MMM146-Marketing for a better, sustainable world

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2022/3

Module Convenor: Dr Irene Garnelo-Gomez
Email: i.garnelo-gomez@henley.ac.uk

Type of module:

Summary module description:

Social and environmental issues and challenges have led to the growth of marketing tools being applied with a sustainable purpose. As a result, organisations and governments are gradually starting to use marketing techniques in order to influence stakeholder behaviour towards pro-sustainable outcomes. It is also increasingly recognised that sustainable marketing can be good for business, leading to competitive advantage, cost savings and brand enhancement. This module is designed to provide knowledge of the link between marketing and sustainability and how to evaluate and implement marketing strategies that promote sustainable products, services and behaviours. This includes the design of a marketing campaign focused on social/environmental issues, including selection of behavioural goals. This module also covers aspects related to the evaluation and monitoring of campaigns and their social and environmental impact.

Aims:

The aim of this module is to understand the two-way link between marketing and sustainability. Specifically, it explores how marketing can be used to encourage more sustainable and responsible consumption and how sustainable marketing approaches can impact organisational performance. By the end of the module, students should be able to understand how private businesses, governments and charitable organisations can use marketing principles and techniques to influence behaviours for social and environmental good; and how to apply these techniques in a real environment.

Assessable learning outcomes:

It is expected that by the end of the module students should be able to:

• Demonstrate an understanding of the marketing environment in relation to sustainability and the factors affecting it.


• Identify and evaluate key approaches sustainable marketing, including concepts related to social purpose marketing and how to change behaviour for good.


• Review sustainable marketing campaigns in different organisational contexts (private, public, non-for-profit).


• Demonstrate the ability to develop a marketing campaign focused on social/environmental issues and evaluate its impact.


• Demonstrate the skills of analysis, evaluation and making judgements about real business situations to develop practical experience.

Additional outcomes:

Students will develop their team working skills through the completion of a team project, a well as enhancing their critical thinking, research, presentation, data gathering and information technology skills.

Outline content:

Ìý

• SocialÌýand environmentalÌýchallenges and the role ofÌýmarketing inÌýsustainability.Ìý


• 
  

  Setting behaviour objectives: encouraging pro-socialÌýand pro-environmentalÌýbehavioursÌýand preventing harmful behaviour.ÌýÌý

  
  


• 
  

  Segmentation andÌýtarget audiencesÌýinÌýsustainableÌýmarketing.ÌýÌý

  
  

• 
  

  DevelopingÌýand implementingÌýmarketingÌýcampaignsÌýfocused on social/environmental issues.Ìý

  
  


• 
  

  Evaluating socialÌýand environmentalÌýimpact: monitoring and evaluation.Ìý

  
  

Brief description of teaching and learning methods:

The above themes will be taught inÌýfive,Ìýtwo-hour lecturesÌý(weeks 20 to 24 of the Spring term)Ìýsupported byÌý3Ìýhours ofÌýseminarsÌýand 5 hours of fieldwork. Each lecture will have required pre-reading and involve class discussion.Ìý

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures		10
Seminars		3
Fieldwork		5
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)		12
Ìý Ìý Wider reading (directed)		20
Ìý Ìý Group study tasks		15
Ìý Ìý Essay preparation		30
Ìý Ìý Reflection		5
Ìý	Ìý	Ìý	Ìý
Total hours by term	0	100	0
Ìý	Ìý	Ìý	Ìý
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	60
Project output other than dissertation	40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

• 
  

  Team project:Ìýdesign of a marketing campaign for a real organisation (focused on a social/environmental issue).ÌýTeam project to be submitted on week 28 of the Spring term.Ìý40%Ìýof the overall module mark. Due to the practical nature of the team project, the format will be confirmed during Spring term time, because this will depend on the arrangements with our partner organisation(s).ÌýÌý

  
  


• 
  

  Individual assignment:Ìý1500-word (+/- 10%) individual reflectionÌýto be submitted on weekÌý30Ìýof the SpringÌýterm.Ìý60%Ìýof the overall module mark.ÌýThe individual reflection will be based on the work developed for the team project.ÌýÌý

  
  

Formative assessment methods:

Feedback will be provided in class including lectures and tutorials.

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy £Penalties for late submission for Postgraduate Flexible programmes£, which can be found here: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmissionpgflexible.pdf
The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A minimum of 50%.

Reassessment arrangements:

By individual project only, to be submitted during the resit period (August/ September)

Additional Costs (specified where applicable):

Last updated: 22 September 2022