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Seminar: Sustainable Marketing: Research and Practice

Kurs ID
Art des Kurses
BSc Kurs
FS 2024
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].
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.

Date Time
Monday, 22.01.2024 15:30 - 18:45
Thursday, 07.03.2024 08:00 - 18:45
  • 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
Readings depend on the specific topics and will be announced in the seminar
  • Kick-off session
  • Individual work on seminar paper and presentation (support will be provided)
  • Final presentation and discussion in class
70% seminar paper

30% final presentation and participation in discussion

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