Director’s discretion. The maximum and minimum period of registration, from a student’s effective date of registration, are: Minimum Maximum BSc Marketing Three years* Six years**

* This period may vary if prior learning is recognised and accredited. **Some maximum periods of registration have been reduced for students first registering in 2023-24 and later. If you began your studies before 2023-24, you will retain the period of registration granted when you first registered.

You complete four Stage 1 modules, four Stage 2 modules, and four Stage 3 modules, including a choice of one module.

View the module release schedule

The Programme Specification and Programme Regulations contain information and rules regarding what courses you can choose and the order in which they must be studied.

Download the programme specification

View the programme regulations

BSc Standard Route Show

Stage 1- four compulsory modules.

Foundations of quantitative methods for sustainable organisations (Open modal with additional information) (BU1510)

Interpreting management, market and consumption (Open modal with additional information) (BU1520)

Information systems and organisation studies (Open modal with additional information) (BU1530)

International business and accounting (Open modal with additional information) (BU1540)

Stage 2 - Four compulsory modules

Employability and human resource management (Open modal with additional information) (BU2510)

Strategic management and accounting (Open modal with additional information) (BU2520)

Operations management and marketing strategy (Open modal with additional information) (BU2530)

Marketing research and digital consumer culture (Open modal with additional information) (BU2570)

Stage 3 - Three compulsory modules

Integrating management: business, leadership and innovation (Open modal with additional information) (BU3510)

Contemporary issues in consumer behaviour and global marketing (Open modal with additional information) (BU3580)

Brands, branding and advertising (Open modal with additional information) (BU3530)

Plus one optional Stage 3 module

International human resource management (Open modal with additional information) (BU3540)

The Individual at Work and Globalisation (Open modal with additional information) (BU3550)

Emerging markets and Asia Pacific business (Open modal with additional information) (BU3560)

How you study Show

The degree offers a variety of highly engaging learning materials and activities.

Online support

When you register, we will give you access to your Student Portal . You can then access your University of London email account and other key resources:

The Virtual Learning Environment (VLE) . Here, you can access electronic copies of all printed study materials, resources including audio-visual and revision guides, and forums to discuss course material and work collaboratively with others.
The Online Library . As a student at the University of London, you will have access to a range of resources, databases, and journals via the  Online Library . You will be able to contact a team of professional and qualified librarians for any help you require.

If you’re based in the United Kingdom, or are visiting London, make sure to visit  Senate House Library . Students studying with the University of London can join the library free of charge. Membership includes a 10-book borrowing allowance, access to all reading rooms and study areas, and on-site access to Senate House Library digital resources.

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United States export control regulations prevent Coursera from offering services and content to users in certain countries or regions. More information about which countries or regions are affected can be found on Coursera's website.

Coursera must enforce this restriction in order to remain in compliance with US law and, for that reason, we advise that all learners check this information before applying to the programme.

It is your responsibility to ensure that you have appropriate internet access for this Programme and that you meet any related technical requirements for your Programme.

Time commitment

Each 30-credit module comprises weekly topics, corresponding to the key content items detailed in the module descriptors.

Your study equates to approximately 10 to 12 hours of directed learning per week.

During your study period you will undertake formative assessments, which help you to measure your progress but do not count towards your grade.

You will also take summative assessments, which do count towards the final grade. Summative assessments comprise multiple choice question tests evenly spaced out throughout the study session and an online exam at the end of the session.

All assessments are 100 per cent online.

More about exams

Academic Leadership Show

Learn from internationally renowned experts of leading academics at Royal Holloway, University of London, a UK top 25 university (The Guardian University Guide 2022). Founded in 1879, Royal Holloway is one of the University of London’s six largest member institutions and is home to more than 9,000 undergraduate students.

Programme Director

Dr Ran Bhamra is Senior Lecturer in Operations & SCM at Royal Holloway University of London, UK. He is a Chartered Engineer (CEng) and a Member of the Institution of Engineering & Technology (MIET). Ran is the Editor of Continuity & Resilience Review Journal and Chief Examiner for the Business Continuity Institute. Ran's earlier industrial career includes process/productivity improvement, project and operations management for organisations that include Siemens Ltd., SCA Hygiene and Alstom Power Service UK. Ran has been a Visiting Associate Professor at the University of Hong Kong, is a fellow of the Higher Education Academy and an expert in operations & supply chain management.

