Postgraduate Course: Marketing And Society (CMSE11115)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | This course introduces students to a variety of applications of nonprofit marketing. It will consider how commercial marketing concepts can be applied to nonprofit organisations, in contexts such as charities marketing and fundraising, political marketing and social marketing. The course also considers the dark side of marketing through an examination of issues such as overconsumption and materialism, commercialisation of life, and the McDonaldisation of society. By the end of the course, students should be engendered with a critical understanding of the applications of marketing and have an appreciation of marketers' responsibilities to organisations and to society. |
| Course description |
Aims, Nature, Context
Marketing and Society builds upon marketing theories and concepts introduced in the core courses for the MSc Marketing and MSc Marketing & Business Analysis programmes.
Through studying different nonprofit applications of marketing, students will gain an added awareness of the role of marketing in society but also consider more critically the potential dark sides of marketing. These undesirable consequences of marketing are studied through considering their impact on consumers and society.
Syllabus
* Introduction to nonprofit marketing
* Social marketing, including guest lecture
* Charities marketing
* Political marketing
* Dark side of marketing: consumer culture
* Commercialisation of life
* McDonaldisation of Society
* Revision session
Student Learning Experience
The course consists of a two-hour seminar each week. Independent reading and learning is an essential component in the course and students are expected to undertake the prescribed readings so they are adequately prepared to engage in discussions. Students will also engage in various independent study tasks, in addition to the more formal assessed components of the course.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites | Students MUST also take:
Principles of Marketing Management (CMSE11110)
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| Prohibited Combinations | |
Other requirements | For Business School PG students only, or by special permission of the School. Please contact the course secretary. |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2017/18, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 24,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
121 )
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| Additional Information (Learning and Teaching) |
Prep for individual project, exam and revision 75; reading prep for seminar 48
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| Assessment (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Individual Assignment: this will account for 30% of the final grade and takes the form of a social marketing report. This will require evaluating social marketing interventions for a particular social issue. The individual assignments should be submitted to the Postgraduate Office by 1pm on Monday 15th February 2016.
Degree Examination: this will account for 70% of the final grade and takes the form of a two-hour exam in the April/May 2016 exam diet. It should be noted that all sessions are potentially examinable. |
| Feedback |
Feedback on student performance will be ongoing during seminars, and provided for each of the independent study tasks that students complete.
Feedback for the individual assignment will be provided through written comments. Students will also have the opportunity to discuss the assignment in meetings with the course organiser. |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
|
| Main Exam Diet S2 (April/May) | Marketing and Society | 2:00 | |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and critically discuss the distinctions between nonprofit and commercial applications of marketing.
- Apply marketing theories and concepts to a variety of nonprofit marketing concepts, including charities, social, and political marketing.
- Discuss and critically evaluate the positive contributions and negative consequences of marketing on society.
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Reading List
| A reading list will be provided. Please note that there is no textbook for this course - readings will be taken from academic journals, case studies, organisation reports and websites, as well as marketing-related magazines and blogs. |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
Students will develop analytical skills such as:
* The ability to apply marketing theories and concepts to nonprofit marketing contexts;
* The ability to critically appraise the relevant issues regarding the dark side of marketing.
* The ability to discuss and evaluate the roles and responsibilities of marketing in society;
Subject Specific Skills
Students will gain:
* The ability to apply theoretical and analytical frameworks to real world marketing problems and cases and reflect on their own behaviour and experiences as consumers;
* The ability to question or challenge accepted ideas or assumptions within the marketing discipline;
* A sensitivity to the problems and challenges in both commercial and nonprofit marketing;
* The ability to prepare well-structured and logically argued reviews of nonprofit marketing campaigns;
* The ability to work individually and as part of a team in the presentation of academic work but also in the discussion and debate of the positive and negative effects of marketing in society;
* The ability to analyse and utilise problem solving skills in real marketing problems. |
| Keywords | Mark-M&Soc |
Contacts
| Course organiser | Miss Mary Ho
Tel: (0131 6)50 8347
Email: |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: |
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