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Sustainability and Stakeholder Marketing


  • Credit value: 15 credits at Level 5
  • Convenor and tutor: Fred Yamoah
  • Assessment: a 4000-word essay (100%)

Module description

This module focuses on social responsibility and sustainability issues in marketing and communications. It particularly aims to develop an understanding of the various principles, driving forces, practices and benefits associated with corporate social responsibility, sustainability and stakeholder inclusion. It will also expose you to the various practicalities and problems managers are currently facing in this area.

Indicative module content

  • Exploring marketing in contemporary society
  • Consumption in market society
  • Control of the product, process, customer and employee
  • Social marketing
  • Stakeholder groups and power/interest
  • Green marketing and sustainability
  • Marketing and not-for-profit organisations
  • Marketing and globalisation
  • Marketing and ethics

Learning objectives

By the end of this module, you will be able to:

  • demonstrate a broad perspective on the role of marketing in society
  • understand how social trends can influence marketing practice
  • demonstrate a knowledge of the differing stakeholders and their relationship to marketing issues
  • appreciate how society is affected by marketing and how society affects marketing practice
  • analyse and reflect on your own behaviour, decision making and consumption
  • appreciate the role of marketing and business practice through examination of current trends including globalisation, consumption patterns, sustainability, social responsibility, ethics and social choices.