Critical Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4383 | Nottingham University Business School China | 4 | 20 | Spring China |
- Code
- BUSI4383
- School
- Nottingham University Business School China
- Level
- 4
- Credits
- 20
- Semesters
- Spring China
Summary
The module discusses the marketing concept and the effects of marketing from different perspectives, using a macromarketing approach. It critically examines foundational and contemporary issues in the theory and practice of marketing and discusses the broadening domain of marketing. It introduces students to the notion and practice of critical thinking and the field of Critical Marketing. Areas covered may include, for example, manipulation versus sovereignty of consumers, consumer vulnerability, and meanings and culture of consumption. Adopting a transformational agenda for marketing, this module also explores the role of sustainability and ethics in marketing.
Target Students
Core module for N506 MSc Marketing
Classes
- Two 2-hour lectures each week for 11 weeks
Assessment
- 75% Coursework 1: Individual assignment, 3000 words
- 25% Group Presentation: Group Presentation (10 mins with 5 mins Q&A) with Submission of PowerPoint slides/support material
Educational Aims
• To develop a critical understanding of the main theoretical debates in a range of foundational and contemporary marketing areas and contexts;• To critically analyse assumptions, concept and effects of marketing from the perspectives of different agents;• To develop a broad and critical understanding of the discipline and of related ethical and sustainable considerations;• To critically review academic contributions to the discipline and present a carefully argued case.Learning Outcomes
Learning Objectives & Outcomes Please tick all that apply - including at least one under each heading
Knowledge and understanding: This module develops a knowledge and understanding of:
Customers and stakeholders - customer expectations, service and orientation
The importance of sustainability issues, including an understanding of the challenges
and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
Intellectual Skills: This module develops:
Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions
Professional Practical Skills: This module develops:
The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting
The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices
Transferable (key) Skills: This module develops:
Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience
Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations
Conveners
- Dr Ruolan Chen