Seminar: Sustainable Marketing: Research and Practice
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
- Kick-off session
- Individual work on seminar paper and presentation (support will be provided)
- Final presentation and discussion in class
30% final presentation and participation in discussion