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Fairtrade as a Sustainability Marketing initiative


Assessment 1: (50% of grade) A 2000 word report which needs to be professionally produced and where relevant to include an appendix of supporting evidence.

Assessment Brief: Critically analyse Fairtrade as a sustainability marketing initiative in terms of its social and environmental benefits. This assessment targets the six learning outcomes tabulated below:

Learning Outcomes
Knowledge and understanding-
1. Theoretical models that underpin the strategies to achieve sustainable business;
2.The roles and responsibilities of marketing in contributing to ethical, environmentally sustainable business, as part of an environmental management system;

Skills and Attributes-

3.Apply research skills to research market potential and outlook for sustainable products and services;
4.Demonstrate ability to present, critically evaluate and advocate new potential business models;
5.Demonstrate ability to identify sources of regulatory information on ethically and environmentally sound strategies
6.Produce well-written, referenced and supported academic report
This assignment tests students’ critical analysis of Fairtrade as a sustainability marketing initiative and having undertaken the task, use their theoretical knowledge to offer credible comments on its contribution and limitations to sustainability marketing goals.

Students will be given guidance on the history and development of fairtrade from its niche market stage to mainstreaming in the United Kingdom through relevant research papers, industry reports, and case study material on study net and through seminar activity.

This assignment is comprised of two parts:
a) Practical: students will collate and examine information on fairtrade as a concept and its market development as an industry in the United Kingdom. This material will form the appendix of the report, and should include evidence of its market growth and its impacts in terms of social and environmental benefits.

b) Theory: students will showcase their understanding of key Sustainable Marketing concepts in the subsequent report, by critically evaluating the extent to which sustainability ideas and principles have been adapted into fairtrade marketing practices. Students will show fairtrade managers have reframed product, price, and place and promotion mix element with sustainability principles, and offer appropriate sustainability marketing counsel through recommendations.
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