Responsible Marketing

Module code: MK3171

Marketers make decisions that affect people and communities. This module asks you to examine those decisions through ethical and legal lenses, and to consider their societal consequences. You will study responsible marketing practice, covering advertising standards, data protection, and intellectual property law. You will analyse how digital technologies, including artificial intelligence, create new responsibilities around consumer trust and data privacy. The teaching on this module equips you to apply these frameworks to real marketing contexts.

Lectures range across compliance, creativity, pro-environmental behaviour, value chain accountability, and digital exclusion. Each topic connects to a working question: when commercial pressures collide with ethical commitments, how do marketers respond?

The module also moves beyond domestic marketing practice. You will examine responsible innovation and sustainable development to understand how marketing decisions carry consequences across global economic systems. These are not abstract discussions. You will work with cases and examples grounded in current industry practice. You will leave this module able to evaluate marketing decisions against legal and ethical standards, and to recognise the real-world consequences of the choices marketers make.