Sustainability has moved to centre stage in recent years generating much public discussion and increased the focus on firm impacts and responsibilities and consumer choice processes. Increased awareness of the significant environmental degradation, decline of natural systems and resources along with community, national and global social inequalities has placed a focus on sustainable business practices. For many marketing has been perceived as part of the problem rather than the solution to issues such as pollution, over consumption, the depletion of natural resource, unhealthy lifestyles, and human rights abuses. However, markets provide a coordinating mechanism through which change takes place. Importantly marketing systems provide the crucial link between market participants including individuals, households, managers, and firms.
This course aims to promote an understanding in the organisation, within the context of a capitalist market economy, of:
- changing consumers attitudes and behaviour, including current unsustainable lifestyles and consumption and the emergence of new forms of consumption
- how marketing can create value sustainably
- the role of marketing and marketers in meeting net zero objectives
- incorporating sustainability into marketing activities and strategies; in order to respond to opportunities and threats that arise from both social, economic and environmental change – such as climate change
- ethical issues in marketing decision making, behaviour, and practice
And provide an introduction to:
- the principle ‘tool kits’ employed by practitioners in pursuing sustainable business
- contemporary best practice in sustainability in marketing, including the role of the Sustainable Development Goals (SDGs), the Circular Economy, and stakeholder communications
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Identify the impact of social, economic and environmental change and the opportunities and threats these pose to individuals and the organisation
- Apply sustainability thinking into marketing actions, including innovation, planning and implementation
- Differentiate how consumption decisions underpin both positive and negative social and ecological impacts
- Devise marketing tactics to drive sustainable consumption behaviour
- Defend effectively both verbally and in written form proposed sustainable marketing tactics to a broad range of stakeholders
Research-Led Teaching
This course will draw from advances in both marketing practice as well as academic research. Marketing and business media will be supplemented by authoritative academic sources and contemporary empirical and conceptual work.
Field Trips
This course does not have field trips. Marketing is a lived discipline, and as such, all day and every day is filled with examples of marketing in operation. Students will be expected to use these experiences as part of their learning journey in this course.
Additional Course Costs
There are no additional class costs.
Examination Material or equipment
There is no final examination for this course.
Required Resources
Richardson, N. (2024). Sustainable Marketing Planning (2nd ed.). Routledge.
eBook (available from the Library)
ISBN 9781040012192, 1040012191
Print Edition
ISBN 9781032561738, 1032561734
Recommended Resources
The lectures include insights from various marketing journals, trade magazines, and business media – the references for which will be on the lecture slides. For contemporary issues and examples in marketing practice, the following sources are recommended:
- Media Outlets:
- The Guardian, ABC News, The Sydney Morning Herald.
- University Publications:
- ANU’s Environmental Management Plan, Environmental Sustainability Report and Below Zero Program updates.
- Industry Websites/Reports:
- GreenBiz, Eco-Business, Deloitte, PwC.
- Government Sources:
- Australian Bureau of Statistics.
- International Organizations:
- Publications from the United Nations’ Sustainable Development Goals (SDGs).
Staff Feedback
Students will be given feedback in the following forms in this course:
- Written comments
- Verbal comments
- Feedback to the whole class, to groups, and to individuals.
Student Feedback
ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.Other Information
Important: Updates and announcements for this course will be circulated via emails and/or Wattle site, and announcements will be made in the pre-recorded Lectures and the live, on-campus Tutorials. Please ensure that your official ANU email address is effective, that you have access to Wattle, and that you regularly check both your email and Course Announcements.
Student Consultation: Consultation timings will be circulated on Wattle and requests will be scheduled with students by email.
Every effort will be made to respond to student queries as soon as possible, and within 3-5 business days unless there are special circumstances. The preferred initial method of contact is email, with other forms of telecommunications used where appropriate.
