Seminar: Sustainable Marketing: Research and Practice
Kurs ID
MKT433
Art des Kurses
BSc Kurs
Wochenstunden
2,0
ECTS
6,0
Semester
FS 2023
Vortragssprache
Englisch
Vortragende/r
Juniorprof. Dr. Anna-Karina Schmitz
Bitte beachten Sie, dass AustauschstudentInnen im BSc-Programm der WHU eine höhere Anzahl an Credits erwerben als hier aufgeführt. Für weitere Informationen wenden Sie sich bitte direkt an das [International Relations Office].
Kursinhalt
In this seminar, students will deal with the broad topic of sustainability from a business case perspective and with a focus on marketing. We will discuss how the proposed trade-off between sustainability and profit can be synergized so that businesses, the environment, and society benefit equally from sustainability management. We will take a critical look at the role of marketing as part of the problem and part of the solution. The kick-off session will provide students with a basic understanding of the topic. It is organized around four questions about sustainability and marketing aiming to answer how businesses can thrive in a more challenging, uncertain, and carbon-restricted world:
(1) What are we talking about?
- The triple bottom line: People, Planet, Profit
- Trade-offs and growth mindset
- Managing wicked problems
(2) What’s in it for business?
- Economic potential of sustainability
- Business cases for sustainability
(3) How to get there?
- Purpose and value creation
- Sustainability strategies
- Sustainable business models
(4) Why is marketing essential?
- Value delivery and extraction
- Consumer behavior
- Marketing mix and sustainability communication
After an introductory session, students are offered a choice of topics for their seminar paper. They will present and discuss their results in class.
Termine
| Date | Time |
|---|---|
| Tuesday, 17.01.2023 | 15:30 - 18:45 |
| Tuesday, 07.03.2023 | 15:30 - 18:45 |
Lernerfolge
- Understand the foundations ofsustainability management and marketing
- Critically reflect the role of marketing in business, society and environment
- Gain a broad overview of current topics in sustainability marketing
- Understand opportunities and limitations of sustainability marketing
Literatur
Readings depend on the specific topics and will be announced in the seminar
Lernmethoden
- Kick-off session
- Individual work on seminar paper and presentation (support will be provided)
- Final presentation and discussion in class
Art der Prüfung
70% seminar paper
30% final presentation and participation in discussion