AIMS AND CONTENT

AIMS AND LEARNING OUTCOMES

By the end of the course, students will be able to:

• Analyze the major economic, political, social, and environmental crises of the current context, examining their scope and interrelationships within the framework of the polycrisis;
• Analyze the role of uncertainty and risk in the transformation of consumer behavior, with reference to the building of trust between businesses and consumers;
• Design trust-oriented marketing strategies in response to the market’s ethical and environmental expectations;
• Define green marketing and sustainability marketing, situating them within the broader debate on corporate sustainability;
• Recognize the importance of approaches aimed at creating positive externalities in economic, social, and environmental contexts;
• Analyze the external and internal environments to understand the target market according to the principles of analytical marketing;
• Segment the market based on sustainability and responsibility criteria, identifying the most relevant target groups and defining a positioning consistent with the values of contemporary consumers according to the principles of strategic marketing;
• Describe the behaviors of sustainable consumers, with particular attention to demands for consistency and transparency in corporate operations;
• Interpret sustainable consumption trends at the national and international levels, including through data and market research.

TEACHING METHODS

Please note that this course is delivered online (9 hours online videos + 6 hours in person) via the Learn platform. To request access, students must contact the Settore metodi e contenuti at edunext@aulaweb.unige.it.

Attendance is not compulsory.

Additional instructional activities: Group work. 

Exam accommodations for students with disabilities or SLD Students with a valid disability certificate or a diagnosis of Specific Learning Disabilities (SLD) (under Italian Law 104/1992) or Special Educational Needs (SEN), who are registered with the University’s Inclusion Services, can request compensatory tools and/or dispensatory measures for exams.

Students with disabilities, with SLD or with SEN are reminded that, to request exam accommodations, they must first upload their certification to the University website at servizionline.unige.it <https://servizionline.unige.it/>, in the “Students” section. The documentation will be checked by the University’s Services for the Inclusion of Students with Disabilities and with SLD.

At the beginning of the course, students are advised to contact the lecturer to agree on exam arrangements which, while respecting the learning objectives of the course, take individual learning needs into account. To request compensatory tools or dispensatory measures, students with disabilities or SLD must fill in the dedicated Webform available athttps://unige.it/disabilita-dsa, at least 7 working days before the exam.

Students with SEN may instead send their request by e-mail to the lecturer, copying the Department Representative, Prof. Elena Lagomarsino, at inclusione.economia@unige.it, and the Inclusion Office at inclusione.studenti@info.unige.it.

SYLLABUS/CONTENT

Program Overview:

• The current consumer landscape: global and local trends, new lifestyles, and consumer cultures;
• Contemporary crises: economic, political, climate, health, and social;
• The concept of a polycrisis: origins, dynamics, and implications for the market;
• Uncertainty, risk, and trust: how expectations and purchasing behaviors are changing;
• Definition of trust-oriented marketing;
• Definition and scope of green marketing and the broader field of sustainability marketing: origins, evolution, and prospects;
• The new consumer: profiles, values, and motivations of the sustainable and responsible consumer;
• Definition of the attitude-behavior gap: potential obstacles and solutions;
• The importance of aligning corporate values and brand ethos with actual practices;
• Analytical marketing: analysis of the external, competitive, and internal environments to assess the market situation in which the company operates;
• Strategic marketing: segmentation, targeting, and positioning in the sustainability market;
• Emerging trends: from the circular economy to the regenerative economy;
• Case studies to help understand the theoretical concepts covered.

RECOMMENDED READING/BIBLIOGRAPHY

The required reading is:

• Belz, F.M.; Peattie, K. (2012). Sustainability Marketing - A Global Perspective.
• Digital note: https://www.egeaeditore.it/ita/prodotti/marketing-e-vendite/sustainability-marketing.as

Supplementary teaching materials (slides, scientific articles, industry reports, and case studies) will be provided via the University’s e-learning platform.

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

Please note that online lectures are scheduled to begin on September 28, 2026 (first semester).

The 6-hour lectures in-person will take place from November 16 to December 11, 2026 (first semester).

Further details about the lecture timetable will be announced at a later date.

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

The exam consists of a written test designed to assess the student’s ability to discuss the topics covered in the course in a critical, comprehensive, and informed manner, drawing on concrete examples and real-world contexts.

ASSESSMENT METHODS

The evaluation takes into account the accuracy and completeness of the answers, the ability to relate the course’s theoretical content to real-world contexts and case studies, the depth of critical analysis, and the quality of presentation and argumentation.

FURTHER INFORMATION

Please contact the lecturer for any further information not included in the teaching unit form.