MKTG08020 2021 Ethical and Sustainable Marketing Practice

General Details

Full Title
Ethical and Sustainable Marketing Practice
Transcript Title
Ethical and Sustainable Market
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
08 - NFQ Level 8
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Emer Ward, Catherine McGuinn, Suzanne Ryan, Kate Duke, Lisa Dunne
Programme Membership
SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing SG_BINTE_H08 202100 Bachelor of Business (Honours) in International Marketing and Languages

This module aims to provide an appreciation of the professional practice of marketing that includes an understanding of the the impact of sustainable marketing and ethical marketing practice including the  value of corporate social responsibility. There is a clear focus on creating an awareness and reflection on the role and status of marketing practice in contemporary society. Students will gain an insight into the role of a Marketer in society through corporate social responsibility and engagement in the community while appreciating their ethical responsibilities.  Ultimately this may assist the development of best practice marketing skills.

Learning Outcomes

On completion of this module the learner will/should be able to;


Explore the core concepts of Sustainable Marketing, Ethical Marketing Practice and Marketing and Society


Appreciate the role of corporate engagement in the community as part of a Marketing strategy


Analyse, design, implement and evaluate an ethical approach to Marketing


Debate and assess the impact of Marketing and Society


Critique the interrelationship between Community Engagement, Ethical Marketing Practice and Marketing and Society

Teaching and Learning Strategies

  • Lectures
  • Guest lectures
  • Class discussion and debate
  • Project planning and reporting meetings

The module is co taught by two lecturers.The sustainability side of the module is delivered by one lecturer and the ethics marketing practice and marketing in society is delivered by another lecturer.


Module Assessment Strategies

Continuous Assessment 100%


  • Shared assessment with Customer Experience Management module 40%
  • Group/individual project on Marketing in Society 30%
  • Individual debate on Ethical Marketing Practice 30%

Repeat Assessments

As above or combination thereof.

Indicative Syllabus

1.     Sustainability        (LO 1,2,5)               

  • Corporate engagement in the community
  • Community economic development and impact
  • Sustainability, Marketing and Customer Experience Management 
  • Measurement of community engagement
  • Trends and future direction of community engagement

2.     Ethical Marketing Practice        (LO 1,3,5)

  • Marketing and ethics
  • Ethical guidelines
  • Branding and ethics
  • Ethics and marketing practice

3.  Marketing  and Society     (LO 1,4,5)                         

  • Impact of marketing in society
  • Role of marketing in society
  • Marketing and CSR
  • Best practice CSR in marketing practice


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Community engagement strategy Continuous Assessment Project 40 % Week 12 1,2,5
2 Debate Continuous Assessment Oral Exam 30 % Week 15 4
3 Group/individual project Continuous Assessment Group Project 30 % End of Semester 3

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre In class lecture 2 Weekly 2.00
Tutorial Flat Classroom Community engagement project 1 Weekly 1.00
Independent Learning Not Specified Self directed learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Module Resources

Non ISBN Literary Resources

Ethics in Marketing workbook

Journal Resources


Journal of Ethics 

Journal of Business Ethics 

Business and Professional Ethics Journal 

Journal of Marketing 

European journal of marketing 

Harvard Business Review

McKinsey Quarterly Review

Sloan Management Review 

Irish Marketing Review 

Irish Journal of Marketing 

Magazines/ Newspapers

Marketing Magazine 

Business Week 

Business and Finance

The Irish Times

The Sunday Business Post 

URL Resources

Other Resources

Case studies

Guest lectures

Additional Information