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Sustainable Marketing

Course code
Course type
MSc Course
Weekly Hours
HS 2021
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.
This course focuses around the question how marketing can contribute to sustainability. This questionis viewed from different perspectives: consumer, business and policy. The course will cover the following topics:
  • Overview of different perspectives of sustainability and its importance for business and society
  • Current environmental, social, and economic challengesand sustainability frameworks
  • Sustainable marketing strategies and goals
  • Challenges and trade-offs (e.g., between growth, profitability and sustainability)
  • Consumer behavior: Sustainable consumption and the attitude-behaviour gap
  • Sustainabile branding and marketing mix decisions

Each topic will be discussed in classroom and will be supplemented by research insights, cases and examples from practice, as well as management implications.

Date Time
Wednesday, 27.10.2021 11:30 - 15:15
Wednesday, 03.11.2021 09:45 - 13:00
Wednesday, 10.11.2021 11:30 - 15:15
Wednesday, 17.11.2021 11:30 - 15:15
Tuesday, 23.11.2021 15:30 - 18:45
Wednesday, 01.12.2021 11:30 - 15:15
Friday, 03.12.2021 15:30 - 17:00
Thursday, 09.12.2021 15:30 - 18:45
Students participating in the course will be able to
  • Identify and understand the impact of ecological, social, and economic challenges and the opportunities and threats they pose to consumers, businesses and the society
  • Develop and analyze sustainable marketing strategies
  • Apply sustainability frameworks to marketing activities (e.g., the design of new products and services, communication, brand activism, pricing, channel management)
  • Investigate the potential of sustainable marketing strategies
  • Identify new ways to address needs and business models that support sustainable innovations
  • Communicate and articulate the importance of sustainability to engage others in business and society and to develop buy-in
Literature will be announced in class
Lectures, in-class discussions, guest lectures, cases, simulation, presentations
Students will complete two individual assignments and give one group presentation during the course period. After the course students will hand in an individual written reflective assignment. There will be no final exam.

The course grade is composed as follows:

  • 50%: two individual assignments (to be completed during the course period)
  • 30%: one group presentation
  • 20%: one individual reflective assignment (to be completed after the course)
Basic marketing knowledge
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