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Climate Change Assignment On Marketing Implications

Question

Task:
For this assessment, each student will be analysing two news articles for tutorial discussion and submission on two separate weeks (3 & 5). The emphasis is on identifying the marketing implications for the events or incidents described in the article. Students are required to choose ONE of the news articles (from the list below) that focuses on one of the United Nations Sustainable Development Goals (UNSDGs) and write marketing implications of the news. The first two tutorial weeks are designed to discuss how to analyse the sample news articles that focuses on UNSDGs. Specific questions that students need to answer include:
(1) Which of the UNSDGs does the new article relate to?
(2) Who are the important stakeholders?
(3) What potential marketing issues can be identified from the article?
(4) How would you respond to these issues and why?
For the last question students are required to include minimum of 5 references for each submission. This is an individual assessment with a maximum word limit of 1000 for each article analysis.

Only references used in text should be included in your reference list. The references should consist of published academic and research papers and textbooks in the write-up to support key points. Ensure that your references are relevant to the issues discussed. Referencing should follow the APA style.

Each article analysis submission is worth 10% equating to a total of 20% of the mark for the unit. Tutorial class activities in weeks 1 and 2 are designed to assist students in preparing for 1a assessment (due on Friday, week 3) and 1b assessment .
Tutors will take note of the participants in class. Distance/online/flex students will discuss their analysis of articles 1a and 1b in the allocated Moodle discussion forum in weeks 3 and 5, respectively.
Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority.
Following are the list of articles for assessment 1a and 1b. You only need to choose one article for each of the assessments. Choosing a different article than the ones listed below can result in no mark given for the assessment.

Answer

Which of the UNSDGs does the new article relate to?
The article explored in the climate change assignment relate to goal number 13 that is climate action that suggests urgent actions to be taken to combat climate change and negative impacts it creates.

Who are the important stakeholders?
The important stakeholders that have an interest and concern with rising environmental concerns and laws in Australia are:

  • Federal Government
  • Community
  • Alana Grech- Assistant Director of Australian Research Council Centre of Excellence
  • Commonwealth government
  • Professor Hughes- climate scientist
  • All companies of Australia
  • Brand owners of Australia
  • Employees of the Australia companies
  • Minister
  • James Trezise- Australian Conservation Foundation policy coordinator
  • Customers in Australia

What potential marketing issues can be identified from the article explored in the climate change assignment?
Increased concerned of climate change in the world and the rising situation of ecosystem extinction and decline of Great Barrier Reef has increased the need for companies and projects being implemented in Australia. There has been an environmental standard that has been planned and implemented by government for emission-intensive projects or companies of Australia. High emissions from operational process and the way to present itself sustainably in front of the customers will be the biggest challenge for the companies operating in Australia in the years to come. Companies failing to comply by the major climate policies and sustainability needs through their strategies are failing to success in the long run. Complying by the key environmental laws has been the major strategical consideration of major companies to project itself as responsible to their customers and gain more profits.

Degradation of the environment that is created by rise in temperature, global warming and failure to reserve biodiversity losses has increased the need for the companies to invest in low emission projects and upheld high corporate social responsibility. This has increased the need for the company to execute marketing in a responsible manner because with lack of responsible behavior there will be immense legal pressure caused to the organization. This will lead to sustainability and strategic positioning challenges for companies operating in Australia or planning to implement their project in Australia. Decline of the Great Barrier Reef and the degradation of biodiversity is the major factor behind fueling the need for responsible and careful marketing in Australia. The companies and projects in Australia has to showcase that they have environmental consideration and complying by the legislation. The challenge is high for emission intensive projects taken by company to ensure that they pay close attention to standards and approved by the governments. Taking up diversification, cost saving and differentiation strategy will not be the only strategic consideration taken by Australian entities now. The marketing consideration has become more complex with rising environmental legislation and laws.

