Sustainability Marketing

Lehrende/Lecturer/s: Prof. Dr. Frank-Martin Belz, Prof. Ken Peattie
Zeitraum/Time period: SoSe 2022
Credit Points: 3
Workload: 90 Stunden
Sprache/Language: englisch
VAK-Nr./Course No.: eGS-VA-SM-10
Anbieter/Supplier: VAN & eGS
Lizenz/License: CC BY
Open course

Content of the Course

Whether it is coping with ‘Peak Oil’, meeting the challenge of climate change, helping farmers in poorer countries through fair trade, or finding ways to keep discarded products out of the landfills, sustainability issues are the biggest challenges facing businesses. 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.

Acquisition of Competences

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

Exam Information

To receive a certificate of achievement and credit points, you must complete the course with an electronic exam. You can choose the examination date freely from several examination times in the semester. The examination takes place in presence.

  • Students of the University of Bremen take their exams in the university's test center.
  • Students from partner universities of the Virtual Academy of Sustainability take their exams on dates at their home university.

Target Group

The course is open to students of all disciplines. The offer is especially addressed to students of the University of Bremen and students of the partner universities of the Virtual Academy Sustainability. The content is designed as OER (Open Educational Resources) and therefore available for all interested parties. In principle, the learning videos can also be used in non-university settings. Thus, learners from other groups (e.g. companies) also have the opportunity to benefit from them.

Lecturers of the Course

Prof. Dr. Frank-Martin Belz is Professor of Corporate Sustainability at the TUM School of Management (Technical University of Munich, Germany). He is also Director of the TUM SEED Center, a Center of Excellence with an international and interdisciplinary focus. The focus of his research and teaching is on sustainable entrepreneurship. The book "Sustainability Marketing: A Global Perspective", published with his colleague Ken Peattie in 2009, on whose contents this course is based, received the award for the best textbook of the year in 2010 by the Association of University Teachers of Business Administration. Prof. Ken Peattie works at Cardiff Business School as a professor of marketing, distribution and information systems. Since 2001, Prof. Peattie has also directed the Centre for Business, Relationships, Accountability and Society (BRASS) and is a member of the Sustainable Places Research Institute (SPRINT). His research focuses on sustainable marketing and management, corporate social responsibility, and stakeholder relations.

Course Management

This course is managed by the eGeneral Studies team and the team of the Virtual Academy of Sustainability. If you have any questions, please contact:

  • info@egs.uni-bremen.de (for students of the University of Bremen)
  • info@vabne.de (for students of the Virtual Academy Sustainability)

Duration

This course is a self-paced course. It takes place only online; you can start with the course at any time.

Requirements

None, Course for basic knowledge