Courses

Marketing and Sustainability

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As economic growth stretches global resources, companies must be prepared to pivot and face audiences who increasingly demand social and environmental transparency. Traditional approaches in business must be replaced with more proactive alternatives that address the needs of consumer, community and environment. Marketing has a unique role to play by influencing systems through which people’s material and psychological needs are met. This course aims to provide a broad range of tools and frameworks for understanding how business can interact with issues related to sustainability from the marketing perspective. In particular, we examine how basic/traditional marketing strategies can be incorporated and/or should be modified in practice for implementing sustainability marketing.