Course details
Sustainable Marketing
DDRS 50103A
This course has a consumer and firm focus with an emphasis on integrating sustainability principles in both marketing theory and managerial decision-making. Concepts include how to conduct an analysis of socio-environmental priorities to complement conventional marketing research and the subsequent development of marketing strategies and tactics that are profitable and sustainable.
The global economic system in 20th century had operated on a throughput take-make-waste model. As economic growth stretches global resources, however, consumers are becoming more and more conscious of the importance of sustainability practices.
Marketing has a vital and unique role to play in creating a more sustainable society as most of consumers' and firms' material needs and many of our psychological needs are met through marketing systems.
Sustainable Marketing is the process of creating, communicating, and delivering value to customers in such a way that both the environment and human capital are preserved or enhanced throughout.
This course aims to provide a broad range of tools and frameworks for understanding how business can interact with issues related to sustainability, taking a marketing perspective. In particular, we examine how traditional marketing strategies can be incorporated into and/or modified in domains in which sustainability is critical. By necessity, it is essential to not only account for the role of firms and customers, but of government, non-profit organizations, employees, and other stakeholders.
Marketing has a vital and unique role to play in creating a more sustainable society as most of consumers' and firms' material needs and many of our psychological needs are met through marketing systems.
Sustainable Marketing is the process of creating, communicating, and delivering value to customers in such a way that both the environment and human capital are preserved or enhanced throughout.
This course aims to provide a broad range of tools and frameworks for understanding how business can interact with issues related to sustainability, taking a marketing perspective. In particular, we examine how traditional marketing strategies can be incorporated into and/or modified in domains in which sustainability is critical. By necessity, it is essential to not only account for the role of firms and customers, but of government, non-profit organizations, employees, and other stakeholders.
Themes covered
Framing Sustainability Marketing: Evolution of Marketing Emergence of Sustainability Marketing Elements of sustainability Marketing Corporate Social Responsibility.
Developing Sustainability Marketing Opportunities: Sustainable Consumer Behaviour (B2C) Sustainable Firm Behaviour (B2B)
Developing Sustainability Marketing Standards and Strategies: Marketing Strategy and Sustainability Sustainable Innovations Sustainable Strategic Relationships
Developing the Sustainability Marketing Mix : Customer Solutions Communications
Developing the Sustainability Marketing Mix: Customer Cost (Pricing) Customer Convenience (Distribution)
Important notes
Course in French : DDRS 50103
Préalable(s) : OPER 50500(A)(Co)
Préalable(s) : OPER 50500(A)(Co)
Course code
DDRS 50103A
Subject
Sustainable development and social responsibility
Program
MBA
Instruction mode
On-site learning
Credits
1,5