‘what is critical marketing?’ and could discuss the meanings, implications, strengths and weaknesses of critical marketing.

Subject： Marketing- A Critical Introduction
Question and Requirement：
Individual essay
Question： ‘Critical Marketing’.
4000words
The third piece of work must be submitted after the beginning of the spring term. It will be an essay of no more than 4000 words excluding references and appendices entitled ‘Critical Marketing’. The precise approach you take in this essay is for you to decide. It must not be a company case study. The essay should express your ideas on what critical marketing means, drawing on the course material and the course text book, and on any other relevant works including the articles you read for the first essay. It can draw on some of the ideas from the first essay but, unlike the first essay, this is not a critique of one published paper but an original piece of work of your own. If you wish to discuss possible titles and scope of the essay do so by email with Chris Hackley.
You might, for example, critically engage with a specific issue in marketing, from an ethical, functional, intellectual or political perspective, or using a combination of some or all of these perspectives. Or, you might engage with the idea of critical marketing in general and evaluate the ideas you see as key. At the most basic level, the essay can rehearse course and text book material and refer to some additional articles and books to offer a general outline of key perspectives in critical marketing. In other words, it could engage with the question ‘what is critical marketing?’ and could discuss the meanings, implications, strengths and weaknesses of critical marketing.
Alternatively, the essay can engage critically with a more specific issue in, say, marketing ethics, or it could critique the functional and intellectual aspects of a marketing concept such as AIDA, the PLC, portfolio analyses such as the BCG Matrix, or the marketing concept itself. The essay might engage critically with the idea of critical marketing itself, discussing its implications for marketing practice and management education. Essentially, you will need to look over the course material, lecture slides and text book, and find an issue or topic that interests you to investigate in greater depth.
The final essay MUST draw on and refer to the course material and course text book: this is important. You have studied a course and the essay must reflect your engagement with and understanding of the course content. The essay will also earn additional credit for referring appropriately to other published academic work. It must show evidence that you have understood the course material, and also that you can build on the material to develop your own arguments. Arguments must be logically and clearly expressed and supported with evidence, citations to other work and careful reasoning. The essay must be fully referenced Harvard style.

Suggested reading
Essential Text
Hackley, C. (2009) Marketing- A Critical Introduction, London, Sage.
Useful additional texts
On issues in advertising and promotion: Hackley, C. and Hackley, R.A. (2015) Advertising and Promotion) (3rd Edn), Sage, London) ISBN: 9781446280720.
Website https://study.sagepub.com/hackley This website has many free-to-access resources such as videos, case material and academic papers

Hackley, C. (2013) Marketing In Context. Palgrave MacMillan.
Brown, S. (1995) Postmodern Marketing, London, ITBP
Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (Eds) (1999) Re-Thinking Marketing: Towards Critical Marketing Accountings, London, Sage
Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M. & Tadajewski, M. (2011). Marketing: A Critical Textbook. London: Sage.

Leiss, W., Kline, S., Jhally, S. and Botterill, J. (2005) Social Communication in Advertising: Consumption in the Mediated Marketplace, Third Edition. London: Routledge.

Maclaran, P., Saren, M., Stern, B. and Tadajewski, M. (eds.) (2009) The SAGE Handbook of Marketing Theory. London: Sage.

Tadajewski, M. and Brownlie, D. (2008) (Eds) Critical Marketing-Issues in Contemporary Marketing, London, Wiley
Tadajewski, M. and Maclaran, P. (eds.) (2009) Critical Marketing Studies, Three Volumes. London: Sage.

Tadajewski, M., Maclaran, P. Parsons, E. & Parker, M. (eds.) (2011) Key Concepts in Critical Management Studies. London: Sage.

Zwick, D. and Cayla, J. (eds.) (2012) Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press.

Useful additional articles
Brownlie, D. (2006) ‘Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing’, Journal of Marketing Management 22: 505–528.

Burton, D. (2001) ‘Critical Marketing Theory: The Blueprint?’, European Journal of Marketing 35(5/6): 722–743

Catterall, M., Maclaran, P., and Stevens, L. (2005) ‘Postmodern Paralysis: The Critical Impasse in Feminist Perspectives on Consumers’, Journal of Marketing Management 21: 489–504.

Catterall, M., Maclaran, P., and Stevens, L. (1999) ‘Critical Marketing in the Classroom: Possibilities and Challenges’, Marketing Intelligence and Planning 17(7): 344–353.

Brownlie, D. and Saren, M. (1992) ‘The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical’, European Journal of Marketing 26(4): 34–47.
Fournier, V. and Grey, C. (2000) ‘At the Critical Moment: Conditions and Prospects for Critical Management Studies’, Human Relations 53(1): 7–32
Holt, D. (2004) How Brand Become Icons: the principles of cultural branding, Harvard, Mass., Harvard Business School Press.
Maclaran, P. and Tadajewski, M. (2011) ‘A Critical Marketing Perspective on Marketing Education and Theory’, Social Business 1(3): 300–303.

Mingers, J. (2000) ‘What is it to be Critical?’, Management Learning 31(2): 219–237.

Raftopoulou, E. and Hogg, M.K. (2010) ‘The Political Role of Government-Sponsored Social Marketing Campaigns’, European Journal of Marketing 44(7/8): 1206-1227

Wensley, R. (1990) ‘“The Voice of the Consumer?”: Speculations on the Limits to the Marketing Analogy’, European Journal of Marketing 24(7): 49-60.

