SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMW226467
Module Leader Natascha Radclyffe-Thomas
School GCU London
Subject GCU London
  • A (September start)
  • B (January start)

Summary of Content

The module begins with developing the fundamental understanding of marketing in an increasingly global and digitalised world. In the age of digital media, businesses must rethink traditional marketing concepts and strive to implement more comprehensive and responsible approaches of marketing. Understanding the interaction between different elements of the marketing mix and the wider contexts is essential to effective and responsible marketing. This module is designed to equip students with the information and analytical skills required to critically reflect upon some of the most significant issues which pose challenges to marketers in the modern digital and interconnected world. This module covers the fundamental, strategic and communication elements of marketing. It explores the role and consequences of digital technologies on both social relations and marketing practice and considers the implications, opportunities and challenges faced by marketing practitioners in a digital setting. Further, it gives students an in-depth understanding of the marketing communication both from a theoretical and practical perspective. Ethics of marketing communications are also addressed in this module. The module will introduce students to the Principles for Responsible Management Education (PRME), an initiative promoted by the United Nations Global Compact 'to promote responsible corporate citizenship and ensure that business is part of the solution to the challenges of globalisation and help realise a more sustainable and inclusive global economy'. Students will reflect upon these Principles and their implications and explore in more detail how they might apply to international marketing. The module will enable students to appreciate the issues, events and trends which confront marketers in an increasingly digital, interconnected and complex world, and to make reasoned independent judgements of the effects of alternative responses to these challenges.


The content of the module will be updated and revised to reflect developments in contemporary issues, however the core issues covered include the following: -360b7 Marketing as theories and concepts - definitions, origins and practices b7 Changes to the marketing mix in reflection of the rise of the digital domain in an international context b7 Vision, mission, stakeholder analyses, corporate social responsibility and connection to business model and creation of business value incl. Ethical issues for marketers b7 Introducing the UN Global Compact and Principles for Responsible Management Education and UN Sustainable Development Goals b7 Contemporary themes in marketing incl.: Social marketing, ethically charged products & services, post-truth media. Some of the syllabus will be student-led based on emerging, contemporary trends relevant to student interests and backgrounds.

Learning Outcomes

On successful completion of the module the student should be able to:- 1. Apply critical analysis to political, social, economic and environmental challenges that arise in an increasingly digital environment and understand the ethical dilemmas for marketing in an international context. CW12. Examine and debate some of the contested issues and complex problems which marketers encounter and the role marketing plays in responsible and ethical corporate citizenship CW1, CW23. Evaluate alternative responses to contemporary challenges in international marketing CW2

Teaching / Learning Strategy

The module incorporates the use of a Virtual Learning Environment (GCU Learn) whereby student resources will be served on a dedicated module website. This will provide a range of sophisticated learning resources, including bulletin boards, chat rooms and the opportunity to deliver course materials and a diverse range of learning resources to students through varied devices. Online learning can be used to complement face-to-face learning in a blended delivery and also as a pure online mode through the GCU Learn Blackboard VLE. The online pedagogic approach involves the use of uploaded learning materials, learning activities and engagement through both synchronous and asynchronous tools; including discussion boards, padlet, quizzes and Collaborate.

Indicative Reading

KEY READING Schmidpeter, R., Capaldi, N., Idowu, S.O., Lotter, A. (Eds.) (2019), "International Dimensions of Sustainable Management", Springer COMPLEMETNARY READING Bauman, Z. (2007). Liquid Times: Living in an Age of Uncertainty. Cambridge: Polity Press. Bisson, P., Stephenson, E. and Viguerie, S. P. (2010) 'Global Forces: an Introduction'. McKinsey Quarterly. (June). Blowfield, M. and Murray, A. (2011) Corporate Responsibility. (2 nd edition). Oxford: Oxford University Press. Bones, C. (2011) The Cult of the Leader: A Manifesto for More Authentic Business. London: Wiley Cabrera, A. and Unruh, G. (2012) Being Global: How to Think, Act, and Lead in a Transformed World. Boston: Harvard Business School Press. Chan, H-J. (2011). 23 Things They Don't Tell You About Capitalism. London: Penguin. Friedman, M. (1970). 'The Social Responsibility of Business is to Increase its Profits'. The New York Times Magazine, September 13 th Giddens, A. (2002). Runaway World: How Globalisation is Reshaping our World. London: Profile. Grayson, D. and Nelson, J. (2013), Corporate Responsibility Coalitions: the Past, Present, and Future of Alliances for Sustainable Capitalism. Sheffield: Greenleaf Publishing. Harvey, D. (1973 / 2008). Social Justice and the City. (Revised edition). London: University of Georgia Press Macey, J. (2013). The Death of Corporate Reputation: How Integrity has been Destroyed on Wall Street. London: Financial Times / Prentice Hall. Sandel, M. J. (2011). What Money Can't Buy: the Moral Limits of Markets. Allen Lane. Toynbee, P. and Walker, D. (2008). Unjust Rewards. London: Granta. Online sources: BBC Radio 4 Inside The Business & Politics Business & Society Corporate Social Responsibility & Environmental Management Ethical Corporation Journal of Business Ethics JOURNALS Academy of Management Journal Academy of Management Review Administrative Science Quarterly Business & Society California Management Review Harvard Business Review Journal of International Business Studies Journal of International Management Journal of Management Journal of Management for Global Sustainability Journal of World Business Sloan Management Review WEBSITES BBC Radio 4 The Bottom Line podcasts Principles for Responsible Management Education - <> UN Global Compact - <> UN Sustainable Development Goals - <>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: TRADITIONAL ACADEMIC SKILLS - - Ability to apply knowledge to real-life scenarios - Logical deduction and critical analysis, - Problem-solving - Written and Spoken communication - Computer literacy and research skills PERSONAL DEVELOPMENT SKILLS - - Self-confidence - Self-discipline - Awareness of strengths and weaknesses - Creativity - Knowledge of international affairs - Honesty and regard for others ENTERPRISE OR BUSINESS SKILLS - - Entrepreneurial skills in the context of innovation - Ability to prioritise tasks and time management - Interpersonal skills - Presentational skills - Ability to work in teams and leadership skills, commercial awareness, flexibility, innovation, independence and risk-taking

Module Structure

Activity Total Hours
Tutorials (FT) 2.00
Assessment (FT) 40.00
Independent Learning (FT) 72.00
Seminars (FT) 12.00
Lectures (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Essay n/a 50.00 45% Essay (Individual) - 2000 words evaluating a firm's marketing practices and make suitable recommendations for enhancement
Presentation n/a 50.00 45% Presentation (on campus or DL online activity)