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MM3104: The Dark Side of Marketing
Module code: MM3104
Module provider: Marketing and Reputation; Henley Business School
Credits: 20
Level: 6
When you'll be taught: Semester 2
Module convenor: Dr Irute Karanicholas, email: i.karanicholas@henley.ac.uk
Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE AP2SB3 OR TAKE AD2AMM (Compulsory)
Co-requisite module(s):
Pre-requisite or Co-requisite module(s):
Module(s) excluded:
Placement information: NA
Academic year: 2024/5
Available to visiting students: Yes
Talis reading list: Yes
Last updated: 19 November 2024
Overview
Module aims and purpose
The module considers exactly what it says 鈥 the dark side of marketing. Marketing is often presented as a solution to business problems. But marketing can itself cause problems for consumers. This module focuses on exploring the conflicting, controversial and moral challenges facing marketing in specific contexts. We will be discussing the non-traditional and unspoken yet critical topics of marketing practice. Our focus areas are those having a global impact and that touch upon pretty much every individual on the planet.?It is an integrative module that combines marketing with other science subjects (eg., nutrition, law and others). This module will explore marketing and its effects on consumers鈥 physical and mental well-being and alleged exploitation of vulnerable consumers. This module is critical, applied and contemporary. It looks at current issues and asks how you can use your marketing skills to help resolve some practical consumer and societal problems, and how marketing should be transparent, honest and true. We will explore ways to make consumer lives truly better, easier and happier.
This is NOT a traditional or foundational marketing module but one that will challenge the very way you view and think about marketing. In this module we will explore marketing that you perhaps didn鈥檛 know existed.
The key underlying principle of the module is to consider the dark side of marketing, including conflicting and controversial marketing, and to question or challenge whether certain marketing practices are moral by asking whether companies are truly considering the best interest of consumers and making their lives better. And how can you, as a future marketer, make marketing a more respected profession, for the benefit of those who work in marketing roles, and, ultimately, for consumers and society as a whole?
The aim is to give students a much deeper and highly critical view of marketing and its impact on consumers and wider society and find ways how to do more marketing that is true and honest and that would enrich consumer lives in this fast-moving world. In other words, making marketing less of a perceived cause of some of consumer鈥檚 problems, but rather a solution to them.
Module learning outcomes
The module is designed to more than simply improve your employability skills in marketing, it is designed to provide a really critical view to marketing, challenge the status quo in terms of business and marketing practice, and encourage you to never stop looking for more honest and true ways to conduct marketing, all to make consumer lives better, easier and happier.
By the end of the Module students should be able to:
- Evaluate marketing impact to the wider society including the impact on most important aspects of consumer lives such as health and overall well-being.
- Question or challenge whether certain marketing practices are moral and/or ethical by asking whether companies are truly considering the best interest of consumers.
- Integrate different subjects and look beyond marketing (e.g., bringing science to marketing). As such, developing research skills (as opposed to building knowledge).
- To be able to find better ways to conduct marketing that is true and honest and support consumers lives, making them happier.
Module content
Provisional topics may include but not limited to (subject to change):聽
- The dark side of marketing and how can marketing harm our lives聽
- Marketing as a cause or answer to consumer challenges
- Morality in marketing
- Conflicting marketing and marketing paradox
- Manipulation in marketing
- Selling, mis-selling, exaggerating, overstating and misleading
- 鈥淔ake news鈥 and marketing 鈥 how do consumers trust sources of product information and even search platforms
- 鈥淭he surveillance society鈥: Consumers鈥 need for privacy vs. firms鈥 desire to know more about their customers surveillance and privacy 鈥 how to resolve this apparent dilemma聽
- Marketing to vulnerable people, including children, elderly and others
- How do marketers decide what is really in the best interests of consumers?
- And/or any other topics deemed 鈥渄ark鈥 in marketing
We will explore various sectors as diverse as food, farming, home, beauty, pharmaceuticals, banking, technology (including EMFs), and others.
Structure
Teaching and learning methods
The teaching on this module is heavily practice driven and reliant on various cases. This is not a book-based module.
Study hours
At least 30 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.
聽Scheduled teaching and learning activities | 聽Semester 1 | 聽Semester 2 | 听厂耻尘尘别谤 |
---|---|---|---|
Lectures | 20 | ||
Seminars | |||
Tutorials | 10 | ||
Project Supervision | |||
Demonstrations | |||
Practical classes and workshops | |||
Supervised time in studio / workshop | |||
Scheduled revision sessions | |||
Feedback meetings with staff | |||
Fieldwork | |||
External visits | |||
Work-based learning | |||
聽Self-scheduled teaching and learning activities | 聽Semester 1 | 聽Semester 2 | 听厂耻尘尘别谤 |
---|---|---|---|
Directed viewing of video materials/screencasts | |||
Participation in discussion boards/other discussions | |||
Feedback meetings with staff | |||
Other | |||
Other (details) | |||
聽Placement and study abroad | 聽Semester 1 | 聽Semester 2 | 听厂耻尘尘别谤 |
---|---|---|---|
Placement | |||
Study abroad | |||
聽Independent study hours | 聽Semester 1 | 聽Semester 2 | 听厂耻尘尘别谤 |
---|---|---|---|
Independent study hours | 170 |
Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.
Semester 1 The hours in this column may include hours during the Christmas holiday period.
Semester 2 The hours in this column may include hours during the Easter holiday period.
Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.
Assessment
Requirements for a pass
Students need to achieve an overall module mark of 40% to pass this module.
Summative assessment
Type of assessment | Detail of assessment | % contribution towards module mark | Size of assessment | Submission date | Additional information |
---|---|---|---|---|---|
Written coursework assignment | Individual Report | 70 | 2,500 words | Semester 2, Teaching Week 12 | |
Oral assessment | Team Poster Presentation | 30 | Time limited Poster Presentation | Semester 2, Teaching Week 8-10 |
Penalties for late submission of summative assessment
The Support Centres will apply the following penalties for work submitted late:
Assessments with numerical marks
- where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
- the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
- where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
- where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
Assessments marked Pass/Fail
- where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
- where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.
The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
Formative assessment
Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.
Students will receive formative feedback in classes, including lectures and practical classes.
Reassessment
Type of reassessment | Detail of reassessment | % contribution towards module mark | Size of reassessment | Submission date | Additional information |
---|---|---|---|---|---|
Written coursework assignment | Individual Report | 100 | 1,000 words | During the University resit period August/September |
Additional costs
Item | Additional information | Cost |
---|---|---|
Computers and devices with a particular specification | ||
Printing and binding | ||
Required textbooks | ||
Specialist clothing, footwear, or headgear | ||
Specialist equipment or materials | ||
Travel, accommodation, and subsistence |
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.