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Ethical Marketing & Sustainability - MAN00067M

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  • Department: The York Management School
  • Module co-ordinator: Dr. Nadina Luca
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2022-23

Module will run

Occurrence Teaching cycle
A Spring Term 2022-23

Module aims

This module looks at social and ethical marketing from a global perspective. It aims to develop students capacity to learn and engage with:

  • the need to build up long-term, trusting relationships with customers and various stakeholder groups in an age of increasing media specialisation and increasing criticisms of marketing from a range of stakeholders.
  • the role of ethical and social marketing strategies in the maintenance of a coherent and consistent image of an organisation.
  • the various tools of social and ethical marketing and how they can be used to change consumer behaviour and enhance sustainability.
  • the opportunities and challenges of implementing ethical and social marketing across national, linguistic and cultural borders.

Module learning outcomes

Subject content

  • A critical awareness of the changing ethical and social context of global marketing.
  • A systematic understanding and comprehensive knowledge of social and ethical marketing theories and concepts.
  • Ability to synthesise a range of social and ethical marketing theories.

Academic and graduate skills

  • Critically apply ethical and social marketing concepts to a range of organisational types to enhance marketing decision making.
  • Demonstrate critical awareness of the implementation of different ethical and social marketing approaches in a global context.

Other learning outcomes (skills transferable )

  • Ability to write a concise fully referenced academic essay using relevant library and company resources.
  • Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
  • Produce logical and structured arguments supported by relevant evidence.


Task Length % of module mark
MAN00067M Essay
N/A 100

Special assessment rules



Task Length % of module mark
MAN00067M Essay
N/A 100

Module feedback

  • Each student will receive a feedback sheet with detailed comments on his/her assessment, explaining how the student performed in relation to each of the criteria used for assessment
  • At the end of term a self-evaluation of the module to be approved by the Board of Examiners and uploaded on to the VLE
  • Turnaround time is maximum 6 weeks

Indicative reading

  • Brenkert, G.G. (2008), Marketing Ethics (Foundations of Business Ethics), Blackwell Publishing.
  • Murphy, P.E.; Laczniak, G.R. and Protheroe, A. (2012), Ethics in Marketing- International Case Perspectives, Routledge.

Other readings:

  • Andreason, R. A. (2006), Social Marketing in the 21st Century, Sage Publications. Belz F.M. and Peattie, K. (2010), Sustainability Marketing: A Global Perspective, Second Edition, Wiley, Chichester
  • Collins, D. (2011), Business Ethics: How to Design and Manage Ethical Organisations, John Wiley.Doherty, B., Crane. A & Matten. D. (2010), Business Ethics, Oxford University Press.
  • Foster, G., Mason, C., Meehan, J., Meehan, K., Rotheroe, N. and Royce, M. (2009), Management for Social Enterprise, SAGE Publishers.
  • Harrison, R, Newholm, T and Shaw, D. (2005), The Ethical Consumer', Sage Publications Ltd. London.
  • Nicholls, A. and Opal, C. (2005), Fair Trade: market-driven ethical consumption, Sage Publications, London.
  • Schlegelmilch, B. B. (2007), Marketing Ethics: An International Perspective, International Thomson Business Press, New York.

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.