Marketing and Society
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).
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.
**PLEASE NOTE THIS MODULE CAN ONLY BE TAKEN BY SECOND YEAR STUDENTS**
Full module specification
|Module title:||Marketing and Society|
BEM1019 or BEM1018
|Duration of module:||
Duration (weeks) - term 2: |
• 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 Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Guided Independent Research||20||Group Presentation Preparation|
|Guided Independent Research||30||Reading and Research|
|Guided Independent Research||32||Essay Writing|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Discussion forums in weekly tutorials||Variable normally 5 minute group presentations or round table discussions||1,2,3,4,6,8, 11||In class oral feedback|
|Weekly learning journal||Maintaining an online learning journal through responses to 3-4 questions per week based on the lecture topic||1,2,3,5,7, 11||Responses to questions posted on ELE by Module Coordinator. Discussion on a group basis in tutorials.|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Case study - Group Presentation (max 5 students).||30||20 mins (and 5 mins Q&A)||3, 4, 6, 9, 10, 11||Written feedback|
|Reflective essay (individual)||70||3,000 words||1-8, 11||Written feedback sheet|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Case study - Group Presentation (max 5 students)||Essay 1500 words (30%)||3, 4, 6, 9, 10, 11||July|
|Reflective essay (individual)||Reflective essay (individual) (70%)||1-8, 11||July|
- 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?
Last revision date