Strategy and Marketing

Sustainable Marketing

Module code: N1640
Level 5
15 credits in spring semester
Teaching method: Lecture, Seminar
Assessment modes: Coursework, Project

This module explores the marketing discipline from a macromarketing perspective and seeks to explain how business can benefit from taking a more holistic approach to the marketplace by taking a systems view of the interplay between marketing and society. Focusing on an enterprise approach it explores how marketing can operate in the marketplace with a social conscience and achieve profits whilst also addressing reservations about sustainable business practices. It provides macromarketing as a frame for understanding what is occurring in marketplaces, such as market dynamism, empowered consumers and globalisation.

Module learning outcomes

• Display knowledge of how marketing and society influence each other and how firms and marketing systems can consider stakeholders
• Demonstrate an understanding of the nature of citizenship and stewardship in relation to marketing activity, including the concepts of conservation, natural resource systems and the common good
• Critically engage with the roles of sustainable leadership within firms and sustainable entrepreneurship, through a combination of academic study and practical approaches
• Demonstrate an awareness of a range of criticisms of marketing activity from different areas of the marketing mix