Class Schedule
| Week/Session | Summary of Activities | Assessment |
|---|---|---|
| 1 | Overview Session: General Course InformationLecture 1: Introducing Sustainability | Chapter 1: Sustainability and Sustainable DevelopmentPre-recorded lectures commence in Week 1. No tutorials in Week 1. |
| 2 | Lecture 2: Reconciling Marketing & Sustainability | Chapter 2: Critical Thinking and MarketingTutorials commence in Week 2. |
| 3 | Lecture 3: Sustainable Consumer Behaviour | Chapter 3: Sustainable Buyer Behaviour |
| 4 | Lecture 4: The Marketing Mix for Sustainability | Chapter 4: The Marketing MixAssessment Task 1: Sustainability Policy Brief (Due: Friday, 14 March @ 23.59) |
| 5 | Lecture 5: Sustainable Marketing Planning Frameworks | Chapter 5: Sustainable Marketing Planning |
| 6 | Lecture 6: Strategy Formulation and Tactical Implementation | Chapter 5: Sustainable Marketing Planning (cont.) |
| 7 | Lecture 7: Implementation – Monitoring, Evaluation, and Control | Chapter 5: Sustainable Marketing Planning (cont.) |
| 8 | Lecture 8: Internal Marketing and Organizational Orientations | Chapter 6: Internal Marketing |
| 9 | Lecture 9: Relationship Marketing and Loyalty in Sustainability | Chapter 7: Relationship Marketing and LoyaltyAssessment Task 2: Sustainability Marketing Plan (Due: Monday, 28 April @ 23.59) |
| 10 | Lecture 10: New Models of Consumption and Conscious Consumption | Chapter 8: Themes |
| 11 | Lecture 11: Ethical Considerations in Sustainable Marketing | Chapter 8: Themes (cont.) |
| 12 | Lecture 12: Future Directions in Sustainable Marketing | Chapter 8: Themes (cont.) |
| 13 | Examination Period | Assessment Task 3: Podcast Project & Reflection (Due: Thursday, 29 May @ 23.59) |
Tutorial Registration
Tutorials will be held weekly (starting from Week 2). All tutorials will have an in-person/face-to-face delivery. ANU utilizes MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities/tutorials so they can better plan their time. Tutorial registration will be available two weeks prior to the beginning of the semester and will close at the end of week 1. More details can be found on the Timetable webpage: https://www.anu.edu.au/students/program-administration/timetabling.
Assessment Summary
| Assessment task | Value | Due Date | Return of assessment | Learning Outcomes |
|---|---|---|---|---|
| Sustainability Policy Brief | 30 % | 14/03/2025 | 27/03/2025 | 1,3 |
| Sustainability Marketing Plan | 40 % | 28/04/2025 | 09/05/2025 | 2,4,5 |
| Podcast Project & Reflection | 30 % | 29/05/2025 | 26/06/2025 | 4,5 |
* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details
Policies
ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:- Student Assessment (Coursework) Policy and Procedure
- Special Assessment Consideration Policy and General Information
- Student Surveys and Evaluations
- Deferred Examinations
- Student Complaint Resolution Policy and Procedure
Assessment Requirements
The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.Moderation of Assessment
Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.Participation
This course will be delivered using a flipped classroom model.
- Lectures (1.5 hrs) will be pre-recorded, and available through Wattle. The pre-recorded lectures are required to be watched prior to your tutorial activity.
- Tutorials (1.5 hrs) will be carried out face-to-face on-campus. The tutorials will not be recorded, and there are no online delivery options. All course materials related to the tutorials will be available on the Wattle course site.
Participation is expected, required, and strongly advised in all on-campus tutorials.
- Attendance at tutorials is expected in line with the “Code of Practice for Teaching and Learning”, clause 2 paragraph (b).
- Attendance is, however, the first step. Students are required to actively prepare for, and participate in tutorials.
- Active participation is both contribution in the group environment through proactive listening, support of fellow students, active followership, proactive leadership, responding to challenges and questions, and sharing individual insights with the cohort. As classes will have discussions, classes require audiences, and audiences create the conducive and supportive learning environment that ANU prides itself on offering to you as part of your experience.
