- Class Number 4258
- Term Code 3130
- Class Info
- Unit Value 6 units
- Mode of Delivery In Person
- Dr Gary Buttriss
- Dr Gary Buttriss
- Class Dates
- Class Start Date 22/02/2021
- Class End Date 28/05/2021
- Census Date 31/03/2021
- Last Date to Enrol 01/03/2021
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.
Upon successful completion, students will have the knowledge and skills to:
- 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.
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.
- Lectures may be streamed live or pre-recorded and made available on Echo360 and Wattle
- Tutorials will be carried out both face-to face and online synchronously and recorded through ZOOM
- Participation is expected in all classes and assessments
Additional Course Costs
Examination Material or equipment
A 'Course Book' will be provided on Wattle that sets out your weekly readings, questions designed to guide your reading, and other useful resources. Readings from the recommended textbook and supplementary texts will be accessible via an eBook available through the library. All other readings will be provided via Wattle
Richardson, N. (2020) Sustainable Marketing Planning - available as an eBook, paperback or hardcover through various online sources. (note the ebook will be freely available through the ANU Library)
Online textbook: https://library.anu.edu.au/record=b6700525
Students will be given feedback in the following forms in this course:
· Weekly online practice MCQ sets designed to evaluate learning on each topic. These are non-examinable.
· Quiz 1 is designed to give students feedback on their progress with weekly topic prior to the break.
· Assessment Items 2 and 3
- Written comments
- Verbal comments
- Feedback to the whole class, to groups, to individuals.
Student FeedbackANU 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.
|Week/Session||Summary of Activities||Assessment|
|1||Week 1: Introduction to the course - Reconciling Marketing & Sustainability?||Introduction to the course and assessment Defining sustainable marketing Drivers of sustainability|
|2||Week 2: Stakeholders in Marketing & Shared Responsibility||Marketing stakeholders Sustainable market orientation Share producer responsibility Input-output analysis LCA|
|3||Week 3 -Consumption I: Waste CANBERRA DAY (Monday 8th March)||Sources of Waste Food Fashion Treatment of Waste Group Assignment Briefing|
|4||Week 4: Consumption II: Consumerism, Identity and Socialisation||Does sustainability matter to consumers? Why we consume the way we do analysis Agency Vs Context|
|5||Week 5: Consumer Behaviour, Segmentation, Targeting and Positioning||The Consumption Process Segmentation, Targeting and Positioning|
|6||Week 6:New Models of Consumption, Conscious Consumption.||Value P2P Sharing Economy -C2C Collaborative Consumption Quiz 1|
|7||Week 7: Innovation in Sustainable Production Systems||Circular economy Information flows Cradle-to-grave Cradle-to-cradle Group Project progress due|
|8||Week 8: Sustainability in Supply Chains and Marketing Channels ANZAC Day (Monday 26th April)||Supply chain management Ethical sourcing Individual Research Paper due|
|9||Week 9: Sustainable Product & Service Design & Innovation||Design-for-sustainability (DfS) Biomimicry Product - service systems Product stewardship|
|10||Week 10: Communicating Sustainability I: Packaging, Eco-labels and Eco-costs/ Price||Sustainable Packaging Eco-Labeling Pricing Eco-costs|
|11||Week 11: Communicating Sustainability II: Brands, Products & Services||Sustainable Brands Promoting sustainable products & services Group Project due|
|12||Week 12: Communicating Sustainability III: False, misleading and ethical advertising||Ethical issues in communications Misleading and deceptive advertising issues in Gender issues in Advertising Advertising to children Greenwashing, Astroturfing, Signalling Quiz 2|
The tutorials for this course will be available in both oncampus and online options.Registration for tutorial is required - tutorial registration will open after the first lecture.
|Assessment task||Value||Due Date||Return of assessment||Learning Outcomes|
|Quiz 1 (15%)||15 %||*||01/04/2021||1,2|
|Research Paper (30%)||30 %||27/04/2021||11/05/2021||1,2,3,4|
|Sustainable product development and marketing (40%)||40 %||17/05/2021||01/06/2021||1,3,4,5|
|Quiz 2 (15%)||15 %||*||01/07/2021||1,2|
* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details
PoliciesANU 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 RequirementsThe 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 AssessmentMarks 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.
