2018-2019 Academic Catalog

Apr 19, 2024

2018-2019 Academic Catalog [ARCHIVED CATALOG]

MKT 5487 - Sustainability Marketing

The business landscape of the 21st century is evolving to encompass a rapidly expanding segment of consumers concerned with their impact on the global quality of life. This awakening breed of new consumers has created the need for a new marketing paradigm; under the current title of “Sustainable Marketing”.

This new cutting edge course will define the role of Sustainable Marketing and its key objectives. It will also examine segmentation strategies and marketing activities to produce opportunities for Green products, services and socially positive brands. Major topic areas covered within this 14 week course include:
• Sustainable Marketing segmentation
• Sustainability driven consumptions trends
• Eco-Innovation strategies for products and services
• The Sustainable marketing mix
• Competing for emerging green markets
• Sustainable consumer behavior
• Socially positive branding

These topics, along with current global trends in Sustainable Marketing will be incorporated into a learning environment that involves in class discussions and lectures using new textbook concepts and current market trends and in class strategic teams of students creating marketing solutions for actual global sustainable market areas.

Prerequisites:

MKT 4400

Anticipated Terms Offered: Varies