Marketing in Society 5 credits

This course explores the evolving role of marketing in shaping responsible business practices and sustainable consumer behaviour. It will prepare you to critically examine the ethical implications of marketing strategies, focusing on how organisations balance profitability with societal impact. Drawing on theory and case studies, the course investigates how strategic marketing positions influence—and are influenced by—public discourse, cultural values, public policy, and stakeholder expectations. The course will address i) consumer perspectives on responsible marketing, ii) tensions and contradictions in marketing decision-making, and iii) the impacts of the societal macro-environment on marketing. The consumer perspective examines drivers and barriers of sustainable consumption, analysing how marketing can both drive and hinder environmental stewardship and ethical consumer choices. The course also delves into globalisation’s multifaceted impact on marketing, highlighting how global interconnectedness challenges traditional norms and creates opportunities for inclusive, culturally sensitive campaigns. By the end of the course, you will be equipped to assess marketing decisions through ethical, societal, and global lenses, and to develop strategies that advance sustainability and social value. This course suits future marketers and strategists who aim to lead at the complex intersection of commerce, conscience, and culture.