How would you respond to these issues and why?
According to the research conducted by Strahilevitz (2003) with regards to the case scenario of climate change assignment clearly shows the importance of cause based marketing today in businesses with the increased need to consider environmental impact and emissions. The brands are doing well by implementing corporate social responsibility and are able to increase their popularity through it. This is the challenge that marketers around the globe are facing with the need to be responsible. Further, the study utilized in the climate change assignment shows that how maintaining a well-planned CSR strategy plays an important role in influencing the satisfaction of the customer and this is closely related to the deteriorating environmental conditions of the economy. Moreover, CSR strategy also allow the businesses to comply by formed standards of the government to protect themselves from legal challenges. Burksiene et al. (2018) has highlighted the appropriateness of cause based marketing in aligning the activities with environmental challenges impacting the world. It is the best way to show that the way corporations are responding to the environmental challenges.

In a competitive world of business a firm is able to acquire competitive advantage by using the resources at the optimum level in a way that puts limited to no negative impact on the environment. This is possible by aligning the marketing strategy with the needs of the society. The climate change assignment considers the readings of Kumar et al. (2012) that sustainability marketing orientation is one of the kind of marketing where the environmental aspect is considered while exchange relationship between the market and the businesses. This is instilled in the fact that such orientation help in implementing the best marketing strategy by firms and is recognized as an instrument for long term survival of the business. This marketing activity will be the best marketing action taken by the firms to reduce the climatic change caused by their decisions and operations. Thus,sustainability marketing can be an option that can help the businesses in Australia to overcome the challenges they might face from rising environmental regulations and legislation. The companies should consider the rise climate change before planning and marketing their product to be included in the economy by the ministers. The green or sustainable marketing strategies will be the best way to uplift the corporate image and performance of new projects implemented by the businesses. The instrument that are recognized as the ways to implement sustainable marketing can be efficient use of energy, using eco-friendly raw materials, less emission in the environment and promoting recycling and reusing processes (Calvo-Porral, 2019). This is the way to reduce the chances of biodiversity extinction and a positive recognition in the competitive market. It is stated in the climate change assignmentthat choosing the most effective medium of marketing that help increase the sustainable marketing activity is the best way a firm can promote their responsible marketing effort. Interactive social media marketing is the best way to capture the attention of the government and stakeholders towards the responsible behavior of the firms. It is the most effective and cost saving way to promote the sustainability efforts of the business with less risk and loss. The study of Minton et al., (2012) considered in the climate change assignment states that social media help in developing relationships that are influenced by the culture such as consumers and the firms. The exposure social media has make it the one of the best mode of marketing that promotes green advertisement and improves the positioning strategy of the firm in situations of high environmental degradation and need to comply by strong sustainable laws. ?

References
Burksiene, Dvorak, & Burbulyte-Tsiskarishvili (2018).Climate change assignment Sustainability and Sustainability Marketing in Competing for the Title of European Capital of Culture. Organizacija, 51(1), 66-78. 10.2478/orga-2018-0005

Calvo-Porral, C. (2019). The role of marketing in reducing climate change an approach to the sustainable marketing orientation. In Climate change and global development (p. Climate change and global development).

Kumar, V., Rahman, Z., Kazmi, A., & Goyal, P. (2012). Evolution of Sustainability as Marketing Strategy: Beginning of New Era. Procedia - Social and Behavioral Sciences, 37(C), 482-489. 10.1016/j.sbspro.2012.03.313

Minton, E., Lee, C., Orth, U., Kim, C., & Kahle, L. (2012). Sustainable Marketing and Social Media: A Cross-Country Analysis of Motives for Sustainable Behaviors. Journal of Advertising, 41(4), 69-84. 10.2753/JOA0091-3367410405

Strahilevitz, M. (2003). The Effects of Prior Impressions of a Firm's Ethics on the Success of a Cause-Related Marketing Campaign: Do the Good Look Better While the Bad Look Worse? Climatechange assignmentJournal of Nonprofit & Public Sector Marketing, 11(1), 77-92.

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