MKTG3015 Socially Responsible Marketing (3 units)
- Medium of Instruction:
Socially Responsible Marketing (SRM) introduces students to major ethics and social-responsibility challenges specifically faced by marketing practitioners and consumers. Through a critical reflection on the role of marketing in society, students can appreciate the complex dynamics between marketers and consumers, as well as the influence of other major stakeholder parties including business partners, competitors, regulatory bodies, and the third sector. We further enrich students' theoretical foundation by exploring the interrelated areas of marketing ethics, marketing citizenship, and societal marketing with real-life examples. After completing this course, students should be equipped with necessary theoretical and practical knowledge enabling them to formulate marketing strategies that balance organisational objectives (e.g., profitability) and societal well-being.
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