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2013/2014 KAN-CM_J40 Socially Responsible Consumer Marketing
| English Title | |
| Socially Responsible Consumer Marketing |
Course information |
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| Language | English |
| Exam ECTS | 7.5 ECTS |
| Type | Elective |
| Level | Full Degree Master |
| Duration | One Semester |
| Course period | Autumn
Changes in course schedule may occur Thursday 08.00-10.45, week 36-41, 43-46 |
| Time Table | Please see course schedule at e-Campus |
| Max. participants | 70 |
| Study board |
Study Board for MSc in Economics and Business
Administration
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| Course coordinator | |
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| Administrator: Helle-Merete Hagedorn (hmh.marktg@cbs.dk) | |
| Main academic disciplines | |
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| Last updated on 14-11-2013 | |
| Learning objectives | |||||||||||||||||||||||
| At the end of the course the
excellent student is expected to be able to:
1. Based on the models, concepts and theories presented throughout the course to discuss the complexities related to the topics of the course 2. Apply these models singly or combined to fit the concrete case situation under study 3. Identify and analyze the relationship between relevant models, concepts and theories from curriculum 4. Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases |
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| Course prerequisites | |||||||||||||||||||||||
| A basic knowledge and understanding of marketing and consumer behavior is a good preparation for this course | |||||||||||||||||||||||
| Examination | |||||||||||||||||||||||
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| Course content and structure | |||||||||||||||||||||||
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Consumers are met with an increasingly intense stream of signals concerning issues like sustainable development, political consumption and social responsibility (all expressed in the work conditions of employees in developing countries, environmental issues, organic foods, animal welfare, simple living and the like). Many consumers do care about at least some of these issues, but when they include ordinary parameters like price and quality, they may end up feeling overwhelmed during the decision process given these complexities. There may be ambivalences between societal expectations, cultural norms and categories, personal values, and everyday budgetary constraints. This course will examine these (hyper)complex decision-making processes of the consumer, including how consumer cultures affect consumers’ understanding of themselves as (consumer) citizens as well as consumer related ethical issues (e.g., Fair Trade), social trends, and social responsibilities (e.g., climate changes). The academic world has only recently begun to study how these
developments and trends affect consumer decision making. The course
will be based on primarily consumer behavior theory and
supplemented with recent studies relating to consumer culture,
ethical consumption, CSR etc.
The main topics of the course are:
The course´s development of personal competences: The course aims at developing students’ competencies within ethical areas of consumer behavior, consumer culture and ethical marketing communication through the use of communicative means like labeling e.g. Fair Trade, Organic and Sustainability. |
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| Teaching methods | |||||||||||||||||||||||
| Teaching will be lectures, mini exercises/action research and casework, along with topical lectures by guest speakers from selected companies. The miniproject will play a core role in the learning process of the course. | |||||||||||||||||||||||
| Expected literature | |||||||||||||||||||||||
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Recommended literature: Varey, Richard J. (2010), “Marketing Means and Ends for a Sustainable Society: A Welfare Agenda for Transformative Change”, Journal of Macromarketing, 30 (2), pp. 112-126 Trentmann, Frank (2007): “Citizenship and consumption”, Journal of Consumer Culture, Vol 7(2), pp. 147-158 Arnould, E.J. & Thompson, C..J. (2005): “Consumer Culture Theory (CCT): Twenty Years of Research”, Journal of Consumer Research, vol. 31, no. 4, pp. 868-882 Sestoft, C.P. (2003): “White Rabbits and Political Consumers”, in: Morsing, Mette and Thyssen, Christina (eds.)(2003): “Corporate values and Responsibility: The Case of Denmark”, Copenhagen, Samfundslitteratur. pp.299-307 McGregor, Sue L.T. (2006), Understanding consumers’ moral consciousness. International Journal of Consumer Studies Vol. 30, No. 2, March , pp164–178 Jocz, Katherine E and Quelch, John A. (2008): “An Exploration of Marketing’s Impact on Society: A Perspective linked to Democracy”, American Marketing Association, Vol 27(2), pp. 202-206 Van Doorn and Verhoef (2010):Construction and Explanation of Sustainable Purchasing Behavior in the Dutch Food Market. Proceedings EMAC conference, Copenhagen Business School CONNOLLY & SHAW (2006), Identifying fair trade in consumption choice, JOURNAL OF STRATEGIC MARKETING, Vol. 14, pp. 353–368 Smith, N.Craig, Drumwright, Minette E., and Gentile, Mary C. (2010): “The New Marketing Myopia”, Journal of Public Policy & Marketing, Vol. 29(1), pp. 4-11 Kucuk, S.U. 2008, "Negative Double Jeopardy: The role of anti-brand sites on the internet", Journal of Brand Management, vol. 15, no. 3, pp. 209-222. Luce, Mary Frances (1998): "Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions". In: Journal of Consumer Research, vol. 24, pp. 409-433 Hansen, T and Thomsen, T.U. (2006): Supra-complex decision making. A framework for understanding the choice behavior of the modern food consumer. Working Paper no. 1, 2006. Department of marketing, Copenhagen Business School Sestoft, C., (2010) The Specific State-form and Life-mode Consumption Theory. Revised version based on Ph.D. summary. Jones, T. M. (1991) “Ethical decision making by individuals in organisations: An issue-contingent model” Academy of Management Review, Vol. 16, No. 2, pp. 366-395 Walck et. al. (2010): Information demand and willingness to pay for eco friendly shoes. Proceedings EMAC conference, Copenhagen Business School Kambewa, Emma, Ingenbleek, Paul and van Tilburg, Aad (2008): “Improving Income Positions of Primary Producers in International Marketing Channels: The Lake Victoria EU Nile Perch Case”, Journal of Macromarketing 2008, 28; 53 |
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