Individual Creative Portfolio – final submission

2 - Portfolio - 70

Individual Creative Portfolio – initial submission

1 - Portfolio - 30

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The module covers core concepts and current debates around sustainable marketing, purpose-driven branding, ethical advertising, and inclusive communication strategies. Students will analyse case studies from a range of sectors—including fashion, tech, FMCG, and non-profits—to explore how brands respond to societal issues and consumer expectations.
Key themes include:
<ul><li>Marketing’s role in climate action and environmental stewardship</li><li>Inclusive branding and the representation of diverse identities</li><li>Equity and justice in global supply chains</li><li>Greenwashing and ethical marketing dilemmas</li><li>Stakeholder capitalism and long-term brand value</li></ul>
You will also engage in practical projects where they apply these concepts to real or hypothetical brand challenges, using creativity and critical insight to design marketing for good.

Feedback is provided in a number of ways throughout your module. This includes feedback you receive during teaching from both peers and lecturers and that provided for formative assessment. Following an assessment, you will be given your marks and feedback in line with the assessment regulations and policy. More information on the timing and type of feedback that will be provided for each assessment will be available from the module leader. <a href='https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations'>https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations</a>

This module will support the development of all the graduate attributes. Your module leader will provide you with information about how your learning, teaching and assessment activities support your development of these attributes. The graduate attributes are: - Always learning - Engaged in the world - Technical and digital - Connected Professional - Creating Impact

In-Person - 

Self-directed - 

Directed Asynchronous - 

Branding in the Age of Social Media

Journal of Business Ethics, pp.303–314.

Stakeholder Capitalism

Sustainable marketing: Market-driving, not market-driven

Journal of Consumer Research, pp.15–36.

Veiling in Style: How Does a Stigmatized Practice Become Fashionable?

Brand Love

Reevaluating Green Marketing: A Strategic Approach

Authentic™: The Politics of Ambivalence in a Brand Culture

Good Works! Marketing and Corporate Initiatives that Build a Better World and the Bottom Line

An intersectional approach to diversity research

Causes and Effects

BBM136 - Marketing for a Better World: Sustainability, Equity and Inclusion

BBM136-PRD3-PER-ALV1

Your learning in this module will be active, applied, and critically engaging. It will combine lectures, interactive workshops, guided online learning, and independent study to help you explore how marketing can address contemporary social and environmental challenges.
Lectures will introduce key themes, theories, and frameworks related to sustainability, equity, and inclusion in marketing. These sessions will include short case examples, guest inputs, and polls to stimulate real-time engagement and discussion.
Workshops will be used for group-based activities, including brand case analysis, ethical debate simulations, and collaborative campaign planning exercises. These sessions are designed to build your skills in applying ideas to real-world challenges and help you prepare for assessment tasks.
Guided independent study will involve engaging with carefully selected videos, articles, and case studies provided via Moodle. Some activities will include online quizzes or short reflections to consolidate your understanding of key topics.
Self-directed study hours are where you'll deepen your understanding through reading, research, and working on your assessments. You’ll be encouraged to explore further resources on sustainable and inclusive branding—ranging from TED Talks and podcasts to marketing white papers and thought leadership pieces.
This blended learning approach ensures you are supported, challenged, and encouraged to connect academic ideas with professional practice throughout the module.

Marketing for a Better World: Sustainability, Equity and Inclusion

Analyse contemporary marketing practices through the lens of social and environmental responsibility.

Knowledge

Apply critical thinking to assess marketing campaigns for their ethical, environmental, and social impact.

Skills

Design inclusive and sustainable marketing strategies aligned with brand purpose and stakeholder expectations.

Explain the ethical responsibilities of marketers in a diverse and globalised world.

Values and attitudes

Discuss the role of marketing as a force for positive change, while recognising the risks of misuse or superficiality (e.g. greenwashing, tokenism).

Explain key theories and concepts related to sustainability, equity, inclusion, and ethics in the context of marketing and brand strategy.

Evaluate the role of marketing in shaping consumer behaviour and influencing societal change.

Synthesize cross-disciplinary perspectives (e.g. sustainability, social justice, business ethics) into marketing decision-making.

Communicate marketing insights effectively using appropriate tools, language, and visual storytelling techniques.

Show sensitivity to issues of representation, fairness, and inclusivity in marketing communication.

Engage reflectively with your own role as a future marketing professional contributing to a more sustainable and equitable marketplace.