The Responsible Marketer
MODULE CODE
CREDIT VALUE
Module Aims
Aim 1
This module examines corporate social responsibility (CSR) in the context of marketing. It also explores the principles and practice of social marketing. The module aims to develop students’ understanding that organisations carry responsibility for how their marketing activities impact society. Further, the module is concerned with the role social marketing plays in, for instance, encouraging attitudinal and behavioural change. It aims to encourage students to reflect on the importance for marketers to develop both the empathy and skills required of the successful, responsible marketer.
Module Content
•Corporate social responsibility (CSR) – definitions, concepts and theories
•Responsibilities to stakeholders
•The origins of CSR
•Criticisms of CSR
•Globalisation and CSR
•Fair trade
•Marketing to children
•Green marketing
•Cause-related marketing
•Theories of ethics
•Philanthropy
•Social marketing – definitions and core principles
•Understanding the consumer – conducting research in social marketing; social forces and population leveleffects
•Perspectives for ethical and socially responsible marketing decisions
•Defining effective social marketing interventions – products, branding, channels, places and communications
•Evaluating CSR and social marketing initiatives
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
Learning on the module will be supported by a number of methods. Lectures will present and explore key theories associated with CSR and social marketing and their application will be investigated by reviewing the activities of organisations and their brands. Students will then have the opportunity to explore and discuss case examples in-depth.
The assessment consists of two elements. For the first element, the students produce an academically supported individually written essay addressing aspects of either CSR or social marketing. The second element of assessment consists of a presentation on a current case example associated with either CSR or social marketing. For instance, this may involve developing a CSR audit instrument with which to assess the marketing activities of an organisation/brand. The audit will assist the students in ascertaining good CSR practice, making recommendations for remedial action and even developing CSR guidelines for a particular industry. Alternatively, the assessment may address a social issue such as overweight/obesity. In this case, the presentation should deliver suitable marketing strategies to promote attitude and behaviour change associated with diet and exercise. The presentations are carried out in groups or pairs of students. Each presentation is followed by a discussion led by the presenters.
Students are encouraged to investigate current marketing news stories and introduce their findings informally during class discussions.
Assessment Methods
This module is assessed through an essay and a group/paired presentation on current case example.
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Compulsory
Optional
