Sustainable Marketing

Duration

30h Th

Number of credits

Lecturer

Laurence Dessart, Claire Gruslin, Willem Standaert

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

In today's complex and unpredictable world, where sustainability is no longer a choice but a necessity, marketing holds the power to drive meaningful change. This course delves into the intersection of sustainability and marketing, focusing on how businesses can create sustainable value for both people and the planet. This course views marketing as a catalyst for fostering sustainable practices among consumers and stakeholders alike.

Throughout the course, we will examine key marketing strategies that can help businesses embrace sustainability, from product positioning and value creation to communication and performance monitoring. By integrating sustainability into every facet of marketing, companies can not only influence consumer behavior but also promote positive societal change, creating a future that benefits all.

In this course, students will learn how to envision and enact sustainability in marketing through 5 pillars (Source: V. Swaen) 

• Reduction of overproduction and overconsumption  

• Encouraging more sustainable ways of consuming and living  

• Designing and promoting sustainable products and business models  

• Communicating responsibly  

• Reducing the negative impact of marketing and communication actions. 

Learning outcomes of the learning unit

By the end of this course, students should be able to: 

• Understand the impact of marketing within the context of sustainability; 

• Define and explain key concepts and frameworks in sustainable marketing; 

• Analyze the influence of environmental and social issues as well as the interaction with technologies on customer behavior and marketing trends; 

• Critically evaluate the strengths and weaknesses of different sustainable marketing practices, such as social inclusion, sustainable branding, social impact marketing, and circular economy approaches; 

• Develop marketing strategies that integrate sustainability considerations throughout the value proposition, from product development and packaging, to communication and customer engagement. 

Prerequisite knowledge and skills

A foundational understanding of marketing principles is required for this course. Prior completion of an introductory marketing course is recommended to ensure familiarity with core concepts such as market positioning, consumer behavior, and value creation, which will be built upon throughout the sustainability marketing curriculum.

Planned learning activities and teaching methods

This course employs a dynamic mix of teaching methods designed to engage students and foster a deep understanding of sustainability marketing. Interactive lectures will provide foundational knowledge, while immersive experiences allow students to apply concepts in real-world contexts. Class discussions will encourage critical thinking and the exchange of diverse perspectives, supported by group work and case studies to promote collaborative learning and practical problem-solving. We will also feature guest speakers from industry and NGOs to offer insights into current sustainability challenges and practices. Lastly, project-based learning will empower students to develop actionable solutions, ensuring a hands-on approach to mastering sustainability in marketing.

Mode of delivery (face to face, distance learning, hybrid learning)

Face-to-face course


Further information:

The course will be delivered face-to-face, fostering direct interaction and active engagement among students, instructors, and guest speakers. This in-person format will enhance collaborative learning through discussions, group activities, and real-time feedback. To ensure productive sessions, students are expected to review specific materials before each class, including assigned readings, case studies, and articles related to sustainability marketing. These preparatory materials will help frame the topics for discussion and enable students to participate more meaningfully in class activities and discussions.

Course materials and recommended or required readings

Platform(s) used for course materials:
- LOL@


Further information:

A combination of academic articles, industry reports, case studies, and online resources will be provided throughout the course and available on Lol@

Exam(s) in session

Any session

- In-person

oral exam

Written work / report


Further information:

The evaluation for this course is centered around two key assessment activities.

• The primary component is a group project, which constitutes 50% of the final grade. In groups of five, students will develop a comprehensive sustainable marketing plan for a company, selected from a list provided by the instructors. This group project is designed to integrate course concepts and is done in synergy with the Brand Management group work, allowing for a cohesive analysis of the company's background and context.
• The second component is an individual oral examination (50%) composed of a couple of questions covering the whole course material and sessions, including the group project. Further details about the exam organization will be provided in due time.

Work placement(s)

Organisational remarks and main changes to the course

Contacts

For any questions or support throughout the course, you can contact the Teaching Assistant, Lisa Baiwir. Lisa will be available to assist with course materials, assignment clarifications, and any logistical concerns you may have. She will serve as a key point of contact for both academic and administrative matters. You can reach her via email at lisa.baiwir@uliege.be, and she will also hold regular office hours, which will be announced at the beginning of the course.

Association of one or more MOOCs