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.

Lehrende: 

• Prof. Dr. Frank-Martin Belz, TU München
• 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.

Hinweise:

Die Veranstaltungsvideos sind frei zugänglich. Wenn Du die Prüfung absolvieren und ein Modulzertifikat erhalten möchtest, musst du dich bei uns anmelden. Nach der Zulassung zahlst du das Teilnahmeentgelt und kannst dich zu einem Prüfungstermin anmelden. Die e-Klausur muss vor Ort im Testcenter der Universität Bremen abgelegt werden!

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