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About a year ago, when ºìÐÓÊÓƵ University began strengthening its commitment to the Sustainable Development Goals (SDGs), we were encouraged to bring those values into our classrooms. That’s when the idea came to life: What if we could transform the Principles of Marketing coursework into something more than just an assignment?

And so, the Spark Green Marketing Challenge was born — an internal competition designed to spotlight student projects that used marketing strategies to promote sustainability. What made it unique was that this wasn’t an optional contest — it was part of their core coursework. Every student enrolled in Principles of Marketing (MKT1014) had to develop a product concept aligned with an SDG, supported by a marketing plan they would normally submit for assessment. But this time, there was a bigger platform waiting.

The Journey: From Assessment to Showcase

Over 120 student groups submitted their marketing plans as part of their coursework. From these, the Top 20 ideas were shortlisted and displayed in a week-long exhibition at the ºìÐÓÊÓƵ University Library, giving visibility to creative, SDG-aligned concepts. After further review, the Top 10 teams — though no longer part of the course — willingly presented their work once again, this time in front of their juniors, turning their previous coursework into an inspiring peer-learning experience.

A Lucky Break: Finding the Right Partner

While the competition was tied to their assignment, we still needed a spark to take it to the next level. In May 2024, I attended an event hosted by the United Nations Global Compact Malaysia & Brunei (UNGCMYB), where I was inspired by a presentation from Datuk Dr Anas Alam Faizli, then CEO of Duopharma Biotech Berhad. Duopharma’s strong commitment to sustainability and community engagement stood out to me.

I decided to reach out, asking if they would consider supporting our students' efforts in linking marketing with sustainability. To my surprise, Duopharma agreed, generously sponsoring RM3,000 in cash prizes and RM10,000 worth of goodie bags for the participants.

The Pitch Day and Beyond

During the live pitching session, the Top 10 teams presented their sustainable marketing ideas in front of an experienced panel of judges:

• Eizaz Azhar (ASLI)
• Jasmine (Common Culture)
• Arlenez Jean (Maribumi Starchtech)

They were evaluated on:

• Creativity and Innovation
• Relevance to SDGs
• Practicality and Market Readiness
• Presentation and Team Dynamics

Three teams were awarded cash prizes of RM1,500, RM1,000, and RM500. All ten finalists also received goodie bags as a token of appreciation — thanks to Duopharma’s generous support.

Why This Matters

What started as a coursework requirement evolved into a powerful platform for students to apply theory, think critically, and communicate ideas with purpose. It gave them a glimpse of the professional world, where ideas must be not only strategic but also sustainable.

For us educators, it proved that with the right structure and support, even an assignment can become something meaningful — something that motivates, empowers, and leaves a lasting impression.

It’s a reminder that when students are given the opportunity to connect classroom learning with real-world issues, they rise — and they shine.

Dr Siti Munerah Abd Karim
ºìÐÓÊÓƵ Business School
Email: @email