April 2025 intake Show

Applications open
Applications close
Registration deadline
Programme starts	April 2025

October 2024 intake Show

Applications open
Applications close
Registration deadline
Programme starts	October 2024

Entry requirements Show

What qualifications do you need.

For direct access to the BSc Marketing standard entry route, you will usually meet the following criteria:

Age 17+ by the registration deadline of your enrolment session.
Satisfy our General Entrance Requirements .

For access by Performance-based admission

If you do not meet the academic requirements for direct entry, you can apply for the programme via the performance based admission route.

To be eligible to register, you must normally:

Have passed at least four separate subjects at GCSE level, with grades A* - C / 9 - 4, or the equivalent. Equivalents include successful completion of the US High School Diploma.
If you do not satisfy the above GCSE requirement then work experience will be considered on an individual basis.

If registering through the performance based admission route you must satisfy the following before progressing onto the full degree:

Pass one required module with an overall result of 40 per cent or above.

If you are unsure as to which entry route you are eligible for, please apply via the direct entry route only.

If you do not meet all of the entrance criteria for this route your application will automatically be considered for performance-based admission.

Even if you do not meet the standard requirements for direct entry, we will consider each application on its own merits. Our Admissions Panel will consider whether any alternative/incomplete qualifications or work experience you have are suitable for entry to the programme.

If we are unable to issue you an offer then if available we will advise on further alternatives such as our International Foundation Programme or on additional qualifications you need to take in order to meet our minimum entrance criteria.

English Language requirements

You need to demonstrate a good level of English to be admitted to our programmes. We accept a range of evidence, including proficiency test scores. If you don’t have evidence but believe you can meet the standard, we may consider your case.

Do I meet the language requirements?

We set minimum basic computer requirements because your study resources are accessed via the Student Portal and it is vital that you can access this regularly.

For this programme, you will need regular access to a computer with a strong internet connection allowing internet access to all Programme resources and systems. You will also need a media player (such as VLC) to play video files.

More about computer requirements

Recognition of prior learning Show

If you have studied material as part of a previous qualification that is comparable in content, level and standard to our undergraduate Marketing modules, you may be exempted from the equivalent course of our degree. This is known as Recognition of Prior Learning (RPL) or Exemption. You will not need to study or be assessed in the module(s) to complete your award.

To be considered for RPL you should make a formal request within your application when applying for the programme. Or, you can submit an online enquiry , if you have already applied.

You may be awarded RPL for the Stage 1 and Stage 2 modules (up to 240 credits).

You will need to have met the entrance requirements for the programme to be considered for RPL.

You must have completed the qualification/ examination(s), on which the application for RPL is based on, within the five years preceding the application.

We will not recognise or accredit prior learning for a module later than 14 days after the module start date. You will be deemed to have started a module once you have been given access to the learning materials on the VLE.

Some qualifications are automatically recognised as meeting the learning outcomes of our courses. If you satisfy the conditions, we will accredit your prior learning as detailed here: Recognition of Prior Learning for BSc Marketing . No fees are charged for this service.

With the exception of the qualifications noted in the automatic RPL section on our website, applications for RPL based on examinations from professional institutions or professional certificates will not normally be considered.

Discretionary

Other qualifications will need to be assessed by specialist academics on a case by case basis , before we can approve RPL. A formal application is required and an RPL application fee is payable. The RPL application fee is non-refundable, even if your prior learning is not recognised.

Your qualification must be at the appropriate level (equivalent to a UK Level 4 or above) to be considered.

For your discretionary RPL request to be processed, you will need to provide : a completed RPL request form, the supporting documentary evidence (normally a scanned copy of an official transcript and syllabus of your previous studies) and the discretionary RPL fee.

You should apply as soon as possible so that we can process your request. You will need to allow time for academics to consider your documentation, so you can register by the registration deadline.

All discretionary RPL requests must be submitted by the dates specified for the April or October intake, in the year that you apply. We must receive all required supporting evidence by the deadline stated.


