Visualisation plan de cours
2026 / 2027
EM09HM1A
Sustainable Marketing
Programme
PGE PGE4 FI
Semestre
B
Coefficient
5
Volume horaire
Face à face : 27 H
Travail personnel indicatif : 54 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
STOYANOV
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Dobromir STOYANOV | dstoyanov@unistra.fr | 27 h CM |
Discipline
Marketing
Descriptif
This course aims to familiarize students, as future managers, engineers, and entrepreneurs, with the importance of the adoption of the sustainable marketing approach in the XXI century. Using cases from around the world (Europe, North America, Africa, South America, Middle East and Asia) it proves that sustainable marketing is neither a myth nor an oxymoron, though for the marketers there are still many ways for improvement. This course highlights how sustainable development and marketing fit together, in a what way sustainable marketing differs from traditional marketing and how to design a basic sustainable marketing strategy in simple steps.The course is designed around the process of creation, communication, and delivery of customer value by defining sustainable marketing as socially and environmentally responsible actions that meet the present needs of consumers and businesses while preserving or enhancing the ability of future generations to meet their needs. This is an engaging and highly interactive course in which the instructor relies on the “Learning-by-doing” approach – a concept in educational theory according to which student productivity can be achieved through practice, self-perfection and minor innovations.
Entrepreneuriat / Innovation
Ce cours intègre des contenus relatifs à l'entrepreneuriat et/ou à l'innovation (création d'activité, intrapreneuriat, innovation managériale, technologique ou sociale)
MAC
Recommander des solutions managériales pour un objectif durable/Recommend managerial solutions to achieve sustainable ob
8 ECTS
Contribution pédagogique du cours au programme
Develop impactful management using the latest knowledge and tools in the fields of management |
|---|
| Determine a strategic and managerial vision in a complex, uncertain and changing environment |
| Design solutions adapted to organizational problems by applying relevant methodologies |
Develop advanced managerial skills for responsible leadership |
| Recommend critical decision making to drive change in organizations |
| Defend own ideas effectively, both orally and in writing, with a professional attitude |
Implement responsible management practices reflecting the values of ethics, diversity, and sustainable development |
| Critically assess issues related to diversity, ethics and sustainability in the context of their professional practice |
| Co-create responsible management in professional practice |
Practice impactful management in a multicultural and international environment, driven by a "European mindset" |
| Communicate in a professional context in (foreign) languages, in writing and/or orally |
Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
- Projects
- Case studies/texts
Interaction
- Discussions/debatesObjectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- figure out sustainability gaps in consumer behaviour, business performance and governmental policy.
- analyze the strategies adopted by society, business, and policymakers to accomplish the goals of the sustainable development.
- justify the integration of the sustainable development concept in marketing
Objectifs pédagogiques - AFFECTIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- analyze critically the sustainability performance of well-known greenwashing companies such as Coca-Cola and McDonalds and make relevant suggestions for actual improvements.
- compare conventional marketing with the sustainable marketing
- exemplify the process of creating, communicating, and delivering sustainable customer value.
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
1. Introduction to the sustainable marketing concept. Evolution and basic trends.
2. Understanding sustainable consumption & consumer behaviour
3. Creating sustainable value through product management.
4. Creating sustainable value through price management.
5. Communicating sustainable value through integrated marketing communications
6. Mid-term test
7. Presentation of the final projects
2. Understanding sustainable consumption & consumer behaviour
3. Creating sustainable value through product management.
4. Creating sustainable value through price management.
5. Communicating sustainable value through integrated marketing communications
6. Mid-term test
7. Presentation of the final projects
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
There are no specific pre-requisites for following this course. However, the course is more relevant to students being interested in social and environmental issues such as global warming, food waste and additives, and how governments, businesses and consumers can work together to ensure a more sustainable future for the forthcoming generations.Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Photocopies- Newspaper articles
- Case studies/texts
Moodle platform
- Interface to submit courseworkAdossement à la recherche
Ce cours est adossé à la recherche.
- Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.
- Research-tutored (par la discussion)Le cours développe l’analyse critique et la discussion de contenus (presse, rapport d’études…), travaux ou résultats de recherche.
Bibliographie/références académiques
1. Stoyanov, D. K. (2026). Sustainable marketing: A value-based approach. Springer Nature 2. Belz, F.M., Peattie, K. & Onel , N. (2025). Sustainability Marketing: A Global Perspective. 3rd ed., Wiley and Sons 3. Dahlstrom, R & J. Crosno (2021). Sustainable Marketing. 3rd ed., Chicago business pressTravaux de recherche de l'EM
1. Stoyanov, D. K. (2026). Sustainable marketing: A value-based approach. Springer Nature 2. Stoyanov, D. K., Stoyanova, R. D., & Stoyanov, K. S. (2024). Chemistry of Marketing: Application of Chemical Thermodynamics Laws to Closed and Isolated Marketing Systems. Journal of Macromarketing, 44(2), 465-492. https://doi.org/10.1177/02761467231184141 3. Stoyanov, D. K., Stoyanova, R. D., & Stoyanov, K. S. (2024). Marketing Efficiency of Autarkic Systems: The Case of North Korea. Journal of Macromarketing, 44(2), 371-391. https://doi.org/10.1177/02761467241238747 4. Stoyanov, D. (2021). The role of vending channels in marketing: A systematic review and taxonomy of studies. Journal of Consumer Affairs 55(2), 654-679. https://doi.org/10.1111/joca.12362 5. Stoyanov, D. (2015). Sustainable marketing: A global benchmark perspective on the vending industry. Review of Integrative Business & Economics, 42(2), 1–19.Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Modalités de feedback
At the beginning of each session, the homework assignment due for that class will be reviewed. Collective feedback will be provided to help students understand the expected solutions, identify common mistakes, and clarify any questions before moving on to new material.
Compétence mesurée
ILO1.2-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO3.1-PGE, ILO4.1-PGE
Evaluation intermédiaire / contrôle continu 2
Modalités de feedback
Oral feedback at student request
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO3.1-PGE, ILO4.1-PGE
Evaluation intermédiaire / contrôle continu 3
Modalités de feedback
At the conclusion of each oral presentation, the instructor will provide feedback to the presenting team.
Compétence mesurée
ILO1.2-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO2.4-PGE, ILO3.1-PGE, ILO4.1-PGE