Sociology of Marketing

Course: Sociology (with English language of instruction)

Structural unit: Faculty of Sociology

Title
Sociology of Marketing
Code
ВБ1.02
Module type
Вибіркова дисципліна для ОП
Educational cycle
Second
Year of study when the component is delivered
2021/2022
Semester/trimester when the component is delivered
3 Semester
Number of ECTS credits allocated
4
Learning outcomes
1.1. Know the methodological principles of sociological study of marketing, the theoretical content of the basic modern concepts of marketing. 1.2. Know the specifics of description, explanation, forecasting of social phenomena and processes based on the results of marketing research. 2.1. Be able to analyze the main factors (economic, cultural, social, personal, psychological) that affect the activities of marketing in the social structure of society. 2.2. Have basic skills in the use of marketing tools to solve practical problems of sociological support of marketing strategies. 3.1. Present the results of independent research. 4.1. Carry out independent analytical, research and exploration activities.
Form of study
Full-time form
Prerequisites and co-requisites
1. Know the conceptual foundations of sociology of economics, sociology of advertising, sociology of mass communications. 2. Have the skills of analytical and exploratory methods of sociological empiricism.
Course content
І. Conceptual foundations of the sociology of marketing. Topic 1. Marketing as a social and managerial process. Topic 2. Causes, problems and prospects of sociologization of marketing. Topic 3. Sociological analysis of the marketing environment and marketing complex. Topic 4. Sociological foundations of marketing research as a process of social interaction. ІІ. Marketing as an institutional social practice of market regulation. Topic 5. Planning, organization and control of marketing activities. Topic 6. Marketing as a social process of constructing economic exchanges. Topic 7. Technologization of marketing activities. Topic 8. Specifics of applied marketing research.
Recommended or required reading and other learning resources/tools
1. Baker M.J. Marketing Theory: A Student Text / Michael J Baker, Michael Saren. – SAGE, 2010. – 448 p. 2. Benzo R. Marketing Research: Planning, Process, Practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali. – SAGE, 2017. – 432 p. 3. Brace I. An Introduction to Market & Social Research: Planning & Using Research Tools & Techniques / Ian Brace. – Kogan Page, 2006. – 154 p. 4. Clow K.E. Essentials of Marketing Research: Putting Research Into Practice / Kenneth E. Clow, Karen E. James. – SAGE Publications, 2013. – 520 p. 5. Connolly J. The Social Organisation of Marketing: A Figurational Approach to People, Organisations, and Markets / John Connolly, Paddy Dolan. – Springer, 2017. – 230 p. 6. Ellis N. Marketing: A Critical Textbook / Nick Ellis, James Fitchett, Matthew Higgins, Gavin Jack, Ming Lim, Michael Saren, Mark Tadajewski. – SAGE, 2010. – 256 p. 7. Ferguson C. Consumer Behavior: A Marketing Perspective / Carroll Ferguson. – CLANRYE International, 2020. – 212 p.
Planned learning activities and teaching methods
Lecture, seminar, independent work, individual research task, presentation
Assessment methods and criteria
1. Group and individual work in seminars: LR 1.1, LR 1.2, LR 2.1, LR 2.2 - max 20 / min 12 points. 2. Modular tests: LR 1.1, LR 1.2, LR 2.1, LR 2.2 - max 20 points / min 12 points (2 tests at max 10 points / min 6 points). 3. Individual research task: LR 3.1, LR 4.1 - max 10 / min 6 points. 4. Presentation of the results of the research task: LR 3.1, LR 4.1 - max 10 / min 6 points. Final evaluation: written exam LR 1.1, 1.2, 2.1, 2.2. (exam card contains two questions) - max 40 / min 24 points (max 20 / min 12 points for each question).
Language of instruction
english

Lecturers

This discipline is taught by the following teachers

Marharyta Shyrokova
Department Social Structures and Social Relations
Faculty of Sociology

Departments

The following departments are involved in teaching the above discipline

Department Social Structures and Social Relations
Faculty of Sociology