• Class Number 3011
  • Term Code 2930
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Gary Buttriss
    • Dr Gary Buttriss
  • Class Dates
  • Class Start Date 25/02/2019
  • Class End Date 31/05/2019
  • Census Date 31/03/2019
  • Last Date to Enrol 04/03/2019
SELT Survey Results

The concept of sustainability has moved to centre stage in recent years generating much public discussion and increased the focus on firm impacts and responsibilities and consumer choice processes. Increased awareness of the significant environmental degradation, decline of natural systems and resources along with community, national and global social inequalities has placed a focus on sustainable business practices. For many it would seem that marketing has been perceived as part of the problem rather than the solution to issues such as pollution, over consumption, the depletion of natural resource, unhealthy lifestyles, and human rights abuses. However markets provide a coordinating mechanism through which change takes place. Importantly marketing systems provide the crucial link between market participants including individuals, households, managers and firms.


This course evaluates the role of marketing and marketers by examining how firms create value, reduce risk and build sustainable thinking and processes into their marketing activities and strategies as they respond to opportunities and threats that arise from both social, economic and environmental change, and changing consumers attitudes and behaviour. Sustainable marketing requires a rethink of the assumptions that underlie traditional marketing practices and therefore presents a new paradigm through a holistic integrative approach that puts equal emphasis on environmental, social equity and economic / financial concerns in the development of marketing strategies and tactics.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

  1. Upon successful completion of the requirements for this course, students will be able to: identify and interpret the impact of social, economic and environmental change and the opportunities and threats these pose to individuals, the firm and society; judge sustainable marketing activities and the marketing philosophies underlying sustainability; incorporate sustainability processes and thinking into marketing tactics and strategies, including marketing planning and implementation; persuasively argue for sustainability response mechanisms; and, communicate effectively in oral and written forms to a broad audience including a range of stakeholders.

Research-Led Teaching

Teaching in this course takes place through three processes. Firstly, the content of the course is assembled drawing where appropriate on the latest academic and industry research, along with industry practice. Secondly, student’s will be required to examine and evaluate scholarly research to draw out the important concepts, models and theory and apply these to contemporary practice. Finally, summative assessment in the course requires the student to undertake independent research. This will involve both primary and secondary research and require the collection, evaluation, and interpretation of quantitative and qualitative data.

Field Trips

Visit ACT Waste Management Facility of Mugga Lane - not compulsory

Details to be provided in class

No cost to students

Note: there will be no formal class in week 8 - the study tour will take up the entire class time

Additional Course Costs


Examination Material or equipment


Required Resources

A 'Course Book' will be provided on Wattle that sets out your weekly readings, questions designed to guide your reading, and other useful resources. All readings and other resources required for this course will be provided via Wattle. There is no textbook.

See 'Course Book' on Wattle

Staff Feedback

Students will be given feedback in the following forms in this course:
  • Written comments
  • Verbal comments
  • Feedback to the whole class, to groups, to individuals, focus groups

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session Summary of Activities Assessment
1 Seminar - Week 1: Introduction to the course - Reconciling Marketing & Sustainability? Introduction to the course and assessment Defining sustainable marketing Production Vs Consumption Drivers of sustainability
2 Seminar - Week 2: Stakeholders in Marketing & Shared Responsibility Systems thinking Marketing stakeholders Sustainable market orientation Share producer responsibility Input-output analysis
3 Seminar - Week 3: Consumption & Consumerism Consumerism Agency Vs Context Why we consume the way we do Consumption institutions
4 Seminar - Week 4: Consumer Behaviour, Identity & Socialisation Path-dependent nature of consumption The Consumption Process Does sustainability matter to consumers?
5 Seminar - Week 5: Sustainable Food Systems Supply chain Innovation Ethical sourcing Due: Ecological Footprint Evaluation - 2019-03-31
6 Seminar - Week 6: New Models of Consumption Providing Value Circular Economy - B2B P2P Sharing Economy -C2C Quiz 1 - In-class
7 Seminar - Week 7: Innovation in Sustainable Production Waste management Circular economy Information flows Cradle-to-grave Cradle-to-cradle Reversing flows
8 No Seminar - Week 8: Field Trip Visit to the ACT Waste Management Facility
9 Seminar - Week 9: Sustainable Product & Service Design & Innovation Design-for-sustainability (DfS) BiomimicryProduct - service systems Product stewardship Products V services
10 Seminar - Week 10: Sustainable Packaging, Eco-labels and Eco-costs Sustainable Packaging Eco-Labeling Sustainable pricing Eco-costs Due: Customer Journey Mapping & Analytics - 2019-05-19
11 Seminar - Week 11: Communicating Sustainability I, Brands, Products & Services, Sustainability performance Promoting sustainable products & services Misleading and deceptive advertising
12 Seminar - Week 12: Communicating Sustainability II, False, misleading and ethical advertising Gender issues in Advertising Ethical issues in communications Advertising to children Astroturfing Quiz 2 - In-Class

