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 with different perspectives and view points;
8. have gained heightened awareness of their own limitations in perspective taking;
9. be able to engage with different stakeholders.

80% attendance required.

This course is organized as an intense course with a mix between expert discussions, lectures and students’ input. In total it stretches over 3 full days. Both lecturers are present at all time.

Session 1 (Full day): Theoretical input is provided by the lecturers to set the scene. First-hand experience and field research on marketing-society touch points. Feedback is provided by both lecturers.

Session 2 (Full day conference - Expert discussions): Invited guests will elucidate and juxtapose the multiple perspectives of marketing and society interactions. Speakers from marketing practice will elaborate on their experience with the phenomena under scrutiny. After the speakers’ presentations, they will discuss actual topics in a discussion. Students have the opportunity to ask questions after the presentations and engage in the discussion.

Session 3 (Full day - academic plattform) – Students’ final presentations of the group projects. Feedback from both lecturers and wrap up (students’ reflecting on the course and their learning outcomes).

Submission of a reflection essay two weeks after the last course day.

Group 90%

• Presentation "Academic foundation and company recommendation" task 40%
• In-class group work 20%
• Reflection essay 30%

Individual 10%

• In-class participation 10%

Grade key: 90,00 - 100,00%: Sehr gut. 80,00 - 89,99%: Gut. 70,00 - 79,99%: Befriedigend. 60,00 - 69,99%: Genügend. 0 - 59,99%: Nicht genügend.

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.