Sustainability Marketing

Überblick

Umfang 3 CP
Videos 14 Std.
Selbststudium 76 Std.
Unterrichtsprache Englisch
Prüfungssprache Englisch
Lehrende Prof. Dr. Frank-Martin Belz,
Prof. Ken Peattie
Produktion  2013
Lizenz CC-BY-SA
VAK eGS-VA-SM-10

Lerninhalte

Whether it is coping with ‘Peak Oil’, meeting the challenge of climate change, helping farmers in poorer countries through fair trade, or finding ways to keep discarded products out of the landfills, sustainability issues are the biggest challenges facing businesses. The course shows how the complexities of sustainability issues can be integrated into marketing. The systematic, step-by-step approach of sustainability marketing involves: an analysis of socio-ecological priorities to complement conventional consumer and market research; an integration of ethical values into marketing strategy; the development of sustainability marketing strategies; a new consumer-oriented sustainability marketing mix of the ‘4 Cs’ (Customer Solutions, Communications, Customer Cost, Convenience) to replace the outmoded and producer-oriented ‘4 Ps’; and finally an analysis how innovation and marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. The course is ideally suited to both students and practitioners at many different levels and disciplines, including marketing, innovation, CSR, sustainability and environmental management.

Lernergebnisse / Kompetenzen

You have knowledge of integrating the complexity of sustainable issues into marketing and of social-ecological priorities to complement conventional consumer and market research. You have the ability to integrate ethical values into marketing strategies and develop an understanding of the new consumer-oriented sustainability marketing mix. And you understand how innovation and marketing can go beyond responding to social change to contribute to a transformation towards a more sustainable society.

Sustainable Development Goals (SDGs)

E SDG goals 08

E SDG goals 12

E SDG goals 13

Lerneinheiten

  • Introductory Session
    (Nadine Dembski, Prof. Dr. Frank-Martin Belz, Prof. Dr. Ken Peattie)
  • Marketing in the Twenty-First Century
    (Prof. Dr. Ken Peattie)
  • Framing Sustainability Marketing
    (Prof. Dr. Ken Peattie)
  • Socio-Ecological Problems
    (Prof. Dr. Frank-Martin Belz)
  • Sustainability Consumer Behaviour
    (Prof. Dr. Ken Peattie)
  • Values and Objectives
    (Prof. Dr. Frank-Martin Belz)
  • Strategies
    (Prof. Dr. Frank-Martin Belz)
  • Customer Solutions
    (Prof. Dr. Frank-Martin Belz)
  • Communications
    (Prof. Dr. Ken Peattie)
  • Customer Cost
    (Prof. Dr. Frank-Martin Belz)
  • Convenience
    (Prof. Dr. Ken Peattie)
  • Transformations
    (Prof. Dr. Frank-Martin Belz)
  • Reframing Sustainability Marketing
    (Prof. Dr. Ken Peattie)