Friday, September 17, 2010

Sustainable Marketing

Today I was interviewed by two students from the ANU Sustainable Marketing course (MKTG2002). They are making a short web video about green ICT at the university as paret of their course. This looks very different to the usual marketing coruse.

Sustainable Marketing MKTG2002


Offered By: School of Mgt, Marketing & International Business
Academic Career: Undergraduate
Course Subject: Marketing
Offered in: Second Semester, 2010 and Second Semester, 2011
Unit Value: 6 units
Course Description: 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 social problems such as pollution, over consumption, the depletion of natural resource, unhealthy lifestyles, and human rights abuses. However markets provide a coordinating mechanism through which changes take 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:

By the end of this course students will have:

  • Developed their ability to identify and understand the impact of social, economic and environmental change and the opportunities and threats these pose to the firm;
  • Developed the ability to critically evaluate a firm's sustainable marketing activities by increasing their understanding of the marketing philosophies underlying sustainability; and
  • Be able to incorporate sustainability processes and thinking into marketing tactics and strategies, including marketing planning and implementation.
Indicative Assessment:

Proposed assessment is a final exam (40%), individual assignments (40%), seminar participation (20%).

Areas of Interest: Interdisciplinary Studies - Sustainability and Marketing
Requisite Statement: 48 units
Majors/Specialisations: Corporate Sustainability
Other Information: For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2002

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