MAN-20062 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2024/25

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2024/25

The module is concerned with the broader role of marketing in society. It thus examines the impact of marketing uses and practices and addresses some of the interrelated aspects of corporate social responsibility, marketing ethics and social marketing.
The module content unfolds along three dimensions. We will firstly examine some of the basic ethical philosophies, which will help us reflect upon the issues around marketing applications. We then consider some of the key ethical issues involved in marketing decision-making and the responsibilities of organisations to their stakeholders and the wider community. Finally, we examine the ways in which companies and organisations can use marketing in an ethical way, with a view to contributing to the common good, i.e. societal and social marketing.

This module aims to provide students with an understanding of the effects of various marketing activities in society and the ways in which marketers have responded to changes in the socio-cultural-economic environment and demands for more ethical and responsible practices.

Intended Learning Outcomes

Describe and evaluate the broader role of marketing in society
: 1,2
Explain the difficulties and the ethical issues involved in the use of marketing by organisations and evaluate their implications for marketing managers
: 1,2
Critically analyse marketing applications and evaluate different ways of adopting a more socially responsible approach to marketing
: 1,2
Evaluate the philosophy, logic and concepts of social and societal marketing and apply the relevant tools: 1,2

Study hours

Lectures 12 hours
Seminars/group work 12 hours
Preparation for lectures 24 hours
Seminar/group work preparation 24 hours
Assignment preparation 40 hours
Private study 38 hours

School Rules

None

Description of Module Assessment