BUSM214

Sustainability Marketing, Ethics & CSR

2024/2025

Module Level Learning Outcomes to be assessed (Reference to Module Proposal Form)

Assurance of Learning (selected modules only): contribution to Programme Level Learning Outcomes

(see programme rubric map)

Assessment instructions for students (as per QMPlus ‘Assessment Information’ tab)

1. The module learning outcomes being assessed

See above.

2. Instructions and guidance

Students are required to work on (1) a group presentation (20%) and (2) an individual essay (80%). The coursework will start with teams doing a sustainability analysis for their selected case study. This will become the benchmark from which each student will develop a sustainability marketing strategy for that specific case.

(1) Group Presentation (20%)

Context:

In the current era of climate crisis, every company must thoroughly assess the opportunities and risks posed by climate change. Imagine that you and your team are assigned to a group-based consultancy task to analyse the impact of a specific company. The analysis will include a thorough understanding of sustainable performance, challenges, and opportunities. Your consultancy task lasts for 3 weeks (Weeks 3-5). You and your team will be “competing” with other teams working on the same case. Each group will be “presenting” the outputs during their seminar (See Presentation Instructions on QM+ for details).

(2) Individual Essay (80%)

Context

Based on the group presentation you prepared and delivered. Your client gave you the task of formulating the company’s sustainability marketing strategy (SMS). Following the guidelines, frameworks, and tools discussed in class, you proposed SMS is expected to capitalize on one of the sustainability challenges/directions identified in the group presentation. The outcome is an actionable, and evidence-based SMS for the selected case. A high-quality outcome is critical for the future of your client’s competitive and sustainable position.

Your essay should include:

Executive Summary

• Outline the key sustainability issue facing your firm (e.g., opportunity, or problem).

• Summarize the key outcomes of your work: cover the most relevant aspects of your proposed SMS.

o Word range (ideally, 200 words).

Tip – Be concise and consider your busy boss/client who is looking for a succinct/interesting story. Steve Jobs, for example, famously engaged in this tactic with employees in the elevator at Apple (He would ask you “what you were working on”).

Section 1: Sustainability Direction, and Objectives

• Elaborate on the firm’s sustainability approach and direction given its internal resources and external market opportunities.

• Develop strategic focus and sustainability marketing objectives

o Word range (ideally, 500 words).

Section 2: Proposed Sustainable Marketing Strategy

• Select a sustainable consumer segment, assess its attractiveness, and build an empathy map.

• Craft your value proposition and positioning statement.

• Decide on the key sustainability marketing tactics.

o Word range (ideally, 1500 words)

Note – You must justify the proposed SMS and make evidence-based choices/decisions. You need to use the tools/frameworks discussed in class (e.g., 5Cs, and 4Vs models).

Section 3: Implementation Approach, and KPIs

• Identify the implementation challenges and approach.

• Propose the right combination of environmental, economic, and social KPIs

o Word range (ideally 600 words).

Conclusion

• Craft a reflective account detailing the specific tools/skills you've gained while working on this project, such as a particular framework or tool, and explore how you envision applying this knowledge in practical business scenarios.

o Word range (ideally 200 words)

References

Notes and common questions

Word limit

• 3000 words; + and − 10%.

• Please include a word count on the front page.

• References are not included in the word count.

• Any work submitted over the word limit will be marked in full but penalised by 5 marks.

• Students can report the outcomes of their work using tables, figures, or paragraph formats (all are accepted, and included in word count).

References

• Students must use any of the academic reference styles (e.g., APA).

• We expect in-text citations and a full reference list at the end.

• Failure to reference or to reference correctly will result in a severe loss of marks.

• If you take a direct quote from, e.g., an article, use quotation marks and add page numbers.

Plagiarism

• Make sure to use your own words and write your summaries.

• Copy & paste from any source is NOT accepted.

• Read more about plagiarism and how to avoid it (e.g., under Assessment Tab on QMPlus)

3. Assessment rubric with weighted criteria

• Executive Summary: 5%

• Section 1: 20%

• Section 2: 40%

• Section 3: 15%

• Conclusion: 5%

• Overall structure/writing: 15%

4. Assurance of Learning measures: performance thresholds for assessment criteria

For PG: “significantly exceeds expectations” [outstanding/excellent] at equivalent of 70+, “exceeds expectations” [good] at equivalent of 60-69, “meets expectations” [average] by achieving equivalent of 50-59; “does not meet expectations” [poor/outright fail] at equivalent of 49 or less