Tutorial Registration

There are no tutorials for this course

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Workshop Activities 20 % 04/03/2019 31/05/2019 1,2,3
Ecological Footprint Evaluation 30 % 31/03/2019 14/04/2019 1,2,4,5
Customer Journey Mapping & Analytics 30 % 19/05/2019 02/06/2019 1,3,4,5
Quiz 1 10 % 05/04/2019 12/04/2019 1,2
Quiz 2 10 % 31/05/2019 04/07/2019 1,2,3

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.


Participation is expected in all classes and assessments


There is no formal examination for this course. See details of assessment tasks 4 and 5 for details of the in-class quizzes for the course.

Assessment Task 1

Value: 20 %
Due Date: 04/03/2019
Return of Assessment: 31/05/2019
Learning Outcomes: 1,2,3

Workshop Activities

Group Assessment

?Details: In seminars week 2 to 12 and excluding week 8 field trip (10 workshop activities in total), we will undertake a workshop activity. Students work in groups of 4. Each completed workshop (in-class only) is worth 2 marks.

Due: At the end of class.

Brief: Please see Workshop Activity brief on Wattle for more information.

Assessment Task 2

Value: 30 %
Due Date: 31/03/2019
Return of Assessment: 14/04/2019
Learning Outcomes: 1,2,4,5

Ecological Footprint Evaluation

Individual Assessment

Covers material in week 1-6

Details: Students calculate their ecological footprint and examine the impact of their lifestyle on the planet and identify how they may achieve a sustainable lifestyle.

Aim: to influence student thinking on personal consumption activity and sustainability; provide personalised evidence for action and decision-making as a consumer and business decision-maker.

Brief: Please see detailed Ecological Footprint briefing document on Wattle

Assessment Task 3

Value: 30 %
Due Date: 19/05/2019
Return of Assessment: 02/06/2019
Learning Outcomes: 1,3,4,5

Customer Journey Mapping & Analytics

Individual Assessment

Covers material covered over the full course but concentrates on weeks 7-12

Details: This project involves independent research framed around understanding consumer sustainable consumption choices. Applying contemporary marketing analytical techniques students will research, map and evaluate consumption behaviour and brand interaction. This will be used to develop marketing tactics aimed at moving to more sustainable behaviour.

Brief: Please see detailed assignment briefing document on Wattle

Assessment Task 4

Value: 10 %
Due Date: 05/04/2019
Return of Assessment: 12/04/2019
Learning Outcomes: 1,2

Quiz 1

Individual assessment

20 Multiple choice questions

In-class week 6 - based on readings and guiding questions for weeks 1-6 inclusive.

Assessment Task 5

Value: 10 %
Due Date: 31/05/2019
Return of Assessment: 04/07/2019
Learning Outcomes: 1,2,3

Quiz 2

Individual assessment

20 Multiple choice questions

In-class week 12 - based on readings and guiding questions for week 7-12 inclusive

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

Assessment items 1,2 and 3 are to be submitted using Turnitin - see assessment briefs for details. The ANU uses Turnitin to enhance student citation and referencing techniques and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submission will not be permitted for Assessment tasks 4 & 5.

Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).
Dr Gary Buttriss
02 6125 6129

Research Interests

My research is focused on sustainable enterprise and what it means to become a sustainable organisation. This includes innovation in product and services, markets and the organisations business model; consumer behaviour and how we become sustainable and ethical consumers; and how markets and organisations evolve in response to technological, environmental and social forces. My background is in marketing so the concept of value underlies much of my thinking and research.

Dr Gary Buttriss

Wednesday 11:00 13:00
Wednesday 11:00 13:00
Dr Gary Buttriss

Research Interests

Dr Gary Buttriss

Wednesday 11:00 13:00
Wednesday 11:00 13:00

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