Marketing Theory
Module code: MK3163
Modern marketing plays a crucial role in shaping and influencing all aspects of the economy, society, politics and culture. In this module, you will go beyond the managerial - orientated applications and strategic role of marketing and delve into a broader understanding of marketing and how it shapes the world around us. The module combines theoretical insights from philosophy, sociology, political science, psychoanalysis and cultural studies to help you understand the relationships between marketing and individuals desires, cultural values, social formations, ethical beliefs, and positions. We will consider a wide range of questions, including:
- What is the role of marketing in promoting consumerist values and lifestyles through advertising, branding and social media?
- Can marketing be used to promote values like environmental sustainability, social justice, or diversity and inclusion?
- Does marketing empower us to make free choices, or does it constrain and limit our perspectives?