Postgraduate Course: Marketing And Society (CMSE11115)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
|Home subject area||Common Courses (Management School)
||Other subject area||None
||Taught in Gaelic?||No
|Course description||This course aims to introduce 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 nonprofit marketing and fundraising, political marketing, social marketing, green marketing, the marketing of education. The course also aims to consider the dark side of marketing through an examination of issues such as the marketing to children and young people, overconsumption and materialism, commercialisation of Christmas and festivals, the advertising of harmful products such as cigarettes, alcohol and junk food. 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.
Information for Visiting Students
|Displayed in Visiting Students Prospectus?||No
Course Delivery Information
|Delivery period: 2011/12 Semester 2, Available to all students (SV1)
||WebCT enabled: Yes
|No Classes have been defined for this Course|
||First class information not currently available|
|Main Exam Diet S2 (April/May)||Marketing and Society||2:00|
Summary of Intended Learning Outcomes
|A. Knowledge and understanding of
* the distinctions between social and societal marketing;
* the different applications of marketing theories and concepts $ú including nonprofit, health, social, green, political, arts and heritage, and sport marketing;
* the positive contributions and negative consequences of marketing on society;
* the issues and debates surrounding marketing and business ethics.
B. Intellectual skills
Students will develop analytical skills such as:
* the ability to apply marketing theories and concepts to a variety of nonprofit marketing concepts;
* the ability to discuss and evaluate the roles and responsibilities of marketing in society;
* the ability to critically appraise the relevant issues in social and responsible marketing in both academic and practitioner literature.
C. Professional/subject specific/practical 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;
* sensitivity to the problems and challenges in both commercial and social marketing.
D. Transferable skills
By the end of the course students will be expected to:
* be able to communicate and exchange ideas in both large and small group settings;
* be able to source credible information from academic and practitioner sources;
* be able to critically evaluate evidence and present a balanced argument.
* be able to employ analytical and problem-solving skills;
* be able to structure, write and present marketing reports and campaign evaluations;
* be able to reflect on their own values with respect to ethical practice.
|Assessment of this course is through an exam (weighted 60%) and groupwork (weighted 40%). The degree exam will be in the April/May diet of examinations.|
|Course organiser||Miss Mary Ho
|Course secretary||Ms Genevieve Whitson
Tel: (0131 6)51 5671
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:50 am