Overview

The module will cover a wide range of topics including marketing for specific purposes outside of commercial (for-profit) marketing. Additionally, there is a focus on the triple (social, environmental and financial) bottom line, and therefore on sustainability and social issues, as well as consumer welfare (including well-being and protection themes). The module will question the value of marketing for society, and discuss values and norms that should govern all marketing practice. Areas such as materialism, compulsive and addictive consumption behaviours, as well as the use of social marketing by companies, charities and governments will be in focus. Consumers’ actions can also be detrimental for marketers (e.g., purchasing of counterfeit or illicit products; boycotting) and therefore the module will also cover deviant or subversive consumer behaviours that have the potential to harm society and organisations.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. -good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills. -excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills. -another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Apply relevant theoretical frameworks to diagnose and solve consumption-related problems in order to achieve socially and environmentally responsible marketing.

• Apply relevant theory to critically evaluate marketing and consumer practices.

• Critically evaluate the complex and dynamic influences that impact marketers and consumers and that engender (ir)responsible consumption practices.

• Demonstrate creative skills in developing a responsible marketing campaign that would deliver the triple bottom line.

• Distinguish between poor versus high ethical standards in marketing practice.

• Think critically and develop a keen sense of self-awareness in the marketer’s role within society and the impact on society.