H9SMS - Sustainability, Marketing & Society

Module Code: H9SMS
Long Title Sustainability, Marketing & Society
Title Sustainability, Marketing & Society
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 10
Module Coordinator: Louise (F) Maguire
Module Author: Andrea Del Campo Dugova
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate critical knowledge and understanding of concepts, theories and principles of sustainability in marketing, business and the wider context.
LO2 Develop an appreciation for the complex interrelationship between sustainability, society and the consumer, and their relevance to the Sustainable Development Goals (SDG’s) agenda.
LO3 Identify, discuss, and reflect on ethical, social and sustainability issues, including ambiguities and challenges faced by organisations, when marketing sustainability and associated goods, services, and ideas.
LO4 Apply relevant theoretical concepts and frameworks to generate creative solutions through the design of marketing strategies that help solve ethical, social, and sustainable consumption problems.
LO5 Evaluate quantitative & qualitative measures used to measure sustainability.
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
Sustainability - Evolution, Theory & Principles
Introduction; evolution of sustainability in marketing, business, and wider context; market-orientation and growth of consumerism; tragedy of the commons, evolutionary consumption; evolving theories of sustainability; corporate social responsibility (CSR); environmental, social & corporate governance (ESG); greenhouse effect, carbon footprint; recycling, climate change, triple bottom line (TBL); circular economy; systems thinking.
Sustainability – Stakeholders, Drivers & Trends.
Economic, environmental and social; global, national & local; population & health; energy; environmental impact; organic; Fairtrade; sustainable consumer; consumer activism; environmental movement; world earth day; sharing economy, agenda 2030; sustainable development goals (SDG’s); net zero 2050; sustainability reporting; building sustainable societies.
Sustainability Issues – Opportunities, Obstacles & Challenges.
Consumer education; sustainability as a competitive advantage; public private partnership; corporate philanthropy; the ‘green gap’; theory of planned behaviour; PR challenges, pricing, greenwashing, sustainability measurement challenges.
Sustainability Solutions – Marketing Sustainability & Developing Sustainable Brands.
stakeholder engagement, understanding the sustainable consumer; managing consumer expectations; social media & marketing sustainability; virtue signalling; creativity & innovation; adding value through sustainability; sustainable product design; social marketing; setting sustainability goals & measuring progress.
Assessment Breakdown%


Full Time

Assessment Type: Ass1 % of total: 60
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
Individual Assessment Description: An individual assignment based on focused course work, group discussion, case study analysis, individual/ group presentation, flipped classroom and/or lecture material taught during the module. The assessment will entail an extensive review of relevant academic literature, conducting appropriate research at both desk and primary level, demonstrating an ability to synthesize and critique sustainability theory and practice pertaining to same. The learning objectives are addressed by focusing on the fact that theories can only partially explain real contextual phenomena and thus a synthesis is sought by students to provide comprehensive analytical coverage.
Assessment Type: Ass2 % of total: 40
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
Group Assessment Description: A group assignment based on a case study where students are required to conduct a sustainability audit of a chosen organization, demonstrating a critical understanding of sustainability issues, including recommendations for further development (30/40). Group work will be accompanied by an individual reflective piece based on the material covered in the module with the insights that it has generated for the independent learner. Specifically, this should reflect the learner’s appreciation of the challenges associated with marketing sustainability and developing a sustainability strategy, as well as any thoughts that they may have about their own behaviour regarding sustainability, including an action plan that the learner intends to implement based on the insights gleaned from the reflection (10/40). Presentation of the group work and/or individual reflection may be requested in the form of a written report, presentation, video diary or podcast.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Repeat failed items
The student must repeat any item failed
Reassessment Description
Learners are required to achieve an overall grade of 40% in the module. If a student fails to meet a particular discrete learning outcome, they will be required to repeat the assessment component which contains that particular learning outcome. This module is reassessed solely based on re-submitted coursework. There is no repeat written examination.

NCIRL reserves the right to alter the nature and timings of assessment


Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 30 Per Semester 2.50
Independent Learning Independent learning 220 Per Semester 18.33
Total Weekly Contact Hours 2.50

Module Resources

Recommended Book Resources
  • Michelle Carvill,Gemma Butler,Geraint Evans. (2021), Sustainable Marketing: How to Drive Profits with Purpose, Bloomsbury Business, p.321, [ISBN: 1472979133].
  • Frank-Martin Belz,Ken Peattie. (2012), Sustainability Marketing, 2nd Ed. John Wiley & Sons, p.0, [ISBN: 978-1-119-96619-7].
  • Rüdiger Hahn. Sustainability Management: Global Perspectives on Concepts, Instruments, and Stakeholders, Hahn Publishing, [ISBN: 978-3982321103].
Supplementary Book Resources
  • Jeremy L. Caradonna. (2016), Sustainability: A History. Oxford University Press, Oxford University Press, USA, p.0, [ISBN: 978-0190614478].
  • Bill Gates. (2022), How to Avoid a Climate Disaster: The Solutions We Have and the Breakthroughs We Need., Vintage, p.0, [ISBN: 978-0593081853].
  • Margaret Robertson. (2021), Sustainability Principles and Practice, 3rd Ed. [ISBN: 978-0367365219].
  • Koonin, S.E.. (2022), Unsettled: What Climate Science Tells Us and What it Doesn’t, and Why it Matters, BenBella Books.
  • George Serafeim. (2022), Purpose and Profit, Harper Collins Leadership., [ISBN: 978-1400230358].
  • Klaus Schwab. (2021), Stakeholder Capitalism: A Global Economy that Works for Progress, People & Planet., John Wiley & Sons, p.304, [ISBN: 978-1119756132].
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: