MRK 3512 Sustainable marketing
MRK 3512 Sustainable marketing
The UN's sustainability goals contribute to a change in the framework conditions in the public and private sector. Requirements for green growth and increased focus on sustainable products and services affect business models, communication and marketing strategies. 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 must help the customer in the green shift, by informing, guiding and influencing, to make more sustainable choices.
After completing the course, students should:
understand how the sustainability perspective intervenes in all industries and sectors
have gained knowledge about brand positioning in the green pace shift to trigger gains and gain a 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?
Sustainable business models and Green strategy
The role of technology in sustainable marketing
Segmentation and market development for sustainable consumption
Sustainability and brand positioning
Marketing in the green shift
Climate communication - barriers and solutions
Message development for legitimacy, increased awareness and commitment
Media strategy - communication platforms and social networks
Ethical issues
The course is completed through classroom teaching and some 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
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
MRK 3414 Marketing Management or equivalent.
| 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.