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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Marketing and Society (BUST10108)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThis course aims to provide students with an appreciation of the positive and negative effects of marketing on society. The course will engender students with a critical understanding of the applications of marketing beyond commercial marketing and instil an appreciation of marketers' responsibilities to organisations and to society.
Course description Students will learn about how marketing is used to help alleviate societal problems but more specifically the application of marketing frameworks in contexts such as charities marketing and fundraising, political marketing, the use of advertising techniques in discouraging certain consumption practices and the promotion of ethical production and consumption. The course will also consider some of the undesirable consequences of marketing, such as encouraging overconsumption and materialism, and the commercialisation of childhood.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Years 3 & 4. Business Studies Honours Entry
Information for Visiting Students
Pre-requisitesVisiting students should have at least 3 Business Studies courses (including at least one Marketing course)at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the nature and scope of social, societal and transformational marketing.
  2. Understand and critically discuss the different applications of marketing theories and concepts - including non-profit, health, social, green, political, arts and heritage, and sport marketing.
  3. Understand and critically discuss the positive contributions and negative consequences of marketing on society.
  4. Understand and critically discuss the issues and debates surrounding marketing and business ethics.
Reading List
Additional Information
Graduate Attributes and Skills Intellectual skills

Students will develop analytical skills such as:
- the ability to apply marketing theories and concepts to a variety of non-profit marketing contexts;
- the ability to discuss and evaluate the roles and responsibilities of marketing in society;
- the ability to critically appraise the relevant issues in social marketing in both academic and practitioner literature;
- the ability to independently research, collate, analyse, synthesise literature on an emerging issue within the field of non-profit marketing.
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;
- the ability to identify and evaluate the ethical implications of alternative courses of marketing action;
- the ability to locate appropriate academic and practitioner resources on marketing topics.
Course organiserMiss Mary Ho
Tel: (0131 6)50 8347
Course secretaryMiss Carry Arnold
Tel: (0131 6)50 3826
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