ACE3201 : Marketing and Public Policy

Semester 1 Credit Value: 10
ECTS Credits: 5.0


Public policy has been defined as “a strategic action led by a public authority in order to limit or increase the presence of certain phenomena within the population” (National Collaborating Centre for Healthy Public Policy (NCCHPP), 2012), and strategic actions may include taxation, product bans, nudges, public information campaigns, social marketing campaigns, advertising restrictions etc. Typically the desired outcome of a strategic action or mechanism is a change in the behaviour of consumers and/or businesses.

In general, sound policy making requires an evidence base upon which policies are founded, prioritised and evaluated. Marketing can contribute evidence in all these areas, including the identification of 'unintended consequences'. Marketing therefore has much to contribute to contemporary issues of public interest. However, marketing practices are also criticised for contributing to over-consumption and unethical practices.

This module will take a critical marketing approach to the analysis of the problems, processes, policies, procedures and protocols relevant to selected public policies.

The module will be issue based and research-led, by drawing upon both contemporary marketing-related public policy issues and research undertaken by Applied Social Scientists in the School of Natural and Environmental Scientists, where much research is food industry based.

Outline Of Syllabus

Illustrative Content:

The role of marketing in public policy
Critical, Social and Transformational Marketing
Marketing Ethics
Sustainable consumption
Corporate Social Responsibility
Product Authenticity and Integrity
Food Waste

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion111:3011:30Revision for and completion of exam
Scheduled Learning And Teaching ActivitiesLecture201:0020:00Formal lectures
Guided Independent StudyAssessment preparation and completion115:0015:00Research for and compilation of essay
Guided Independent StudyDirected research and reading120:0020:00Directed reading to support lecture content.
Guided Independent StudyIndependent study133:3033:30Research and reading beyond the taught material
Teaching Rationale And Relationship

Formal lectures and in-class discussion will assist the students in achieving the stated learning outcomes. There will be opportunities for students to pose questions, debate, and critically discuss issues during class sessions. A variety of materials will be posted on Blackboard, including most key readings and supplementary sources.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A702 unseen questions to be answered from a choice of 4.
Other Assessment
Description Semester When Set Percentage Comment
Essay1M30Individual essay; 1000 words.
Assessment Rationale And Relationship

The examination assesses knowledge, critical analysis, written communication and problem-solving skills across all learning outcomes.
The essay allows a more in-depth test of the students ability to critically engage with materials, synthesise information and develop a coherent argument than is possible under examination conditions.

Reading Lists