Marketing and Society

Module description

Summary:

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
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 McDonaldization and the social economic developments leading to it.

Employability

Students are equipped with core marketing knowledge and also insights into consumer behaviour and models for consumer decision-making.  Other practical themes that may be useful for the workplace are: website evaluation; influencer marketing; marketing ethics and green marketing.

Full module specification

Module aims

•To provide a broad perspective on the role of marketing in society.

•To encourage students to analyse and reflect on their own consumer behaviour, decision-making and consumption.

•To appreciate the role of marketing and business practice in the world today through examination of current trends including consumption patterns, sustainability, social responsibility, ethics and social choices.

•To provide a broad perspective on the role of marketing in society.

•To encourage students to analyse and reflect on their own consumer behaviour, decision-making and consumption.

•To appreciate the role of marketing and business practice in the world today through examination of current trends including 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 understanding of the social financial and environmental 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)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

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

Syllabus plan

• Principles of marketing
• Social Marketing
• Green marketing and sustainability
• Marketing ethics
• Food Waste
• The sharing economy
• Social media marketing
• McDonaldization
• Tourism and destination marketing

Indicative learning resources - Basic reading

Theory and practice

• Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: an introduction (4th ed.). Harlow: Pearson Education. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4124253

• Deery, M., Jago, L., & Fredline, L. (2012). Rethinking social impacts of tourism research: A new research agenda. Tourism Management, 33(1), 64-73. doi: https://doi.org/10.1016/j.tourman.2011.01.026 

• Eagle, L., & Dahl, S. (2015). Marketing Ethics & Society. London: Sage. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4146458

• Gössling, S., Hanna, P., Higham, J., Cohen, S., & Hopkins, D. (2019). Can we fly less? Evaluating the necessity of air travel. Journal of Air Transport Management, 81, 101722. doi: https://doi.org/10.1016/j.jairtraman.2019.101722

• Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866. doi: https://doi.org/10.1016/j.jclepro.2017.12.002

• Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217. doi: https://doi.org/10.1080/13683500.2013.827159 

• Hastings, G., & Domegan, C. (2018). Social Marketing: Rebels with a Cause (3rd ed.). Abingdon and New York: Routledge. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3788637

• Heggde, G., & Shainesh, G. (Eds.). (2018). Social media marketing: Emerging concepts and applications. Singapore: Springer. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3994511

• Jeuring, J. H. G., & Haartsen, T. (2017). Destination branding by residents: The role of perceived responsibility in positive and negative word-of-mouth. Tourism Planning & Development, 14(2), 240-259. https://doi.org/10.1080/21568316.2016.1214171

• Ottman, J. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Sheffield: Greenleaf Publishing Limited. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3250910

• Ritzer, G. (2015). The McDonaldization of society (9th ed.). Los Angeles: Sage. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3195704 [print edition available]

• Steger, M. B. (2020). What is globalization? (5 ed.). Oxford University Press. https://doi.org/https://encore.exeter.ac.uk/iii/encore/record/C__Rb4290072

• Tussyadiah, I. P., & Pesonen, J. (2016). Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 55(8), 1022-1040. doi: https://doi.org/10.1177/0047287515608505

• Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the "4 eras" of thought development. Journal of Public Policy & Marketing, 22(2), 116-146. doi: https://doi.org/10.1509/jppm.22.2.116.17639

Journal keeping and reflective writing

• Stevens, D. D., & Cooper, J. E. (2009). Journal keeping: How to use reflective writing for effective learning, teaching, professional insight, and positive change. Sterling, Virginia: Stylus Publishing, LLC. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3859204

• Williams, K., Woolliams, M., & Spiro, J. (2012). Reflective writing: Macmillan International Higher Education. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4068828

Module has an active ELE page?

Yes

Indicative learning resources - Web based and electronic resources

ELE – https://vle.exeter.ac.uk/

Origin date

01/03/2014

Last revision date

28/04/2021