Module: Sustainability Marketing

Module Specifications.

Current Academic Year 2024 - 2025

All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).

As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.

Date posted: September 2024

Module Title	Sustainability Marketing
Module Code	MG543 (ITS) / MAD1023 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	John Connolly
Module Teachers	-
NFQ level	9	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None
Array

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.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	20	Parts 1 to IV
Group work	20	Readings and preparation for class
Assignment Completion	30	Group assignment with company
Independent Study	30	Research in library and online in relation to individual assignment
Directed learning	15	Online blog and classroom discussion
Independent Study	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%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Report(s)	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 Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Frank-Martin Belz, Ken Peattie,: 0, Sustainability Marketing: A Global Perspective, John Wiley &Sons, Chichester, ISBN 978-0-470-51922-6

Other Resources

13118, Website, 0, Sustainability Blog, www.sustainability-marketing.com,