|Summer Courses, Full-time
|1 week (2 ECTS)
Enrolled as an Undergraduate student or Undergraduate diploma
This course is designed for Bachelors or Master students with some foundation in marketing management or strategic marketing.
The entry qualification documents are accepted in the following languages: English.
Often you can get a suitable transcript from your school. If this is not the case, you will need official translations along with verified copies of the original.
The language of the course is English, so we expect a fluent level and the ability to follow and participate in class.
“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
- 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.
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.
For each session, a series of academic articles has been recommended. A broad (rather than selective) reading is suggested to develop a deep understanding of the interface between marketing and society.
All bibliographical references will be available electronically.
There are other newspapers and magazines related to marketing that contain relevant articles and will be made available.
The book that guides this course is as follows.
The reading from the book is optional.
Parsons, E., Maclaran, P. & Chatzidakis, A. (2018). Contemporary Issues in Marketing and Consumer Behavior, 2nd Edition, Oxford.
• Lectures are sessions that discuss the conceptual material of this module (e.g. lecture content, cases/examples, short exercises).
o The lectures include the discussion of theoretical frameworks and conceptual models in accordance with the aim of the session. These lectures are complemented with discussion of practical and current empirical cases and real-world examples.
o The use of technology to enhance participation is crucial. Miro, Padlet and Kahoot are tools used in the lecture to integrate the discussion of students.
o All material will be made available online prior to the beginning of the module.
• Seminars are hands-on practical sessions in which conceptual models will be applied to a case study. Students will work in teams to discuss and solve a business case presented to them. These are short business cases of no more than 5 pages (i.e. Harvard, Insead, IESE) related to the topic of the day. Cases are focused on current marketing dilemmas faced by small or big companies, from all corners of the world. Students will have an insight from cases representing all continents.
o Seminars will follow the Business Case Teaching Methodology in which the students along with the lecturer will discuss the best and most appropriate solution for the case presented.
o Business case discussions usually take 1 hour at the end of each session.
o Students will need to prepare and submit a MS PowerPoint file with 2 slides with their own solution (1 file per group).
o 2 cases discussed during the week will account for the final mark of the module. See the Assessment section for more information.
o A bank of cases has already been selected for this module. However, the cases will be finally determined depending on the nationalities of students and the profile of the class.
Individual assignment 60%, Business Case discussions (ppt slides per group) 40%
Dr. Patricio Sanchez-Campos
Central European Time