MKT3ENV_Unit_Learning_Guide_2010_[1].doc

Faculty of Law and ManagementSchool of ManagementFaculty of Law and ManagementSchool of BusinessFaculty of Law and ManagementSchool of BusinessMarketing for SustainabilityMKT3SUSSubject Learning Guide2010Semester 1BundooraClare DSouzaContents1.0Subject information at a glance32.0Subject description43.0Learning and assessment43.1Learning objectives43.2Assessing the learning objectives53.3Assessment tasks73.3.1Overview73.3.2Group assignment83.3.3 Assessment requirements83.4.1Passing the subject113.4.2Penalties for late assignments113.4.3Assessment criteria for group assignment113.4.4Format and submission of the group assignment.123.5 Policies and Procedures12 3.5.1 Submission of Work after Due Date12 3.5.2 Missed Presentations13 3.5.3 Missed Final Examination 13 3.5.4 FLM Policy on Re-Marking14 3.5.5 Academic Plagiarism14 3.5.6 Problems, Who to see for Help15 3.6 Special circumstance processes164.0Teaching arrangements194.1 Normal schedules194.2 OASIS Seminar enrolment204.1.1Lectures214.1.2Seminars225.0Learning resources235.1 Prescribed and recommended texts235.1.1Prescribed text235.1.2Other references235.1.3Journals and business articles235.1.4Web based resources235.2 Online support235.3 La Trobe Library: resources for marketing236.0Feedback and quality assurance processes247.0Learning effectively in this subject24Appendix 1: Marking Guide for Assignment25Appendix 2: Peer Review and Statement of Authorship Form26Appendix 3: Journal and Business Articles27Appendix 4 : La Trobe Library Resources321.0Subject information at a glanceAcademic and support staff:Clare DSouzaSubject Coordinator (Lecturer/Tutor)Room 318 Donald Whitehead Building Email: .au (preferred method of communication)Tel: 03 94791232Delivery mode and location:One 2-hour lecture and one 1-hour seminar per week. There are no seminars in Week 1.Assessments:Assignment 30%Presentations 10%Final Examination60% (Reading time 15 minutes writing time 2 hours)Hurdle requirement: Students must achieve at least 40% in the final examination as well as an overall total of 50% to pass the subject.Essential text:Frank-Martin Belz and Ken Peattie. 2009, Sustainability Marketing: A Global Perspective, John Wiley and Sons, Ltd, United Kingdom.Special study requirements: Students with special needs whose participation in this subject might be limited by any study requirements are encouraged to consult the Equality and Diversity CentreContact details are available at .au/equality/2.0Subject descriptionIn 2008 the economic meltdown that accompanied the global credit crunch threw some light on how the economy should do sustainable business. Based on the sustainable development concept that meets the needs of the present without compromising the ability of future generations to meet their own need (World Commission on Environment and Development, Our Common Future, 1987), this subject examines sustainable marketing from a strategic approach. It focuses on the nature of the innovative green marketing methods and the extent that marketers should satisfy customer demand, keeping in mind the triple bottom line and the global demand for improved sustainability. The subject deals with marketing activities and the management of those activities in marketing that is anchored on promoting sustainable environmental attributes of organisations and products. It outlines the major dimensions of the macro environment that impacts sustainability such as economic, social, cultural, political, legal and financial environments while providing a set of conceptual and analytical tools to deal with sustainable issues. The content covered in the subject combines the existing strengths of conventional marketing with the sustainability perspectives of ecological and ethical marketing. It provides an overview of the long term concepts of sustainable production and consumption, and highlight strategies to create a new marketing paradigm based on sustainable, value-based relationships with consumers. This course not only equips students with sustainable skills but also engenders an appreciation and how to react to the challenges that lie ahead. 3.0Learning and assessment3.1Learning objectivesEnvironmental Marketing is a managerially oriented course that addresses environmental challenges with four primary objectives:1. Provide students with skills in recognising the implications of integrated businesses processes in managing sustainability2. Examine different socio-cultural, economic, and ecological environments in which sustainable marketing strategies and programs are formulated and implemented with regards to social responsibility, marketing philosophies and practices, policies, procedures and actions intended to enhance stakeholders, societal welfare and social justice. 3. Develop relevant management skills for planning and expanding activities in sustainable marketing and understand the effects of environmental influences such as pollution, resource conservation, waste management, conservation of biodiversity and ecological integrity and develop relevant management skills for planning and expanding activities in global markets. 