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Managing for Marketplace Authenticity (N1662)

15 credits, Level 6

Autumn teaching

Authenticity is a meta-driver of consumption and central to marketing in the post-modern era. Being perceived as genuine, real, and true is central to aligning brands with consumer identity goals and has been identified as driving price premium, brand preference, positive word of mouth, and competitive strategy.

This module will focus on unpacking authenticity as a consumer identity goal and explore how authenticity can be rendered in the marketplace by marketers. We will then use this to examine how to be successful with a number of topical marketing strategies including brand activism, internal branding, communal branding, and working with influencers.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.