Course Content

Progressive marketing may create more environmental problems than solutions by endorsing maximum private consumption. But responsible marketing also provides mechanisms for societal change through the linking of ethically and environmentally conscious market participants. This course provides knowledge on developing marketing strategies for private businesses, which accommodate core environmental qualities and avoid opportunistic ‘greenwashing’. We likewise discuss how holistic marketing methods can be used by public or non-government organizations for promoting individual and organizational responsiveness to challenges related to sustainability. We also analyze internal marketing strategies for promoting values within organizations.

Learning Objectives

Upon the successful completion of this course, students will be able to:

• Identify and explain the four basic elements of the ‘marketing mix’ (product, price, place, promotion) and the dimensions of holistic marketing

• Understand demographic and ideological changes in consumer preferences and behavior

• Realize the potentials of professional marketing in promoting environmental sustainability

• Make critical analyses of commercial and public marketing strategies and activities, which consider not only consumer satisfaction but also societal responsibility

• Develop and evaluate sustainable marketing communications within organizations

• Critically distinguish between defensible marketing and ‘greenwashing’

Books and reading material

• Kotler, P. and Keller, K. L. (2016). Marketing Management. 15th Edition. Pearson.

• Martin, D. and Schouten, J. (2014) Sustainable Marketing. New International Edition. Pearson.

• Practical cases and academic articles

Course Coordinator

Bayu Sutikno, Assistant Professor (Universitas Gadjah Mada)

Ilan Alon, Professor (University of Agder)