Marketing Theory
Module code: MN3163
The widespread misconception that has been heavily marketed is that marketing is only about sales and advertising. Modern marketing plays a crucial role in shaping and influencing the economy, society, politics, and culture. This module goes beyond traditional managerial perspectives and provides a comprehensive intellectual inquiry into marketing. It integrates theoretical insights from various social science disciplines, including philosophy, sociology, political science, psychoanalysis, and cultural studies, to facilitate a deeper understanding of the connections between marketing and individuals' everyday desires and aspirations, cultural values and practices, social structures and relationships, as well as ethical beliefs and stances.
The module is designed to help you understand the theories behind marketing practices using real-life examples. It aims to encourage critical thinking about the impact of marketing on humans, animals, society, the environment, and non-living entities. Additionally, the module will facilitate open debates and discussions to provide a comprehensive understanding of the issues and theoretical perspectives.
Topics covered:
- Marketing's influence on culture, lifestyle and politics
- The impact of social sciences on marketing
- Consumer society and hyperreality
- Ideology and its role in marketing
- Psychoanalysis and its impact on marketing communications
- Climate change, sustainable consumption and post humanism
- Behaviourism, persuasion and control
- Developing marketing theory and critical analysis