Marketing and Society

Module title	Marketing and Society
Module code	BEM1015
Academic year	2024/5
Credits	15
Module staff	Dr Steven Boyne (Convenor)

Duration: Term	1	2	3
Duration: Weeks		11

Number students taking module (anticipated)	200

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. The trends driving production and consumption often are manifest at the global scale.

Sustainability

Sustainability topics such as green consumerism, green marketing and sustainability, food waste and sustainable tourism development are covered. The module themes relate to nine of the 17 UN SDGs (United Nations Sustainable Development Goals).

All of the resources for this module are available on the ELE (Exeter Learning Environment).

External Engagement

Learning materials from colleagues within the Business School explore topics 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;
- academic 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
85	15	0

Details of summative assessment

Form of assessment	% of credit	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
MCQ	15	40 minutes	1, 2 3, 4, 6	System-generated grade plus class-wide feedback via ELE/email
Reflective Essay (individual)	85	2,000 words	1, 2 3, 4, 5, 6, 7	Turnitin Feedback Studio

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
MCQ (15%)	In-class online MCQ (40 minutes, 15%)	1, 2, 3, 4, 6	Referral/Deferral Period
Reflective Essay (individual) (85%)	Reflective Essay (individual) (2000 words, 85%)	1, 2 3, 4, 5, 6, 7	Referral/Deferral 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.
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. 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.
Heggde, G., & Shainesh, G. (Eds.). (2018). Social media marketing: Emerging concepts and applications. Singapore: Springer.
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.
Ritzer, G. (2015). The McDonaldization of society (9th ed.). Los Angeles: Sage. [ 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.
Williams, K., Woolliams, M., & Spiro, J. (2012). Reflective writing : Macmillan International Higher Education

Indicative learning resources - Web based and electronic resources

Key words search

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

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	17/03/2024