The main aims of this module are to provide the student with: A solid foundation in the concept of sustainability and its role in contemporary business practice. A conceptual knowledge and appreciation of a broad range of sustainable business issues. An ability to recognise sustainable business opportunities and an appreciation of how companies can develop these opportunities to create competitive advantage. A conceptual knowledge of sustainable consumer behaviour and the power of the consumer in shaping demand for sustainable products and services. An ability to apply marketing theory and strategy to the sustainable marketing context.
Understanding Sustainability and Business
• Business in the 21st Century• Challenges for the 21st Century• Understanding sustainability• Alternative approaches to sustainability• The evolution of sustainable business thought• Towards sustainable business practice
Sustainable Business Issues
• Fairtrade• Climate Change• Carbon Footprint• Renewable Energy• Foodwaste and Recycling• Fast Fashion: churn and disposable society
Developing Sustainable Business Opportunities
• Socio-ecological problems• Socio-ecological problems on a macro level• Socio-logical impact of products on a micro level• The role of media
Sustainable Consumer Behaviour
• Sustainability and Consumption• Understanding sustainable consumer behaviour• Sustainable consumption in context• Harnessing consumer behaviour for sustainability
Developing Sustainable Marketing Approaches
• Sustainability Marketing Values• Sustainability Marketing Objectives• Marketing Strategy and Sustainability• Sustainability Innovations• Sustainable Strategic Relationships• Critical Issues for Sustainability strategies• Developing the Sustainability Marketing Mix
Sustainable Business Practice as a Competitive Strategy
The Cases of: • Marks and Spencer: Plan A• Ben and Jerry’s• Innocent Smoothies
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |