Marketing and Society

Crédit : 2 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 18 h

Description du contenu de l'enseignement

The course is designed to provide students with an understanding of the core principles of Marketing from a societal standpoint. It presents topics such as branding, customer behaviour, product/service management, relationship marketing and promotion, with a special emphasis on how such marketing practices may have an impact on society. Interactive cases and examples are utilized to develop critical-thinking and problem-solving abilities.

The course is divided along four broad themes. The first part covers the history of marketing theories and practices and interrogates the ideological function of marketing discourses. The second discusses consumer rights and how consumers organize to resist market forces. The third part deals with identity politics and how marketing practices influence the production of social identities. Finally, the fourth part elaborates on the ethics of a globalized marketplace.

Session 5 will be dedicated to group presentations. Six groups (5 students per group) will be required to give a presentation on a specifie theme of their choice. The theme should be discussed with and approved by the instructor (by September 22). These are sorne examples of possible topics: Big Data; Sharing Economy; Fairtrade; Advertising Stereotype; Marketplace Discrimination; Bottom of the Pyramid. The problematic emerging from the topic should be critically discussed from both societal and managerial standpoints.
Each group should give a formal 5 minute presentation with a written summary handed on the same day (5 pages). The presentation should include an overall introduction of the theme, a discussion of the conflicting views surrounding a proposed problematic, and a specific case study (i.e. applied example) related to the theme. Each presentation will be followed by a 15- minute class discussion.

Mode de contrôle des connaissances

Three criteria will be evaluated during the course:
  • Class Participation: 15%
  • Group Assignment : 35%
  • Final Exam : 50%

Bibliographie, lectures recommandées

  • Ellis, Nick, James Fitchett, Matthew Higgins, Gavin Jack, Ming Lim, Michael Saren and Mark Tadajewski (2010), M arketing: A Critical Textbook . London: Sage Publications, Inc. (ISBN: 9781848608788).
  • Eagle, Lynne and Stephan Dahl (2015), Ma rketing Ethics & Society. London: Sage Publications, Inc. (ISBN: 9781446296622).

Enseignant responsable

GUILLAUME JOHNSON



Année universitaire 2016 - 2017 - Fiche modifiée le : 07-07-2017 (15H20) - Sous réserve de modification.