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Marketing and Society (MKTG30007)

Undergraduate level 3Points: 12.5Not available in 2019

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Year of offerNot available in 2019
Subject levelUndergraduate Level 3
Subject codeMKTG30007
FeesSubject EFTSL, Level, Discipline & Census Date

This subject examines the role of marketing in the wider society, beyond its relationship with consumers and shareholders. It looks at the benefits marketing provides, but it also looks at criticisms of marketing in terms of its negative influence on individual consumers and society as a whole. Some of these criticisms include deliberate behaviours, such as deceptive advertising and high-pressure sales techniques, while others are more systemic, such as the promotion of materialism and the destruction of the natural environment. Many of these criticisms constitute public issues (eg. consumerism, climate change), where individuals and consumer groups express their concerns through organised boycotts and political protest. This subject considers how marketers should respond to these criticisms and examines the government’s role in regulating the marketing and society relationship.

Intended learning outcomes

On successful completion of this subject, students should be able to:

  • Appreciate the variety of social, political and economic forces affecting marketing organisations at the global and local level.
  • Identify and analyse current public issues in the interplay between marketing and society, such as advertising to children, junk food, materialism and climate change.
  • Critically evaluate the debates around the ethical and social responsibilities of marketers;
  • identify the different ethical frameworks for engaging in those debates; and understand how marketers can respond to calls for ethical and social responsibility.
  • Apply the above learning to real world cases and situations.

Generic skills

Students are invited to develop the following generic skills through the activities designed into this subject (essay, group presentation, participation in tutorial discussions, note taking and participation in lectures); critical thinking about societal and ethical issues in marketing settings; oral and written communication; problem solving and collaborative learning; and synthesis of data and other information.

Eligibility and requirements


Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Semester 1
Semester 2


Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Semester 1
Semester 2

Non-allowed subjects


Recommended background knowledge

Please refer to Prerequisites and Corequisites.

Core participation requirements

The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.

Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home



  • A 2-hour end-of-semester examination (50%)
  • One written assignment (to be completed individually or in a team), not exceeding 2500 words due in Week 9 (20%)
  • A tutorial group presentation taking place during the semester (10%)
  • A reflective journal due throughout the semester (10%)
  • Tutorial participation (10%)
  • To pass this subject students must pass the end of semester examination.

Dates & times

Not available in 2019

Time commitment details

170 Hours

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

  • Breadth options
  • Available through the Community Access Program

    About the Community Access Program (CAP)

    This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.

    Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.

  • Available to Study Abroad and/or Study Exchange Students

    This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.

Last updated: 10 August 2019