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BSc Management (Human Resources) with Industrial/Professional Experience

Year of entry: 2020

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Course unit details:
Marketing and Society

Unit code BMAN31621
Credit rating 20
Unit level Level 3
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


The course is designed to provide students with the opportunity to explore the broader function and impact of marketing.  It will encourage students to consider the role of marketing in shaping society and the role of society in shaping marketing.


Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated below.


  • BMAN10101 Marketing Foundations
  • BMAN24281 Marketing Management OR BMAN24352 Marketing communications in the Digital Age




The course aims to introduce students to contemporary issues within consumption, social marketing and not-for-profit marketing. A particular focus will be the growing sense of responsibility within the marketing discipline to address issues at the interface between marketing and society.

Learning outcomes

  • To understand research which addresses negative consumer outcomes and the realisation of positive consumer outcomes.
  •  To discuss the growing sense of responsibility within the marketing discipline and address issues at the interface between marketing and society.
  • To develop understandings of the potential impacts that marketing and markets can have on consumers
  •  To identify relevant theoretical frameworks with which to explore a range of consumer settings related to consumer wellbeing
  • To develop understanding of the nature of non-commercial marketing particularly how it differs from other marketing activities
  •  To explore and assess the challenges marketers in not-for-profit organisations face.
  • To appraise the application of marketing techniques and concepts in not-for-profit and social marketing contexts
  • To understand and evaluate the application of theories of behaviour change to social marketing challenges.
  • To work in a group to develop critical understanding and appreciation of practical and theoretical issues in actioning a non-commercial marketing campaign




·         The application of marketing principles to non-commercial marketing contexts

·         The purpose, scope and design of social marketing

·         Key theories of behaviour change

·         The challenges facing marketers in not-for-profit organisations

·         Consumer vulnerabilities and associated consumption contexts

·         Anti-consumption and consumer activism

·         ‘Problematic’ consumption and antisocial behaviours

·         Consumption ethics and sustainability

Teaching and learning methods

Methods of delivery:

Lecture hours: 26 (1 hour in week 1, then 3 hours per week delivered as 1x1 hour and 1x2 hours in weeks 2,3,4,5,7,8,9,10, then 1 hour in week 11).

Seminar hours: 8 (1 hour per weeks in weeks 3,4,5,7,8, 9, 10 & 11)

Poster presentation session: 2 hours (week 11 – at the time of the 2-hour lecture)

Assessment methods

Group coursework project equivalent to 4000 words assessed through poster presentation and project report (50%). With an option of peer assessment to be made available to students.

2-hour Examination (50%) 

Feedback methods

·         Informal advice and discussion during lectures and seminars.

·         Ongoing formative verbal feedback to groups during project seminars

·         Written group feedback on poster and project report

·         Generic feedback on blackboard regarding overall exam performance

In addition to the course unit evaluation questionnaire, students are encouraged to give feedback through emails and conversations at any time, and using the online questionnaire near the end of the semester

Recommended reading

Course material will be delivered through a mixture of lectures, seminars, Blackboard (for lecture slides, case questions and solutions, URLs of relevant material, etc.).

Andreasen, A. (2006) Social marketing in the 21st Century SAGE Publications

French, J. and Gordon, R. (2015), Strategic Social Marketing, SAGE Publications

Lee, N.R. and Kotler, P. (2015), Social Marketing: Changing behaviors for good, 5 Edition, SAGE Publications

Sargeant, A. (2009), Marketing Management for Nonprofit Organizations, 3rd Edition, Oxford: Oxford University Press

Murphy, P.E and Sherry Jr, JF (2014) Marketing and the Common Good: Essays from Notre Dame on Societal Impact, Taylor and Francis

Mick, D.G, Pettigrew, S, Pechmann and Ozanne, JL (eds.) (2012) Transformative consumer research for personal and collective well-being, Routledge


Study hours

Scheduled activity hours
Lectures 26
Seminars 8
Independent study hours
Independent study 164

Teaching staff

Staff member Role
Emma Banister Unit coordinator
Anna Goatman Unit coordinator

Additional notes

Programme Restrictions: This course is available to final year students on BSc Management / Management (specialism), BSc International Management with American Business Studies, BSc International Management and BSc Information Technology Management for Business.


For Academic Year 2020/21

Updated: March 2020

Approved by: March UG Committee


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