Sustainability Marketing

The course shows how the complexities of sustainability issues can be integrated into marketing.

The systematic, step-by-step approach of sustainability marketing involves:

• an analysis of socio-ecological priorities to complement conventional consumer and market research;
• an integration of ethical values into marketing strategy;
• the development of sustainability marketing strategies;
• a new consumer-oriented sustainability marketing mix of the ‘4 Cs’ (Customer Solutions, Communications, Customer Cost, Convenience) to replace the outmoded and producer-oriented ‘4 Ps’;
• and finally an analysis how innovation and marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society.

The course is ideally suited to both students and practitioners at many different levels and disciplines, including marketing, innovation, CSR, sustainability and environmental management.

Course Lecturers: 

• Prof. Dr. Frank-Martin Belz, Technical University of Munich
• Prof. Ken Peattie, Cardiff Business School

• You have knowledge of integrating the complexity of sustainable issues into marketing and of social-ecological priorities to complement conventional consumer and market research.

• You have the ability to integrate ethical values into marketing strategies and develop an understanding of the new consumer-oriented sustainability marketing mix.

• You understand how innovation and marketing can go beyond responding to social change to contribute to a transformation towards a more sustainable society.

Notes:

The e-learning videos are freely accessible. If you would like to take the exam and receive a certificate, you must register with us. After admission, you pay the participation fee and can register for an exam date. The e-exam must be taken on site at the test centre of the University of Bremen!

->> To the course and the videos