Submit RPL request by	04 September 2024
Submit supporting evidence by	11 September 2024

If you submit your discretionary RPL application but are too late to be considered for RPL in the current session, we will still process your application to study the programme. If you receive an offer, you can still register. If you wish to be considered for RPL in a subsequent session, then you shouldn’t register on the modules you want to apply for RPL.

How to request RPL

Additional Information about the process of applying for RPL can be found here .

RPL and Performance Based Admission

If you apply or register via the Performance Based Admission (PBA) route, you may apply for RPL. Any approved RPL will be formally applied to your record once you have been successfully admitted onto the full BSc programme.

To enter the BSc via the PBA route, you must first register for and pass one of:

Interpreting management, markets and consumption [BU1520]; OR

International business and accounting [BU1540]

We cannot approve RPL or accredit prior learning for these modules.

If you do not successfully meet the requirements to progress onto the full BSc programme, any application fees paid for discretionary RPL are non-refundable.

Further information regarding RPL is covered in the Recognition of Prior Learning section of the appropriate Programme Regulations and Section 3 of the General Regulations .

Fees, funding and payment

The fees below relate to new students registering for the 2024-2025 session. On average, fees are subject to a five per cent year-on-year increase.

Students who registered earlier can view their fees on the Course Fees page .

Your fees will depend on whether you live in a developing (Band A) or developed (Band B) nation. See the list of Band A and B countries [PDF]


Band A countries	£14076
Band B countries	£18732

Band A countries	£14016
Band B countries	£18672

Band A countries by module	£1168
Band B countries by module	£1556

Application fee for Recognition of Prior Learning (per module) (non-refundable)	£130
Application fee (non-refundable)	£60
Assessment resit fee	£467

Disclaimer: Currency conversion tool .

Indicative totals* These totals include the application fee and the average annual fee increases and assume that a student completes the qualification within the minimum time without resits and APL.

On average, fees incur a 5 per cent year-on-year increase. See our latest information about programme fees.

Please note that the full programme fee is not available to students residing in the UK who access Student Loans Company (SLC) funding. These students should instead pay by module.

Additional Costs

You will also need to budget for:

Textbooks (could extend to around £300 per year)
Exam centre fees, which are paid directly to the venues where you sit your exams
Tuition costs if you study at a Recognised Teaching Centre.

Please note: all student fees shown are net of any local VAT, Goods and Services Tax (GST) or any other sales tax payable by the student in their country of residence. Where the University is required to add VAT, GST or any other sales tax at the local statutory rate, this will be added to the fees shown during the payment process. For students resident in the UK, our fees are exempt from VAT.

Further information on Sales Tax.

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Funding your study Show

Without the cost of moving to London, studying for your University of London degree anywhere in the world represents excellent value for money. However, there are additional sources of support depending on where you live and how you choose to study.

Paying for your course Show

You can pay your fees in a number of ways, including an online payment facility via the Student Portal and Western Union Quick Pay.

Career opportunities

Careers opportunity show.

When you graduate from the degree, you will be well-equipped for careers in the ever expanding field of marketing.

University of London graduates are among the most employable in the world. Our rigorous degrees provide not only subject specific knowledge but also important transferable skills that are valuable to your career progression.

Gain the knowledge and experience necessary to succeed in management, strategy, design, and analyst roles as you build the leadership and interpersonal skills employers are looking for. Upon graduating from the degree, you’ll be ready to bring demonstrable, transferable expertise to any business sector.

‘Our enhanced BSc Marketing provides you with a wider perspective on the role of marketing in society, the rise of the customer, and the global impact of consumption. Giving you the skills to succeed in the world of marketing, advertising and communication today’

Careers support Show

You’ll have access to a wide range of careers and employability support through the University of London Careers Service, including live webinars and online drop-in sessions.

More on the University of London Careers Service

Tailored support for careers in the refugee and humanitarian fields is available through regular programme events, webinars and careers resources.

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What our students say.

“I recommend the University of London and Coursera. It’s the best way and a safe and secure platform to learn.”

Battsirai Mudzivare

“It’s been comfortable and by far the experience has been wonderful.”

Muhammed Junaid

“We’re being taught skills that are sought after in today’s world.”

Zaiba Hafesji

South Africa

Start dates

October 2024 - application deadline closes 9 September 2024

Royal Holloway, University of London

LLB Bachelor of Laws

BSc Business Administration (study online)

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