MRK 3512 Sustainable Marketing
MRK 3512 Sustainable Marketing
Sustainability is today a main topic in business. In an age where man-made climate change threatens the future, and where inequality and armed conflicts remain global problems, customers and other stakeholders expect the business world to take its share of responsibility. It affects business models, innovation and marketing strategy and places new demands on marketers, who must help consumers to change their behavior by informing, guiding and influencing us to make more sustainable choices.
After completing the course, students should:
• have knowledge of how global goals for environmental, social and economic sustainability have become an important element in business development that affects traditional business models, strategy and innovation
• have acquired knowledge about the key role of communication and marketing in sustainable restructuring
After completing the course the students should:
• be able to explain how global goals for sustainable development change the premises for business operations and business model innovation
• be able to develop communication and marketing strategies for meeting barriers with possible solutions
After completing the course the students should:
• Be able to reflect and discuss relevant professional issues related to sustainable development with openness and transparency as core values in communication.
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 conducted as weekly classroom teaching divided into two and four teaching hours every two weeks. In the weeks with + 2 lectures, teaching is given in the form of discussions and exam-relevant practice tasks (voluntary) in groups which are reviewed in plenary. The exercises will form the basis for work on the final project assignment, which must be handed in after the course has ended.
E-Learning
Where the course is delivered as an online course, the lecturer will, in collaboration with the study administration, arrange an appropriate combination of digital learning resources and activities. These activities will correspond to the stated number of teaching hours delivered on campus. Online students are also offered a study guide that will provide an overview of the course and contribute to course progression. The total time students are expected to spend completing the course also applies to online studies.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
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| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 1 Semester(s) Comment: . Exam code: MRK 35121 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 45 Hour(s) | The course is conducted as weekly classroom teaching divided into two and four teaching hours every two weeks. |
Prepare for teaching | 45 Hour(s) | |
Group work / Assignments | 110 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.