| Unit name | Sustainable Marketing and Social Change |
|---|---|
| Unit code | MGRC20005 |
| Credit points | 20 |
| Level of study | I/5 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Spotswood |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| Units you must take alongside this one (co-requisite units) |
Consumption and Consumer Behaviour (EFIM20046) |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
Every area of business and management will continue to be impacted by the climate crisis we face. This unit will consider how marketing contributes to that crisis, but also how marketing can provide important solutions and create positive social and environmental outcomes. Sustainability marketing is an established area of marketing practice and research, providing tools and frameworks for understanding how marketing can be done within a new paradigm, in a sustainable manner. Genuine sustainable marketing is transformative, not just environmentally and socially benign, and there is an increasing number of businesses doing marketing differently. Furthermore, the unit considers marketing’s role in fostering social change, bringing about a society “in which striving for sustainability is the norm” (Martin and Schouten, 2012, p.19). Another important marketing subdiscipline, which will be covered in this unit and which can enable such changes is social marketing. Social marketing uses the tools and techniques of marketing to drive policy change, foster community action and also target consumer behaviour change.
How does this unit fit into the programme of study
This unit follows on from students’ introduction to marketing concepts and evolving marketing paradigms, in which the purpose of the marketing function is established. For example, the students are introduced to customer orientation, exchange theory and the way marketing adds value to consumer experiences. Furthermore, students will already have explored the way marketing paradigms are evolving, moving beyond a narrow profit-driven function towards an understanding of marketing as supporting societal and individual wellbeing. This unit builds on these core concepts to develop a focused understanding of sustainability and social marketing, which are complementary marketing approaches to achieving social change.
An overview of content
First, we consider the impact of marketing on the climate crisis, and how marketing and unsustainable consumption patterns are linked. Then we explore what marketing sustainably means, how it represents an evolved way of doing marketing, and some of the opportunities and challenges in doing marketing differently, with sustainability and positive social impact foregrounded. We consider businesses that are striving to pursue a sustainability marketing model in different ways, with more or less authenticity. Then we spend some time looking at consumption, considering what contrasting theoretical perspectives mean in terms of social change. We also think about communicating sustainability, which is important for how consumers view and prioritise different behaviours. Finally, we focus on marketing to achieve social and behaviour change, called social marketing, and consider how marketing connects different ways of making positive social and environmental impact.
How will students, personally, be different as a result of the unit
Students will understand the role of marketing in unsustainable production and consumption, the evolving marketing paradigm and how marketing for social good fits into a new approach to marketing management. Students will understand the role of marketing in achieving positive social and environmental outcomes through sustainability and social marketing. They will learn to recognise transformative sustainability marketing strategy, and analyse opportunities and challenges for its use. They will understand and critique the implications of greenwashing. They will learn about how marketing contributes to the discourses that shape environmental concern and political action. Students will be able to analyse consumption problems and consider different, creative marketing solutions based on case examples, frameworks and theory.
Learning Outcomes
ILO 1: Critically discuss the role of marketing in the climate crisis
ILO 2: Develop a critical understanding of sustainability marketing approaches and their role in fostering positive outcomes
ILO 3: Develop a critical understanding of social marketing in achieving pro-environmental social and behavioural change
ILO 4: Apply sustainability and social marketing frameworks creatively, in ways that can foster positive pro-environmental outcomes
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, discussion boards and other online learning opportunities.
The unit will be assessed in a single summative assessment. However, an assessment session at mid point will provide opportunity for class feedback on assessment outlines.
Formative Assessment:
The unit will involve regular, active use of the Blackboard discussion board, and the core frameworks that will be expected to be used in the summative assessment will be informally assessed during several end-of-week activities. These require students to complete a task and upload their submission to the discussion board. The lecturer will be able to see how students have understood the frameworks and approaches in advance and provide feedback to the cohort via the discussion board and in class.
Summative Assessment:
The assessment is an individually written, 3,000-word report. The report is worth 100% of the unit’s mark and will cover ILOs 1 to 4. The assessment asks students to respond to a case study by choosing a consumption problem and developing a new marketing strategy to address such a problem.
When assessment does not go to plan
The reassessment will relate to the same case study but the student will be asked to choose an alternative consumption problem and develop a new marketing strategy.
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. MGRC20005).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
