Emerging Themes - Module Overview

The Emerging Themes module forms part of CIM Chartered Postgraduate Diploma in Marketing and students that have completed this module should be able to critically assess and evaluate the significance of various emerging themes, to demonstrate an ability to recognise the strategic importance of key themes, and to consider how best to take them into account when developing and implementing marketing strategies. Finally, by the end of the unit students will have established strategies and mechanisms for anticipating future trends and emerging themes.

After completing the Emerging Themes module student will be able to:

1. Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector or industry.

2. Propose strategic marketing responses to the key emerging themes judged to have the greatest potential impact on a specificc sector. Responses should reflect contemporary marketing practice (ie marketing's new ground) and demonstrate creativity.

The following is a detailed breakdown of the Emerging Themes module. The unit has two main sections:

Section one - Macro and meso emerging themes (weighting 50%)

1.1 Critically evaluate macro-environmental emerging themes and assess/forecast their potential impact upon one specific sector or industry.

1.2 Critically evaluate meso-environmental themes and assess/forecast their potential impact upon a specific sector or industry.

Section two - Meso and micro emerging themes (weighting 50%)

2.1 Judge the importance of a range of emerging themes to a particular organisation.

2.2 Develop contemoray strategic marketing and business responses to a prioritised emerging theme.

2.3 Propose methods by which marketing professionals can anticipate and adapt to change.