Sustainability and Digital Marketing in Practice module (BU31013)

This module involves addressing changes and challenges in the market environment. It involves how a sustainability strategy, hand in hand with digital marketing, can address these issues.

This includes understanding how consumer behaviour can be influenced through sustainability campaigns. It also includes how brands can align their sustainability values with digital strategies. By doing so, the brands can drive impactful change.

Digital marketing campaigns reflect sustainable practices by incorporating emerging digital technologies. An example of this would be using Big Data to effectively navigate transformations.

What you will learn

In this module, you will:

• learn the opportunities and challenges of sustainability and digital marketing in contemporary situations
• learn the importance of emerging technologies for stakeholders
• learn about the digital marketing tools and frameworks for sustainable digital marketing
• learn about the theoretical perspectives relating to sustainability. This will take into account integrated marketing communications and digital marketing strategy
• learn to develop a sustainability digital marketing campaign plan. This will be in response to a client brief in practice.

By the end of this module, you will be able to:

• develop a critical awareness of global marketing. You will take the changing ethical, social, environmental and digital context into account
• understand sustainable and digital marketing theories and concepts
• critically apply sustainability and digital marketing concepts. You will be able to do this to a range of organisational types to enhance marketing decision-making
• show awareness of the implementation of different sustainable and digital marketing approaches. You will be able to show this awareness in a global context
• show the ability to conduct research on sustainability digital marketing campaigns. This will be able to be done in response to a client brief

Assignments / assessment

This module is assessed 100% by coursework.

• A podcast episode on a sustainability issue that the company can address (30%)
  • This will be 2 and a half minutes (150 seconds) in length
• A digital sustainability marketing campaign plan for the work-based learning project (70%)
  • This will have a word count of 2,000 words

Teaching methods / timetable

• interactive lectures
• tutorials

Each class will consist of a 1-hour lecture, followed by a 1-hour tutorial.