MKT30150 Responsible Marketing

Academic Year 2023/2024

This modules considers the nature of the relationship between marketing and society. Responsible Marketing combines theoretical reflection and practical discussion on key ethical issues relating to marketing’s role and relationship with society. It will build on the core ethical issues debated and discussed in the Business in Society module (Year 1), and develop these to explore the ethical dimensions of marketing. Specifically, the module will explore contemporary ethical issues within marketing, including - the role and responsibility of marketing in society; ethical consumption - voluntary simplicity, boycotts, buycotts, and activism; sustainable marketing; responsible marketing communications; the responsible marketing mix; gender and marketing; social marketing. The module will frame student assessment and evoke student engagement through debate, critical analysis and written and verbal expression.

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Curricular information is subject to change

Learning Outcomes:

Upon completing this module students will be able to:
• Describe and assess the key trends that impact on the contemporary relationship between marketing and society;
• Understand and apply various theoretical approaches to morality, ethics and the law within a marketing context;
• Explore a range of topical ethical issues and analyse the role of marketing within these topics;
• Display critical thinking skills in written and oral presentations, and construct an argument based on a wide reading of the academic literature;
• Work in a collaborative team process to produce high-quality work.

Indicative Module Content:

Key Topics:

* Ethics/Business Ethics/Marketing Ethics
* Ethical Reasoning and Marketing Decisions
* Ethical Consumption, The Consumer Society, The Vulnerable Consumer
* Marketing in Action: Ethics and the Marketing Mix
* Ethics in New Media
* Social Marketing
* Gender and Race in Marketing
* Sustainable Marketing

Student Effort Type Hours
Lectures

24

Total

24

Requirements, Exclusions and Recommendations
Learning Recommendations:

MKT20020 Marketing: Firms, Customers and Society or similar introductory marketing module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: CEO Role Applied Group Project Unspecified n/a Graded No

10

Assignment: Individual Final Written Reflection Coursework (End of Trimester) n/a Graded No

60

Group Project: Applied Group Project Varies over the Trimester n/a Graded No

30


Carry forward of passed components
Yes
 
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Autumn
     
Lecture Offering 1 Week(s) - Autumn: All Weeks Tues 12:00 - 13:50
Lecture Offering 2 Week(s) - Autumn: All Weeks Tues 15:00 - 16:50
Autumn
     

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