Students are strongly advised to engage with pre-recorded lectures for self-directed learning, actively prepare for, and participate in tutorials, and submit all assessment tasks in this course to ensure they are able to present evidence they have achieved all the learning outcomes for this course.
Examination(s)
There is no final examination for this course.
Assessment Task 1
Learning Outcomes: 1,3
Sustainability Policy Brief
Assessment Description: A new ministerial portfolio for Environment and Sustainability has been established in Australia, and the Minister’s office has requested a briefing on a key sustainability issue to inform the Minister’s speech at the opening of the Global Business Sustainability Conference. Students will be tasked with critically analyzing ONE of the three provided sustainability issues and offering evidence-based recommendations to improve sustainability outcomes. The briefing document should be grounded in academic literature, practical examples, and key concepts from Weeks 1–3 of the course to ensure the Minister’s speech is informed and persuasive to an audience of practitioners and academic sustainability researchers.
More information about the assessment task will be provided on the Wattle course site.
Assessment Type: Individual
Weight: 30%
Words: 1000 words (+/- 10%). Word limit includes all headings, sub-headings, and in-text citations. Any submission which exceeds the (+/- 10%) allowance for the word count (i.e., ~1100 words) will neither be read nor marked.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style. Proper referencing is a Mandatory Submission Requirement. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in the lower end of the available grades and actioned accordingly. References will involve any and all aspects of marketing covered by the course up to the submission date, including any set chapter readings, course materials, and self-guided research from library databases, Google Scholar or other academic sources.
Submission: via Turnitin on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Due Date: Friday, Week 4 (14.03.2025) @ 23:59
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.
Feedback: Individual feedback with marks will be made available within 2 weeks of submission.
Learning Objectives:
LO1 Identify the impact of social, economic and environmental change and the opportunities and threats these pose to individuals and the organization.
LO3 Differentiate how consumption decisions underpin both positive and negative social and ecological impacts.
AI Use: The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
Assessment Task 2
Learning Outcomes: 2,4,5
Sustainability Marketing Plan
Assessment Description: Students will develop a marketing plan to address a specific sustainability issue on the ANU campus. Drawing on key concepts, frameworks, and strategies discussed in Weeks 4–8, students will identify one of the six focus areas highlighted on the website of ANU Sustainability as their area of interest. The plan should propose a viable and innovative solution to the chosen issue, targeting the subject cohort (ANU students) as the primary market. Students must design a strategy that effectively motivates behavioral change among their peers, demonstrating an understanding of sustainability principles and marketing strategies.
More information about the assessment task will be provided on the Wattle course site.
Assessment Type: Individual
Weight: 40%
Words: 1500 words (+/- 10%). Word limit includes all headings, sub-headings, and in-text citations. Any submission which exceeds the (+/- 10%) allowance for the word count (i.e., ~1650 words) will neither be read nor marked.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style. Proper referencing is a Mandatory Submission Requirement. Any decision to not reference in this paper will be regarded as a deliberate request to be placed in the lower end of the available grades and actioned accordingly. References will involve any and all aspects of marketing covered by the course up to the submission date, including any set chapter readings, course materials, and self-guided research from library databases, Google Scholar or other academic sources.
Submission: via Turnitin on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Due Date: Monday, Week 9 (28.04.2025) @ 23:59
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.
Feedback: Individual feedback with marks will be made available within 2 weeks of submission.
Learning Objectives:
LO2 Apply sustainability thinking into marketing actions, including innovation, planning and implementation.
LO4 Devise marketing tactics to drive sustainable consumption behaviour.
LO5 Defend effectively both verbally and in written form proposed sustainable marketing tactics to a broad range of stakeholders.
AI Use: The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
Assessment Task 3
Learning Outcomes: 4,5
Podcast Project & Reflection
Assessment Description: Students, working solo or in pairs, will research, craft, and produce a podcast episode that incorporates storytelling techniques to either: (1) raise awareness about the specific sustainability issue on the ANU campus, or (2) persuade an audience of students to undertake a specific sustainability behaviour. The podcast episode will build on the sustainable marketing plan developed in Assessment Task 2, transforming the plan’s identified issue, strategy, and goals into a compelling and engaging narrative for the podcast. This assessment will enhance students’ skills in research, communication, teamwork, and creativity while applying key principles of sustainability marketing.
