Sustainability and Marketing - (E)-M - Q3

Participation Prerequisites

None

Note: This course is highly interactive and active participation in discussions is required. The course includes a real-life case study and a company visit at Henkel in Düsseldorf (if regulations allow), participation in the entire day is mandatory.

Course Content

This course offers students a comprehensive exploration of sustainability from a business perspective, emphasizing how marketing plays a crucial role in driving sustainable business practices. The course is designed to help students understand how companies can balance profitability with sustainability, transforming the often-perceived trade-off between the two into a powerful synergy that benefits both the business and society. It introduces students to the evolving challenges businesses face in a world that is increasingly focused on environmental, social, and economic sustainability.

The course is structured around four central questions. First, students will explore "What are we talking about?" by learning the concept of the triple bottom line: People, Planet, and Profit. They will also discuss the trade-offs that arise in sustainability and how adopting a growth mindset can help businesses manage complex, or "wicked," problems. Next, the course examines "What’s in it for business?" by uncovering the economic potential of sustainability and understanding the business cases for adopting sustainable practices. Students will gain insight into the tangible benefits sustainability can offer to businesses in terms of competitive advantage and long-term viability. The third question, "How to get there?" focuses on guiding students through sustainability strategies, sustainable business models, and the importance of value creation. The final question, "Why is marketing essential?" dives into the role of marketing in delivering and communicating sustainability. It covers consumer behavior, the sustainability-driven marketing mix, and effective sustainability communication strategies.

This course places special emphasis on the integration of marketing and sustainability, aiming to equip students with the tools and knowledge to lead businesses toward a sustainable future.

Intended Learning Outcomes and Competencies

Students participating in the course will learn that

1. Trade-offs are an integral part of sustainability management.
2. Continued growth in its previous form is unrealistic due to environmental and resource constraints.
3. Sustainability is a complex task that requires smart management and thinking ahead.
4. Sustainability comes with a huge economic potential.
5. There is always a business case for sustainability, if there isn‘t one yet, there will be soon.
6. Companies with a clear purpose are more successful as profit is the result of value creation.
7. There are three basic sustainability strategies: eco-efficiency, consistency and sufficiency.
8. Sustainable business models create monetary and nonmonetary value for stakeholders.
9. Marketing delivers and extracts value from sustainable business.
10. Communication is key to success or failure of resolving sustainability trade-offs

Instruction Type

Presence

Form of Examination

Literature

No textbook, relevant literature will be announced in the lecture.