AIMS AND CONTENT

LEARNING OUTCOMES

The course aims to integrate sustainability principles into both marketing theory and the practical decision-making process of marketing managers. It will analyze how new marketing strategies are driven by the consumer's desire for sustainable products and how sustainability marketing can create benefits in companies where ecological and sustainability concerns are prioritized. Furthermore, the course provides tools and knowledge to develop, implement, and guide green marketing practices as drivers of growth and value creation in different companies; case studies will be presented and discussed.

AIMS AND LEARNING OUTCOMES

The educational objectives of the teaching aim to (in %)

• provide basic knowledge of marketing terms, concepts and theories (10%)

• provide adequate knowledge of marketing tools (10%)

• provide a contextualization to the problem of sustainability (10%)

• explain concepts and problems related to the topic of sustainability; (10%)

• prepare students to be able to apply the knowledge acquired in different contexts and situations (15%)

• provide basic knowledge on data and information collection methodologies (7.5%)

• provide basic knowledge useful for identifying the best strategy for analyzing the information and data available (7.5%)

•develop criteria to evaluate the credibility of a sustainable marketing campaign and provide the tools to defend one's judgment (10%)

• provide the tools for creating a new original marketing campaign (20%)

Expected Results

At the end of the course students will be able to:

• use marketing terms, concepts and tools appropriately

• illustrate the role of marketing within the company's business

• explain the sustainability challenges that contemporary societies face

• know the regulatory context relating to sustainable development

• describe the role of companies in the ecological transition process

• describe and enhance aspects relating to product sustainability

• critically analyze sustainability marketing campaigns, understanding the main sources of success.

• distinguish between credible and non-credible labels

• define and use criteria to identify greenwashing

• integrate the principles of sustainability with the marketing mix tools for the creation of a marketing campaign

TEACHING METHODS

The teaching methods  include lectures, seminars, business cases and project development, group activities, and presentation and discussion of project work.

Students who have valid certification of physical or learning disabilities  and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with Professor Serena Scotto (scotto@economia.unige.it), the Department’s disability liaison.

 

SYLLABUS/CONTENT

• Contextual factors – environmental and social issues, the challenges of XXI Century

• Society-oriented marketing: new marketing perspectives

•  Sustainability marketing:

-Opportunities and risks of sustainability marketing

- Consumer Behavior: Environmental awareness of consumers – consequences for the marketing mix

- Environment, values and objective: Normative Sustainability Marketing

- Strategic Sustainability Marketing

- Sustainability Marketing Mix

• Transformations : how sustainability marketing contributes to change for sustainable development

• Social marketing challenges an overview

• Case studies

RECOMMENDED READING/BIBLIOGRAPHY

Belz, F.M.; Peattie, K. (2012). Sustainability Marketing - A Global Perspective

Extra reading materials such as case studies, articles and blogs, as well as optional reading will be provided during the course and uploaded on Aulaweb.

TEACHERS AND EXAM BOARD

LESSONS

LESSONS START

Teaching calendar available on the page Calendario didattico | DIEC (unige.it)

Lesson Start in I semester,  class timetable available on Orario delle lezioni | DIEC (unige.it) and  on EasyAcademy portal.

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

Assessment criteria

The examination is identical for attending and non-attending students ad the final evaluation is the result of two assessment modules.

1- Test (written - or oral in special cases at the discretion of the professor): The test consists of multiple-choice questions, open-ended questions, case study analysis and hypothetical and/or scenario questions.

2- Group project work: Students will be asked to project and design a sustainable marketing campaign. Students will work in teams and then present the product of their work in class. All details will be described during the lesson and uploaded on Aulaweb.

Any changes or updates will be provided during the lessons and indicated on Aulaweb

ASSESSMENT METHODS

The final evaluation of the students is the result of two assessment modules.

1- Test (written - or oral in special cases at the professor's discretion) will verify the knowledge, understanding, and ability to apply the concepts and theories covered in the lessons correctly, which is the compulsory part. 

For the written part, the evaluation goes from 0 to 27 points (a sufficient evaluation for the Test (equal to 16,2) is necessary to pass the exam but it is not enough because the pass mark is 18/30)

2- Group project work which evaluates the level of understanding and ability to apply concepts and theories to practice.

 The project work will be evaluated from 0 to 3 points, which will be added to the result obtained in the test.

The final evaluation of the students is the result of the sum of the points obtained in the two parts, expressed in thirtieths, provided that a sufficient evaluation is achieved in the test (equal to 16,2 out of 27)

In case the student obtains an insufficient evaluation in the test: the exam can be re-attempted until the beginning of the exam session of the following academic year. At this time, the exam will focus on the new program.

Any changes or updates will be provided during the lessons and indicated on Aulaweb