Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Marketing: Ethics, Consumption and Technology MGT5454

  • Academic Session: 2022-23
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No
  • Taught Wholly by Distance Learning: Yes

Short Description

This course explores the growing interest in ethical concerns in online business behaviour. The course focuses on specific business practices that concern consumer protection in terms of wellbeing, privacy and safety. Moreover, dark practices including piracy, illegal behaviour and exploitation of vulnerable consumers are examined.


This is an online course of 10 credits. This requires 100 hours of student-centred learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Synchronous online events allow student-led exploration of a specified topic. This course combines TLAs (lectures in this form) with workshops focusing on an individual project.

Requirements of Entry

Please refer to the current postgraduate prospectus at:

Excluded Courses





ILO being assessed

Course Aims

This course aims to:

■ Expose students to the wide range of moral challenges facing both businesses and consumers in a constantly evolving digital landscape.

■ Provide students with a wide range of specific ethical marketing issues which will be critically examined.

■ Equip students with the necessary skills and understanding to identify and address the ethical concerns of digital environments and offer reasonable solutions.

■ Promote ethical and responsible behaviour for students as they exit study and enter contemporary practice.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

1. Evaluate ethical challenges facing a wide range of consumer groups.

2. Identify current 'dark' practices evident in the current market climate.

3. Analyse the implications of these dark practices on business, consumers and wider society.

4. Critically appraise current business practices conducted online through means such as; owned media, social media channels, various levels of the internet, the internet of things, etc.

5. Identify specific challenges and offer meaningful practical solutions both beneficial to the business and the consumer.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.