Marketing and Society

Module description

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 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)

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

• 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: https://doi.org/10.1080/0267257X.2011.560718 

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

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

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]

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

Origin date

01/03/2014

Last revision date

19/12/2019