View Specification DocumentThe Dark Side of Marketing MGT5407
- Academic Session: 2026-27
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
This course examines the dark side of marketing by analysing how negative consumer behaviours and contested marketing practices emerge, escalate, and are managed in contemporary global contexts. Focusing on consumer-to-business (C2B) and consumer-to-consumer (C2C) interactions, the course explores phenomena such as complaints, negative word of mouth, online conflict, bullying, backlash, and reputational crises, with particular attention to social value and sustainability-related marketing communications.
Students develop critical analytical skills, evidence-based reasoning, and applied research skills by engaging with academic research, real-world digital cases, and contemporary managerial dilemmas. Learning activities emphasise critical evaluation of empirical evidence, ethical judgement, cross-cultural sensitivity, and strategic decision-making. Teaching combines lectures with guided in-class activities that support literature search, theory application, and preparation for the written assignment.
The course develops transferable skills relevant to postgraduate study and professional practice, including critical thinking, structured academic writing, evaluation of digital marketing risks, and responsible managerial response to conflict and public scrutiny.
Timetable
8 x 2 hour lectures
Requirements of Entry
Students must be registered on one of the associated programmes listed in this course specification.
Excluded Courses
None
Co-requisites
None
Assessment
1. Written assignment, including essay; Individual; 1700 words; 100%; ILOs 1-4.
Course Aims
This course aims to:
■ Engage with negative consequences of global marketing activities from both a consumer and managerial perspective and the appreciation of consumer-to-business (C2B) and consumer-to-consumer /C2C) interactions that can be detrimental to marketing success.
Intended Learning Outcomes of Course
By the end of this course students will be able to:
1. Critically evaluate the dark-side dynamics of consumer and organisational behaviour in contemporary marketing contexts, including consumer-to-business (C2B) and consumer-to-consumer (C2C) interactions.
2. Analyse psychological, behavioural, and marketplace mechanisms that drive negative marketing interactions and interpret relevant academic evidence.
3. Evaluate ethical, cultural, and sustainability-related implications of contested marketing activities and consumer responses in a global context.
4. Develop and justify evidence-based managerial responses to negative consumer behaviour and public backlash and identify how their approach could be improved using relevant academic resources.