Course : Sustainable Marketing

Course Code : BMKT 32713

Credit Value : 3

Status : Optional

Level : Level 3

Semester : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. discuss the interrelationship of marketing concepts and sustainability
  2. recognize the inter-connectedness of sustainable marketing practices to other functional disciplines in an organization
  3. integrate a decision making style of an organization to support and strengthen the sustainable marketing practices
  4. develop the ability to apply social marketing planning and evaluation process to a range of practical situations.
  5. integrate CSR as a strategic outcome which will enhance the organizational performance
  6. build the ability to apply the key concepts of sustainable marketing in business to obtain a competitive advantage for a business

Course Content                     :

Topic No


Learning Outcomes

Teaching and Learning Method

Method of Assessment


An overview of Sustainable Marketing

At the end of this session students should be able to;

  1. Define the concept of sustainable marketing that meet customer needs and organizational goals
  2. Recognize the responsibility of a business organization in addressing environmental issues
  3. Identify the nature of sustainable consumption and its development from a sustainable marketing perspective
  4. Recognize reasons and importance of practicing sustainable marketing in an organization


Case study Discussions

End Semester Examination

Individual written assignment


Sustainable Markets and Market Development

At the end of the session students should be able to;

  1. recognize the role of markets in meeting customer needs and wants in sustainable marketing environment
  2. discuss the decision making process of consumers who are concerned in eco-friendly consumption
  3. review the importance of green conscious variables in segmenting the consumer market to support sustainable marketing
  4. recognize variables which represent individual’s green proclivities to develop green market segments
  5. illustrate the sustainable marketing practices used by industrial marketing organizations


Case study Discussion

End Semester Examination

Individual presentations


Sustainable Marketing  Strategies

At the end of the session students should be able to;

  1. discuss general organizational strategies that employed in an organization to support sustainable marketing practices
  2. discuss both traditional and sustainable marketing approaches in the decision making process
  3. recognize the sustainable marketing management models and major characteristics of each model
  4. recognize proactive strategy in using materials, process and practices to prevent pollution (including the concepts of organizational value process)
  5. develop the ability to build sustainable marketing strategies using the concepts Integrated Waste Management and Design for Environment
  6. prepare and implement a product-specific sustainable marketing audit


Case study discussions

End Semester Examination

individual written assignment


Sustainable Products

At the end of the session unit students should be able to;

  1. describe the concept of sustainable product with tangible and intangible attributes on developing the seller’s reputation
  2. explain the concept of product design for the environment and the process of product design in an organization
  3. explain product design for pollution prevention with zero waste (including international standards and templates)
  4. decide product design for resource recovery, product reuse strategies, material recycling strategies and material transformation strategies
  5. define product classification system and its relationship to sustainable design with design for environment insights
  6. recommend product design for the environment with the roles of cross functional teams, strategic alliances and the sustainable marketing audit


Case study  Group discussions

End Semester Examination  Group assignments


Sustainable Pricing

At the end of the session students should be able to;

  1. appraise the pricing decision taken to meet the expectation of environmentally conscious customers
  2. calculate the impact of eco-cost on price to reduce the cost as a result of eco-scrutiny and allocation procedures
  3. inspect the sources of ecological cost and relevance of it for the final price of a product in an organization
  4. develop environmental product pricing strategies considering the profit goals in an organization
  5. decide the implementation process of sustainable pricing strategies

Guest Lectures  Group discussions

End Semester Examination

Written group assignment and presentation


Sustainable Marketing Communications

At the end of the session students should be able to;

  1. describe the role of marketing communication mix elements in a sustainable marketing environment (including external stakeholders’ expectations in green context)
  2. recognize the importance of communication when designing for the environment
  3. develop an environmental message for an organization covering components of communication mix
  4. design an environmental labeling program for an organization to encourage consumers to purchase environmentally compatible products

Guest Lectures

Class room discussions

End Semester Examination Individual assignments


Sustainable Channel Networks

At the end of the session students should be able to;

  1. recognize the importance of incorporating sustainable marketing practices into channel environment
  2. discuss the channel design decision pertaining to an organization considering the sustainable marketing concepts
  3. develop channel objectives for an organization to support the sustainable marketing practices
  4. recognize waste reduction  practices which are applicable in distribution channels of  an organization
  5. identify sustainable channel partners for an organization considering the learned concepts
  6. develop sustainable channel strategies for an organization


Case study  Group discussions

End Semester Examination

Group written assignment and presentation


Social Marketing

At the end of the session students should be able to;

  1. analyze the role of social marketing as an approach to social change
  2. differentiate social marketing and commercial marketing in organizations
  3. analyze the theoretical foundations of social marketing campaigns using examples
  4. recognize social marketing practices available for a marketing practitioner
  5. discuss how the social marketing practices can be integrated in to marketing strategies using a given scenario


Case study

Marketing campaign analysis

End Semester Examination


Corporate Social Responsibility (CSR) as a Sustainable Marketing Tool

At the end of the session students should be able to;

  1. review CSR as a sustainable marketing tool
  2. examine the scope and complexity of CSR in a turbulent business environment
  3. identify CSR models which can be applied in to different business scenarios
  4. recognize  CSR as a communication tool in achieving business objectives
  5. illustrate the impacts of stakeholders as influencing agents to CSR issues  locally and globally
  6. analyze the impact of CSR implementation on corporate culture
  7. appraise the role of CSR in branding and explain how it can be a source of competitive advantage


Class room discussions

Case study

End Semester Examination

Recommended Reading        :

  1. Diane Martin, John Schouten (2012) “ Sustainable Marketing”  Prentice Hall
  2. Donald A. Fuller (2009) “Sustainable Marketing” Sage Publications, INC, New Delhi.
  3. Krishnamoorthy B. (2005) “Environmental Management”, Prentice Hall of India   Private Limited, New Delhi.
  4. Agarwal S.K. (2005), “Environmental Management”, A.P.H.     publishing    Corporation, New Delhi
  5. Ragunathan,M., Pandya,M., Chnokr, K.B.(2004),”Understanding Environment”, SAGE publications, New Delhi.
  6. Kotler, P. and Lee, N. R., (2011), Social Marketing: Influencing Behaviors for Good,4th edition, SAGE Publications.
  7. Hastings, G. (2007),“Social Marketing”, 1st edition, Butterworth-Heinemann.
  8. Kotler, P. and Lee, N.R. (2004), “Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause”, 1st edition, Wiley Publishers.
  9. Benn S. and Bolton D. (2011), “Key Concepts in Corporate Social Responsibility”, 1st edition, SAGE Publications Ltd.
  10. State of the Environment in Sri Lanka (2002 -January), Ministry of Environment and Resources, Colombo, Sri Lanka.
  11. ISO 14000 Manual .


  • Management of Environmental Quality: An   International journal
  • Journal of Cleaner Production.



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