Sustainable Marketing

MKT4525 Sustainable Marketing
4 Advanced Management CreditsThe purpose of this course is to introduce students to the complexities of integrated sustainability from a managerial perspective. Both consumers and businesses are demanding solutions to sustainability issues for products and services throughout the value chain. Today's sustainability issues are all encompassing and include strategies for managing structural injustice challenges, and ecological integrity concerns throughout the entire ideation to go-to-market process. Firms must make thoughtful investment and resource decisions that consider multiple stakeholder perspectives using a systems thinking lens, carefully evaluating all risks and rewards. Furthermore, entrepreneurs and marketers must learn to adapt their marketing strategies to sustainable products and services to redefine the value proposition.

Prerequisites: SME2011