MRK 3512 Sustainable marketing
MRK 3512 Sustainable marketing
The UN's sustainability goals contribute to the framework conditions in the public and private sector being about to change. Requirements for green growth and increased focus on sustainable products and services affect business models, services are digitized and value chains are transformed. The customers of the future are drawn to companies that want to contribute to a positive change in the world. At the same time, technology and changes in media habits affect the buying journey, and influence the questions and feelings the customer accumulates in the various phases leading up to making a decision. It places new demands on marketing that plays a key role in the green shift, by informing, influencing, giving advice and helping the customer to choose sustainable solutions
Learning outcomes:
After completing the course, the students will have knowledge and insight into the themes of sustainability and the green shift, and how to market businesses that focus on sustainability in product development and innovation. We look at Norwegian and leading international trends in companies that have made sustainability a competitive advantage for their own business by developing, marketing, communicating and selling products and services in new ways, in new markets and channels.
After completing the course the students should:
- understand how the sustainability perspective intervenes in all industries and sectors
- have gained knowledge of positioning in the green pace to trigger gains and competitive advantage
- have acquired knowledge of how to communicate and market sustainable companies, products and services
After completing the course the students should:
- be able to explain how the UN principles for corporate social responsibility changes the premises for business operations and business model innovation
- contribute to the development of communication and marketing strategy to make sustainability visible in new markets and channels
- be able to produce value-based content for legitimacy, awareness and engagement
After completing the course the students should:
- have insight and be able to reflect on the UN's sustainability goals and how business can and must take a leading role in solving common challenges
- communicate and discuss relevant professional issues and openness and transparency as core values in marketing in order to get the message out
Global challenges, trends and driving forces UN Sustainability Goals - what do they mean for business? Sustainability as a competitive advantage Sustainable business models and Green strategy The role of technology in sustainable marketing Marketing in the green shift Climate communication - barriers and solutions Message development for legitimacy, increased awareness and commitment Communication platforms and social networks Ethical issues and climate risk
The course is completed through a combination of classroom teaching, video lectures and voluntary exam-relevant reflection tasks that students are encouraged to work on throughout the course. Implementation as an online study In the course implementation as an online study, the lecturer will, in collaboration with the study administration, organize an appropriate course implementation, with a combination of different learning activities and digital elements on the learning platform. The online students are also offered a study guide that will contribute to progression and overview. The total recommended time consumption for completing the course also applies here.
Higher Education Entrance Qualification
Covid-19
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Teaching
Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.
Det forutsettes at studentene har MRK 3414 Markedsføringsledelse eller tilsvarende kunnskaper.
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 1 Semester(s) Comment: One semester Project paper. Exam code: MRK 35121 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Prepare for teaching | 36 Hour(s) | |
Student's own work with learning resources | 128 Hour(s) |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.