Marketing & Society - MAN00123M

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Module summary

This module examines marketing for businesses in a global society and explores the marketing challenges that all organisations face.

Module will run

Occurrence	Teaching period
A	Online Teaching Period 4 2024-25

Module aims

This module aims to study marketing for businesses in global settings. It aims to develop the capacity to learn and engage with the opportunities and challenges of communicating brand images and corporate values across national, linguistic and cultural borders to a variety of consumers. It also considers a variety of methods, including new social media, as a mechanism of distributing knowledge and information.

Module learning outcomes

By the end of this module, students should be able to:

• Critique, select and apply advanced methodological approaches to strategic marketing, testing them through application in real world international contexts

• Critically apply appropriate marketing theories to identify ethical solutions to complex problems involving social and political issues in a range of marketing contexts, including local and niche marketing

• Manage international marketing responsibly and sustainably, using ethical, theoretical approaches that support social, cultural, economic and environmental issues.

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

In accordance with UYMS policy.

Indicative reading

Baker, M.J. & Hart, S. (eds).(2016) The Marketing Book - 7th edition.

Chaffey, D. and Ellis-Chadwick, F., (2019). Digital marketing. Pearson UK

Eagle, L. and Dahl, S. (2015). Marketing Ethics and Society. Sage, London.

Jobber, D. and Ellis-Chadwick, F. (2019). Principles and Practice of Marketing, McGraw-Hill, London.

Le Meunier-Fitzhugh (2021) Marketing. A very short introduction. Oxford, Oxford University Press.