MKT1010 : Ethics in Marketing, Critical Consumption, and Corporate Social Responsibility

Semester 1 Credit Value: 10
ECTS Credits: 5.0


This module aims to:
(a)       To generate an understanding of ethical concerns in relation to marketing and consumption.
(b)       To provide insight into the principles of Corporate Social Responsibility (CSR) and an understanding of their implementation.
(c)       To analyse the role of ethics in consumer culture, considering issues associated with consumer empowerment, vulnerabilities and well-being.
(d)       To assess an organisation's marketing activities, and to address issues at the interface between ethical marketing, CSR and practical marketing situations.

Outline Of Syllabus

This module is structured to introduce and discuss the following topics:
Marketing ethics
Corporate Social Responsibility (CSR)
Consumer culture theory and social marketing
The impact of consumers on markets
Responding to ethical consumers
Consumer empowerment
Consumer vulnerabilities and problematic consumption
Consumer well-being

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture92:0018:00N/A
Guided Independent StudyAssessment preparation and completion121:0021:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching11:001:00N/A
Guided Independent StudyIndependent study160:0060:00N/A
Teaching Rationale And Relationship

Formal lectures will provide a framework for the introduction of theory and conceptual frameworks relating to the ethics of marketing, Corporate Social Responsibility (CSR), ethical consumption, social marketing, and problematic consumption. These will be supplemented by seminars dealing with specific cases to develop a better understanding of the topic.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination1201A100Unseen exam – 1 mandatory question and one optional from a choice of 3.
Exam Pairings
Module Code Module Title Semester Comment
Formative Assessments
Description Semester When Set Comment
Essay1M100-word paragraph
Assessment Rationale And Relationship

The examination will test students’ understanding of the theory and conceptual frameworks for understanding ethics of marketing, Corporate Social Responsibility (CSR), ethical consumption, social marketing, and problematic consumption, as well as their ability to apply material to particular case studies and ethical dilemmas.

Students will be asked to write a 100-word paragraph about a company of their choice and discuss whether or not some of their practices are ethical or to critically evaluate certain companies' CSR initiatives (the students can choose which one they want to write about).

Reading Lists