Marketing and Society

Module titleMarketing and Society
Module codeBEM2022
Academic year2019/0
Credits15
Module staff

Dr Steven Boyne (Convenor)

Duration: Term123
Duration: Weeks

11

Number students taking module (anticipated)

152

Description - summary of the module content

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 McDonaldisation and the social economic developments leading to it.

Employability

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**

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 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.

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

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 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

Syllabus plan

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

Learning and teaching

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
251250

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours25Lectures (20hrs) tutorials (5 hrs)
Guided Independent Research22Group Presentation Preparation
Guided Independent Research43Reading and Research
Guided Independent Research43Essay Writing
Guided Independent Research17Online learning journal

Assessment

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion forums 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
10000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Case study - Group Presentation (4-6 students).3013 mins (plus 2 mins Q&A) 3, 4, 6, 9, 10,Written – feedback
Reflective essay (individual)703,000 words1-8Written – feedback

Re-assessment

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Case study - Group Presentation (4-6 students). Essay 1500 words (30%)3, 4, 6, 9, 10, 11July
Reflective essay (individual) Reflective essay (individual) (70%)1-8, 11July

Resources

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

Key words search

Marketing, Society, Consumption, Behaviour, Decision-making, Ethics, Sustainability

Credit value15
Module ECTS

7.5

Module pre-requisites

BEM1019 or BEM1018

Module co-requisites

None

NQF level (module)

5

Available as distance learning?

No

Origin date

01/03/2014

Last revision date

19/12/2019