|Module / ECTS / Path / Specialisation||Module :Sustainable marketing : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||81 h|
Track : Attendance
|LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.|
|Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.|
|LEARNING GOAL 2 : Students will develop advanced-level managerial skills.|
|Students will work collaboratively in a team.|
|Students will participate in a decision-making process in a critical way.|
|Students will communicate ideas effectively, both orally and in writing, in a business context.|
|LEARNING GOAL 3 : Students will demonstrate their understanding of practices reflecting ethical, diversity and sustainable development values in business organizations.|
|Students will identify and analyze issues relating to diversity, ethics and sustainable development in their business context.|
This course aims to familiarize the students, as future marketers and entrepreneurs, with the importance of the sustainability marketing approach in the XXI century. It tries to explain how sustainability and marketing fit together, how sustainability marketing differs from traditional marketing in terms of the basic marketing concepts such as: product, price, place and promotion. Nowadays it is not enough for the businesses to create needs to stay long enough on the market. The ultimate marketing objective should not be only to satisfy the consumers’ needs profitably but to take the huge responsibility for the whole society and the planet.
Some other issue will be discussed such as:
1) What are the greenest global brands in the world?
2) Why do more and more companies nowadays engage in sustainability marketing campaigns?
3) What is a sustainable packaging? How should we read the eco-labels? Are they useful and to what extent ?
4) What is the difference between greenwashing and sustainable communications?
If you are passionate about the sustainability idea, especially in the marketing context, I will be happy to "welcome you on board" and to prove you that sustainability marketing is neither a myth, nor an oxymoron though there are still many ways for improvement. If you expect some sophisticated measurements and calculations this course is definitely not for you: the major approach for this course will be: "Learning-by-thinking!"
- Define sustainability in marketing context
- Distinguish the traditional marketing from the sustainable marketing
- Demonstrate different approaches how to create, communicate and deliver sustainable marketing value through satisfying the needs and interests of the customers, society, environment and business,
1. Introduction to the sustainable marketing concept. Evolution and basic trends.
2. Understanding sustainable value & consumption
3. Creating sustainable value through product & price management.
4. Communicating sustainable value through IMC
5. Delivering sustainable value through distribution management & logistics
6. Mid-term test
7. Presentation of the final projects
Sustainable marketing concept
Sustainable marketing concept
1. Belz, F.M., & Peattie, K. (2012). Sustainability Marketing: A Global Perspective. 2nd ed. Business and economics
2. Pastore-Reiss, E. (2012) Les 7 clés du marketing durable. Eyrolles
3. Bascoul, G. & Moutot, J.-M. (2009). Marketing et développement durable : Stratégie de la valeur étendue. Dunod
4. Wimmer, W., LEE, K.M. Polak, J., Quella, F. (2010). ECODESIGN - The Competitive Advantage. Springer
Such behaviors as...
... may lead to expulsion from classes.