Students who choose to work in pairs must collaborate with a student addressing the same sustainability issue outlined in Assessment Task 2. This ensures that both team members can contribute their insights and build on the work completed in the earlier assessment.
Students, working solo or in pairs, will deliver their work as a single audio episode, accompanied by a script. The episode must be structured to engage listeners, using clear language, appropriate tone, and audio storytelling techniques. The podcast episode must incorporate at least three sustainability marketing concepts from the course content.
All students will also prepare a reflection report alongside the podcast episode. The report should outline individual contributions, explain how storytelling and sustainability marketing principles were applied, and highlight key lessons learned from transforming a marketing plan into an engaging narrative for the podcast. This report offers individuals the chance to showcase their skills and contributions. It serves as a reference in case any issues arise regarding unequal contributions. The report is submitted individually and is not shared with the other group member.
Please note that whether students choose to work solo or in pairs, the expected level of task performance, both in terms of volume and hours invested, should be consistent. Solo work should reflect the same high standards and effort as work completed in pairs.
More information about the assessment task will be provided on the Wattle course site.
Assessment Type: Individual OR Group (group size = 2 members only; membership is decided by students themselves)
Weight: 30% (Audio Podcast & Script = 20% + Personal Reflection = 10%)
Deliverables:
- Podcast Episode (~10 minutes) - Audio file (acceptable formats: mp3, m4a, wav) with the script (PDF or Word).
- Reflection Report (500 words max.); any portion in excess of the word limit will neither be read nor marked.
References: as required (excluded from the word count); if used, citations should follow APA 7th style. Click here for more information on the referencing style: APA 7th Style.
Submission: on Wattle.
Marking Criteria/Rubrics: See Assessment Brief on Wattle.
Due Date: Thursday, Exam Week 1 (29.05.2025) @ 23:59
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.
Feedback: Formal release of grades.
Learning Objectives:
LO4 Devise marketing tactics to drive sustainable consumption behaviour.
LO5 Defend effectively both verbally and in written form proposed sustainable marketing tactics to a broad range of stakeholders.
AI Use: The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
Academic Integrity
Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.Online Submission
Use of Turnitin: Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.
Lodgement: You will be required to electronically sign a declaration as part of the submission of your assessment. Please keep a copy of the assessment for your records.
Identification: Please ensure that any assessment task submitted can be attributed to you for grading purposes. We recommend including your student number on the assessment and in the file name.
Use of AI: AI-assisted essays will not be accepted in this course. The purpose of the assessments is your personal skills development and demonstration of critical, analytical, and synthesis skills. The use of any generative AI system to respond to any MKTG2002 assessment item, summative or formative, is to remove a learning opportunity from your course experience, decrease the value of your course experience, and to rip yourself off. Using AI in marketing means you are wasting your time, effort, money and life at the ANU by subcontracting out to poorly coded software package with limited capacity to be interesting, creative or right. If you believe that you are less interesting than an autogenerated slabs of text, then come to the classes, train, learn and put in the effort to better than an environment ruining autocorrect package.
Hardcopy Submission
For some forms of assessment (handwritten assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must be accompanied by the Assignment Cover Sheet. Please keep a copy of the assessment for your records.
Late Submission
Assessment Tasks 1-3: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof. Assessment tasks submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted.
All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.
Referencing Requirements
Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.Returning Assignments
Please see the relevant assessment task details above.
Extensions and Penalties
Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.Resubmission of Assignments
Unless specified otherwise in the assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterward. Any submission done after the specified submission date and time will be considered a late submission and the listed penalty conditions will apply.
Privacy Notice
The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.Distribution of grades policy
Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.Support for students
The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).- ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
- ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
- ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
- ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
- ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
- ANUSA supports and represents undergraduate and ANU College students
- PARSA supports and represents postgraduate and research students
Convener
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Research Interests
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Dr Nabila Nisha
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