Postgraduate Course: Marketing And Society (CMSE11115)
||College||College of Arts, Humanities and Social Sciences
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Available to all students
|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.
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.
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.
Entry Requirements (not applicable to Visiting Students)
||Co-requisites|| Students MUST also take:
Principles of Marketing Management (CMSE11110)
||Other requirements|| For Business School PG students only, or by special permission of the School. Please contact the course secretary.
Information for Visiting Students
|High Demand Course?
Course Delivery Information
|Not being delivered|
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.
|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.|
|Graduate Attributes and 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.
|Course organiser||Miss Mary Ho
Tel: (0131 6)50 8347
|Course secretary||Ms Emily Davis
Tel: (0131 6)51 7112