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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Marketing and Society (BUST10108)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThis 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 bad marketing practices, living in a consumer culture, 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 Syllabus:
- Introduction to nonprofit marketing
- Social marketing
- Charities marketing
- Political marketing
- Dark side of marketing: bad marketing practices
- Living in a consumer culture
- Commercialisation of life: childhood and adulthood
- McDonaldisation of society
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 must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Academic year 2019/20, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Feedback/Feedforward Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 174 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Group Project - 40% (5% of which will be adjusted from peer assessment marks using WebPA)
Individual Portfolio - 60%
Feedback Generic feedback on your coursework, together with individual marks, will be available on Learn.

No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the distinctions between nonprofit and commercial applications of marketing
  2. Apply marketing theories and concepts to a variety of nonprofit marketing concepts, including charities, social, and political marketing
  3. Discuss and critically evaluate the positive contributions and negative consequences of marketing on society
Reading List
A resource list will be published in Week 1. 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 Intellectual 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.

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;
- 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.
Course organiserMiss Mary Ho
Tel: (0131 6)50 8347
Course secretaryMs Chrysanthi Manidou
Tel: (0131 6) 50 3826
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