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Marketing and society

Are you interested in exploring the application of marketing concepts beyond commercial marketing and considering the issues of ethics and responsible practice in marketing? In this module you’ll explore the role and responsibility of marketing in relation to society. Your study will be based around three key themes: social marketing – how marketing can have a positive influence on health and social behaviour; ethics and marketing – how decision making and marketing activities can be affected by taking an ethical perspective; and responsible business marketing – how organisations might adopt responsible marketing behaviour in the context of corporate social responsibility.

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OU qualifications are modular in structure; the credits from this undergraduate module could count towards a certificate of higher education, diploma of higher education, foundation degree or honours degree.

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Module

Module code
B324
Credits

Credits

  • Credits measure the student workload required for the successful completion of a module or qualification.
  • One credit represents about 10 hours of study over the duration of the course.
  • You are awarded credits after you have successfully completed a module.
  • For example, if you study a 60-credit module and successfully pass it, you will be awarded 60 credits.
30
Study level
Across the UK, there are two parallel frameworks for higher education qualifications, the Framework for Higher Education Qualifications in England, Northern Ireland and Wales (FHEQ) and the Scottish Credit and Qualifications Framework (SCQF). These define a hierarchy of levels and describe the achievement expected at each level. The information provided shows how OU module levels correspond to these frameworks.
OU SCQF FHEQ
3 10 6
Study method
Distance Learning
Module cost
See Module registration
Entry requirements
See Entry requirements

Student Reviews

I thought this was quite an average module. It focuses on the more philosophical area of business; that is ethics...
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I really enjoyed this course. I work in Health but found the subject areas interesting and relevant to wider societal...
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What you will study

The module consists of three blocks of study.

In Social Marketing you’ll examine the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed for commercial marketers can be applied to the solution of social problems. You’ll discover how social marketing aims to achieve its primary objective of effecting behavioural change in the pursuit of social goals, as opposed to any financial or other objective.

Ethics and Marketing considers why ethical conflict occurs in marketing and you’ll explore a range of ethical issues that can occur when applying the theory and practice of marketing. You’ll learn about a variety of ethical decision-making frameworks for analysing ethical dilemmas, issues and ideas for marketing practice. Finally you’ll look at confronting these ethical dilemmas by examining moral behaviour, influencing factors and ways of responding.

In Responsible Business Marketing you’ll be introduced to the idea that commercial marketing practices can take into account business responsibilities towards society and the environment. The concept of responsible marketing is outlined in relation to the wider concept of corporate social responsibility (CSR). The key aspects of responsible marketing are highlighted, with green marketing and fair trade marketing being considered in more detail.

You will learn

Knowledge and understanding

  • Concepts, theories and debates about the roles and responsibilities of marketing in society
  • Application of marketing thinking to health and social behaviour
  • An understanding of ethics and marketing
  • An understanding of green and environmental marketing, sustainability, fair trade and ethical consumption.

Cognitive skills 

  • Application and evaluation of the relevance of module concepts to a variety of other contexts
  • Ability to synthesise, and critically evaluate arguments and assumptions from a variety of sources and competing perspectives
  • Ability to recognise the limitations of knowledge in the area.

Key skills

  • Identification and critical analysis of relevant issues involved in responsible social and business marketing
  • Effective communication of ideas and arguments to relevant audiences
  • Appropriate integration and use of information and/or data in complex contexts
  • Management of learning and ability to reflect on development as an independent learner.

Practical and/or professional skills

  • Application of responsible marketing to own professional context
  • Sensitivity to the problems and challenges in both business and social marketing.

Vocational relevance

This module is relevant for students wishing to pursue a career in marketing.
It is a compulsory module in the BA (Hons) Business Management (Marketing) qualification.

Outside the UK

The module concepts and cases should have wide appeal in Europe as well as outside it.

Teaching and assessment

Support from your tutor

Your tutor will facilitate your tutorial group, through formal face-to-face or electronic collaboration, and informally in the tutorial group.

Contact us if you want to know more about study with The Open University before you register.

Assessment

The assessment details for this module can be found in the facts box above.

You will be expected to submit your tutor-marked assignments (TMAs) online through the eTMA system unless there are some difficulties which prevent you from doing so. In these circumstances, you must negotiate with your tutor to get their agreement to submit your assignment on paper.

Future availability

Marketing and society starts once a year – in April. This page describes the module that will start in April 2019. We expect it to start for the last time in April 2020.

Regulations

As a student of The Open University, you should be aware of the content of the academic regulations which are available on our Student Policies and Regulations website.

    Course work includes:

    3 Tutor-marked assignments (TMAs)
    Examination
    No residential school

    Course satisfaction survey

    See the satisfaction survey results for this course.


