Marketing for a Better Future

About

“Markets, marketing, and marketing systems are what marketers and stakeholders make of them (Schultz, 2007: 224).” This module extends from a micro to a macro perspective to explore the relationship between marketing and society and the impact of markets and marketing practices in our current world. It encompasses elements of:
- Business & consumer rights
- Responsibilities & resistance
- Sustainability
- Social marketing
- Critical marketing
- Consumer society

The module will be delivered in 5 days through a combination of Lectures and Seminars (Business Cases discussions). The following is the breakout for each session:

SESSION 1 – INTRODUCTION / BENEFITS AND HARMS OF MARKETING.
SESSION 2 – THE GOOD, THE BAD AND THE UGLY: RESPONSIBLE AND SUSTAINABLE MARKETING.
SESSION 3 – THE (DIS)EMPOWERED CONSUMER: SOCIAL MARKETING AND JUSTICE FOR ALL (Business case discussion).
SESSION 4 – THE NEW CONSUMER SOCIETY.
SESSION 5 – RESISTING CONSUMPTION AND CONSUMER ACTIVISM (Business case discussion).
The aims and readings for each session will be made available with the full outline of this course. Each session encompasses objectives and specific readings. Each session finishes with a real-world business discussion.

Course leader

Dr. Patricio Sanchez-Campos

Target group

This course is designed for Bachelors or Master students with some foundation in marketing management or strategic marketing.

Course aim

This module aims to encourage the student to think about marketing in a broader and more sophisticated way, acknowledging the complexity of marketing as a ‘huge economic and cultural presence’ (Hackley2013: 1).
In this vein, the module expects to develop managers, leaders, and citizens with competencies to critically reflect on the activities of diverse stakeholders and networks such that their decisions and practices have positive economic and societal impacts. This module aims, ultimately, to offer a different perspective of the marketing domain in our current socio-political and environmental context: marketing for the greater good.

Specifically, the module explores topics at the interface of marketing and society, including:
• Topics related to Macromarketing.
• How the changing political, economic, and social environment is affecting marketing decision making.
• Responsible and sustainable marketing.
• Consumer rights, responsibilities, and resistance.
• Issues related to the consumer society.

Fee info