Marketing and Sustainability

The global economic system in 20th century had operated on a throughput take-make-waste model. As economic growth stretches global resources, however, consumers are becoming more and more conscious of the importance of sustainability practices. Marketing has a vital and unique role to play in creating a more sustainable society as most of consumers' material needs and many of our psychological needs are met through marketing systems. Sustainable Marketing is the process of creating, communicating, and delivering value to customers in such a way that both environment and human capital are preserved or enhanced throughout.
The course is divided into three sections and areas of focus. Part 1 is an overview of sustainability and its role in every aspect of modern day marketing. With this in depth knowledge of sustainability, students will explore how these principles are folded into sustainability-based strategic planning. Part 2 focuses on understanding the consumption process and how sustainability principles can effectively affect our consumption decisions. This section also examines how sustainability considerations can add value to products and services. Communicating value via integrated marketing programs is next, a vital element of sustainable marketing, including how branding and labeling can support a sustainable marketing strategy. Part 3 will give students a thorough understanding of sustainability principles as they apply throughout including the supply chain. This includes how to proclaim value via sustainable pricing strategies, delivering value in retailing, product innovation, and sustainable services marketing.