Marketing and Sustainability is a specialist module exploring the possibility of sustainable responses to the dilemmas faced by various stakeholders in the contemporary marketplace. Having introduced students to the ethical frameworks and dilemmas facing marketing in module one of this specialist stream, this module proceeds to explore the responses available to organisations and individuals to address these challenges in a responsible manner. The module will interweave insights from academic research with the experience of organisations and marketing practitioners. The latter will be delivered via invited guest speakers from a range of organisations who will share their experiences of identifying and addressing issues of sustainability. The module addresses both challenges and opportunities for progressing positive change towards accountability, ethics and sustainability, enabling students to evaluate the practice of a range of organisations in addition to developing their own capacity for ethical and responsible reasoning in the marketplace.
Learning Outcomes
By the end of the module students should be able to:
Apply established as well as newly emerging concepts, theories and frameworks to analyse marketing and consumer dilemmas and use these frameworks to evaluate marketing decisions in terms of sustainability.
Analyse Marketing and consumer dilemmas through the application of established as well as newly emerging concepts, theories and frameworks.
Synthesise information from a wide range of sources.
Develop alternative and creative responses to current sustainability challenges facing marketers underpinned by relevant theory
Critique the theory and practice of sustainability in marketing and consumer behaviour through understanding and application of differing viewpoints, ideas and concepts.
Evaluate the impact of marketing activities on individuals and society from a range of different perspectives (e.g.: social, cultural, ethical, commercial).
