MMM146-Marketing for a better, sustainable world

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2020/1

Email: i.garnelo-gomez@henley.ac.uk

Type of module:

Summary module description:

Social and environmental issues and challenges have led to the growth of marketing tools being applied with a sustainable purpose. As a result, organisations and governments are gradually starting to use marketing techniques in order to influence stakeholder behaviour towards pro-sustainable outcomes. It is also increasingly recognised that sustainable marketing can be good for business, leading to competitive advantage, cost savings and brand enhancement. This module is designed to provide knowledge of the link between marketing and sustainability and how to evaluate and implement marketing strategies that promote sustainable products, services and behaviours. This includes the design of a marketing campaign focused on social/environmental issues, including selection of behavioural goals. This module also covers aspects related to the evaluation and monitoring of campaigns and their social and environmental impact.

Aims:

The aim of this module is to understand the two-way link between marketing and sustainability. Specifically, it explores how marketing can be used to encourage more sustainable and responsible consumption and how sustainable marketing approaches can impact organisational performance. By the end of the module, students should be able to understand how private businesses, governments and charitable organisations can use marketing principles and techniques to influence behaviours for social and environmental good; and how to apply these techniques in a real environment.

Assessable learning outcomes:

It is expected that by the end of the module students should be able to:

• Demonstrate an understanding of the marketing environment in relation to sustainability and the factors affecting it.


• Identify and evaluate key approaches sustainable marketing, including concepts related to social purpose marketing and how to change behaviour for good.


• Review sustainable marketing campaigns in different organisational contexts (private, pu blic, non-for-profit).


• Demonstrate the ability to develop a marketing campaign focused on social/environmental issues and evaluate its impact.


• Demonstrate the skills of analysis, evaluation and making judgements about real business situations to develop practical experience.

Additional outcomes:

Students will develop their team working skills through the completion of a team project, a well as enhancing their critical thinking, research, presentation, data gathering and information technology skills.

Outline content:

• Social and environmental challenges and the role of marketing in sustainability: concepts and theories.


• The sustainable marketing environment.


• Setting behaviour objectives: encouraging pro-social and pro-environmental behaviours and preventing harmful behaviour.


• Segmentation and target audiences in sustainable marketing.


• Developing and implementing marketing campaigns focused on social/environmental issues.


• Evaluating social and environmental impact: monitoring and evaluation.

Brief description of teaching and learning methods:

The above themes will be taught in five, two-hour lectures (weeks 20 to 24 of the Spring term) supported by 5 hours of tutorials and 5 hours of fieldwork. Each lecture will have required pre-reading and involve class discussion.

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

• Team project: design of a marketing campaign for a real organisation (focused on a social/environmental issue). Team project to be submitted on week 28 of the Spring term. 60% of the overall module mark. Due to the practical nature of the team project, the format will be confirmed during Spring term time, because this will depend on the arrangements with our partner organisation(s).


• Individual assignment: 1000-word individual reflection to be submitted on week 30 of the Spring term. 40% of the overall module mark. The individual reflection will be based on the work developed for the team project.

Formative assessment methods:

Feedback will be provided in class including lectures and tutorials.

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Assessment requirements for a pass:

A minimum of 50%.

Reassessment arrangements:

By individual project only, to be submitted during the resit period (August/ September)

Additional Costs (specified where applicable):

Last updated: 4 April 2020