• Class Number 4265
  • Term Code 3230
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Gary Buttriss
    • Dr Gary Buttriss
  • Class Dates
  • Class Start Date 21/02/2022
  • Class End Date 27/05/2022
  • Census Date 31/03/2022
  • Last Date to Enrol 28/02/2022
SELT Survey Results

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 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 aims to promote an understanding in the organisation, within the context of a capitalist market economy, of:

  • changing consumers attitudes and behaviour, including current unsustainable lifestyles and consumption and the emergence of new forms of consumption
  • how marketing can create value sustainably
  • the role of marketing and marketers in meeting net zero objectives
  • incorporating sustainability into marketing activities and strategies; in order to respond to opportunities and threats that arise from both social, economic and environmental change – such as climate change
  • ethical issues in marketing decision making, behaviour, and practice


And provide an introduction to:

  • the principle ‘tool kits’ employed by practitioners in pursuing sustainable business
  • contemporary best practice in sustainability in marketing, including the role of the Sustainable Development Goals (SDGs), the Circular Economy, and stakeholder communications


Learning Outcomes

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

  1. Identify the impact of social, economic and environmental change and the opportunities and threats these pose to individuals and the organisation
  2. Apply sustainability thinking into marketing actions, including innovation, planning and implementation
  3. Differentiate how consumption decisions underpin both positive and negative social and ecological impacts
  4. Devise marketing tactics to drive sustainable consumption behaviour
  5. Defend effectively both verbally and in written form proposed sustainable marketing tactics to a broad 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, students 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 may involve secondary research and the collection, evaluation, and interpretation of quantitative and qualitative data.

Field Trips


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. Readings will be accessible via eBooks available through the library or provided via Wattle.

All resources, including readings, assignment briefs and marking rubrics are provided on the course wattle site at the beginning of semester.


Staff Feedback

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 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 Introduction to the course - Reconciling Marketing & Sustainability? Introduction to the course and assessment Defining sustainable marketing Drivers of sustainability
2 Stakeholders in Marketing & Shared Responsibility Marketing stakeholders Sustainable market orientation Share producer responsibility Input-output analysis LCA
3 Consumption I: Waste Sources of Waste Treatment of Waste
4 Consumption II: Consumerism, Identity and Socialisation Does sustainability matter to consumers? Why we consume the way we do analysis Agency Vs Context
5 Consumer Behaviour, Segmentation, Targeting and Positioning The Consumption Process Segmentation, Targeting and Positioning
6 New Models of Consumption, Conscious Consumption. Value P2P Sharing Economy -C2C Collaborative Consumption Quiz 1
7 Innovation in Sustainable Production Systems Circular economy Information flows Cradle-to-grave Cradle-to-cradle
8 Sustainability in Supply Chains and Marketing Channels Supply chain management Ethical sourcing
9 Sustainable Product & Service Design & Innovation Design-for-sustainability (DfS) Biomimicry Product - service systems Product stewardship
10 Communicating Sustainability I: Packaging, Eco-labels and Eco-costs/ Price Sustainable Packaging Eco-Labeling Pricing Eco-costs
11 Communicating Sustainability II: Brands, Products & Services Sustainable Brands Promoting sustainable products & services Individual Project Due
12 Communicating Sustainability III: False, misleading and ethical advertising Ethical issues in communications Greenwashing, Astroturfing, Signalling Misleading and deceptive advertising issues in advertising Gender issues in Advertising

Tutorial Registration

Registration for tutorial is required - further information is provided on Wattle.

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Quiz 1 (15%) 15 % 04/04/2022 11/04/2022 1,2
Tutorial Preparation (30%) 30 % * * 1,2,3,4
Personal pathway to net zero (35%) 35 % 16/05/2022 30/05/2022 1,3,4,5
Quiz 2 (20%) 20 % 02/06/2022 01/07/2022 1,2

* 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.