4. Be capable of synthesizing/analysing information as to make sustainable sound business decisions.3.2 Assessing the learning objectivesLearning objective 1 and 2: 1. Provide students with skills in recognising the implications of integrated businesses processes in managing sustainability2. Examine different socio-cultural, economic, and ecological environments in which sustainable marketing strategies and programs are formulated and implemented with regards to social responsibility marketing philosophies and practices, policies, procedures and actions intended to enhance stakeholders, societal welfare and social justice. Student learning outcomesAssessmentsw Be able to analyse ineffective business practices that result from poorly integrated business processesw Formulate sound proposals for improving sustainable measuresw Understand the principles of sustainable marketing.w Demonstrate the relevance of sustainable marketing principles in the economy. AssignmentSeminars and LecturesLearning objective 3:Develop relevant management skills for planning and expanding activities in sustainable marketing and understand the effects of environmental influences such as pollution, resource conservation, waste management, conservation of biodiversity and ecological integrity and develop relevant management skills for planning and expanding activities.Student learning outcomesAssessmentsw Understand the influence of variables such as price, promotion, product and distribution in global markets and how they could be applied within the frame work of social responsibility.w Evaluate sustainable marketing activities and managerial implications of addressing sustainability within firmsw Show how knowledge of sustainable marketing contributes to the strategy formation process in consumer and organisational markets. Ensuring appropriate valuation, appreciation and restoration of naturew Be able to analyse the sustainable theory and practice of business and the global environments in which it is conducted and how to deal transparently and systemically with risk, uncertainty and irreversibility w Develop skills necessary for effective sustainable decision-making and problem solving within the environmental context and analyse the integration of environmental, social, human and economic goals in policies and activitiesAssignmentFinal ExaminationLearning objective 4: Be capable of synthesizing/analysing information as to make sustainable sound business decisions.Student learning outcomesAssessments Reflect critically on current theory and practice of marketing. Plan, prepare and effectively communicate written work. Communicate appropriately and sensitively with other colleagues and staff within classroom discussions and organised activities. Display appropriate oral, written, and information technology skills within classroom discussion and research projects. Display well developed conceptual, analytical, problem-solving, organising and decision-making skills. Develop well reasoned conclusions and recommendations through sound analysis, supporting arguments and their justification.Class DiscussionsCase StudiesAssignmentExamination3.3Assessment tasks3.3.1OverviewGroup Assignment30%5,000 words max - each student is expected to contribute 1250 words approxDue Date: 17 May 2010Presentation10%Project PresentationTBAExamination60%2 hours duration plus 15 minutes reading timeExamination periodThe assignment requires the preparation of a marketing proposal. The assignment will provide students with experience in critiquing a sustainability marketing strategy as well as formulating possible improvements (taking into account environmental issues within the context and limitations of the subject). It provides the student with an opportunity to put into practice the content of this subject.A Seminar is a learning environment in which you take a responsible attitude towards your role as an independent learner. Seminars are designed to allow interaction between tutors and students which add to and clarify material presented in lectures. Seminars in this subject are problem solving in nature as students will analyse case studies, examples and exercises that reinforce techniques and principles presented in the lectures. The Seminar schedule outlines the Seminars that require the completion of Seminar exercises. These exercises contribute towards the preparation for your exam. Greater understanding of the weekly topic material will be enhanced by interaction and discussion of the ideas and views of others within the class. It is therefore expected that all students will attend, prepare for and fully participate in every Seminar. Final Examination is of two hours duration (writing time) plus 15 minutes reading time. It is worth 60% of the total marks for the subject.Hurdle requirement:To pass this subject, students must achieve 40% or more in the Final Examination, with an overall total of 50% to successfully pass the subject.Exam Structure:Exam Structure: TBAPermitted materials in exam:Candidates are permitted to take the following into the examination room:Students from non-English speaking backgrounds can bring unmarked, except for underlining, highlighting and tabbing, non-electronic dictionaries into the examination.3.3.2Group AssignmentStudents are required to submit their assignment, by the due date. Due Date:17th May 2010Where:Donald Whitehead Building Level 2, Assignment boxTime:5.00 p.m.Marks:30% of the total marks for this subject.Word Count:5000 words max 3.3.3 Assignment requirements:1. This is a group assignment. The length of this assignment, in relation to the overall assessment of this subject, complies with the Universitys policy on student assessment workloads. 