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:2020/1
Module lecturers:
  • Dr Steven Boyne - 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 by society

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. Understand 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)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours25Lectures (20hrs) tutorials (5 hrs)
Guided Independent Research22Revision for MCQ
Guided Independent Research43Reading and Research
Guided Independent Research43Essay Writing
Guided Independent Research17Online learning journal

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussions during tutorials Round table discussions 1,2,3,4,5,6,8Verbal feedback
Weekly learning journalMaintaining an online learning journal through responses to 3-4 questions per week based on the lecture topic 1,2,3,5,7Model responses to questions posted on ELE by Module Coordinator Discussions during 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
In-class MCQ 3040 minutes1-4, 6System-generated grade plus class-wide feedback via ELE
Reflective essay (individual)702,500 words1-9Grademark/Turnitin rubric plus tutor's comments

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
In-class MCQ In-class Ooline MCQ 1-4, 6July
Reflective essay (individual) Reflective essay (individual) (70%)1-9July

Syllabus plan

  • Marketing Principles, the Marketing-Society Nexus and Module Themes
  • Social Marketing
  • Green marketing and sustainability
  • Food Waste
  • McDonaldization of Society
  • Tourism marketing
  • Destination and place branding
  • The sharing economy: peer-to-peer marketing
  • Social media marketing
  • Ethics and Society and Module Synopsis

Indicative learning resources - Basic reading

Theory and practice

Aitken, R., & Campelo, A. (2011). The four Rs of place branding. Journal of Marketing Management, 27(9-10), 913-933. doi: 

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: an introduction (4th ed.). Harlow: Pearson Education.

Deery, M., Jago, L., & Fredline, L. (2012). Rethinking social impacts of tourism research: A new research agenda. Tourism Management, 33(1), 64-73. doi: 

Eagle, L., & Dahl, S. (2015). Marketing Ethics & Society. London: Sage.

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:

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:

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

Hastings, G., & Domegan, C. (2018). Social Marketing: Rebels with a Cause (3rd ed.). Abingdon and New York: Routledge.

Heggde, G., & Shainesh, G. (Eds.). (2018). Social media marketing: Emerging concepts and applications. Singapore: Springer.

Holden, A. (2009). The Environment-Tourism Nexus: Influence of Market Ethics. Annals of Tourism Research, 36(3), 373-389. doi:

Ottman, J. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Sheffield: Greenleaf Publishing Limited.

Ritzer, G. (2015). The McDonaldization of society (9th ed.). Los Angeles: Sage. [print edition available]

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:

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:

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.

Williams, K., Woolliams, M., & Spiro, J. (2012). Reflective writing: Macmillan International Higher Education.


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