Programme And Module Handbook
Course Details in 2023/24 Session

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Module Title LH Responsible Marketing and Consumption
SchoolBirmingham Business School
Department Marketing
Module Code 07 32056
Module Lead Caroline Moraes and Sarah Forbes
Level Honours Level
Credits 20
Semester Semester 1
Restrictions None
Description Marketing is sometimes seen as antithetic to positive societal and sustainable goals, but applying its principles can also serve to effectively promote societal outcomes. Concepts such as responsible, social and sustainability marketing are at the forefront of current marketing thinking and practice, and the current module aims to expose the marketing practitioners of tomorrow to a range of responsible marketing practices. In doing this, the module aims to encourage students to develop their own, well-informed understanding of, and position on, being and becoming a responsible marketer and consumer.
More specifically, the module will examine societal and environmental problems marketers currently face by addressing the interrelationship between marketing, public policy, and social and environmental values. These concepts are broadly underpinned by the idea that companies and consumers must behave ethically and sustainably in their attempts to address the social and environmental issues currently threatening the future wellbeing of societies and environmental systems across the globe (Belz and Peattie, 2012).
Topics include responsible marketing, social marketing and public policy, sustainability marketing, as well as ethical philosophy and frameworks that facilitate the analysis of responsibility issues in marketing and consumption.
Learning and teaching within this module will be fostered through a combination of lectures, case studies, quizzes, videos, research-led group discussions, and blogs. It is expected that students actively contribute to, and participate in, classroom and online debates; the aim is to foster a collaborative, non-judgemental and inclusive learning environment.
Learning Outcomes By the end of module, students should be able to:
  • Demonstrate critical knowledge and understanding of the ethical, social and sustainability issues, ambiguities and challenges in marketing and consumption.
  • Explain the complex and dynamic influences that impact upon the socially and environmentally (ir)responsible decisions made by marketers and consumers.
  • Discuss conceptual frameworks related to ethical, sustainable and social marketing as well as consumption.
  • Apply relevant theoretical frameworks to diagnose and solve responsible, social and sustainability marketing and consumption problems.
  • Synthesise arguments from a range of sources, and critically analyse the work of researchers and authors in this field.
  • Search for relevant sources of information to conceptualise and deliver formative and summative coursework.
  • Take part in face-to-face and online discussions and, thus, enhance their communication and critical skills, and their ability to formulate compelling arguments.
  • Engage in reflexivity when addressing social, ethical and sustainability issues in marketing and consumption.
  • Show self-management and independent learning by planning, making decisions and exercising judgement in relation to their own work.
  • Demonstrate awareness of, and sensitivity towards, the sociocultural embeddedness of responsible, social and sustainability marketing problems and solutions.
Assessment Methods & Exceptions Assessment: 2,000 words individual coursework (50%)Two-hour examination (50%)
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