Form C4
1. Course
Code
Heriot-Watt University - Course Descriptor
C10MK
2. Course
Title
Management and Languages
Marketing Sustainability
3. SCQF 10
Level
6. `Course CoDr Iain Black
ordinator
5. School
7. Delivery:
Location &
Semester
4. Credits
15
Edin
SBC
Orkney
Dubai
IDL
Collaborative Partner
Approved Learning Partner
Sem .2..
Sem…….
Sem………..
Sem..2…..
Sem….
Name…………………….....Sem..…...
Name …See attached list…………Sem..…..
8. Pre-requisites
C18FM Fundamentals of Marketing
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
None
11. Replacement Courses
Code:
None
12. Degrees for which
this is a core course
Date Of Replacement:
13. The course may be
delivered to:
UG only
PG only
UG & PG
None
14. Available as an Elective?
Yes
No
15. Aims



To examine sustainability from the perspective of the consumer and the organisation
To explore and understand key consumer behaviour issues affecting sustainability
To examine a range of barriers that exist to consuming sustainably
 To explore a range of strategic and tactical options available for organisations marketing sustainability and associated goods, services and ideas.
16. Syllabus
The syllabus covers a range of issues regarding the course topic. An indicative syllabus is:
 Overview of course
 Overview of environmental Issues
 The role of the consumer in creating these environmental conditions
 The Business case for sustainability
 Frameworks for sustainable marketing
 Sustainable Marketing Strategy
 Overview of the sustainable consumer
 Sustainable Marketing Mix 1: Product, Services and Brands
 Sustainable Marketing Mix 2: Distribution
 Sustainable Marketing Mix 3: Pricing
 Sustainable Marketing Mix 4: Promotion
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Form C4
Heriot-Watt University - Course Descriptor
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
Subject Mastery
Personal Abilities
Understanding, Knowledge and Cognitive Skills
Scholarship, Enquiry and Research (Research-Informed Learning)
Students will be able to
Students will be able to
 Understand the unsustainable nature of current
 Apply key analytical frameworks and tools to the analysis of sustainable marketing
world consumption
problems, situations or cases;
 Critically understand the key cultural and
 Employ analytical and problem solving skills;
evolutionary explanations for over-consumption
 Locate and synthesise appropriate academic and practitioner resources on
marketing topics;
 Show a critical appreciation of the different types of
sustainable consumer and the barriers to action that
exist
 Critically analyse sustainable marketing concepts,
frameworks and tools;
Industrial, Commercial & Professional Practice
Autonomy, Accountability & Working with Others
Communication, Numeracy & ICT
Students will be able to
Students will be able to
Students will be able to
 Understand how to influence organisational
 Plan, organise and prioritise work effectively.
 Competently
communicate
marketing efforts toward sustainability
and exchange ideas in both
 Work with others to explore innovative
large
and
small
group
 Manage products and brands sustainably
solutions to bring about change
settings;
including utilising information on a firm’s
 Manage complex ethical issues and highlight
external and internal marketing environment to
 Interpret, use and evaluate a
concerns over existing codes of practice
identify and prioritise appropriate marketing
wide range of numerical and
activities
graphical data to set and
achieve goals/targets
18. Assessment Methods
Method
19. Re-assessment Methods
Duration of Exam
Weighting (%)
Synoptic courses?
Method
(if applicable)
Coursework
Examination
3 Hours
Duration of Exam
Diet(s)
(if applicable)
50
50
None
None
None
20. Date and Version
Date of Proposal
February 2013
Date of Approval by
School Committee
Date of
Implementation
September 2013
Version
Number
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