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.
The learning objectives of the teaching concern (in %)
Expected results
At the end of the teaching the students will:
The teaching methods include lectures, seminars, business cases and project development, group activities, and presentation and discussion of project work.
• 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
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.
Ricevimento: Office hours by appointment, in the teacher's studio (Darsena, II level), or via Teams, to be agreed via email carolina.bruzzi@unige.it Further updates will be provided during the lessons and indicated on Aulaweb.
CAROLINA BRUZZI (Presidente)
ALBERTO MONTI (Presidente)
SIMONE POLEDRINI
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.
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): will verify the knowledge, understanding and ability to correctly apply the concepts and theories covered in the lessons and it is the compulsory part.
The test consists of multiple-choice questions, open-ended questions, case study analysis and hypothetical and/or scenario questions.
The evaluation of the test goes from 0 to 25 points.
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 at lesson and uploaded on Aulaweb.
The group project work evaluates the level of understanding and ability to apply concepts and theories to practice.
The project work will be evaluated from 0 to 5 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 15 out of 25)
A sufficient evaluation for the test (equal to 15) is necessary to pass the exam but it is not sufficient because the pass mark for the teaching is 18/30 resulting from the sum of the two assessment modules.
In case the student obtains an insufficient evaluation on the test: the exam can be re-attempted until the beginning of the exam session of the following academic year, at which time the exam will focus on the new program completed.
Any changes or updates will be provided during the lessons and indicated on Aulaweb
Group project work allows to assess the level of understanding of the sustainability marketing challenge, the ability to apply the knowledge to the decision-making process of marketing management.
Text is designed to test students’ knowledge of theoretical concepts explained in class and their ability to apply the acquired knowledge to a number of typical business scenarios
