MKTG09021 2016 Marketing in society

General Details

Full Title
Marketing in society
Transcript Title
Marketing in society
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
09 - NFQ Level 9
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Catherine McGuinn
Programme Membership
SG_BMARK_M09 201600 Master of Science in Marketing SG_BMARK_M09 201900 Master of Science in Business in Marketing

This module raises awareness of key issues of marketing in society. There is a duality of approach with a focus on theory and practice. Students are brought through an analytical review of the foundations, current and future status of marketing. Challenges and issues of  an innovative disciplinary view are explored and debated. Future areas for development and improvement of the role of marketing in society are synthesised and evaluated. There is reference to marketing as social entity that may have case for professional status that has an impact on society.

Learning Outcomes

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


Critically evaluate the role of marketing in society


Reflect on the theoretical development of marketing


Appreciate the strategic and integrative role of marketing as a social entity


Analyse and interpret complex contemporary marketing and societal issues


Reflect on the adaptation of marketing from transactional to relational

Teaching and Learning Strategies


Module Assessment Strategies

Continous assessment 50%


  • Group/individual project 30%
  • Oral presentation 20%


Final exam 50%

Repeat Assessments

As above or appropriate part thereof

Indicative Syllabus

Marketing-past-present and future

  • Assess the historic development of marketing
  • Evaluate the role of marketing in business and society
  • Synthesise the current status of marketing
  • Debate the future development of marketing


Marketing in Practice-Standards and Development

  • Critique the professional status of marketing
  • Evaluate the role of professional representative bodies
  • Synthesise what determines best international marketing practice
  • Evaluate the role of continuous professional development
  • Critique the impact of sustainability, consumption and consumers on marketing
  • Determine the nature of marketing innovation and creativity


Marketing as a social entity

  • Critique the need for customer service
  • Evaluate the effectiveness of customer orientation
  • Synthesise the value of relationship marketing
  • Assess the role of the marketer in stakeholder management

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group/individual project Project Group Project 30 % End of Semester 1,2,3,4,5
2 Oral presentation Practical Oral Exam 20 % End of Semester 1,2,3,4,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final exam Final Exam Closed Book Exam 50 % End of Semester 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 1.00 Hours

Module Resources