Postgraduate Course: Marketing for Net Zero (CMSE11634)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | The field of marketing is commonly perceived as the antithesis of sustainability given its association with fostering consumerism and unsustainable economic growth. With a focus on climate change and environmental sustainability, this course encourages students¿to:¿1) engage with these criticisms of marketing, 2) explore the challenges facing marketers who hope to achieve net zero and 3) form a critically informed understanding of potentially responsible marketing-led solutions.¿¿In doing so, the module aims to encourage students to develop their own, well-informed understanding of becoming a sustainable marketer. |
| Course description |
Tackling the climate crisis appears at the top of the agenda for many organisations and marketing tools, techniques, and strategies are increasingly used by businesses, charitable organisations, and governments in order to influence stakeholder behaviours towards more sustainable outcomes, such as becoming net zero. This course focuses on the role of marketers in addressing the issues and challenges of environmental sustainability and in driving the net zero agenda.
The course gives students the opportunity to develop a range of transferrable skills. Skills developed include communication, technological and digital literacy skills.
The course is divided into 3 sections:
Section 1: Context and Theoretical Foundations
Section 2: Contemporary marketing practices, questions, and challenges in the context of climate change.
Section 3: The Future of Sustainability Marketing Practice
Student Learning Experience:
This course will be delivered mainly through interactive lectures wherein active participation is highly encouraged. These will include a combination of lectures, case studies, class discussions, videos, debates. Supportive workshops will also form part of this course to support the assessment. It is expected that students engage with readings in advance of each class and actively contribute to, and participate in, classroom debates; the aim is to foster a collaborative, non-judgemental, and inclusive learning environment.
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Course Delivery Information
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| Academic year 2024/25, Not available to visiting students (SS1)
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Quota: None |
| Course Start |
Block 3 (Sem 2) |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 10,
Seminar/Tutorial Hours 2,
Other Study Hours 2,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
84 )
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| Additional Information (Learning and Teaching) |
Other - Programme level learning and teaching hours
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% Coursework (individual) - Assesses all course learning outcomes |
| Feedback |
Formative: Formative feedback will be given in class during the discussion sessions
Summative: -Feedback on coursework, together with individual marks, will be available on Learn.
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| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Demonstrate critical knowledge and understanding of climate-related issues and challenges in marketing.
- Apply relevant concepts and theoretical frameworks to critically evaluate a range of real-life (ir)responsible and (un)sustainable marketing problems and practices.
- Critically analyse the roles that marketers, consumers, and policymakers can play in promoting and advancing sustainable practices.
- Develop skills necessary to act as sustainable marketers.
- Develop communication skills.
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Reading List
Emery, B. (2021). Sustainable Marketing. Pearson.
Peterson, M. (2021). Sustainable Marketing: A hollistic approach. SAGE.
Martin, D. & Schouten, J. (2014) Sustainable Marketing, Pearson New International Edition |
Additional Information
| Graduate Attributes and Skills |
Practice: Applied Knowledge, Skills and Understanding
After completing this course, students should be able to:
- Work with a variety of organisations, their stakeholders, and the communities they serve - learning from them, and aiding them to achieve responsible, sustainable and enterprising solutions to complex problems.
Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
- Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and
responsible relationships.
- Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.
Practice: Applied Knowledge, Skills and Understanding
After completing this course, students should be able to:
- Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges.
Knowledge and Understanding
After completing this course, students should be able to:
- Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact. |
| Keywords | Key words Climate Change,Net Zero,Sustainability,Environment,Marketing,Responsible |
Contacts
| Course organiser | Dr Pauline Ferguson
Tel:
Email: Pauline.Ferguson@ed.ac.uk |
Course secretary | Miss Lauren Dunn
Tel: (01316) 513758
Email: ldunn2@ed.ac.uk |
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