MKF3461 - Marketing Communication

Interview with Jiemiao Chen, Lecturer

Can you tell us a bit about how your teaching is relevant to the United Nation’s Principles for Responsible Management (PRME)?

In Marketing Communication (MKF3461) we incorporate topics of sustainability in our discussions of modern marketing communication issues. We encourage students to engage in critical thinking about sustainability issues and their implications to consumers, businesses and society as a whole.

Which Sustainable Development Goals (SDGs) your unit addresses and in what ways? Provide examples of learning activities, initiatives and assessment tasks.

Some of the Sustainable Development Goals (SDGs) my unit addresses include:

  • Good health and well-being. Example: required reading and in-class discussion on advertising and its effect on consumer health trend.
  • Gender equality. Example: workshop discussions on gender stereotype in marketing communication.
  • Responsible consumption and production. Example: workshop discussions on promotional campaigns such as Coles’ mini shop and the implications of producing plastic promotional items.
  • Peace, justice and strong institutions. Example: in-class discussions on advertising campaigns for various causes
  • Partnerships for the goals. Example: workshop discussions on partnerships between corporations and not-for-profit organisations in creating integrated marketing communication messages to impact consumer attitudes or behaviour.

Why do you think business students today need to understand more about the role and impact of business in working towards a more sustainable and inclusive local and global economy?

Business students need to understand more about the legal, ethical, and global environment businesses operate in. To be young leaders in the business world, they need to be sensitive to important sustainability issues to ensure that the world survives and thrives.

What kind of reception do you get from students when you discuss these types of issues with them?

The students always show enthusiasm when we are discussing those types of issues. They demonstrate reasonable level of critical thinking, and are able to form good arguments to defend their views.

What would you like to do or see in the future in terms of teaching of responsible management, either in the units you teach or more generally?

I’d like to see more real cases in our discussion of responsible management. I think students gain great insight discussing real business cases.