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 M¨¹nchen
• 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 zug?nglich. Wenn Du die Pr¨¹fung absolvieren und ein Modulzertifikat erhalten m?chtest, musst du dich bei uns anmelden. Nach der Zulassung zahlst du das Teilnahmeentgelt und kannst dich zu einem Pr¨¹fungstermin anmelden. Die e-Klausur muss vor Ort im Testcenter der Universit?t Bremen abgelegt werden!

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