SUM EM-16

SUM EM-16
1yr MBA-Executive 2016-17 T-III

Credits	Sustainability Marketing
Faculty Name	Subhasis Ray (sray@ximb.ac.in)
Program	Executive MBA
Academic Year and Term	Term III

Course Description:

The role of marketing is facing increasing scrutiny from managers themselves. For the last fifty years, the marketing function has focused only on customers, brushing aside the emerging views of stakeholders. More products and projects are facing criticism than ever before and the changing definition of marketing incorporates more of stakeholder views and orientation.

Corporations are increasingly being challenged to act in ways that serve the best interests of society. Many companies are aggressively seeking strategies that can allow them to “do well by doing good,” leaving a positive “footprint” on the world and avoiding actions that could harm consumers, employees, investors, competitors, suppliers, and the general public. Some of these actions, like

Unilever’s ‘Sustainable Living’

programme are trying to define new markets based on principles of sustainability. Thus poverty (

Bottom of the Pyramid

), water and concern about natural resources have led to companies creating green markets

(

Ikea, Wal-mart and Wal-green)

Being sustainable and considering stakeholders is thus becoming central to business strategy and marketing as we will see in the case of

Intel

and

Kimberley Clarke

This has resulted in a need to incorporate a stakeholder-centric approach in corporate branding as well as in designing and delivering products and services. There is an emerging consensus about this need to communicate and market a company and its products/services/projects/brands to wider stakeholders like governments, NGOs, regulators and the community members. This 2.0 credit course investigates the nature and implications of such sustainability and stakeholder orientation in relation to marketing.

The course tries to answer the following questions:

· Who are the stakeholders and why are they important for marketing?
· Whats the cost of neglecting stakeholders?
· How should brands look at society for their own survival?
· How to align sustainability strategy with business/marketing strategy?
· How to differentiate a company/brand in the marketplace using sustainability based innovations?

· Why is it difficult to create green, environment friendly products?

· How to market at the bottom of the pyramid?

Learning Objective

At the end of the course, students are expected to have an understanding of

a. The role, nature and importance of sustainability and stakeholder orientation for business and marketing strategists

b. Importance of linking sustainable development to business/marketing strategy

c. How stakeholder management can lead to a better bottom line for a company.

Course Outline:

· Session 1 : Critical Marketing and Marketing 3.0

· Session 2: Introduction to sustainability and sustainable development

· Session 3: Framing sustainability marketing

· Session 4 : Sustainable Consumer Behaviour

· Session 5: Sustainability marketing values and objectives

· Session 6: Case Study

· Session 7: Sustainability marketing strategies

· Session 8 : Developing green products

· Session 9: Case Study

· Session 10: Communicating sustainability marketing

· Session 11: New models in responsible distribution

· Session 12: Customer cost and sustinability

· Session 13: Business , climate change and marketing

· Session 14: Review & project presentation

Course Requirements:

· Case Studies- 30
· Articles and project- 30
· End term: 40

Academic Integrity: Standard conditions apply.

Created By: Alora Kar on 07/05/2016 at 09:38 AM
Category: MBA(Exe.)16-T-I Doctype: Document

...........................