Online Resources

My Advertising text book has a useful website with student resources such as links to videos, case material, and free-to-access academic articles

Hackley, C. and Hackley, R.A. (2015) Advertising and Promotion (3rd Edn), Sage, London,
https://study.sagepub.com/hackley

See also…
http://www.corpwatch.org/
http://criticalmanagement.org/
http://www.criticalsociology.org/classroom_tools/index.html
http://www.sutjhally.com/lectures
https://www.adbusters.org/
Royal Holloway MA Marketing blog http://royalhollowaymarketing.blogspot.co.uk/
Other additional sources and readings are provided in the text
Useful academic sources
Advances in Consumer Research (Proceedings of the Association of Consumer Research: downloads are available at www.acrwebsite.org
Some Academic Marketing Journals
European Journal of Marketing
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Consumer Research
Consumption, Markets and Culture
Journal of Marketing Management
Journal of Marketing
Marketing Intelligence and Planning
Qualitative Market Research: An International Journal

Introduction
This course offers an advanced programme in marketing management principles. Taking classic marketing concepts as its point of departure it engages with the growing critical literature in the field to explore marketing not only as a practical field but also as an intellectual tradition strongly associated with values of neo-liberalism and managerial ideology. The course will explore the practical utility, ethical status and intellectual standing of traditional marketing concepts and principles. Students will become familiar not only with the normative thrust of marketing as a prescriptive management discipline but also with its counterpoints in the critical literature which interrogate the typical managerial marketing approach on ethical, practical, ideological and intellectual grounds.
The course is intended as a forum for academic discussion on marketing, hence the emphasis on published research articles. However, it is also essential for students to engage with marketing topics in the media through blogs, the trade press, newspapers and other popular sources, in order to be able to appreciate marketing topics in their cultural context. Teaching will entail lectures, case work, videos, student presentations. Where possible, guest speakers may be brought into the programme.
Learning outcomes

After successful completion of this course unit students will:
Possess a good working knowledge of key marketing management principles including the marketing concept, segmentation, targeting and positioning, market orientation and marketing strategy.
Be capable of applying critical intellectual treatments to analyse marketing topic areas on ethical, intellectual, practical or ideological grounds.
Assessment
Individual essay (50%) A 4000 word essay entitled ‘Critical Marketing’

Indicative Lecture Schedule
Please note that the lecture topics or sequence may change. The essential text for this course is Hackley, C. (2009) Marketing- A Critical Introduction, published by Sage of London. Additional suggested readings are provided on a separate list, with a small selection included below.
Session 1: Wednesday September 30tt
Introduction: marketing principles
Session 2: Wednesday October 7th
Marketing studies: critical standpoints- Reading: essential text Chapter 1 and 2
Session 3: Wednesday October 14th
Current issues in advertising and promotion Reading: Theorizing Advertising, Sage book chapter.
Session 4: Wednesday October 21t Class presentations
Session 5: Wednesday October 28th
Marketing studies: institutions and ideologies -Reading: Essential text Chapter 3
Wednesday November 4th No Lecture- Reading week
Session 6: Wednesday November 11th
The marketing mix and the challenge of cultural branding- Reading: Chapter 4
Session 7: Wednesday November 11th
Marketing and strategy -Reading: Chapter 5
Session 8: Wednesday November 18th
The role of research in marketing- Reading: Chapter 6
Session 9: Wednesday November 25th
Consumer rationality and marketing ethics- Reading, Chapter 8
Session 10: Wednesday December 2nd -Critical marketing issues

Coursework Assessment

1. 4000 word individual essay (50% of overall grade).
‘Critical Marketing’.
The third piece of work must be submitted after the beginning of the spring term. It will be an essay of no more than 4000 words excluding references and appendices entitled ‘Critical Marketing’. The precise approach you take in this essay is for you to decide. It must not be a company case study. The essay should express your ideas on what critical marketing means, drawing on the course material and the course text book, and on any other relevant works including the articles you read for the first essay. It can draw on some of the ideas from the first essay but, unlike the first essay, this is not a critique of one published paper but an original piece of work of your own. If you wish to discuss possible titles and scope of the essay do so by email with Chris Hackley.
You might, for example, critically engage with a specific issue in marketing, from an ethical, functional, intellectual or political perspective, or using a combination of some or all of these perspectives. Or, you might engage with the idea of critical marketing in general and evaluate the ideas you see as key. At the most basic level, the essay can rehearse course and text book material and refer to some additional articles and books to offer a general outline of key perspectives in critical marketing. In other words, it could engage with the question ‘what is critical marketing?’ and could discuss the meanings, implications, strengths and weaknesses of critical marketing.
Alternatively, the essay can engage critically with a more specific issue in, say, marketing ethics, or it could critique the functional and intellectual aspects of a marketing concept such as AIDA, the PLC, portfolio analyses such as the BCG Matrix, or the marketing concept itself. The essay might engage critically with the idea of critical marketing itself, discussing its implications for marketing practice and management education. Essentially, you will need to look over the course material, lecture slides and text book, and find an issue or topic that interests you to investigate in greater depth.
The final essay MUST draw on and refer to the course material and course text book: this is important. You have studied a course and the essay must reflect your engagement with and understanding of the course content. The essay will also earn additional credit for referring appropriately to other published academic work. It must show evidence that you have understood the course material, and also that you can build on the material to develop your own arguments. Arguments must be logically and clearly expressed and supported with evidence, citations to other work and careful reasoning. The essay must be fully referenced Harvard style.