1. Establish a critical awareness of the changing ethical context of global marketing and the impact these have on digital marketing practices.
Knowledge & Understanding

2. Critically evaluate the efficacy of ethical marketing theories and concepts.
Analysis

3. Investigate and critically analyse the problems arising from the challenges of sustainable product development and new media and online issues.
Problem Solving

4. Apply your learning to marketing decision making, taking into consideration the key responsibilities of ethics and society.
Learning
Application

1. Produce a short individual Vlog on an ethical issue and how it is currently impacting on global digital marketing practice. (5 mins) (15%) (LO1)

2. Produce an individual online reflection. Your reflection should include short succinct entries reflecting on class discussions which addresses questions posted by the module leader on the VLE. These will include questions on the efficacy of current marketing theories and concepts to address the challenges facing marketing. (750 words) (25%) (LO2).

3. Using a live case study organisation, you should prepare an individual report (which identifies an issue relating to future new product or service development. you should then suggest what marketing related decisions should be taken to satisfactorily address the issues you have identified. Your report should address the concurrent themes of ethics and society. (2,250 words) (60%) (LOs 3 & 4)

Understanding ethical dilemmas is critical to successful marketing, particularly in the digital marketing context. This module addresses these issues through formulating ethical and socially responsible marketing decisions. You will investigate a broad range of new and emerging ethical issues faced by marketers in undertaking marketing activities, such as: The challenges of sustainable product development, materialism, unsuitable consumption patterns, advertising to young and vulnerable consumers & racial prejudice. You will also address the dangers of misinterpreting cross-cultural issues and the challenges of new media and online issues, helping you to navigate the challenges and pitfalls present in a range of marketing activities. The module also explores the role of marketing on influencing consumers towards more sustainable and socially desirable behaviour.

This module will encourage your learning to be applied to marketing decision making, taking into consideration the key responsibilities of ethics and society.

The following issues will be explored:
-Ethical marketing concepts
-The impact of ethical marketing concepts on marketing decision making
-Implementation of different ethical marketing approaches in a global context
-Cross-cultural issues and challenges
-Ethical marketing to young and vulnerable consumers
-Sustainable product development
-Unethical consumption patterns
-Ethics and social media
-Racial prejudice and impact of digital on marketing ethics.

Understanding and anticipating the potential for ethical dilemmas is critical to successful marketing in the digital age. In this module, you will investigate a broad range of new and emerging ethical issues faced by modern marketers, whilst also exploring the role of marketing in influencing consumers and businesses toward more sustainable and socially responsible behaviour.

Tutor led sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to contribute to round table discussions during tutorials. Additionally, you may be requested to address live organisational issues, these will include the analysis, discussion and presentation of work both individually and as part of a learning group. Formative feedback will be provided throughout the module. Digital tools will be used to enhance learning. Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

Eagle, L., & Dahl, S. (2015). Marketing Ethics & Society. London: Sage.
Hastings, G., & Domegan, C. (2018). Social Marketing: Rebels with a Cause (3rd ed.). Abingdon and New York: Routledge.
Heggde, G., & Shainesh, G. (Eds.). (2018). Social media marketing: Emerging concepts and applications. Singapore: Springer.
Ottman, J. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Sheffield: Greenleaf Publishing Limited.
Ritzer, G. (2015). The McDonaldization of society (9th ed.). Los Angeles: Sage.
Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the "4 eras" of thought development.

Online resources.
Websites
Labour Behind the Label | Supporting garment workers worldwide ; https://labourbehindthelabel.org/
Clean Clothes Campaign ; https://cleanclothes.org/
Ethical Trading Initiative ; https://www.ethicaltrade.org/
The Natural Step – Accelerating the transition to a truly sustainable society ; https://thenaturalstep.org/

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