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MKT1010 : Marketing Ethics

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Cezara Nicoara
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


The module aims to introduce key marketing ethics concepts and theories, providing students with an understanding of ethical issues related to marketing. Throughout the lectures and seminars, students will develop an understanding of responsible and sustainable practices trough real-world examples and case studies. Students will also investigate issues related to CSR and the TBL, including the measurement of CSR performance across settings and analyse the role of ethics in consumer culture. Here, students will get to explore ethical considerations in consumer culture, addressing issues related to consumer empowerment, vulnerability, and wellbeing. Finally, the module aims to provide students with an understanding of the issues related to social media marketing ethics, by exploring issues related to data privacy and algorithm bias.

The module is taught through a research-led approach designed to introduce students to current research in marketing ethics, ethical consumption, and business ethics early on in their academic journey. The practical examples used, are aimed to develop an awareness of industry expectations and responsibilities, developing practical skills for navigating ethical challenges in marketing.

Outline Of Syllabus

This module is structured to introduce and discuss the following topics:
•       Introduction to Marketing Ethics
•       Criticisms of Marketing
•       Corporate Social Responsibility (CSR)
•       Ethical and Critical Consumption & Responding to Ethical Consumers
•       Consumer Vulnerability and Marketing of Harmful Products
•       Social Media Marketing Ethics

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture42:008:00Online synchronous lectures
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture32:006:00PIP lectures
Guided Independent StudyDirected research and reading134:0034:00Equivalent to 3 hours per teaching week
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP Seminars
Guided Independent StudyIndependent study119:0019:00Independent related study
Teaching Rationale And Relationship

The Scheduled Learning And Teaching Activities include a combination of in-person and online lectures aimed at outlining ethics-related theories and models and are supported by a wide range of examples and illustrations from marketing practice.

Lectures will be supplemented by in-person small group teaching sessions, focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials provided.

The integration of both in-person and online lectures, is designed to accommodate diverse learning needs and align with the dynamic landscape of HE. This strategy not only caters to varied student preferences but also responds to employers' expectations for graduates possessing a bland of in-person and digital skills.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination14402A10024-hour take-home exam. Unseen exam – 1 mandatory question (50%) and one optional (50%) from a choice of 3.
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Written exercise2MEssay plan
Assessment Rationale And Relationship

The summative assessment is one unseen exam (24-hour take-home exam) at the end of Semester 2, worth 100% of the overall module mark. Students need to answer one mandatory question and one optional question from a choice of three. The exam is in essay format.

The examination will test students’ knowledge of the theory and conceptual frameworks for understanding ethics of marketing, CSR, ethical and critical consumption, consumer vulnerabilities, problematic consumption and ethics of social media marketing.

In the case of an alternative assessment for semester 2 (100% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

The formative assessment is an answer plan to a mock exam question (150 words). Students will receive formative feedback on their answer plans to inform their exam preparation.

Reading Lists