The course will be taught using a hybrid delivery mode, with asynchronous (pre-recorded) lectures, and synchronous (live streamed) tutorials with options for F2F or Online attendance - TBA. Please note that if F2F teaching is not possible due to local health orders, the course will move at short notice to 100% Online delivery.


Quiz 1 - Administered online in week 6 within a 24 hour period (TBA) with results provided before the teaching break.

Quiz 2 - Administered online externally by Examination office the examination period.

Assessment Task 1

Value: 15 %
Due Date: 04/04/2022
Return of Assessment: 11/04/2022
Learning Outcomes: 1,2

Quiz 1 (15%)

Individual assessment

Details: 30 Multiple-choice questions - 45 minutes

Held Online on Wattle week 6 - based on readings, activities and guiding questions for weeks 1-6 inclusive.

Due: Week 6 - TBA

Return of marks: within a week.

Assessment Task 2

Value: 30 %
Learning Outcomes: 1,2,3,4

Tutorial Preparation (30%)

Individual Assessment


You cannot learn just by reading. It is vital to have interaction with others and to be exposed to the ideas and views of others, and to understand the interaction between your views and those of others. Thus, it is expected that all students will prepare for, attend, and fully participate in every tutorial. 

To assist you in preparing for the weekly tutorials and for the final examination, question/s are set for weeks 3 to 11 inclusive; students are required to submit 6 of the possible 9 for grading. Only 6 weekly submissions will be graded for each student. Students should give careful consideration which 6 they submit. The suggested length for each question is 250 words, but there is no word limit - this will be a written response to question/s on the set readings or cases. It is essential that you read and think about the assigned material before class, and prepare your answers in advance - you both listen to others and make your own contributions during tutorial discussions. To demonstrate your in-class case learnings, you will make additional notes in class on your prepared answers, pointing out errors that you have made or noting important or interesting points that you missed. This demonstrates that you have continued to learn during the class, and are actively thinking about the relationship between your preparation and the class discussion.

All seminar preparation assignments must be submitted within 30 minutes of the end of your tutorial at which they are due. As the answers are discussed in class, late assignments will not be accepted. 

Weighting: 5 marks each - total 30 marks.

Brief: Please see detailed assignment brief on Wattle.

Due: weeks 3 to 11 via turnitin

Return of marks: within 2 weeks of due date

Assessment Task 3

Value: 35 %
Due Date: 16/05/2022
Return of Assessment: 30/05/2022
Learning Outcomes: 1,3,4,5

Personal pathway to net zero (35%)

Individual Assessment

Student will first audit then monitor their personal CO2 emissions during the course. Using this as a base they will then chart an evidence-based path to net zero emissions before developing a suitable consumer-focused net zero marketing strategy.

Brief: Please see detailed briefing document and associated resources on Wattle.

Rubric: A marking rubric will be available on Wattle

Due: Final project due 4pm Monday, 16 May 2022 Week 11 - submitted via Turnitin link on Wattle.

Return of marks: within 2 weeks

Assessment Task 4

Value: 20 %
Due Date: 02/06/2022
Return of Assessment: 01/07/2022
Learning Outcomes: 1,2

Quiz 2 (20%)

Individual assessment

Details: 30 Multiple-choice questions plus 1 short answer question - covering all material from readings and activities weeks 7-12 inclusive.

Marks: 15 marks MCQ; 5 marks - short answer question

Due: in Exam period beginning 2 June 2022 - further information made available from Examinations office.

Return of marks: Results for this quiz are only released with final grade 1 July 2022.

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 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.

Assessment items 1 and 4 may be delivered using Proctorio.

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 1,2 & 4.

Assessment task 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 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. My current research project investigates the process of Canberra becoming a sustainable city.

Dr Gary Buttriss

Wednesday 10:30 12:00
Wednesday 10:30 12:00
Dr Gary Buttriss
02 6125 6129

Research Interests

Dr Gary Buttriss

Wednesday 10:30 12:00
Wednesday 10:30 12:00

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