- Code MKTG2002
- Unit Value 6 units
- Offered by Research School of Management
- ANU College ANU College of Business and Economics
- Course subject Marketing
- Areas of interest Interdisciplinary Studies - Sustainability, Marketing
- Academic career UGRD
- Dr Gary Buttriss
- Mode of delivery In Person
First Semester 2020
See Future Offerings
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.
See the course outline on the College courses page. Outlines are uploaded as they become available.
- See the course outline onthe College courses pagefor the indicative assessment. (null) [LO null]
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Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Requisite and Incompatibility
No prescribed text. All readings and course material is provided.
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- Student Contribution Band:
- Unit value:
- 6 units
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