Sustainable marketing (sem A)


Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.


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.

Teaching methods


- Lectures
- Tutorials

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Define sustainability in a marketing context
  • - (level 2) Distinguish traditional marketing from the sustainable one
  • - (level 3) Apply different approaches for creating, communicating and delivering sustainable customer value
  • - (level 4) Analyze critically the sustainability performance of well-known greenwashing companies such as Coca-Cola and McDonalds and make relevant suggestions for actual improvements.
  • - (level 5) Develop a basic marketing strategy for a sustainable product

Affective domain

Upon completion of this course, students should be able to
  • - (level 1) Identify sustainability gaps in consumer behaviour, business performance and governmental policy.
  • - (level 2) Discuss the integration of the sustainable development concept by marketing
  • - (level 3) Justify the necessity for sustainable marketing strategy in today's business.


1. Introduction to the sustainable marketing concept. Evolution and basic trends. 2. Understanding sustainable consumption & consumer behaviour 3. Creating sustainable value through product & price management. 4. Communicating sustainable value through integrated marketing communications 5. Delivering sustainable value through supply chain management & logistics 6. Mid-term test 7. Presentation of the final projects

No prerequisite has been provided

Knowledge in / Key concepts to master

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.

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

No items in this list have been checked.


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

1. Belz, F.M., & Peattie, K. (2012). Sustainability Marketing: A Global Perspective. 2nd ed. Business and economics 2. Dahlstrom, R. & Crosno, J. (2021). Sustainable Marketing. 3rd. ed., Chicago Business Press 3. Martin, D. & J. Schouten (2014). Sustainable Marketing. New International edition, Pearson-Prentice Hall. 4. Sharma R. R. et al. (2021). Sustainability Marketing. New Directions and Practices. Emerald Publishing

No reading material has been provided.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
Stoyanov, D. (2015). Sustainable marketing: A global benchmark perspective on the vending industry. Review of Integrative Business & Economics, Vol. 42, Issue 2, pp. 1–19. Stoyanov, D. (2021). The role of vending channels in marketing: A systematic review and taxonomy of studies. Journal of Consumer Affairs.


List of assessment methods

Intermediate assessment / continuous assessment 1Class no. 6
Written (180 Min.) / Individual / English / Weight : 30 %
Details : Mid-term test
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : Continuous evluation for every session
Written and oral (40 Min.) / Individual / English / Weight : 40 %
Details : Participation during the oral discussions in class Homework and in-class assignments.
Intermediate assessment / continuous assessment 3Last class
Written and oral (30 Min.) / Group / English / Weight : 30 %
Details : students have to form international teams and illustrate the implementation of the marketing process of understanding, creation, communication and delivery of sustainable marketing value for a product and company on their own choice. Half of this evaluation (15%) is based on the written group work presentation prepared by the students at home (e.g., MS PowerPoint, Prezi etc.). One of the team members should send the presentation to the professor by e-mail at least one day before the final session. The other half of this evaluation is based on the individual performance of each team member during the project presentation in class (15%).
No assessment methods have been attributed to this course yet.