Learning Outcomes
By completing the course “Sustainable Marketing”, students gain an understanding of different aspects of sustainability and its impact on marketing. Participants are also able to comprehend consumer decision-making and the role ecological, social and customer-specific goals play in the development of marketing strategies. Furthermore, they learn about marketing elements, which can be designed into a customer-related and sustainable marketing mix. The course also deals with barriers towards implementing such a marketing mix well as measures to overcome these barriers.
Content
In times of climate change, resources scarcity, the extinction of species and poverty in many countries, aspects of sustainability come to the forefront of society’s concerns. Companies have to consider the changing requirements that result from those changes in their marketing processes. The course ‘Sustainable Marketing’ provides an overview about the principles and concepts of sustainability in marketing. Consequently, it covers the main stages of a marketing process: the development of marketing goals, the planning of strategic and operative marketing activities and their implementation and control.
Description of Teaching and Learning Methods
The theoretical knowledge acquired in the lecture is applied to practical case studies in the tutorial.
