Module Details

Module Code: MRKT7028
Title: Marketing for Global Impact
Long Title: Marketing for Global Impact
NFQ Level: Intermediate
Valid From: Semester 2 - 2024/25 ( January 2025 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: no programmes
Module Description: This module explores the intersection of marketing and social responsibility, equipping students with the knowledge and skills to use marketing as a force for global change. Through a lens of civic responsibility and ethical practices, students will learn how marketing strategies can address global challenges, promote the United Nations Sustainable Development Goals (UNSDGs), and drive social change. The module will also provide practical insights and preparation for careers in ethical marketing, corporate social responsibility, and social entrepreneurship.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the role of marketing in personal and corporate social change.
LO2 Critique marketing strategies for social impact.
LO3 Apply marketing ethics to civic responsibility.
LO4 Plan for a career in ethical marketing and social responsibility.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
The Role of Marketing in Personal and Corporate Social Change
Introduction to theory related to global impact such as World-Systems Theory, Triple Bottom Line Framework explaining global inequalities and economic impact by dividing the world into regions. Relevance to global impact, highlighting how nations and regions influence each other economically and politically, shaping global power dynamics. Overview of the 17 United Nations Sustainable Development Goals (UNSDGs) and their relevance to marketing. Understanding how businesses can align marketing strategies with global sustainability goals. Theories of behavioral change in marketing: nudging, social proof, and emotional appeals. Corporate Social Responsibility (CSR) initiatives and their integration into brand narratives.
Marketing Strategies for Social Impact
International firms’ campaigns in relation to cultural contexts and ethical considerations. Examination of campaigns targeting marginalised groups and underserved communities. Cultural sensitivity and inclusivity when designing marketing strategies aimed at global markets. How national and regional cultures influence consumer behavior and communication strategies. Leveraging technology and digital platforms for scalable social change.
Marketing Ethics to Civic Responsibility
Understanding key ethical theories and their application in marketing. Balancing profitability with social good: avoiding greenwashing, exploitation, and manipulation. Concepts such as transparency, accountability, and inclusivity in campaign design. Role of Civic Responsibility. How marketing can foster civic engagement. Designing campaigns that respect and empower local communities. The importance of trust and authenticity in building long-term relationships with stakeholders. Identifying and addressing potential conflicts between corporate objectives and ethical considerations. Best practices for handling public backlash or unintended consequences of marketing campaigns.
Career in Ethical Marketing and Social Responsibility Exploring Career Pathways
Overview of roles such as CSR Manager, Ethical Marketing Specialist, and Social Entrepreneur. Emerging trends and opportunities in sustainable and impact-driven business sectors. Building Professional Competencies. Identifying strengths and aligning them with career goals in the social impact sector. Portfolio Development. Creating a professional portfolio with evidence of ethical marketing practice, such as campaign examples, analytical reports, and creative work.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Reflective Journal % of Total Mark 50
Timing Week 10 Learning Outcomes 1,3,4
Assessment Description
Reflective report outlining career goals in ethical and social marketing, identified skills gaps, and an action plan for development. Submission includes a tailored CV and cover letter targeting a specific PR role.
Assessment Type Written Report % of Total Mark 50
Timing Week 13 Learning Outcomes 1,2,3
Assessment Description
Report on marketing strategies' impact to address global challenges.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory, concepts and case studies Every Week 3.00 3
Independent Learning Non Contact Review of global impact case studies. Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory, concepts and case studies Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Review of case studies Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Kian Bakhtiari. (2024), Marketing for Social Change, 1st. Kogan Page Incorporated, London, [ISBN: 1398616869].
  • Elena Cavagnaro, George Curiel. (2023), The Three Levels of Sustainability, Routledge, London, [ISBN: 9780367726256].
Recommended Article/Paper Resources
  • Scott, L., Williams, J. D., Baker, S. M., Brace-Govan, J., Downey, H., Hakstian, A.-M., Henderson, G. R., Loroz, P. S., & Webb, D.. (2011), Beyond Poverty: Social Justice in a Global Marketplace, Journal of Public Policy & Marketing, 30(1), 39-46.,
    https://doi.org/10.1509/jppm.30.1.39
  • Rosenbloom, Al.. (2021), Marketing Scholarship and the Sustainable Development Goals: Thoughts on Moving Forward, Australasian Marketing Journal, 30.
  • Hübscher, C., Hensel-Börner, S. and Henseler, J.. (2021), Social marketing and higher education: partnering to achieve sustainable development goals, Journal of Social Marketing, Vol 12 No 1,
    https://doi.org/10.1108/JSOCM-10-2020-02 14
Other Resources