MKTG 90049
Marketing, Society &
Sustainability
Prof. Daiane Scaraboto
Sebastián ORDÓÑEZ-GIRALDO
Menuka Jayaratne
Week 1 1
Introduction to the subject
Sustainability and Marketing
- Definitions
- Importance
SDGs group exercise
Agenda
2
Subject Objectives
To introduce you to different ways of thinking about the relationship between
businesses, people, sustainability, and social issues
To equip you for future roles as socially responsible marketers in an ethically complex
world
To encourage you to think about your role:
• As a marketer
• As a consumer
Subject method
 Engaged reading
 In-person, on-campus seminars (lectures)
 In-class discussions and practical exercises
 Thinking outside the box!
 Contemporary cases
 Group project
5Introduction
1 2 3 4 5 6
7 8 9 10 11 12
Ethics in
Marketing
Critiques of
Marketing
Consumers &
Consumption
Better
Branding
Social
Marketing
Marketing
Exclusion
Degrowth &
Circular Econ.
Non-Profit &
Cause Mktg
Feedback
Week
Digital and
Technology
The future of
Marketing
Assessments
WeightDue DateIndividual/GroupTask
15%Week 5, Thursday 28th of
March, 11:59pm
IndividualIndividual Essay
(1500 words)
10%In-class, week 10
Groups of 3-4
[Same group]
Group Presentation
20%Week 12, Friday 24th of May,
11:59pm
Group Report
(3000 words)
5%Weekly, prior to the beginning of each
class & up to 24h after each class.
IndividualClass Participation
(entry & exit tickets)
50%Exam periodIndividualExam
Individual Essay
Words: 1500 +/- 10%
Deadline: Week 5, Thursday 28th of March,
11:59pm
Weight: 15%
Topic: Look up the 17 Goals identified in the 2030
Agenda for Sustainable Development set up by the
United Nations. Pick two goals that you believe are
closely related, one of which must be Goal 12:
Sustainable Consumption and Production.
Your task is to write a reflective essay that explores
your personal consumption habits, examines their
connection to SDG 12 and your selected SDG, and
proposes strategies for making your consumption
more sustainable.
7
Group report
Words: 3,000 +/-10%
Deadline: Week 12, Friday 24th of May, 11:59pm
Weight: 20%
Your task is to come up with a set of recommendations that
will help managers and marketers within the industry create
new sustainability interventions and meet sustainability
goals, as well as communicate those goals to their
stakeholders in one of the following industries:
- Pharmaceutical
- Energy
- Tourism
- Agriculture/Livestock
- Technology
Group presentation
9
10% of final mark in the subject
In-class, Week 10
Please see Group Presentation instructions on LMS>Modules>Assignments
Each group will have 7 minutes for their presentation followed by a 3-minute Q&A session.
Material (slides, notes) to be submitted on Canvas by 11:59pm the day BEFORE the presentation.
Opportunity to receive feedback and act on it for the Group report
Who will be my group?
Start getting to know your colleagues – we will do an activity
in groups soon, and another on week 2.
If you have a group already, add it to LMS>People>Groups
We will organise groups next week – all groups should be
formed by the end of week 3
You will need to sign a group contract (available on the
LMS-> Modules-> Assignment resources)
Class participation (Entry and Exit tickets)
11
Deadline: Weekly before your class and up to 24h after your class
Weight: 5%
 Each entry and exit ticket answer should take 10-20 minutes to complete.
 Each entry and exit ticket has a 100-word limit (+/-10%)
Entry and exit tickets will be graded for completion and effort. You can score 1 (well-thought
answer, indicates engagement with the reading and participation in class) or 0 (answer unrelated to
readings or to class content) in each quiz.
There will be 20 quizzes that you can complete for points across 10 weeks (weeks 2-9 and 11-12). Of
those 20 quizzes, you need to submit 10 during the course. You may choose to submit more than 10
quizzes. If you submit more than 10 quizzes, a “zero” score will drop every time you reach a “one”
score on an additional exercise.
Introduction to
Sustainability and the
Role of Marketing
Week 1
Defining
Sustainability
“Meeting the needs of
the present without
compromising the
ability of future
generations to meet
their own needs”
(WCED Report, 1987)
https://www.youtube.com/watch?v=zx04Kl8y4dE&t=1s&ab_channel=UCLA
Pillars of
Sustainability
Environment
Equity/SocietyEconomy
Environment
Climate Change
Sustainable farming and agriculture
Reduce our use of fossil fuels
16
Equity/Society
Racial equity
Gender equity
Quality Education, Health, Housing
17
Economy
Reduce wealth gaps
Livable wages
Pursuit of growth
Funding enhanced social infrastructure
18
Sustainability is
about Balance
Environment
SocietyEconomy
Challenges
arise at the
intersections of
these pillars
Environment
SocietyEconomy
WHAT ARE SOME CHALLENGES AT THE INTERSECTIONS OF THE THREE
PILLARS?
SocietyEconomyEnvironment
-----Environment
------Economy
------Society
Within Sustainability
There is an element of time:
• Sustainability is geared towards being Intergenerational
There is an element of interrelatedness:
• Focusing on one element or goal does not and should not mean neglecting the others
There is an element of uncertainty:
• Sustainability is not a definite end, but an evolving goal
17 Goals
2030 AGENDA FOR SUSTAINABLE DEVELOPMENT
23
25
Marketing
now…
Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large. [AMA, 2017]
SDGs exercise
17 groups (find your peers using your SDG card!)
Each group will do a “deep dive” on their allocated SDG.
You can start from the UN webpage (https://sdgs.un.org/) which offers a lot of information about each goal.
Your job is to understand what it takes to achieve that goal, and who is making progress in that regard and how.
The groups will share their findings with “posters”. One or two team-members must be by their poster at all times, others
will walk around to learn about the other SDGs
We will rotate until everyone has seen the showcase
27
Next Week
Ethics in Marketing
Better Marketing for a Better World
To do:
- Reading
- Exit and Entry tickets
- Form group
28
MKTG 90049
Marketing, Society &
Sustainability
Prof. Daiane Scaraboto
Sebastián ORDÓÑEZ-GIRALDO
Menuka Jayaratne
Week 1 29