FTMBA 2024 Sustainability and Profit - Turning the Trade-off into Synergy

In this course, students will deal with the broad topic of sustainability from a business case perspective and 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 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

1. Navigate the complexity of sustainability:Dive deep into current ecological, social, and economic challenges. Understand the intricate world of sustainability trade-offs, such as the delicate balance between sustainability and profitability.

2. Unlock the Economic Potential:Realize the economic potential that lies within sustainable practices. Analyze real-world business cases where sustainability not only thrives but acts as a catalyst for financial success.

3. Craft and Assess Sustainable Strategies:Develop the expertise to create and evaluate sustainability strategies. Learn to construct blueprints for a greener, more sustainable future and measure their impact.

4. Pioneer New Solutions:Explore innovative solutions that address evolving needs. Identify business models that seamlessly merge sustainability and profitability, positioning yourself at the forefront of sustainable business practices.

5. Integrate Sustainability into Marketing:Explore the power of sustainability in marketing. Apply sustainability frameworks to the design of new products and services, communication strategies, branding, and price management.

6. Become a Sustainability Advocate:Master the art of communicating sustainability's vital role. Inspire others in the world of business and society, and earn the support of decision-makers in the pursuit of sustainable practices.

• Lectures
• In-class discussions
• Guest lectures
• (Real-life) cases
• Business simulation
• Presentations

This course is highly interactive and active participation in discussions is encouraged.