    Entry requirements

    This is an OU level 3 module. OU level 3 modules build on study skills and subject knowledge acquired from studies at OU levels 1 and 2. They are intended only for students who have recent experience of higher education in a related subject, preferably at the OU.

    Although there are no formal entry requirements and the module is open entry, we strongly recommend that you are suitably prepared for study at this level and have some familiarity with basic business and marketing concepts. Shaping business opportunities (B207) would be ideal preparation. 

    If you have any doubt about the suitability of the module, please speak to an adviser.

    Register

    Start End England fee Register
    06 Apr 2019 Sep 2019 £1464.00

    Registration closes 14/03/19 (places subject to availability)

    Register
    This module is expected to start for the last time in April 2020.

    Additional Costs

    Study costs

    There may be extra costs on top of the tuition fee, such as a laptop, travel to tutorials, set books and internet access.

    If you're on a low income you might be eligible for help with some of these costs after your module has started.

    Ways to pay for this module

    Open University Student Budget Account

    The Open University Student Budget Accounts Ltd (OUSBA) offers a convenient 'pay as you go' option to pay your OU fees, which is a secure, quick and easy way to pay. Please note that The Open University works exclusively with OUSBA and is not able to offer you credit facilities from any other provider. All credit is subject to status and proof that you can afford the repayments.

    You pay the OU through OUSBA in one of the following ways:

    • Register now, pay later – OUSBA pays your module fee direct to the OU. You then repay OUSBA interest-free and in full just before your module starts. 0% APR representative. This option could give you the extra time you may need to secure the funding to repay OUSBA.
    • Pay by instalments – OUSBA calculates your monthly fee and number of instalments based on the cost of the module you are studying. APR 5.1% representative.

    Joint loan applications

    If you feel you would be unable to obtain an OUSBA loan on your own due to credit history or affordability issues, OUSBA offers the option to apply for a joint loan application with a third party. For example, your husband, wife, partner, parent, sibling or friend. In such cases, OUSBA will be required to carry out additional affordability checks separately and/or collectively for both joint applicants who will be jointly and severally liable for loan repayments.

    As additional affordability checks are required when processing joint loan applications, unfortunately, an instant decision cannot be given. On average the processing time for a joint loan application is five working days from receipt of the required documentation.

    Read more about Open University Student Budget Accounts (OUSBA).  

    Employer sponsorship

    Studying with The Open University can boost your employability. OU courses are recognised and respected by employers for their excellence and the commitment they take to complete. They also value the skills that students learn and can apply in the workplace.

    More than one in ten OU students are sponsored by their employer, and over 30,000 employers have used the OU to develop staff so far. If the module you’ve chosen is geared towards your job or developing your career, you could approach your employer to see if they will sponsor you by paying some or all of the fees. 

    • Your employer just needs to complete a simple form to confirm how much they will be paying and we will invoice them.
    • You won’t need to get your employer to complete the form until after you’ve chosen your module.  

    Credit/debit card

    You can pay part or all of your tuition fees upfront with a debit or credit card when you register for each module. 

    We accept American Express, Maestro (UK only), Mastercard, Visa/Delta and Visa Electron. 

    Mixed payments

    We know that sometimes you may want to combine payment options. For example, you may wish to pay part of your tuition fee with a debit card and pay the remainder in instalments through an Open University Student Budget Account (OUSBA).


    For more information about combining payment options, speak to an adviser or book a call back at a time convenient to you.


    Please note: your permanent address/domicile will affect your fee status and therefore the fees you are charged and any financial support available to you. The fees and funding information provided here is valid for modules starting before 31 July 2019. Fees normally increase annually in line with inflation and the University's strategic approach to fees. 

    This information was provided on 16/12/2018.

    What's included

    Module guides, resource texts, case studies, journal article prints and website.

    Computing requirements

    A computing device with a browser and broadband internet access is required for this module.  Any modern browser will be suitable for most computer activities. Functionality may be limited on mobile devices.

    Any additional software will be provided, or is generally freely available. However, some activities may have more specific requirements. For this reason, you will need to be able to install and run additional software on a device that meets the requirements below.

    A desktop or laptop computer with either:

    • Windows 7 or higher
    • macOS 10.7 or higher

    The screen of the device must have a resolution of at least 1024 pixels horizontally and 768 pixels vertically.

    To participate in our online-discussion area you will need both a microphone and speakers/headphones. 

    Our Skills for OU study website has further information including computing skills for study, computer security, acquiring a computer and Microsoft software offers for students. 

    If you have a disability

    The OU strives to make all aspects of study accessible to everyone and this Accessibility Statement outlines what studying B324 involves. You should use this information to inform your study preparations and any discussions with us about how we can meet your needs.

    To find out more about what kind of support and adjustments might be available, contact us or visit our Disability support website.