Sustainable Marketing and Ethical Practices (COM3FV108) — Syllabus & Course Structure

• Pre-requisites: None Course Summary This course aims to equip students with the knowledge and skills necessary to navigate the complex landscape of modern marketing while promoting sustainability, social responsibility, and ethical conduct.
• Course Outcomes (CO): CO CO Statement Cognitive Level* Knowledge Category# Evaluation Tools used CO1 Gain a solid understanding of key sustainability concepts, including environmental conservation, social responsibility, and economic viability, and how these concepts relate to marketing activities.

U C Examinations/Review Questions/Quizzes/ Assignment/Seminar CO2 Become aware of the ethical dilemmas and challenges faced by marketers, such as deceptive advertising, greenwashing, and the exploitation of vulnerable populations.

An P Examinations/ Assignment/Seminar/ CO3 Able to apply principles of sustainable marketing to develop strategies for promoting environmentally friendly products, ethical sourcing, and socially responsible business practices.

Ap P Debates/Discussions/ project

• - Remember (R), Understand (U), Apply (Ap), Analyse (An), Evaluate (E), Create (C) # - Factual Knowledge(F) Conceptual Knowledge (C) Procedural Knowledge (P) Metacognitive Knowledge (M) Detailed Syllabus:

Module Unit Content Hrs I Theoretical Foundation of Sustainability; Sustainable Marketing 9 Meaning of Sustainability, Objectives of sustainability, Sustainable Development.

• Sustainable Marketing: Concept and Evolution of Sustainable Marketing, 3 Pillars 9 Module Unit Content Hrs of Sustainable Marketing, Rationale for Sustainable Marketing, Basic Tenets of Sustainable Marketing, Balancing Sustainability and Profitability, Sustainability Issues II Sustainable Marketing Mix; Sustainable Consumption 9
• Sustainable Marketing Mix: Sustainable products and services, 3 R‘s- recycle, reuse and reduce, Sustainable Pricing Decisions, Sustainable Marketing Communication, Sustainability and Promotion Mix Decision, Creating Value through Sustainability. Triple Bottom Line approach Attitude-The Characteristics of a Sustainable Consumer 9 III Sustainability Marketing and Marketing Ethics; Theoretical Foundation of Ethics 9 Sustainability Marketing and Marketing Ethics: Linkages, Sustainability and Ethical Decision Making in Marketing, Role of Marketing Ethics in Attaining Sustainability.
• Theoretical Foundation of Ethics: Concept of Ethics, Business Ethics and Marketing Ethics, Individual vs organisational Ethics, Normative Marketing Ethics:

An Overview, Marketing Ethics and Decision Making, Ethicality vs Profitability. 9 IV Ethics and the P’s; Marketing Ethics and Positive Corporate Culture 9 Ethics and the P’s: Ethical Issues Pertaining to the P‘s of Marketing including Marketing Research, Advertising and Sales, Ethical Dilemmas and Marketing,

Marketing Types and Ethicality Issues, Role of Marketing Ethics in Building Positive Corporate Culture; Code of Conduct: Role of Code of Conduct in Ethical Behaviour, Challenges in Implementation 9 V OPEN ENDED MODULE 9

1. Contemporary themes in sustainable marketing

1. Sustainability in: Advertising and Promotion References
2. Ethical: Marketing and the new consumer” by Chris Arnold, John Wiley &Sons, Year of Publication: 2009.
3. Ethical: Marketing” by Patrick E. Murphy, Gene R. Laczniak, Norman E. Bowie amd Thomas A. Klein, Pearson Publication, Year of Publication:2004.
4. Ethics in: Marketing: International Cases and Perspectives”, 2nd edition by Patrick E. Murphy, Gene R. Laczniak & Fiona Harris, Routledge Publications, 2017.
5. Marketing: Ethics and Society” by Lynne Eagle and Stephen Dahl, James Cook University, Year of Publication: 2015.