Responsible Marketing Management


Responsible Marketing Management





Module Coordinator:

Professor Julie Tinson

Contact Hours:

30 Lecture, 10 Seminar


100% Coursework

This module provides an introduction to Responsible Marketing Management for students with different backgrounds, experiences and perceptions of marketing concepts and applications .While the module conveys marketing as a core management competence it also underscores why a social conscience is crucial to marketing planning as well as the survival of a contemporary organisation. The module is designed to develop an understanding of the importance of customer values; how to create and communicate these values and how best to deliver them. The role of marketing in developing both sustainable and profitable businesses is the key focus of the module and the emphasis will be on the interpretation and meaning of marketing management concepts at a strategic level. Successful marketing management stems from critical analysis and the reasoned application of marketing principles in a dynamic business environment. This module identifies how a customer centric approach to marketing management can create competitive advantage in a dynamic business environment and explains why responsible marketing is central to long-term organisational performance.


  • To explore a range of views about the nature of marketing principles and practice;
  • To examine the conceptual development of marketing scholarship;
  • To offer contemporary insights into the nature of marketing organisations;
  • To establish the complexity of competing stakeholder interests and the range of ethical and social judgements that are now necessary in the practice of marketing;
  • To identify how to use the language and concepts of marketing to build arguments.

Learning outcomes:

By the end of the module students will be able to:

  • Demonstrate a high level of understanding of the key challenges in developing and implementing a marketing strategy, and a detailed knowledge of the political, economic, social, and ethical contexts within which marketing is practised by different forms of business
  • Reflect on how investigations of marketing theory and practice impinge upon their own role in society and culture

  • Develop the skills and confidence to be able to communicate their views in written, oral and visual forms to other participants on this particular module and the MSc Programme in general. 

  • Develop their ability to order, analyse and synthesise evidence from both primary and secondary sources, and to present a coherent and well-argued case in support of their proposed objectives.

  • Demonstrate an understanding of pertinent moral, ethical, and corporate social responsibility considerations and the potential impacts that marketing decisions can have on a range of stakeholder groups. 

  • Employ a wide range of theoretical and practical approaches to understanding and resolving ethical issues.

  • Consider their own approach to marketing as a career and how to use that knowledge to choose an organisation or sector that will suit their preferences and their learning goals. 

  • Understand different theoretical standpoints in marketing to help consider how construct their own brand and how they might present to potential future employers.

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