Lectures may be streamed live or pre-recorded and made available on Echo360 and Wattle
Tutorials will be carried out both face-to face and online synchronously and recorded through ZOOM
Participation is expected in all classes and assessments
There is no formal examination for this course. See details of assessment tasks 1 and 4 for details of the in-class quizzes for the course.
Assessment Task 1
Learning Outcomes: 1,2
Quiz 1 (15%)
Details: 30 Multiple-choice questions - 45 minutes
Held Online week 6 - based on readings, activities and guiding questions for weeks 1-6 inclusive.
Due: Week 6 (Date to be decided)
Return of marks: by end of Week 6
Assessment Task 2
Learning Outcomes: 1,2,3,4
Research Paper (30%)
For this assignment, students will select an issue in sustainability that impacts on the marketing function of an organization. You will summarise the issue, then examine relevant academic literature, public policy, and industry reports and publications to understand the issue from an evidence-based perspective. You will make actionable recommendations for business and or public policy.
The research paper is designed to test critical thinking, analytical, and research skills.
Students will have a choice of two options. These will be outlined in the Assignment brief and discussed at length in the lecture.
Harvard referencing is required, a guide is available at: https://library.sydney.edu.au/subjects/downloads/citation/Harvard_Complete.pdf
Word limit: 3,000 words.
Rubric: A marking rubric will be available on Wattle at least two weeks before due date
Brief: Please see detailed assignment briefing document along with some resources on Wattle.
Due: Tuesday, 27 April 2021 Week 8 via turnitin
Return of marks: within 2 weeks of due date
Assessment Task 3
Learning Outcomes: 1,3,4,5
Sustainable product development and marketing (40%)
Working in groups students will undertake an assessment of sustainability strategy as part of the ANU Below Zero program - focused on staff and student induction - background on this program see link
Groups will be required to collect secondary data, design and collect primary data utilising conjoint-bass choice modelling using Qualtrics, interpret and analyse their findings and compile a detailed strategy document.
Group Formation: Students are expected to self-select into groups within their tutorial group - this process will be coordinated by the tutor, with max group size and total number of groups dependent on course enrolment.
Brief: Please see detailed briefing document and associated resources on Wattle. An early opportunity is provided to submit an interim (draft) report for feedback. This is designed to ensure groups are on track with their project. Pass means students will be able to proceed with their assignment; Fail will require groups working with their tutor and or the course convenor to correct the direction of the project before further progress.
Rubric: A marking rubric will be available on Wattle at least two weeks before due date
Due: Interim progress due in week 7 (Pass/Fail-resubmit) - Final project due Monday, 17 May 2021 Week 11 - submitted via Turnitin link on Wattle.
Return of marks: within 2 weeks
Assessment Task 4
Learning Outcomes: 1,2
Quiz 2 (15%)
Details: 30 Multiple-choice questions - 45 minutes
Held Online week 12 - based on readings, activities and guiding questions for week 7-12 inclusive
Return of marks: Results for this quiz are only released with final grade
Academic IntegrityAcademic 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.
Assessment item 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 SubmissionFor 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 will not be permitted for Assessment tasks 1 & 4.
Assessment task 2 and 3 - 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.
All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/
Referencing RequirementsAccepted 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.
Please see relevant assessment task details above
Extensions and PenaltiesExtensions 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
Distribution of grades policyAcademic 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 studentsThe 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).
- ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
- ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
- ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
- ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
- ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
- ANUSA supports and represents undergraduate and ANU College students
- PARSA supports and represents postgraduate and research students
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. My current research project investigates the process of Canberra becoming a sustainable city.
Dr Gary Buttriss