Sustainability and Marketing - (E-M)
Kurs ID
MKT613
Art des Kurses
MSc Kurs
Wochenstunden
2,5
ECTS
5
Semester
FS 2024
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 course, students will deal with the broad topic of sustainability from a business case perspective and with a focus on marketing. They will learn how businesses can benefit from sustainability management and turn the proposed trade-off between sustainability and profit into synergy. The course 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
Termine
Date | Time |
---|---|
Tuesday, 09.01.2024 | 10:45 - 15:15 |
Thursday, 11.01.2024 | 11:30 - 15:15 |
Monday, 22.01.2024 | 11:30 - 15:15 |
Tuesday, 30.01.2024 | 11:30 - 15:15 |
Tuesday, 06.02.2024 | 11:30 - 15:15 |
Tuesday, 13.02.2024 | 11:30 - 15:15 |
Friday, 16.02.2024 | 08:00 - 19:00 |
Lernerfolge
Students participating in the course will learn that
- Trade-offs are an integral part of sustainability management.
- Continued growth in its previous form is unrealistic due to environmental and resource constraints.
- Sustainability is a complex task that requires smart management and thinking ahead.
- Sustainability comes with a huge economic potential.
- There is always a business case for sustainability, if there isn‘t one yet, there will be soon.
- Companies with a clear purpose are more successful as profit is the result of value creation.
- There are three basic sustainability strategies: eco-efficiency, consistency and sufficiency.
- Sustainable business models create monetary and nonmonetary value for stakeholders.
- Marketing delivers and extracts value from sustainable business.
- Communication is key to success or failure of resolving sustainability trade-offs
Literatur
No textbook, relevant literature will be announced in the lecture.
Lernmethoden
Lectures, in-class discussions, guest lectures, (real-life) cases, business simulation, Henkel company visit, presentations
Art der Prüfung
The course grade is composed as follows:
- 50%: individual assignment
- 50%: group presentation of real-life case study at Henkel in Düsseldorf (group grade adjusted for peer evaluation)
Voraussetzungen
None
Umfang
150