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Seminar: Sustainable Marketing: Research and Practice

Course code
MKT433
Course type
BSc Course
Weekly Hours
2,0
ECTS
6,0
Term
FS 2024
Language
Englisch
Lecturers
Juniorprof. Dr. Anna-Karina Schmitz
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the 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 of sustainable development and sustainability 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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