Postgraduate Course: Marketing Sustainability (CMSE11155)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
|Home subject area||Common Courses (Management School)
||Other subject area||None
||Taught in Gaelic?||No
|Course description||COURSE AIMS AND OBJECTIVES
The aim of this course is to give students a detailed understanding of how to market sustainability and associated goods, services and ideas.
The objectives of the course are:
1.To examine sustainability from the perspective of the consumer and the organisation marketing sustainability
2.To explore and understand key consumer behaviour issues affecting sustainability
3.To examine a range of barriers that exist to consuming sustainably
4.To explore a range of strategic and tactical options available for organisations marketing sustainability and associated goods, services and ideas.
Entry Requirements (not applicable to Visiting Students)
||Other requirements|| None
|Additional Costs|| None
Information for Visiting Students
|Displayed in Visiting Students Prospectus?||No
Course Delivery Information
|Delivery period: 2011/12 Semester 2, Available to all students (SV1)
||WebCT enabled: Yes
|No Classes have been defined for this Course|
||First class information not currently available|
|No Exam Information
Summary of Intended Learning Outcomes
|1. Knowledge and understanding:
After completing this course, students will have an understanding of:
&·The unsustainable nature of current world consumption
&·The key cultural explanations for over-consumption
&·The evolutionary perspective on consumption and status
&·The &«green gap&ª and the use of Theory of Planned behaviour as a frame work that can be used to begin understanding this &«attitude-behaviour inconsistency
&·Understanding of different types of sustainable consumer and the barriers to action that exist
&·How a range of strategic options exist for organisation wanting to market sustainability including, social marketing techniques, launching new sustainable brands, use of pioneer brands, repositioning whole brand portfolios and influencing public policy
&·The ethical and environmental issues linked to marketing activities.
2. Intellectual skills:
&·The ability to critically evaluate sustainable marketing concepts, frameworks and tools;
&·The ability to apply key analytical frameworks and tools to the analysis of sustainable marketing problems, situations or cases;
&·The ability to identify and explain problems in pursuing certain courses of action towards improved sustainability
3. Professional/subject specific/practical skills
Students will develop the following skills:
&·The ability to identify and evaluate the ethical and environmental implications of alternative courses of marketing action;
&·The ability to influence organisational marketing efforts toward sustainability
&·The ability to manage products and brands sustainably including utilising information on a firm&©s external and internal marketing environment to identify and prioritise appropriate marketing objectives, strategies and mixes;
&·The ability to locate appropriate academic and practitioner resources on marketing topics;
4. Transferable skills
By the end of the course students will be expected to:
&·Be able to competently communicate and exchange ideas in both large and small group settings;
&·Be able to employ analytical and problem solving skills;
&·Be able to plan, organise and prioritise work effectively.
|STUDENT ASSESSMENT AND GUIDANCE|
Assessment of this course is through an exam (weighted 60%) and continuous assessment (weighted 40%).
1.30% Individual essay on barriers to sustainable consumption
2.10% Tutorial portfolio (contains preparation for tutorial sessions conducted during lectures)
1.Introduction to Marketing Sustainability
Overview of Course
National resource footprints
Key principles of sustainable consumption
2.The (Sustainable) Consumer
Overview of the sustainable consumer
Does the sustainable consumer exist?
What different types of sustainable consumer are their?
3.The green gap: Why don&©t we walk the walk?
The Attitude-behaviour gap in sustainability
The Theory of Planned Behaviour
4.Over-consumption: A cultural phenomenon?
Are we programmed to over-consume?
Consumption and identity
5.Over-consumption: An Evolutionary Phenomenon 1?
Are we pre-programmed to over-consume?
Introduction to evolutionary psychology and consumer behaviour
6.Over-consumption: An Evolutionary Phenomenon 2?
Intersexual and Intrasexual rivalry
Red Ferraris, Sugar Daddies and Cougars
7.Sustainable Marketing case studies 1: Entrepreneurial Marketing Strategies
Case studies on how green start up companies have marketed sustainability
8.Sustainable Marketing case studies 2: Turning the supertanker
Case studies on how multinational companies have marketed sustainability
9.Sustainable Marketing case studies 3: Not for profits and Governments
Case studies on how governments and not-for profit organisations have marketed sustainability
10.Overview and revisions session
Overview of Course
Revision of topics
|Course organiser||Dr Iain Black
Tel: (0131 6)51 5322
|Course secretary||Ms Genevieve Whitson
Tel: (0131 6)51 5671
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:50 am