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Marketing and society

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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 course 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 at Level 3 assume that you are suitably prepared for study at this level. If you want to take a single module to satisfy your career development needs or pursue particular interests, you don’t need to start at Level 1 but you do need to have adequately prepared yourself for OU study in some other way. Check with our Student Registration & Enquiry Service to make sure that you are sufficiently prepared.

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01 May 2014 Oct 2014
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The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£570.00
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Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
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Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£1115.00
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Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
See description
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£570.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£570.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£995.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£1316.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£1316.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£570.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

See below for information about part time tuition fee loans available for study towards a qualification.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£1316.00
Choose country above

Registration opens on 24/04/14

This course is expected to start for the last time in April 2017.
Start End Fee Register
01 May 2014 Oct 2014
-
Choose country above

Registration now closed

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

The deadline for financial support applications has now passed. Find out about ways to pay for a standalone course.

11 Apr 2015 Sep 2015
£570.00
Choose country above

Registration opens on 24/04/14

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

*Fees may vary by country.

What you will study

The course 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 course 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.

Entry

This is a Level 3 course. Level 3 courses build on study skills and subject knowledge acquired from studies at 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 course 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 course, please contact our Student Registration & Enquiry Service.

Outside the UK

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

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.

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. Our Services for disabled students website has the latest information about availability.

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. Visit our Services for disabled students website for more information, including:

  • help to determine your study requirements and how to request the support that you need  
  • Disabled Students' Allowances (DSAs)
  • using a computer for OU study
  • equipment and other support services that we offer
  • examination arrangements
  • how to contact us for advice and support both before you register and while you are studying.

Study materials

What's included

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

Computing requirements

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

  • If you have purchased a new desktop or laptop computer since 2007 you should have no problems completing the online activities.
  • If you’ve got a netbook, tablet or other mobile computing device check our Technical requirements section.
  • If you use an Apple Mac you will need OS X 10.6 or later.

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

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 course 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 course that starts in May 2014. We expect it to be available once a year.

How to register

To register a place on this course return to the top of the page and use the Click to register button.

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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Distance learning

The Open University is the world’s leading provider of flexible, high quality distance learning. Unlike other universities we are not campus based. You will study in a flexible way that works for you whether you’re at home, at work or on the move. As an OU student you’ll be supported throughout your studies – your tutor or study adviser will guide and advise you, offer detailed feedback on your assignments, and help with any study issues. Tuition might be in face-to-face groups, via online tutorials, or by phone.

For more information read Distance learning explained.

Are you already an OU student ? Go to StudentHome for information on choosing your next module.
Course facts
About this course:
Course code B324
Credits 30
OU Level 3
SCQF level 10
FHEQ level 6
Course work includes:
3 Tutor-marked assignments (TMAs)
Examination
No residential school

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