2. Assignments are to be word-processed. The use of strict, professional expression is expected.3. All assignments must have a School cover sheet with all of the appropriate details completed, including name(s), signature(s) and should be dated. Assignment cover sheets are available from the Universitys website (a sample is attached in the appendix). Group assignment cover sheets should be signed by each member, which usually requires advance planning4. Assignments must be stapled in the top left-hand corner, or bound (where appropriate). Assignments not meeting these criteria will be considered on-submissions5. The Harvard or Oxford referencing styles are to be used.6. Please do not submit assignments in plastic pockets or folders. If you have a disk to submit as part of your assignment please use bulldog/fold back paper clips, which will be available from the School office upon request7. References - You MUST include references at the end of the report. This should be on a separate page. FULL details are required - name and initials of all authors, full title, publisher, place and date of publication. Failure to do so may constitute plagiarism, which is subject to a charge of academic misconduct. At this level of study, you must get these details right! 8. Please also note the policy regarding time extension for assignments and Submission of Late Work. This policy will be strictly administered. See Section 3.4.2 Penalties for late assignments.Project:You will work in a group and each individuals contribution to his/her group will be assessed by peer evaluation. You are required to design a sustainable new product (or modify an existing product) and develop a sustainable marketing proposal. The aim of this proposal development is establishing a good sustainable idea. It is not only important to have a good sustainable idea but to clearly communicate your managerial skills, knowledge and ideas effectively. This involves developing and implementing a sustainable product strategy, drawing on creativity and innovation as well as the tactical issues involved in conceiving, evaluating and launching an environmental product. Write the proposal as if you were actually going to carry out this plan. The technical feasibility of producing the product need not be a concern for this assignment.You must propose how this sustainable new product is consistent with the sustainable development concept presented in the Brundtland Report and the key principles that arise from this report.Argue the merits of the new products from the theoretical considerations associated with sustainability marketing; identify the strengths and weaknesses of the product strategy.Attempt to use the sustainability marketing strategies literature, and the procedures employed and if you are going to modify an existing product to a sustainable product discuss what improvements that could be made to this sustainable product.Format for the proposal The Sustainable Marketing Proposal that you develop needs to address the following areas: I. Executive Summary (Synopsis and major aspects of the marketing proposal) II. Marketing Situation Analysis A. Internal Strengths and Weaknesses (including strengths and weaknesses in the arena of sustainability) B. External Opportunities and Threats (including ecological issues, such as depletion of natural resources) III. Goals and Objectives Desired Outcomes in terms of Profits, People, and Planet/Marketing Objectives IV. Marketing Strategies A. Target Market Selection B. Marketing Mix (Product, Price, Promotion, Place) V. Action Plans (Tactics) A. Targeting and Positioning Statement B. Strategic Map Linking Strategy to Objectives C. Promotional Plan D. Distribution Plan E. New Product Forecast F. New Product Launch Schedule G. Financial Forecast H. Ecological Impact Forecast (what legal issues and council requirements can impact this product).VI. Implementation, Controls, and Evaluation A. Measures of performance meeting triple bottom lines B. Monitoring and evaluating performance on multiple dimensionsOral PresentationBasic Criteria: Oral presentations will be 16 minutes with four additional minutes for questions. These will be rigorously timed. A warning will be provided at 8 minutes and at 14 minutes. At 16 minutes, presentation must stop. The presentation should be complete (i.e., end-to-end coverage of all major aspects of the new product development), but must be concise and present highlights in order to meet time constraints. Presentations should be informative and interesting.Presentations will be supported with Powerpoint slides. Teams will submit a hardcopy of materials used in the presentation to the faculty member at the beginning of the presentation.All students must be prepared to present on the first presentation day. Presentation order will be randomized and announced on each class day allocated for presentations.Each student on the team must contribute to the oral presentation in an approximately equal proportion (i.e., speak 3-4 minutes each). The team will decide how the presentation will be divided. It is suggested that the number of times that the presenter changes be minimized, as change takes valuable time. With four presenters per team, there will already be a minimum of three changes.Oral Presentation Grading (by Instructor): A final grade will be provided for the team. There will be no individual grades.Oral Presentation Grading (by Class): Each member of the class will evaluate each presentation. A form will be provided at the beginning of each presentation day. Attendance is mandatory. A portion of your grade on this assignment will be determined by the number of presentations for which you submit evaluations.Written Document Grading (by Instructor): All relevant features and learning points from previous assignments will be considered, as well as the special requirements of this assignment. Grading will be divided into two categories with the approximate weighting shown: Creativity and Quality (50%), Format and Completeness (50%). Each team member will receive the same grade.Contribution to Team Grading (by Mem