Master
2024/2025
Sustainable Marketing and Marketing Communications
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
Course 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
- 2024/2025 1st module0.1 * 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.