Critical Marketing Perspectives
Essex Business School
Undergraduate: Level 6
Monday 15 January 2024
Friday 22 March 2024
05 October 2023
Requisites for this module
(BE400 or BE501) and BE511 and BE518
BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)
This module builds upon students' existing understanding of marketing by considering contemporary issues that are not normally taught and thought about in connection to the marketing management field. Therefore, an advanced understanding of marketing in its contemporary setting will be aimed at.
This module will discuss a variety of issues that show how marketing can be understood in such terms in a range of different, contemporary settings. It will introduce its participants to a range of conceptual and theoretical resources to critically examine the role of marketing in society, and to understand how marketing is brought into being both as a corporate function, as well as a social phenomenon.
The aims of this module are:
- To provide an understanding of marketing as a historical discourse that is contested in a variety of ways.
- To provide an insight into contemporary issues facing marketing and enable students to engage with and critique these.
- To engage students in critical analysis of marketing discourses and contemporary marketing issues.
By the end of this module, students will be expected to be able to:
- Understand marketing as a discourse that is embedded and reproduced in a variety of different spheres of society.
- Engage with a variety of contemporary issues of marketing and apply a critical understanding of marketing to everyday life.
- Understand the historical emergence of the marketing discourse.
- Critically analyse, using appropriate marketing and social science concepts and theories, marketing discourses and practices in contemporary society.
- Through class discussion, reading, participation and assessment develop your abilities to engage in critical analysis of marketing discourses and contemporary marketing issues, and develop an awareness of your own role and position within them.
Skills for your professional life (Transferable Skills)
By the end of this module, students will develop:
- Critical thinking skills through coursework assignment and group discussions around contemporary marketing issues and the nature of marketing in society.
- Argumentation skills as you present your thoughts and ideas in essays.
- Analytical skills as you connect academic theories and concepts to contemporary marketing issues.
In the current brand-dominated and globalised world of business and management, saturated with advertisements, a critical understanding of marketing activities and how they affect businesses and individuals is a requirement for a general management and marketing career as well as for civic participation in contemporary society.
Today, marketing is arguably part of everyday life and it is embedded in all spheres of society. Besides its normal corporate function of selling products and services to consumers, marketing processes can be observed in wider civil society, such as governments, NGOs, charities and social movements. Thus, one can talk about marketing as a domain, rather than simply as a corporate function.
This module will be delivered via:
Mitchell, R.K., Agle, B.R. and Wood, D.J. (1997) 'Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of who and What Really Counts', Academy of Management Review
, 22(4), pp. 853–886. Available at: https://search-ebscohost-com.uniessexlib.idm.oclc.org/login.aspx?direct=true&db=bsu&AN=9711022105&site=ehost-live&authtype=sso&custid=s9814295
O'Malley, L., Patterson, M. and Kelly-Holmes, H. (2008) 'Death of a metaphor: reviewing the `marketing as relationships' frame', Marketing Theory
, 8(2), pp. 167–187. Available at: https://doi.org/10.1177/1470593108089203
Lee, M. et al.
(2011) 'Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence', European Journal of Marketing
, 45(11/12). Available at: https://doi.org/10.1108/ejm.2011.00745kaa.001
Shaw, I. and Aldridge, A. (2003) 'Consumerism, Health and Social Order', Social Policy and Society
, 2(1), pp. 35–43. Available at: https://doi.org/10.1017/S147474640300109X
Freund, J. and Jacobi, E.S. (2013) 'Revenge of the brand monsters: How Goldman Sachs' doppelgänger turned monstrous', Journal of Marketing Management
, 29(1-2), pp. 175–194. Available at: https://doi.org/10.1080/0267257X.2013.764347
Giesler, M. (2012) 'How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic', Journal of Marketing
, 76(6), pp. 55–68. Available at: https://doi.org/10.1509/jm.10.0406
Holt, D.B. (2002) 'Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding', Journal of Consumer Research
, 29(1), pp. 70–90. Available at: https://doi.org/10.1086/339922
Vredenburg, J. et al.
(2020) 'Brands Taking a Stand: Authentic Brand Activism or Woke Washing?', Journal of Public Policy & Marketing
, 39(4), pp. 444–460. Available at: https://doi.org/10.1177/0743915620947359
Shaw, E.H. and Jones, D.G.B. (2005) 'A history of schools of marketing thought', Marketing Theory
, 5(3), pp. 239–281. Available at: https://doi.org/10.1177/1470593105054898
Wilkie, W.L. and Moore, E.S. (2003) 'Scholarly Research in Marketing: Exploring the "4 Eras” of Thought Development', Journal of Public Policy & Marketing
, 22(2), pp. 116–146. Available at: https://doi.org/10.1509/jppm.126.96.36.19939
Andrejevic, M.B. (2010) 'Surveillance and Alienation in the Online Economy', Surveillance & Society
, 8(3), pp. 278–287. Available at: https://doi.org/10.24908/ss.v8i3.4164
Darmody, A. and Zwick, D. (2020) 'Manipulate to empower: Hyper-relevance and the contradictions of marketing in the age of surveillance capitalism', Big Data & Society
, 7(1). Available at: https://doi.org/10.1177/2053951720904112
Cova, B., Dalli, D. and Zwick, D. (2011) 'Critical perspectives on consumers' role as “producers”: Broadening the debate on value co-creation in marketing processes', Marketing Theory
, 11(3), pp. 231–241. Available at: https://doi.org/10.1177/1470593111408171
Grönroos, C. (2011) 'Value co-creation in service logic: A critical analysis', Marketing Theory
, 11(3), pp. 279–301. Available at: https://doi.org/10.1177/1470593111408177
Baker, S.M., Gentry, J.W. and Rittenburg, T.L. (2005) 'Building Understanding of the Domain of Consumer Vulnerability', Journal of Macromarketing
, 25(2), pp. 128–139. Available at: https://doi.org/10.1177/0276146705280622
Denegri-Knott, J., Zwick, D. and Schroeder, J.E. (2006) 'Mapping consumer power: an integrative framework for marketing and consumer research', European Journal of Marketing
, 40(9/10), pp. 950–971. Available at: https://doi.org/10.1108/03090560610680952
Laczniak, G.R. and Murphy, P.E. (2006) 'Normative Perspectives for Ethical and Socially Responsible Marketing', Journal of Macromarketing
, 26(2), pp. 154–177. Available at: https://doi.org/10.1177/0276146706290924
Redmond, W. (2018) 'Marketing Systems and Market Failure', Journal of Macromarketing
, 38(4), pp. 415–424. Available at: https://doi.org/10.1177/0276146718796913
The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list
Assessment items, weightings and deadlines
|Coursework / exam
||SPRING TERM ASSIGNMENT
||Main exam: Remote, Open Book, 24hr during Summer (Main Period)
||Reassessment Main exam: Remote, Open Book, 24hr during September (Reassessment Period)
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Module supervisor and teaching staff
Dr Tony Sampson, email: email@example.com.
Dr Tony Sampson & Dr Marcia Christina Ferreira
Dr Muhammad Asif Khan
Available via Moodle
Of 22 hours, 22 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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