Sustainability Marketing (MKT366)

This course develops a sustainability-oriented vision of marketing and the knowledge and skills ecessary to successfully market sustainable products and services. With an in-depth analysis of socio-environmental priorities and an integration of social, ethical and environmental values into marketing strategy development, marketing can go beyond serving business priorities to contribute to the transformation of society into a more sustainable one. At the end of the course, students will be able to understand the key elements of developing a successful marketing strategy and branding approach for a sustainable market offering. The course also reviews global trends and issues that influence sustainable product success. Topics covered provide the basis for students to construct solutions that are information-driven, resilient and sustainable.

• Elements of sustainable marketing
• Role of information in sustainable solution design
• Sustainable issues and opportunities
• Business logic for sustainability
• Corporate social responsibility
• Social enterprises
• Sustainable products
• Sustainable channel networks
• Sustainable marketing communications
• Sustainable pricing
• Sustainability reporting
• The future of sustainability marketing

• Evaluate how a sustainability-oriented vision of marketing can be used to create solutions that benefit the organisation and society.
• Examine socio-ecological issues and their impact on marketing.
• Analyse information requirements for sustainability marketing solutions.
• Discuss the future of sustainability in marketing.
• Formulate sustainability marketing objectives and strategies.
• Construct the sustainability marketing mix.