Introduction and The Dark side of marketing
Marketing:
- What is marketing? Think as a senior marketer!
- What is your role, as a marketer? What is your responsibility to society?
What do we mean by ‘dark’?
- Is it related to manipulation? Dishonesty?
- By “dark” we mean morally and/or ethically questionable marketing practices that affect
consumers’ wellbeing.
- What are the factors driving this?
- How is it related to marketing?
- How are consumers responding?
Important:
- Some topics may be difficult to talk, some arguments difficult to hear. Not many would.
- There are many strong opinions in certain areas and few scientific facts (or hard to find).
- I will try and stay as neutral as possible. The intention is to provide a balanced view and
inspire highly critical thinking.
- Try and be open minded and allow yourself to challenge the “norm” and consider
alternative scenarios.
Key underlying principle of the module:
- The key underlying principle of the module is to consider the dark side of marketing,
including conflicting and controversial marketing, and to question or challenge whether
certain marketing practices are moral and/or ethical by asking whether companies are
truly considering the best interest of consumers and making their lives better.
- And how can you, as a future marketer, make marketing a more respected profession, for
the benefit of those who work in marketing roles, and, ultimately, for consumers and
society as a whole?
Assessments and dates:
- Poster presentation – 30% on 23/02/24.
o Submit poster presentation 9am on 23rd February.
o Present poster presentation during your tutorial slot, 23rd February, and lecture slot
(some students will be moved to the lecture slot instead of tutorial to allow
sufficient time to present), 26th February.
o 2/3 slides per team.
o Each team will be given up to 6 min to present their poster, followed up by 5 min
for questions and answers.
- Individual report – 70%.
o Submit on 22nd March 2024.
- Task for both assessments – to explore the dark side of marketing in your chosen area.
- Topic – choose from variety of topics or suggest your own.
What is most important in life?
,Health facts: concerning
, Paradox:
- The world’s population is rapidly ageing
- We live longer
- Yet we are less healthy.
- “There is little evidence that older people today are in better health than their parents”.
(WHO)
- Source: : https://www.weforum.org/agenda/2021/07/how-long-will-people-live-in-the-
future/
Marketing:
- What is marketing? Think as a senior marketer!
- What is your role, as a marketer? What is your responsibility to society?
What do we mean by ‘dark’?
- Is it related to manipulation? Dishonesty?
- By “dark” we mean morally and/or ethically questionable marketing practices that affect
consumers’ wellbeing.
- What are the factors driving this?
- How is it related to marketing?
- How are consumers responding?
Important:
- Some topics may be difficult to talk, some arguments difficult to hear. Not many would.
- There are many strong opinions in certain areas and few scientific facts (or hard to find).
- I will try and stay as neutral as possible. The intention is to provide a balanced view and
inspire highly critical thinking.
- Try and be open minded and allow yourself to challenge the “norm” and consider
alternative scenarios.
Key underlying principle of the module:
- The key underlying principle of the module is to consider the dark side of marketing,
including conflicting and controversial marketing, and to question or challenge whether
certain marketing practices are moral and/or ethical by asking whether companies are
truly considering the best interest of consumers and making their lives better.
- And how can you, as a future marketer, make marketing a more respected profession, for
the benefit of those who work in marketing roles, and, ultimately, for consumers and
society as a whole?
Assessments and dates:
- Poster presentation – 30% on 23/02/24.
o Submit poster presentation 9am on 23rd February.
o Present poster presentation during your tutorial slot, 23rd February, and lecture slot
(some students will be moved to the lecture slot instead of tutorial to allow
sufficient time to present), 26th February.
o 2/3 slides per team.
o Each team will be given up to 6 min to present their poster, followed up by 5 min
for questions and answers.
- Individual report – 70%.
o Submit on 22nd March 2024.
- Task for both assessments – to explore the dark side of marketing in your chosen area.
- Topic – choose from variety of topics or suggest your own.
What is most important in life?
,Health facts: concerning
, Paradox:
- The world’s population is rapidly ageing
- We live longer
- Yet we are less healthy.
- “There is little evidence that older people today are in better health than their parents”.
(WHO)
- Source: : https://www.weforum.org/agenda/2021/07/how-long-will-people-live-in-the-
future/
