Opetussuunnitelmat

Objective

Sustainable marketing is a course that aims to teach you how to create, communicate, and deliver value to customers in a way that preserves or enhances the environment and human well-being. A particular emphasis has been placed on developing students understanding of how to create customer value and engagement in the digital and social age. You will gain knowledge about the changing consumer-marketer relationship in the digital and social age. You will explore contemporary trends in the marketing landscape such as consumer-generated marketing.

At the end of the course, you are expected:

A. to understand various theoretical concept used in the field of sustainable marketing and marketing communication, in general,their reasoning, applications, and limitations, in particular.
B. to understand marketplace, customer needs, designing value-creating marketing strategies, developing the marketing mix that delivers value, satisfaction, engage and build a strong relationship with the customer.
C. to understand topics such as environment industry and competitor analysis, consumer behaviour, segmentation, marketing mix elements and finally challenges and the prospect of global and sustainable marketing.

The course aims to develop the following COMPETENCES:

Internationality and multiculturalism: You work in multicultural and international environments and networks in order to develop knowledge and communication skills as well as develop empathy and appreciation for other cultures. You communicate responsibly and effectively in English through written, verbal, non-verbal and digital formats individually as well as a team member in diverse settings.
To achieve this competence, you will
_ you will develop a comprehensive perspective on cultural values and their impact in designing a marketing communication plan
_you will review relevant theoretical and empirical literature comprehend to rigour and relevance perspectives.

Sustainable development
You develop an understanding, vision, and appreciation for sustainability that affect personal, and professions lives, local communities, and global society at large. You study and explore linkages between multiple aspects of sustainability and business.
_you will develop understanding of various concept in sustainable development in the context of marketing, in bound and outbound logistics, zero landfill.
_You develop an understanding, vision, and appreciation for sustainability that affect personal, and professions lives, local communities, and global society at large. You study and explore linkages between multiple aspects of sustainability and business.

Responsible international business management
You develop your intellectual capabilities to seek conclusions and draw inferences in an international environment to become responsible manager. You develop creative and insightful solutions to solve complex business problems both in the present and the future with explicit emphasis on local and international standards of ethics, responsibility, and sustainability and implications on various stakeholders
To achieve this competence, you will:
-you will develop your intellectual capabilities to seek conclusions and draw inferences in an international environment to become responsible manager.
_you will be able to develop creative and insightful solutions to solve complex business problems both in the present and the future with explicit emphasis on local and international standards of ethics, responsibility, and sustainability and implications on various stakeholders.

Content

In this course, you will learn how to create customer value and engagement and manage customer relationship with the use of traditional and digital and social technologies. You will start by defining marketing and understanding the marketing process. You will learn how to analyses marketing environment, gain consumer insights into consumer and buyer behaviour. Next, you will learn how to design customer-driven market offerings with the use of traditional marketing method and dazzling set of a new set of tools such as the internet, smartphones, tablets, online and social media. Last but not least you will be introduced with global marketing and sustainable marketing issue and prospects.

Below are the key contents

• Creating and capturing customer value and engagement
• Marketing strategies to build customer engagement, value and relationship
• Marketing environment and consumer insights
• Consumer and business market behaviour
• Value creation using customer-driven marketing strategies
• Market offering: product, brand and service
• Developing and managing new market offerings
• Capturing consumer value with sustainable development
• Delivering value to the customer: Retailing and wholesaling
• Communicating with the consumer: Integrated marketing communication and advertising
• Communication with the consumer: Sales promotion, personal selling
• Marketing in digital and social media
• Marketing in the Global Marketplace

Assessment criteria, satisfactory (1)

Group work
A. Project Report (30%)
B. Video Project (20%)

Individual
D. Reflection/Learning Diary (40%)
E. Discussion Forum and active Class Participation (10%)

You will get a grade of ‘one' or 'two' if you are able to demonstrate a basic level of evidence in the following competences:
Internationality and multiculturalism
Sustainable development
Responsible international business management

Assessment criteria, good (3)

Group work
A. Project Report (30%)
B. Video Project (20%)

Individual
D. Reflection/Learning Diary (40%)
E. Discussion Forum and active Class Participation (10%)

You will get a grade of ‘three' of 'four' if you are able to demonstrate a good level of evidence in the following competences:
Internationality and multiculturalism
Sustainable development
Responsible international business management

Assessment criteria, excellent (5)

Group work
A. Project Report (30%)
B. Video Project (20%)

Individual
D. Reflection/Learning Diary (40%)
E. Discussion Forum and active Class Participation (10%)

You will get a grade of ‘five’ if you are able to demonstrate an excellent level of evidence in the following competences:
Internationality and multiculturalism
Sustainable development
Responsible international business management

Materials

Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2017). Principles of marketing: 7th European edition. Additional course material will be provided by the lecturer online or hard copies