Critical Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4481 | Business | 4 | 20 | Spring UK |
- Code
- BUSI4481
- School
- Business
- Level
- 4
- Credits
- 20
- Semesters
- Spring UK
Summary
The module discusses the marketing concept and the effects of marketing from different perspectives, using a macromarketing approach. It critically examines foundational and contemporary issues in the theory and practice of marketing and discusses the broadening domain of marketing. It introduces students to the notion and practice of critical thinking and the field of Critical Marketing. Areas covered may include, for example, manipulation versus sovereignty of consumers, consumer vulnerability, and meanings and culture of consumption. Adopting a transformational agenda for marketing, this module also explores the role of sustainability and ethics in marketing.
Target Students
Only available for MSc Marketing students.
Classes
- One 1-hour seminar each week for 11 weeks
- One 2-hour lecture each week for 11 weeks
This module is taught through a combination of lectures and seminars.
Assessment
- 70% Coursework: 2.500 words. Reassessment will be individual coursework (100%), 3,000 words.
- 30% Presentation: 15 minutes. Reassessment will be individual coursework (100%), 3,000 words.
Assessed by end of spring semester
Educational Aims
To develop a critical understanding of the main theoretical debates in a range of foundational and contemporary marketing areas and contexts.To critically analyse assumptions, concept and effects of marketing from the perspectives of different stakeholders.To develop a broad and critical understanding of the discipline and of related ethical and sustainable considerations.To critically review academic contributions to the discipline and present a carefully argued case.Learning Outcomes
Knowledge and Understanding
• Customers and stakeholders - customer expectations, service and orientation
• The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
Intellectual Skills
• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately.
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions.
Professional Practice Skills
• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting.
• The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices.
Transferable (Key) Skills
• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports.
• High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience.
• Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations.