The Responsible Marketer
MODULE CODE
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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 have a 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. The module endeavours to provide a challenging and interesting learning environment for students by examining and evaluating current marketing practice by organisations. 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
The indicative content covers the two areas of CSR and social marketing:
Corporate social responsibility (CRS) – 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 level effects.
Perspectives for ethical and socially responsible marketing decisions.
Defining effective social marketing interventions – products, branding, channels, places and communications.
Contemporary case examples.
Evaluating CSR and social marketing initiatives.
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
The module uses a combination of learning strategies, including lectures and seminars. The lectures present relevant theory, which is illustrated with current applied examples. The seminars use case studies, discussions and presentations. The interactive nature of the seminars assists the students in developing their evaluation and debating skills. The learning mode of lectures and seminar workshops assists the students in achieving learning outcomes 1-4.
The assessment consists of two elements. For the first element, the students produce an academically supported individually written assignment addressing aspects of either CSR or social marketing. The second element of the assessment consists of a presentation on a current case example associated with either CSR or social marketing. The presentations are carried out in groups or pairs of students. Each presentation is followed by a discussion led by the presenters.
Assessment Methods
This module is assessed through an Individual written assignment (70%) and a group/paired presentation on current case example (30%).
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Compulsory
