Sustainable Marketing and Marketing Communications

Master 2023/2024

Category 'Best Course for Career Development'

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Category 'Best Course for New Knowledge and Skills'

Type: Compulsory course (Sustainable Business Management)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 2 year, 1 module

Mode of studies: offline

Open to: students of one campus

Master’s programme: Management of Corporate Sustainable Development

Language: English

ECTS credits: 3

Contact hours: 24

Full Syllabus

Abstract

All companies around the world are trying to re-direct their marketing and make it greener and more sustainable. Marketing is about creating, communicating and delivering value. How can then marketing help in achieving the Sustainable development Goals (SDG) and tackle climate change? This course re-defines the traditional 4-Ps/7-Ps of marketing and provides directions to young managers/marketers and CEOs as they try to build sustainable brands and businesses. In the process we touch upon several allied topics like circular economy, social entrepreneurship, marketing to the bottom-of-the pyramid and responsible consumption using examples and cases from multi-national and emerging country companies. The course is interactive and we will use field exercises, local stories, cases, videos and games along with lectures.

Learning Objectives

• Introduce the connections between marketing and sustainability in a global context and the role of marketing communications in developing green marketing programs.
• Identify the issues related to green product development
• Examining the role of distribution and marketing channels to help consumers access sustainable products
• Understanding different pricing approaches when selling green products and services
• Introduce the various ways and challenges related to sustainable marketing communication
• Advance students’ analytical skills through introduction and elaboration of key research approaches and methods

Expected Learning Outcomes

The students are able identify different ways sustainability market can be implemented
The students are able to conduct empirical research on sustainability marketing
The students are able to determine the best practice corporate leaders in the area of sustainability marketing
The students are able to develop a sustainability marketing plan

Course Contents

Introduction to Sustainability Marketing
Introduction to the 4C-s of Sustainability Marketing: Customer Solutions, Convenience, Cost and Communication
Introduction to green product development
Sustainable Consumer behavior
Strategy for Sustainable Marketing
Introduction to sustainable channels and retailing

Assessment Elements

Class participation
Case discussion, presentation
Group project presentation
Final Exam

Interim Assessment

2023/2024 1st module
0.1 * Case discussion, presentation + 0.25 * Class participation + 0.4 * Final Exam + 0.25 * Group project presentation

Bibliography

Recommended Core Bibliography

Chen, Y., & Wang, L. (Tarry). (2019). Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges. Journal of Marketing, 83(5), 28–31. https://doi.org/10.1177/0022242919868470

Recommended Additional Bibliography

Mihai Andronie, Daniel Adrian Gârdan, Ionel Dumitru, Iuliana Petronela Gârdan, Irina Elena Andronie, & Cristian Uță. (2019). Integrating the Principles of Green Marketing by Using Big Data. Good Practices. Amfiteatru Economic, (50), 258. https://doi.org/10.24818/EA/2019/50/258
Зубков, А. Д. English for Public Relations and Marketing = Английский в сфере связей с общественностью и маркетинга: практикум : учебное пособие / А. Д. Зубков , под редакцией Е. Ю. Выборновой. — Новосибирск : СГУПС, 2021. — 72 с. — ISBN 978-5-00148-241-3. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/270851 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.

Course Syllabus