MBM432 Sustainable marketing
Main topics are:
- Core ideas and principles of sustainable marketing
- Outcomes and effects of sustainable marketing and measurement of outcomes and effects
- Antecedents of sustainable marketing, meaning how can companies stimulate and implement sustainable marketing
The first half of the course focuses on sustainable marketing in business to consumer markets, while the second half of the course focuses on sustainable marketing in business-to-business markets.
Knowledge - the candidate
- demonstrates knowledge and understanding of central themes, theories, tools and methodologies within the area of sustainable marketing
- demonstrates familiarity with current research relevant for understanding sustainable marketing
- has an academic basis that prepares for future studies of sustainable marketing
- has a critical and reflective understanding of the predictive power of theories and models introduced in the course
Skills - the candidate
- is able to write course papers, participate in group work, and make oral presentations
- is able to work independently with practical problems and challenges based on theories, models, methods and tools presented in the course
- is able to give advice to companies as to how they can contribute to sustainable marketing
General competence - the candidate
- is able to exchange views and experiences with others with background in sustainable marketing and thereby contribute to the development of good practices
- understands sustainable marketing and how such marketing differs from traditional marketing
- can plan and execute a variety of tasks and projects related to sustainable marketing in line with ethical guidelines and requirements
The course is organized as a combination of (1) lectures and (2) student project work in groups. The lectures will start in the auditorium where the course responsible will lecture on the articles/topics for one to two hours. Thereafter, we move to group rooms and each student group will apply theories and models in their project work. The course responsible will in each lecture have a discussion with each group and supervise all groups while they are working on the course paper.
Groups will write two course papers during the course. One paper on sustainable marketing in business to consumer markets and one paper on sustainable marketing in business-to-business markets.
The groups will receive written feedback on both papers, and they will have the opportunity to revise the papers based on the feedback before submitting the final version of the course papers.
Requirements for course approval
Course approval requires active participation in the group work and presentation of the two course papers (in groups) in the class.
The grading scale for course approval is approved - not approved.
Two written group-based course papers: ·
Course paper on sustainable marketing in business-to-consumer markets: 50 % of final grade·
Course paper on sustainable marketing in business-to-business markets: 50 % of final grade
A complete list of readings (articles) will be available in due time prior to the course.
Herbjørn Nysveen and Sven Haugland, Department of Strategy and Management.