Marketing, Interaction and Technology

Module description

In this module, we will explore how marketers use technology when trying to create, maintain and enhance relationships with consumers, and how they use these technologies to influence consumer behaviour. Our discussion of “influence” will include ‘traditional’ marketing methods such as advertisements and recommendations as well as more recent developments like the use of celebrities and so-called influencers to shape consumer behaviour. As part of our discussions, we will discuss and use research methods used to examine the relationship forged between consumers and companies by virtue of those marketing methods. The discussions in this module are based on recent sociological developments, in particular interactionism, an approach that highlights the social organisation of actions through which relationships between companies are created, maintained and enhanced or resisted.

Assessment details

Individual Coursework (70%)

Group Project & Presentation (25%)

Exam (5%)

Educational aims & objectives

• Explain the importance of understanding the organisation of marketing interaction for managers and technology developers.
• Use qualitative research methods to investigate marketing interaction and related marketing phenomena.
• Show the ability to collect and analyse qualitative data to reveal how marketers (try to) influence consumers and their relationships to companies and the products and services they offer.
• Analyse claims about the impact of technology on marketing and societies.
• Evaluate the effectiveness of marketing techniques used to influence consumer behaviour.

Learning outcomes

On completion of the course, you should be able to:

1. To recognise a range of theories and concepts of the relationship between technology and marketing practice.
2. To critically understand how marketing is involved in the development and deployment of technology.
3. To apply various research methods to examine different kinds of data on the relationship between technology and marketing practice in different countries.
4. To conduct research, in teams and individually, that analyses the relationship between technology and market practice.
5. To critically discuss claims about the impact of technology on marketing and societies.
6. To collaborate in diverse teams on research and the vocal and written dissemination of findings.

Teaching pattern

Across the semester teaching is expected to comprise of:

• 25 hours of workshops

You will also be expected to spend time preparing for classes and working on the assessment tasks each week. The combined hours of classes and independent learning should equate to at least 15 hours a week.

Suggested reading list

The module mainly uses specialist journal articles, but for a general overview see:

Berger, A. 2015. Ads, fads, and consumer culture: advertising’s impact on American character and society. 5th edition. Blue Ridge Summit, Rowman & Littlefield Publishers

Kotler, Philip T., and Gary Armstrong. 2018. Principles of Marketing, Global Edition. Harlow, England, et al.: Pearson.

Devinney, T; Auger, P.; Echhardt, G. 2010. The myth of the ethical consumer. 2nd edition. Cambridge; New York; Cambridge University Press. 

vom Lehn,D. 2024. Peopling Marketing, Organization, and Technology : Interactionist Studies in Marketing Interaction. London ; New York: Routledge

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.