The Social and Sustainable Face of Marketing

Module code: MARK 5062

Module description

The module permits students to focus on marketing in its social context. Tracing the development of marketing and how it relates to the society we live in, the module will highlight current challenges in marketing practice in 21st century: 

  • Challenge of sustainable marketing for a more fragile world
  • How companies need to develop their CSR
  • CSR and the management of corporate brands/reputation
  • How customer role is now more socially-oriented and how this challenges marketers
  • Social Marketing Communications and adoption of Public Communication
  • Approaches, socially-based advertising campaigns, and the recent use of social media within such campaigns
  • Impact of customer voice through social networking, digital blogs and social webs
  • The public face and social role of the business professional - beyond product

The exploration of marketing as a set of interactive relationships with stakeholders and as a prism of social change will complement other perspectives at level three and enable students to explore contemporary marketing thinking from a critical perspective.

Contact hours per student per year

  • Lectures: 36 hours


  • Poster and Report: 40%
  • Seminar and portfolio: 60%

Additional costs: No extra costs other than purchase of books

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