Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Sustainability Marketing
Module Code	MG543
School	DCUBS
Online Module Resources
Module Teacher	Pierre McDonagh
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

Whether it is the impact of climate change, meeting the challenge of peak oil or water shortage, helping farmers in poorer countries through fair trade, or finding ways to keep discarded products out of the landfills, sustainability issues are the biggest challenges facing businesses, governments, and consumers. This module shows how the complexities of sustainability issues can be integrated into marketing decisions through a step-by-step approach. The steps involve an analysis of socio-ecological priorities to complement conventional consumer research; a new consumer-oriented sustainability marketing mix of the ‘4 Cs’ (Customer Solutions, Communications, Customer Cost, Convenience) to replace the outmoded and producer-oriented‘4 Ps’; and finally an analysis on how marketing can go beyond responding to social change and contribute to a transformation of a more sustainable society.The overall aim of the Sustainability Marketing module is to: explore the challenging relationship between sustainability and marketing

Learning Outcomes

1. Produce effective teamwork by examining abstract ideas in class discussion.
2. Discuss and critically evaluate the challenging relationship between sustainability and marketing.
3. Analyze the link between socio-ecological problems and consumer behaviour.
4. Develop a sustainability marketing mix, the ‘4 Cs’.
5. Analyse sustainability & marketing problems, identify alternative solutions, and discuss, as well as defend, possible implementations.
6. Apply the sustainability marketing concept to different kinds of companies, industries, and countries.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	20	Parts 1 to IV
Group work	20	Readings and preparation for class
Assignment	30	Group assignment with company
Library	30	Research in library and online in relation to individual assignment
Directed learning	15	Online blog and classroom discussion
Independent learning	10	Researching global resources on sustainability
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to Module and Assessment.
Lecture.

Part I Understanding Sustainability and Marketing.
Marketing in the 21st Century.

Lecture.
Framing Sustainability Marketing.

Lecture.
Meeting with Client for Group Projects.

Briefing sessions.
Part II Developing Sustainability Marketing Opportunities.

Socio-ecological Problems.
Lecture.

Sustainable Consumer Behaviour.
Lecture.

Part III Developing the Sustainability Marketing Mix.
Customer Solutions I.

Lecture.
Customer Solutions II.

Lecture.
Communications.

Lecture.
Customer Cost and Convenience.

Lecture.
Part IV Developing the Future of Sustainability Marketing.

Sustainability Marketing Transformations.
Lecture.

Presentation of Group Projects..
Evaluation of group assignments.

Submission of individual assignment.
Coursework submission.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Report (s) (written / oral)	An individual written report : A major deliverable for this module is a written report on a sustainability marketing mix (‘4 Cs’) of a selected product or service (offered by a Irish company).	60%	Sem 2 End
Group assignment	Working with a company students will assess its product/service offerings and will also draft recommendations as to how these enterprises can develop a Sustainability Marketing Mix	40%	Week 29

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List