Course: Sustainability Marketing | OnCourse UB

  • Lection 1

    • Communications Media

    • Overview, Learning Outcomes and Structure of the Lesson

    • Contrasting Views on Marketing Communications

    • The Marketing Communications Process

    • Marketing Communications Aims

    • Marketing Media and Sustainability Marketing

    • Videos

      In the following image, there are videos that you can start by clicking on the play buttons: 


    • Review and Discussion

      1. Why is marketing communications so often the focus of critical attacks on marketing as a field?
      2. What different marketing aims can marketing communications activities address?
      3. How might emerging social media technologies help new innovative sustainability orientated companies to compete with well-established firms?

    • Literature and References

      Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 197-229.

      Lantos, G.P. (1987): Advertising: Looking glass or molder of the masses?, Journal of Public Policy and Marketing, 6(1): 104-28.
      It reviews many of the debates about marketing as a mirror of society that is relatively harmless or as a distorted mirror in which society is shaped, maybe to its detriment.

      UNEP et al. (2005): Talk the Walk. Advancing Sustainable Lifestyles through Marketing and Communications, Paris. Available at: https://www.unep.org/resources/report/talk-walk-advancing-sustainable-lifestyles-through-marketing-and-communications.
      It looks at a whole range of ways that companies can use marketing communications media to try and not just promote particular goods and services but also help customers to adopt a more sustainable lifestyle.

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