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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing and Society (CMSE11550)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting students
SCQF Credits10 ECTS Credits5
SummaryThis course takes a critical look at marketing in society. It will introduce students to the non-profit applications of marketing, including social marketing, charities marketing and fundraising, and political marketing. The course also considers the dark side of marketing through an examination of issues around living in a consumer culture and the commercialisation of life. By the end of the course, students should be engendered with a critical understanding of the applications of marketing and have an appreciation of the role of marketing in society, and marketers' responsibilities to consumers and society.
Course description Marketing and Society builds upon marketing theories and concepts introduced in the core courses for the MSc Marketing and MSc Marketing & Business Analysis programmes.

The course is split into two parts: Non-profit applications of marketing, and the Dark side of marketing. The first part of the course will consider the application of commercial marketing theories and techniques to non-profit contexts in tackling social and societal issues and problems (social marketing); in engaging beneficiaries and fundraising from donors (charities marketing); and in campaigning for political parties and candidates (political marketing). The second part of the course explores the dark side of marketing, examining the impact and consequences of marketing at an individual, social, cultural and societal level. Debates around advertising stereotypes, materialism, social media use, commercialisation of festivals, commodification of childhood and adulthood will be considered.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
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 distinctions between non-profit and commercial applications of marketing.
  2. Apply marketing theories and concepts to a variety of non-profit marketing concepts, including charities, social, and political marketing.
  3. Discuss and critically evaluate the positive contributions and negative consequences of marketing on consumers and society.
Learning Resources
The reading list will feature articles from journals and databases - (i.e. Business Source Premier, Emerald, WARC)
Additional Information
Graduate Attributes and Skills Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
KeywordsMarketing and Society
Course organiserMiss Mary Ho
Tel: (0131 6)50 8347
Course secretary
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