AD0BCS: Business, Consumers and Sustainability

Module code: AD0BCS

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: F

When you’ll be taught: Semester 1

Module convenor: Dr Gillian Rose, email: g.rose@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2026/7

Available to visiting students: No

Talis reading list: Yes

Last updated: 22 April 2026

Overview

Module aims and purpose

This module introduces students to the interconnectedness between consumers, businesses and sustainability, particularly the ways humans use natural resources – (including plants and animals) - and how these uses support modern food and farming systems and other types of industries that rely on natural resources. Through case studies and applied activities, the module provides foundational understanding of consumer behaviours, business and marketing, supply chains, sustainability principles (including ethical consumption, environmental impact and animal welfare), and innovation within the agrifood and bio-based sectors. Students will explore the importance of food, farming, and bio‑based industries, alongside core business and marketing concepts relevant to the development of sustainable products and enterprises. Students will also develop introductory skills in business planning and communication of value propositions for new products or ventures.

Module learning outcomes

By the end of the module, it is expected that students will be able to: 

1. Describe how natural resources such as plants and animals are used within agrifood and bio‑based systems, and outline their relevance to the wider bioeconomy. 
2. Explain how markets function and identify key factors that influence consumer choices, including ethical, environmental, and welfare considerations. 
3. Describe core marketing principles and recognise how branding, storytelling, digital media, and certification shape consumer perceptions and product value. 
4. Describe sustainability concepts relevant to bio-based industries, including circular economy approaches, new technologies shaping the future of food and regenerative practices.

Module content

Students explore basic business and marketing concepts and consumer behaviour by linking biological knowledge to real-world business and supply-chain contexts. The module also highlights key sustainability issues, policy influences, and emerging trends such as alternative proteins and green innovation.

Structure

Teaching and learning methods

Content will be delivered through face-to-face lectures, and a series of seminars will provide an opportunity for formative learning including reflection on, and application of, content delivered in lectures, including opportunities to debate topical issues.

Online learning opportunities include; recommended reading and weekly quizzes based on the weeks learning.

Support for academic writing and other practice related to the assessments will be given, supplementing provision delivered through the relevant key skills module, including writing with academic integrity.

Study hours

At least 44 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or a DAS-agreed extension as a reasonable adjustment indicated in your Individual Learning Plan): 10% of the total marks available for that piece of work will be deducted from the mark for each calendar day (or part thereof) following the deadline up to a total of three calendar days;
• where the piece of work is submitted up to three calendar days after the original deadline (or a DAS-agreed extension as a reasonable adjustment indicated in you Individual Learning Plan), the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three calendar days after the original deadline (or a DAS-agreed extension as a reasonable adjustment indicated in your Individual Learning Plan), no penalty shall be imposed;
• where the piece of work is submitted more than three calendar days after the original deadline (or a DAS-agreed extension as a reasonable adjustment indicated in your Individual Learning Plan): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three calendar days of the deadline (or a DAS-agreed extension as a reasonable adjustment indicated in your Individual Learning Plan): no penalty will be applied;
• where the piece of work is submitted more than three calendar days after the original deadline (or a DAS-agreed extension as a reasonable adjustment indicated in your Individual Learning Plan): a grade of Fail will be awarded.

Where a piece of work is submitted late after a deadline which has been revised owing to an extension granted through the Assessment Adjustments policy and process (self-certified or otherwise), it will be subject to the maximum penalty (i.e., considered to be more than three calendar days late). This will also apply when such an extension is used in conjunction with a DAS-agreed extension as a reasonable adjustment.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

A variety of formative assessment activities will be used to support student learning, including short homework tasks which will be used and discussed in seminars.

Reassessment

Additional costs