Suistainable Marketing

  • Credits: 4
  • Ending: Examination
  • Range: 12sP
  • Semester: summer
  • Year: 2
  • Faculty of Commerce

Teachers

Included in study programs

Marketing and Trade Management

Teaching results

Knowledge: to understand the problem of sustainable development, importance, development and implementation in the specific conditions, to understand the application of sustainable marketing approaches in the field of development of the product, customer behavior, marketing strategies, marketing planning and marketing mix.
Skills: the ability to apply the instrumentarium of sustainable marketing in concrete cases, critically evaluate the situation, formulate criteria for the analysis of the current situation and formulate the aims of sustainable marketing strategy.
Competence: the ability to operate with information, find them, select, analyze and synthesize with a focus on the concept of sustainable marketing, the ability to predict scenarios of further development

Indicative content

The case studies methodology. Marketing in the Twenty-First Century. Elements of sustainable marketing. Socio-ecological problems. Sustainable consumer behavior. Sustainability marketing values. Sustainability marketing strategies. Sustainable innovations. Sustainable marketing mix. Future of sustainable marketing

Support literature

1. Godin, S. (2022). The Carbon Almanac - It ´s not too late. Portfolio, USA
2. Chomová, K. (2022). Udržateľný marketing – nová éra marketingu. Vydavateľstvo EDUCATION.SUSTAINABILITY.BRATISLAVA. Bratislava
3. Chomová, K. (2023). Spoločenská zodpovednosť firiem. Vydavateľstvo EKONÓM. Bratislava
4. Kislingerova, E. (2021). Cirkulární ekonomie a ekonomika. Grada. Praha
5. Skees, S. (2023). Purposeful Brands: How purpose and sustainability drive brand value and positive change. KoganPage. London

Syllabus

1. An introduction to the concept of Sustainable marketing. Understanding sustainability and marketing. 2. Marketing in the Twenty-First Century. Challenges for the Twenty-First Century. Sustainable development. 3. Framing sustainable marketing. Elements of sustainable marketing. Corporate social responsibility. Ethical context. Socio-political context. Global context. 4. Socio-ecological problems. Socio-ecological problems on a macro level and socio-ecological impact of products on a micro level. 5. Sustainable consumer behavior. Understanding sustainable consumer behavior. Sustainability and consumption. 6. Sustainability marketing values. Sustainability marketing objectives. 7. Sustainability marketing strategies. Understanding the marketing environment. Developing sustainable marketing strategies 8. Sustainable innovations. Introducing new sustainable products into the market. 9. Sustainable marketing mix: customer solutions. Developing a sustainable products and services. Sustainable branding 10. Sustainable marketing mix: communications. Communication mix. Cause-related marketing. Greenwashing 11. Sustainable marketing mix: customer cost. Total customer cost. Price -setting approaches. Price strategies 12. Sustainable marketing mix: convenience. Distribution strategies. Sustainable packaging. 13. Future of sustainable marketing. Market, corporate and marketing transformations

Requirements to complete the course

20% continuous semester assessment
20% semester work
60% written exam

Student workload

Workload: 104 hours
Attendance at seminars: 12 hours
Preparation for seminars: 16 hours
Elaboration of a semester project: 16 hours
Preparation for the exam: 60 hours

Language whose command is required to complete the course

Slovak, English

Date of the latest change: 17.10.2023