Contemporary Issues in Marketing


Content, progress and pedagogy of the module

Marketing is a constantly evolving science as it relates to the scope of the market that is naturally governed by continuous and rapid developments.

The current module undertakes the advanced study of topical issues, developments and trends that are influencing contemporary marketing theory and practice worldwide. In doing so, the module complements and extends the knowledge gained in the more fundamental modules of marketing with innovative thinking and trends in the evolutions in the science of marketing.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • different theoretical perspectives, methods and approaches to a central marketing problem.
  • contemporary marketing topics on a scientific foundation and be able to explain and reflect on these topics.
  • advantages and disadvantages of using various theoretical perspectives, methods and approaches to explore these topics.


The objective is that the student after the module possesses the necessary skills in:

  • understanding and explaining central theoretical aspects of contemporary marketing issues.
  • identifying central theoretical and practical contemporary issues in marketing.
  • discussing the opportunities and limitations of contemporary/cutting edge marketing perspectives, methods, approaches and concepts.
  • reflecting analytically and critically on problems related to contemporary marketing issues.


The objective is that the student after the module possesses the necessary caompetences in:

  • independently using and applying relevant knowledge and skills to explore contemporary issues in marketing and generalize, abstract, and build an understanding of cutting edge contemporary marketing issues.
  • converting knowledge and skills in relation to trending, cutting edge, contemporary issues in marketing to concrete marketing actions, tactics, and strategies.

Type of instruction

For information see §17.



Name of examContemporary Issues in Marketing
Type of exam
Written or oral exam
Group examination with max. 6 students.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleAktuelle fokusområder i marketing
Module codeKAMAR202014
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities