This course provides students with a sound understanding of the interface between marketing and society. It will examine the various touch points a marketer has with society. Specifically this course highlights how “Marketing” is perceived by society, how consumers as well as producers can misbehave, the role marketing communication plays in society, and the prevalence of situations in which consumer and marketer interests align (Win-Win situations) and diverge, respectively.

The course enables students to broaden their perspective, to look upon marketing and its effects from different angles and to become equipped to develop into a rounded marketing practitioner themselves.

At the end of this course, students should:

1. have acquired an encompassing practical awareness of the interfaces between society and marketing;
2. know the primary theories situated at the intersection between marketing and society;
3. have a broadened perspective on marketing and be able to judge consequences of and influences on marketing activities in a wider societal context;
4. be sensitive to the ethical implications arising from the role of marketing in society;
5. be able to critically assess marketing efforts in order to maintain ethical principles;
6. be able to apply theoretical knowledge to new aspects and situations;
7. be able to clearly present an argument and insights to stakeholders with different perspectives and view points;
8. have gained heightened awareness of their own limitations in perspective taking;
9. be able to moderate discussions between different stakeholders.

The 80% requirement does not apply during this semester. But please keep in mind that changing to distance learning will require the students to attend online activities.

This course is meant to be done in the last semester of the marketing master program. It is designed to wrap up all the knowledge you gained throughout the entire marketing program and to review everything from different perspectives. The assignments require a profound knowledge about all marketing aspects covered in the different classes. Therefore we would strongly recommend to take this class in your 4th semester. This would make sure that you can draw from the full source of the class and benefit most from it.