Сталий маркетинг(Sustainable marketing)_Наумова О.О.
Кафедра міжнародного бізнесу

1.               Sustainable marketing is the process of creating, communicating, and delivering value to customers in such a way that both environment and human capital are preserved or enhanced throughout. The COVID-19 pandemic and the related social and economic repercussions that the world has experienced undoubtedly made people more aware of the salience of sustainability and social well-being. This course will provide students with effective tools that companies can use to develop and achieve their sustainability goals, to create sustainable practices that will respond to consumer’s demand for sustainable products and services.

 

2.               The aim of sustainable marketing is the triple bottom line—how environmental, economic, and social practices can be integrated into businesses for the benefit of current and future generations.

Learning objectives for this course are to understand the role of sustainability in the marketplace, recognize current consumption trends, and identify barriers to and benefits of sustainable behavior. Students will learn about effective marketing strategies to influence sustainable behavior, identify consumer segments and values relevant to sustainability issues, and understand consumer response to sustainable products and practices.

 

3.               Course format - blended - The course, which is supported in the Moodle system, has a structure, content, objectives and assessment system.

 

4.                Learning outcomes – Upon successful completion of this course, students will be able to: explain sustainable marketing's role in a global framework; evaluate sustainable marketing opportunities in uncontrollable environments; understand buyers and markets; identify sustainable marketing opportunities through the marketing research process; explain the demographic and behavioral dimensions of consumer and industrial markets as they relate to sustainable marketing; identify and explain the elements of the "Marketing Mix", as they relate to sustainable marketing; develop and implement sustainable marketing strategies within an organization.