Marketing and Society
| Module title | Marketing and Society |
|---|---|
| Module code | BEM1015 |
| Academic year | 2020/1 |
| Credits | 15 |
| Module staff | Dr Steven Boyne (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 240 |
|---|
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 McDonaldization 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
Module aims - intentions of the module
- To provide an introduction to the study of marketing as well as 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, branding, 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 understanding of the social financial and environmental factors that can impact on consumption sustainability and appreciate ethical dimensions in consumer decision making.
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 activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 25 | 125 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 25 | Lectures (20hrs) Tutorials (5 hrs) |
| Guided Independent Study | 22 | Revision for MCQ |
| Guided Independent Study | 43 | Reading and Research |
| Guided independent study | 43 | Essay Writing |
| Guided independent study | 17 | Online Learning Journal |
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, 8 | Verbal feedback |
| Weekly Learning Journal | Maintaining an online learning journal through responses to weekly reflective tasks related to the lecture topic | 1, 2, 3, 5, 7 | Model responses to questions posted on ELE by Module Coordinator. Discussions during tutorials |
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 | 1-4, 6 | System-generated grade plus class-wide feedback via ELE/email |
| Reflective Essay (individual) | 70 | 2,000 words | 1-9 | Grademark/Turnitin rubric plus tutors comments |
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 |
|---|---|---|---|
| In-Class Online MCQ | In-Class Online MCQ, 40 minutes (30%) | 1-4, 6 | August/September Reassessment Period |
| Reflective Essay (individual) | Reflective Essay (individual) (70%), 2000 words | 1-9 | August/September Reassessment Period |
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
- 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
- Holden, A. (2009). The Environment-Tourism Nexus: Influence of Market Ethics. Annals of Tourism Research, 36(3), 373-389. doi: https://doi.org/10.1016/j.annals.2008.10.009
- 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
| 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 | 25/01/2021 |
