Marketing plays a critical boundary spanning role between the for-profit firm and its various stakeholders. Marketing is also a critical consideration in developing business strategy. As debates continue on the purpose of for-profit business, specifically the shift from a focus solely on shareholders to various stakeholders (e.g., suppliers, customers, employees and broader society), including calls for responsible business and marketing leaders that tackle grand challenges facing the world (e.g., poverty, gender inequality and climate change), it is important that marketers are proactive in shaping these debates and facilitating changes in marketing practice. This unit is designed to critically evaluate the role of marketing theory and practice in engaging with grand challenges as highlighted by the 17 United Nations Sustainable Development Goals (e.g., ending poverty, tackling climate change and addressing gender inequality), at a profit. This unit adopts a holistic perspective of marketing and theories from both consumer behaviour and marketing strategy are used to understand how marketers can engage in facilitating the implementation of the 17 United Nations Sustainable Development Goals within marketing strategy.
At the completion of this unit, you should be able to:
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