Content

The most recent definition of Marketing of the “American Marketing Association” indicates that Marketing is no longer solely about a win-win situation for customers and companies. Consumers and organizations are part of a bigger society, so also the resources needed to produce products and services should be taken into account. This course will emphasize how Marketing activities of for-profit and non-profit organizations can contribute to the achievement of the sustainable development goals. Furthermore, this course explains how sustainable value can be co-created for all actors of the service ecosystem of a company/organization

First, this course will explain what socially responsible marketing means for profit organizations and which factors play a role. Examples of topics that will be covered are:

• How to make the marketing strategy (more) sustainable?
• How can sustainable value be co-created by and for consumers and other stakeholders? 
• How to make the marketing implementation (more) sustainable throughout the customer journey?
• How to communicate sustainable (marketing) efforts to consumers?
• The link between marketing and overconsumption and materialism.
• The marketing of new (more sustainable) business models
• (The drivers and barriers of) sustainable consumption
• …

In short, students will be familiarized with how profit organizations can perform marketing in a sustainable way.

The second part of this course will cover how marketing strategies and techniques can be used by non-profit organizations who’s priority is not financial profit, but social or ecological profit: social organizations, non-profit organizations, governments, … Here the focus is on Social Marketing and Non-Profit Marketing as an instrument for realizing profit in social, ecological and health terms. Examples of topics that will be covered are

• Theories of behavior change
• The use of fear appeals and other negative emotions in social communications 
• Nudging
• fundraising
• etc.

Third, this course covers the topic of ethics in marketing, as this is an essential part of Socially Responsible Marketing. Examples of topics that will be covered are:

• The importance of marketing ethics
• Marketing practices that are perceived as unethical: an evolution
• The ethical decision making process

Course material

All course material will be posted on toledo ultra.

The slides, the video’s, scientific papers, …

Format: more information

Discussion - Paper - Practical lecture - Practice session - Webinar

One part of the course consists of theoretical classes where theoretical frameworks are explained, and another part consists of interactive classes where the focus will be on the practical implication of the theory. 

For the theoretical part, online videoclips will be distributed to the students in which the theory is explained. Students will also be asked to read some academic papers.

It is important that the students watch the relevant theoretical videoclips and read the relevant papers as a preparation for the interactive classes.  

During the interactive classes, we will have class discussions, solve exercises and cases, answer questions, …   We make sure it becomes clear how the theory can be applied in practice.For these classes, active participation and interaction are important. 

When possible the interactive classes will be on campus. Only when this is impossible, the interactive classes will be organized online.

The interactive classes are not recorded (nor organized in a hybrid way)