Marketing for a Better World

Introduction

Please note that this is a preliminary course description. The final version will be published in June 2026.

Marketing focuses on delivering value to consumers. However, many consumer decisions have detrimental impacts on themselves, other people, and the planet. In this course, we examine why people make decisions that are bad for themselves and others, and ways that marketers can influence consumer behaviour to improve decision making.

This course examines how marketing and consumption impact social welfare, individual happiness, social cohesion, and sustainability, both favourably and unfavourably. We will draw on insights developed in marketing research, which include perspectives from psychology, sociology, and economics. 

The course has two major objectives within the programme portfolio. First, students will become familiar with critical perspectives and scientific findings about the potential impacts of their profession on society. Second, students will learn how they can apply their marketing expertise to help firms succeed while also helping to transform society and create a better world.

Course content

1. Why is it so hard to do the right thing?
2. Social marketing: SHIFT, stigma, & social practices
3. Social Status
4. False beliefs
5. Oppositional consumption
6. Identity & Influence
7. Social norms (conformity)
8. Social norms (violations)
9. Prejudice and stereotypes
10. Social class
11. Technology and life.
12. Time
13. Flourishing
14. Nudging.
15. Conclusions & recap.