Marketing and Society
| Module title | Marketing and Society |
|---|---|
| Module code | BEM1015 |
| Academic year | 2023/4 |
| Credits | 15 |
| Module staff | Dr Steven Boyne (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 180 |
|---|
Module description
Summary:
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:
Internationalisation
This module looks at the influences of marketing on society, and society on marketing, considering these 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
Learning materials from colleagues within the Business Schoolexploretopics such as food waste and McDonaldization.
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.
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 Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 20 | Lectures and Tutorials |
| Guided Independent Study | 18 | Revision for MCQ |
| Guided Independent Study | 30 | Asynchronous ELE page study and learning activities |
| Guided independent study | 82 | Essay Writing |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Discussions during tutorials | Round table discussions | 1, 2, 3, 4, 5, 6, 7 | Verbal feedback |
| Mid-term online (ELE) practice multiple-choice question (MCQ) quiz | Not timed | 1, 2 3, 4, 6 | ELE and in-class |
| Interactive Mentimeter quizzes | During lectures | 1, 2 3, 4, 6 | In-class oral and presentation slides |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 70 | 30 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| In-Class Online MCQ | 30 | 40 minutes | 1, 2 3, 4, 6 | System-generated grade plus class-wide feedback via ELE/email |
| Reflective Essay (individual) | 70 | 2,000 words | 1, 2 3, 4, 5, 6, 7 | Grademark/Turnitin rubric plus tutors comments |
| 0 | ||||
| 0 | ||||
| 0 | ||||
| 0 | ||||
| 0 |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Online MCQ (30%) | In-class online MCQ (40 minutes, 30%) | 1, 2 3, 4, 6 | August/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
- 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
Indicative learning resources - Web based and electronic resources
ELE – https://vle.exeter.ac.uk/
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 |
| Module co-requisites | None |
| NQF level (module) | 4 |
| Available as distance learning? | No |
| Origin date | 01/03/2014 |
| Last revision date | 31/05/2023 |
