Postgraduate - UnitMKF5280 - Sustainable Marketing

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield Second semester 2013 (Off-campus)
Coordinator(s)	Ms Joanne McGregor

Synopsis

This unit prepares students to work in a new marketing environment where new products and services that tackle environmental degradation and social inequity are endowing firms with enduring competitive advantage. It examines the core principles of sustainability from both micro-marketing (consumer, firm) and macro-marketing (society, economy) perspectives and equips students with thinking tools to develop sustainable marketing strategies for private and public firms.

Outcomes

The learning goals associated with this unit are to:

understand key concepts of environmental sustainability from the standpoint of businesses (e.g. triple bottom line)
understand how the concepts of marketing and sustainability inter-relate (e.g. sustainable products, pricing for sustainability)
demonstrate and apply key sustainable marketing concepts, and build skills to do so in the longer term in organisations (e.g. life cycle analysis)
make connections of sustainable marketing with other disciplines and everyday life (e.g. biodegradable product packaging)
reflect on one's personal learning, and crystallise personal sustainability attitudes and behaviours.

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Associate Professor Srinivas Sridharan

Contact hours

3 hours per week

Prerequisites

Students must have passed six graduate units or 36 credit points including one of the following units: MKX5461, MKX9160, MKX9550 or MBA9006 before undertaking this unit.