René Moolenaar on what we can learn from nature on the Sussex MBA
In an environment where students spend so much of their time inside at their desks looking at screens, René Moolenaar, Associate Professor in Strategy at the Business School, is taking a new approach to guiding the development and execution of marketing campaigns.
Sustainability goals
The University of Sussex aims to become one of the most sustainable universities in the world. From how we run our campus, to our impact on policy at a local, national and global level, this strategic goal shapes the experience of our students, staff, and researchers.
These wider sustainability goals are woven into teaching across our courses; the Sussex MBA is centred around corporate social responsibility, sustainability and innovative learning.
The task
The Digitally Disconnected and Mindfulness task on the Marketing Management module is a unique teaching session where MBA students are encouraged to ditch their laptops and phones, allowing them to focus entirely on feeling connected to the natural world around them.
Taking full advantage of the beautiful South Downs National Park and leafy Sussex campus, MBA students step into a new type of classroom. After finding a quiet space, students use their senses to explore their surroundings. Using their chosen case-study company from their main assignment, René Moolenaar asks students to either develop an eco-friendly version of a product, create a brand story, or create an experiential marketing campaign – all inspired by nature.
"There is something about being in nature when having to complete a task, particularly after practicing some basic mindfulness,” René says. “It brings a level of calm and a different perspective on the challenge to be resolved. I just love giving students this unique experience."
Benefits of learning in nature
Integrating sustainable thinking into teaching and learning at the Business School is key to meeting the upcoming Sussex 2035 Strategy and its corresponding sustainability plans, set to be published later in 2025. This strategy follows on from Sussex’s 2021 Sustainability Strategy. Key aims include net zero by 2035, recycling targets, and teaching sustainability within all degrees.
In the context of marketing, where innovation and originality are highly valued, nature provides a conducive environment for students to think beyond conventional ideas and actively engage in more innovative problem-solving.” rené Moolenaar
Associate Professor in Strategy at the Business School
“This not only enhances student learning experiences but also instils valuable lessons in mindfulness, sustainability, and creativity.”
Our MBA students quickly noticed the benefits. “It was a great experience,” Giovanni Leonardi, an MBA student and project manager, says. “I may implement something similar at work, maybe ‘walking meetings’ or ‘walking 1:1s’ using the park next door to the office.”
During the task, MBA student and management consultant Sanchita Das reflected on how nature never lets anything go to waste. “I saw woodlice repurposing an empty snail shell,” Sanchita says. “It was a beautiful lesson in sustainability and resourcefulness. In marketing, just as in nature, when a product or strategy no longer performs as expected, it’s not necessarily useless. With creativity and adaptability, it can be transformed to meet new needs and provide fresh value.
“This reinforces the importance of flexibility and innovation in our marketing approaches, ensuring that we can continuously create value, even from seemingly obsolete resources.”
Reflections on the experience
René believes that nature-based learning has strong potential for transferability across disciplines beyond marketing management. “Place-based education fosters a deeper appreciation for the natural environment, making it an excellent approach for fostering sustainability-focused learning in various fields,” he says.
The Digitally Disconnected and Mindfulness task exemplifies how breaking away from conventional methods can lead to profound educational experiences. By fostering a deeper connection with nature and encouraging creative thinking, the program prepares students to tackle real-world challenges with a fresh perspective and a commitment to sustainability.
The University of Sussex is currently developing its Sussex 2035 Strategy, titled Creating Progressive Futures – Flourishing, Sustainability and Progress for the whole world, which commits the University to focus on three strategic themes: environmental sustainability, human flourishing, and digital and data futures.
Find out more about the Sussex MBA.