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University of Exeter Business School

Marketing and Society

Module titleMarketing and Society
Module codeBEM1015
Academic year2023/4
Module staff

Dr Steven Boyne (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description


The module aims to build on your current knowledge of marketing and consumer behaviour to 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. By examining current phenomena in production and consumption  such as consumption patterns, sustainability, social responsibility, ethics and personal choices, you will develop your appreciation of marketing, business practice and the role of consumers in the world today.


Additional Information:


This module looks at the influences of marketing on society, and society on marketing, considering these 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

Learning materials from colleagues within the Business Schoolexploretopics such as food waste and McDonaldization.


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.

Module aims - intentions of the module

  • 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 students with transferable skills in:
    • the use of theory in social science;
    • the principles of critical analysis;essay writing and referencing; and
    • reflective thinking and writing.



Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 5. demonstrate personal reflection skills;
  • 6. exhibit critical thinking and problem-solving skills;
  • 7. demonstrate independent research and writing skills;

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

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
Scheduled Learning and Teaching Activity20Lectures and Tutorials
Guided Independent Study18Revision for MCQ
Guided Independent Study30Asynchronous ELE page study and learning activities
Guided independent study82Essay Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussions during tutorialsRound table discussions1, 2, 3, 4, 5, 6, 7Verbal feedback
Mid-term online (ELE) practice multiple-choice question (MCQ) quizNot timed1, 2 3, 4, 6ELE and in-class
Interactive Mentimeter quizzesDuring lectures1, 2 3, 4, 6In-class – oral and presentation slides

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 Online MCQ3040 minutes1, 2 3, 4, 6 System-generated grade plus class-wide feedback via ELE/email
Reflective Essay (individual)702,000 words1, 2 3, 4, 5, 6, 7 Grademark/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
Online MCQ (30%)In-class online MCQ (40 minutes, 30%)1, 2 3, 4, 6August/September Reassessment Period
Reflective Essay (individual) (70%)Reflective Essay (individual) (2000 words, 70%)1, 2 3, 4, 5, 6, 7 August/September Reassessment Period

Indicative learning resources - Basic reading

Theory and practice

  • 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:
  • 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.
  • Steger, M. B. (2020). What is globalization? (5 ed.). Oxford University Press.
  • 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

Indicative learning resources - Web based and electronic resources


Key words search

Marketing, Society, Consumption, Behaviour, Decision-making, Ethics, Sustainability, theory, critical analysis

Credit value15
Module ECTS


Module pre-requisites


Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date