1. Demonstrate a critical awareness of the changing ethical context of global marketing and the impact these have on digital marketing practices
Learning Outcomes - Knowledge and Understanding, Enquiry, Problem Solving

2. Critically evaluate the efficiency of ethical marketing theories and concepts in relation to your work-based organisation and how theory can be used to encourage organisational strategic sustainability
Learning Outcomes - Enquiry, Analysis

3. Reflect on your knowledge development of ethical marketing and how that impacts you as a work -based practitioner and consumer, considering B2B and B2C marketing
Learning Outcomes - Reflection, Communication

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS1, OS4, OS5, OS13, OS14, OK1, OK3, OK4, OK8), Assessment 2 (LO3, OK6, OK8, B3, B5)

The brief for these Assessments must cover the following Knowledge, Skills and Behaviours from the Apprenticeship Standard Criteria.

OS1: Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing.

OS4: Demonstrate how to promote and apply content marketing effectively through the appropriate media channels, relationship management systems and communication platforms to ensure brand and cultural awareness are maintained throughout marketing strategies.

OS5: Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours.

OS13: Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.

OS14: Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.

OK1: The strategic implications of the disruptive digital environment.

OK3: The leading marketing theorists and practitioners when managing and implementing brand equity, brand awareness and strategic brand management.

OK4: Professional bodies and their insights into emerging technologies, trends and themes within the digital marketing environment.

OK6: How to foster business-to-business (B2B) marketing relationships through social media to launch products based on price and popularity.

OK8: Digital marketing regulatory requirements, data protection, compliance and ethics, both national and international.

B3: Consider the impact of work on others, especially where related to culture, diversity and equality.

B5: Show integrity and respect for confidentiality and data security in work and personal situations.

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 learning to be applied to marketing decision making, taking into consideration the key responsibilities of ethics and society.

Key topic areas:
Ethical marketing concepts
Digital marketing regulatory requirements
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
Sustainable product development,
Unethical consumption patterns,
Advertising to young and vulnerable consumers
Racial prejudice. The 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.

Scheduled learning and teaching activities.
To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Online live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

These are indicative only. You will be expected to complete independent extended reading.

Eagle, L. & Dahl, S. (2015) Marketing Ethics and Society, SAGE, London

Dahl, S., De Pelsmacker, P., Taylor, C. & Eagle, L. (2020) The Sage Handbook of Marketing Ethics, SAGE, London

Arnold, C. (2009) Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy. John Wiley.

Grant, J. (2010) Co-opportunity: Join Up for a Sustainable, Resilient, Prosperous World. John Wiley.

Gerber, A. (2009) Good: An introduction to ethics in design. AVA Academia.

Siegal, L. (2010) Recycle; The essential guide. Black Dog Publishing.

Earls, M. (2009) Herd: How to Change Mass Behaviour by Harnessing Our True Nature. John Wiley.

Palomba, M. (2008) Ad Law: Breaking the Mould without Breaking the Rules. IPA.

Ramsay, I. (1996) Advertising, Culture & the Law: Beyond Lies, Ignorance and Manipulation. Sweet & Maxwell.

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends