Marketing and Society

Module description


The module aims to build on your current knowledge of marketing and provide you with a broad perspective on the role of marketing in society. You will be encouraged to analyse and reflect on your own behaviour, decision-making and consumption. Through examining current trends including globalisation, consumption patterns, sustainability, social responsibility, ethics and social choices, you will develop your appreciation of marketing and business practice in the world today.

Additional Information: Internationalisation

This module looks at the influence of marketing on society and globalisation, considering them from both positive and negative perspectives.


Sustainability topics such as, characteristics of the green consumer, green marketing and sustainability, environmentalism and consumption, and the stages involved in the development of programmes fostering sustainable behaviour are covered in this module.

All of the resources for this module are available on the ELE (Exeter Learning Environment).

External Engagement

Previous guest lectures, from within the university, have explored topics such as McDonaldisation and the social economic developments leading to it.


As well as developing presentation and team-working skills, students are equipped with the knowledge to adopt an ethical perspective towards marketing and consumption, all valuable skills for employment.



Full module specification

Module title:Marketing and Society
Module code:BEM2022
Module level:2
Academic year:2019/0
Module lecturers:
  • Dr Sotiris Lalaounis - Convenor
Module credit:15
ECTS value:



BEM1019 or BEM1018



Duration of module: Duration (weeks) - term 2:


Module aims

• To provide a broad perspective on the role of marketing in society.
• To encourage students to analyse and reflect on their own behaviour, decision-making and consumption
• To appreciate the role of marketing and business practice in the world today through examination of current trends including globalisation, consumption patterns, sustainability, social responsibility, ethics and social choices.

ILO: Module-specific skills

  • 1. Understand marketing practice in relation to broader contemporary social trends
  • 2. Demonstrate knowledge of how society is affected by marketing and how marketing is affected

ILO: Discipline-specific skills

  • 3. Identify, analyse, synthesise and present current social trends by using different theoretical lenses in exploring the role of marketing in society
  • 4. Critically evaluate the models, theories and concepts commonly used in exploring marketing practice

ILO: Personal and key skills

  • 5. Demonstrate personal reflection skills
  • 6. Exhibit critical thinking and problem-solving skills
  • 7. Demonstrate improved written skills
  • 8. Show improved independent research skills
  • 9. Demonstrate presentation skills
  • 10. Demonstrate the ability to work in cross-cultural teams
  • 11. Understand the social, financial and enviornmental factors that can impact on consumption sustainability and appreciate ethical dimensions in consumer decision making

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours32Lectures/tutorials
Guided Independent Research20Group Presentation Preparation
Guided Independent Research30Reading and Research
Guided Independent Research32Essay Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion forums in weekly tutorials Variable – normally 5 minute group presentations or round table discussions1,2,3,4,6,8, 11In class – oral feedback
Weekly learning journalMaintaining an online learning journal through responses to 3-4 questions per week based on the lecture topic1,2,3,5,7, 11Responses to questions posted on ELE by Module Coordinator. Discussion on a group basis in tutorials.

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Case study - Group Presentation (max 5 students).3020 mins (and 5 mins Q&A) 3, 4, 6, 9, 10, 11Written – feedback
Reflective essay (individual)703,000 words1-8, 11Written – feedback sheet

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Case study - Group Presentation (max 5 students)Essay 1500 words (30%)3, 4, 6, 9, 10, 11July
Reflective essay (individual) Reflective essay (individual) (70%)1-8, 11July

Syllabus plan

  • Marketing Fundamentals
  • Exploring marketing in contemporary society
  • Markets and marketing: an historical perspective
  • Introduction to McDonaldisation. The Dimensions of McDonaldisation: Achieving efficiency in consumption
  • Consumption in market society: calculability
  • Consumption in market society: predictability
  • Control – of the product, process, customer and employee
  • Social Marketing.
  • Green Marketing & Sustainability
  • Marketing & Not-for-Profit Organisations.
  • Marketing in the Digital Age.
  • Marketing & Globalisation
  • Marketing & Ethics.

Indicative learning resources - Basic reading

• Ritzer G. (2011) The McDonaldisation of Society 6, London : Pine Forge Press/Sage Publications
• Ritzer G. (2006) McDonalidisation: The Reader (2nd Ed.), London: Pine Forge Press / Sage Publications
• Klein N. (2005) No Logo, London: Harper Perennial
• Schlosser E. (2002) Fast Food Nation, London: Penguin
• Hastings G., Angus K. and Bryant C., (eds) (2011), The Sage Handbook of Social Marketing, Sage Publications, ISBN: 1849201889.
• MacKnezie Mohr D., (2011), Fostering Sustainable Behaviour: An Introduction to community-based Social Marketing, New Society Publishers, ISBN: 978-0-86571-642-1.
• Kotler P. and Lee N.R., (2007), Social Marketing: Influencing Behaviours for Good, 3rd ed., Sage Publications.
• Hastings G., (2007), Social Marketing – Why should the Devil have all the best tunes?, Butterworth Heinemann.

Module has an active ELE page?


Origin date


Last revision date