Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Ethics of Markets and Marketing Ethics
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37290
Module Lead Dr Emma Surman
Level Masters Level
Credits 20
Semester Semester 2
Co-requisites LM Marketing and Sustainability - (07 37295)
Restrictions None
Contact Hours Lecture-20 hours
Practical Classes and workshops-20 hours
Guided independent study-160 hours
Total: 200 hours
Description Ethics of Markets and Marketing Ethics is a specialist module for students opting to undertake the Responsible Marketing Stream of the MSc Marketing programme. The module explores the complex relationship between ethics, markets and the activities of marketing practitioners developing an understanding of marketers’ responsibilities and examining the ways in which decisions taken by public policy makers, corporations, and non-profit marketers can influence contemporary society. Students will be introduced to ethical theories and concepts with emphasis placed on understanding the different perspectives brought to bear by each approach.

The module will then move on to explore the ethical dilemmas and criticisms faced by organisations and consumers in contemporary society. This will enable students to understand the wider social, cultural, and political context of marketing activities.
Learning Outcomes By the end of the module students should be able to:
  • Explain the theoretical foundations of relevant ethical theories and their application to a range of marketing and consumer activities.
  • Evaluate the role and impact of market, marketing and consumer activities on individuals and society, using theory to justify your evaluation.
  • Critique marketing theory and practice through understanding and application of differing ethical viewpoints, ideas and concepts.
  • Apply ethical theories and frameworks to evaluate marketing and consumer decision making.
Assessment Methods & Exceptions Assessment:

1) Case study analysis – written report (group work) 2,500 words (30%)
2) Reflective Portfolio consisting of a number of diary entries pieces and an analysis of diary- observations/consumer actions 2,000 words (70%)
Diary entries can be any type of work that the student can produce, such as, a series of videos, poems, collection of images, a written piece, blog, or a combination of several different artefacts. These examples are for illustrative purposes only and students should be free to suggest their own ideas.


Reassessment of failed element.
Reading List