Sustainable Marketing

Department

International Program

Course unit code

IFLV6591

Number of ECTS credits allocated

3.0

Name of lecturer(s)

Prof. em. Rosenbloom Alfred

Mode of delivery

face-to-face

Recommended optional program components

none

Recommended or required reading

A combination of easy-to-read academic articles, textbook chapters, popular press articles and cases will be provided before the course starts. The readings will be posted on my mci/ Sakai learning management system.

Level of course unit

Bachelor

Year of study

Spring 2025

Semester when the course unit is delivered

2

Language of instruction

English

Learning outcomes of the course unit

This module explores Sustainability Marketing, one of the newest fields in marketing. Sustainability Marketing can be thought of as the process of developing, delivering, and communicating value to targeted consumers so that the natural, human, and social capital needs of future generations of consumers are not compromised by the needs of current consumers. While green, organic, eco/environmentally-friendly products have started the journey to Sustainability Marketing, Sustainability Marketing is so much more. In this module, we will explore the ”so much more.”

By module’s end, you will be able to:

• Articulate the rationale for Sustainability Marketing to peers, employers, family and others
• Differentiate between Sustainability Marketing and Social Marketing
• Define and give examples of a sustainable brand
• Explain the role that marketing systems play in all of marketing
• Describe the relationship of Sustainability Marketing to the circular economy
• Respond to the critique that marketers are responsible for creating an unsustainable world because marketers are interested in increasing sales and sales are directly related to consumption
• Reflect on what “sustainability” means
• Discuss the role that social impact and “purpose” should play in organizations
• Evaluate where any organization is in its journey toward Sustainability Marketing

Course contents

Topics that we will cover are: * Marketing as a holistic way of thinking * Marketing principles and perspectives * Social Marketing * Sustainable development concepts and controversies * Consumption, overconsumption, sustainable consumption and the marketer’s responsibility for each * Macromarketing concepts and applications * The circular economy * Systems thinking * Role of profitability in firms * New measures for firm evaluation: ESG and social impact * Brand Purpose

Planned learning activities and teaching methods

A mix of active and applied learning; small group problem-solving; article and case discussion intermingled with some short lectures and video clips.

Work placement(s)

none