Core Module Information
Module title: Marketing and Society

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09103
Module leader: Elaine Mercer-Jones
School The Business School
Subject area group: Marketing
Prerequisites

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Description of module content:

This module offers you the opportunity to study marketing from a more critical perspective. Topics covered include:
1. the value of critical thinking in marketing education and practice (the importance of asking questions and thinking about new ways of doing things)
2. Why we consume: using theories and ideas from sociology you will learn why consumption is so central to western economies, and how it contributes to the creation of consumers' self-identity
3. What are the links between consumerism, gender and identity? Specifically we will look at the ways the male consumer has changed and developed.
4. Our lecture on postmodernism explores the links between marketing and advertising, and the chaotic, confused, and rapidly changing world characteristic of western economies.
5. Our lecture on gender stereotypes and advertising communications will help you to understand one of the key ways in which patriarchy impacts on our culture and consciousness.
6. Consumer tribes / brand tribe theories are at the heart of new ideas for understanding consumers and consumerism. You'll find out what these are, and how consumers work to actively create their image and self-indentity

Learning Outcomes for module:

LO1: identify and explain what is meant by modern capitalist / consumer society and the role of marketing within that society.
LO2: to reflect critically on the significance and consequences of marketing within modern capitalist / consumer society.
LO3: analyse the ways in which marketing both shapes and responds to the economic, political, social and cultural needs of modern capitalist / consumer societies.
LO4: develop and apply academic reading and writing skills, critical thinking, and qualitative research methods

Full Details of Teaching and Assessment
2022/3, Trimester 1, Face-to-Face, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Elaine Mercer-Jones
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods and alignment to LOs: This module encourages students to seek out and evaluate information sources for themselves. The learning outcomes are met through two assessments: 1. The completion of a scholarly essay based on secondary sources gathered from the library's electronic journal databases (50%). It must be analytical, and demonstrate that a range of relevant issues have been understood (LO 1, 2, 3). 2. A case study undertaken in pairs (50%). This requires primary and secondary research to be undertaken. Students must think creatively about contemporary issues in marketing, and apply these ideas in a research context (LO 1, 2, 3, 4). The teaching team provide feedback to encourage creative thinking and confidence with new ideas.
Personal development is fostered through encouraging students' self-confidence when discussing marketing-related issues in class, and by encouraging reflexivity and critical thinking in the completion of coursework.
Employability skills: the ability to think for oneself, the ability to write clearly and to systematically structure a piece of work, and the ability to reflect on wider social, political and moral issues in marketing, are emphasised throughout the module.
Internationalisation, research/ teaching linkages; equality and diversity: A range of international social, political and cultural issues are examined. This allows for all student experiences / viewpoints to be considered. Lectures and tutorials are supported by electronic resources, which are also used to promote accessibility. Academic research undertaken by the teaching team links directly to subjects discussed in lectures and tutorials.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 12
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 50 1,2,3 6 , WORDS= 1500
Project - Written 50 1,2,3,4 12 , WORDS= 2500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Marketing and Society