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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.

Modules count towards OU qualifications

OU qualifications are modular in structure; the credits from this undergraduate-level 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
30
Study level
OU SCQF FHEQ
3 10 6
Study method
Distance Learning
Module cost
See Module registration
Entry requirements
See Am I ready?

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I thought this was quite an average module. It focuses on the more philosophical area of business; that is ethics...
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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.

Vocational relevance

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.

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 our Student Registration & Enquiry Service 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

The details given here are for the module that starts in May 2014. We expect it to be available once a year.

Regulations

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

Course work includes:

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


Entry

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. Business functions in context (B203) would be ideal preparation as this introduces you to basic marketing concepts.

If you have any doubt about the suitability of the module, please contact our Student Registration & Enquiry Service.

Register

Start End England fee Register
11 Apr 2015 Sep 2015 £1316.00

Registration closes 05/03/15 (places subject to availability)

Register

You may need to apply for some payment or funding options earlier. Please check the Fees and Funding information or contact us for information.

02 Apr 2016 Sep 2016 Not yet available

Registration opens on 12/03/15

This module is expected to start for the last time in April 2017.

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 annual fees and spreads them out over up to a year, enabling you to pay your fees monthly and walk away with a qualification without any further debt. APR 5.1% representative.

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

Employer sponsorship

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

More than one in 10 OU students are sponsored by their employer, and over 30,000 employers have used the OU to develop staff so far. If the qualification 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 modules.  

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. 

Gift vouchers

You can pay for part or all of your tuition fees with OU gift vouchers. Vouchers are currently available in the following denominations, £10, £20, £50 and £100. 

Mixed payments

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

For more information about combining payment options, speak to an adviser or request a call back.


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 based upon current details for  year 1 August 2014 to 31 July 2015.
This information was provided on 23/10/2014.

What's included

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

Computing requirements

You will need a computer with internet access to study this module as it includes online activities, which you can access using a web browser.

  • If you have purchased a new desktop or laptop computer since 2008 you should have no problems completing the online activities.
  • If you’ve got a netbook, tablet or other mobile device check our Technical requirements section.
  • If you use an Apple Mac you will need OS X 10.7 or later.

You can also visit the Technical requirements section for further computing information (including details of the support we provide).

If you have a disability

Written transcripts of any audio components and Adobe Portable Document Format (PDF) versions of printed material are available. Some Adobe PDF components may not be available or fully accessible using a screen reader and musical notation and mathematical, scientific, and foreign language materials may be particularly difficult to read in this way. Other alternative formats of the study materials may be available in the future.

If you have particular study requirements please tell us as soon as possible, as some of our support services may take several weeks to arrange. Find out more about our services for disabled students.