James Cook University Subject Handbook - 2023

BX2184 - Marketing, Consumerism and Sustainability

Subject Description

This subject critically examines the role of marketing in society. It outlines marketing benefits, but also addresses its potentially negative influence on consumers and society, such as consumerism and waste, the promotion of materialistic values, global trade that relies on the exploitation of labour and scarce resources, climate change, and the destruction of the natural environment. Subsequently, the subject adopts a systems approach to understanding the complex interactions between the environmental, economic and social dimensions of sustainability. The subject concludes by examining the contribution that 'villain marketing', together with business and government, can make to create positive change for sustainability and address the UN Sustainable Development Goals. Students will develop 'work-ready' skills appropriate to a career path in sustainable marketing or sustainability more general.

Learning Outcomes

• identify and examine the interplay between the social, environmental and economic dimensions of sustainability, and their implications for ethical decision-making in marketing
• identify and evaluate strategies to resolve a sustainability challenge
• apply disciplinary knowledge and innovative ideas to the planning and development of sustainable marketing campaigns

Subject Assessment

• Written > Project report - (40%) - Group
• Written > Reflection/reflective task 1 - (25%) - Individual
• Performance/Practice/Product > Multimedia production - (35%) - Individual

Note that minor variations might occur due to the continuous subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.

Availabilities