1641 Global Sustainability: A Marketing Perspective
Konstantinos Leonidou, Ph.D.
Contact details
Weekly hours
Language of instruction
09/11/18 to 09/23/18
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 12/10/18 10:30 AM - 12:30 PM EA.5.034
Monday 12/10/18 01:30 PM - 04:00 PM EA.5.034
Tuesday 12/11/18 10:30 AM - 12:30 PM EA.5.034
Tuesday 12/11/18 01:30 PM - 04:00 PM EA.5.040
Wednesday 12/12/18 10:30 AM - 01:00 PM EA.5.030
Wednesday 12/12/18 02:00 PM - 04:00 PM EA.5.030
Thursday 12/13/18 10:30 AM - 12:30 PM EA.5.030
Thursday 12/13/18 01:30 PM - 04:00 PM EA.5.030
Friday 12/14/18 10:30 AM - 12:30 PM D4.0.127
Friday 12/14/18 01:30 PM - 04:00 PM D4.0.039

Nowadays, firms operating beyond national boarders have to deal with different environmental laws, diverse cultural backgrounds, and, given the rise of social media, face greater scrutiny by stakeholders over the nature of their global operations. The module aims to provide students with knowledge of global sustainability as it pertains to marketing and communications. It further aims to deliver the skills to enable students to critically appraise the history of and current discourse on corporate responsibilityand sustainability, and comprehend the multi faceted and nature of these concepts. The global forces driving sustainability initiatives will be explored, their impact on the firm’s marketing and communication practices will be identified, and their relationship with organizational stakeholders and profitability will be assessed.

Course Outline

The course consists of three blocks with the following themes:

1. “Understanding global sustainability marketing”

     Framing global sustainability marketing

    Global sustainability problems and opportunities

    Globalization and stakeholder relationships as drivers of responsibility

2. “Developing and managing global sustainability standards and strategies”

    Global sustainability management and marketing strategies

    Global sustainability product and pricing strategies

    Global sustainability distribution strategies

    Global sustainability communication strategies

3. Measuring and developing the future of global sustainability

    The impact of global sustainability

    Global sustainability marketing transformations

    Critiquing and reframing global sustainability marketing

Learning outcomes

Upon completion of this module students will be able to:

recognize the historical roots, theories, definitions, and operationalizations of sustainability and corporate responsibility

identify and analyze the mainsocial and environmental problems related to global organizations today

demonstrate critical knowledge of the key tensions and debates around global corporate responsibility,sustainability and stakeholder   management

explain in great detail the issues driving global sustainability

analyze in depth the various sustainability marketing practices available

explore a number of global sustainability marketing examples, issues, and problems

thoroughly assess and discuss the impact of global sustainability on marketing, business and the society at large


Upon completion of this module, students will be able to:

apply global sustainability marketing best practices

produce solutions in dealing with real sustainability problems faced by international firms

think critically in analyzing relevant global sustainability issues

Attendance requirements

Please note that the first session and last session is mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted with the exception of the first and the last session.

Teaching/learning method(s)

The course will contain a range of lectures, workshops, and seminars. The lectures are intended to provide you with essential information, to help you structure that information and to be a source of explanation. The workshops and seminars are a vehicle for you to build on the knowledge gained in the lectures, to develop a methodology for applying your knowledge to problems and to refine your analytical and oral communication skills.


Assessment of the course depends on one piece of individual essay worth 100 percent of the final module mark. Students will be provided with a written case which they will need to analyze and appropriately answer. The submission date will be confirmed on the first session and the indicative length for assignment is 3000 words per individual essay.

Attendance and active participation in class discussions (10%)

Group-presentations (40%)

Final exam(50%)





Prerequisites for participation and waiting lists

Not applicable.

1 Author: Belz, Frank Martin, Ken Peattie

Sustainability Marketing: A Global Perspective

Publisher: John Wiles & Sons
Edition: 2nd
Year: 2012
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
2 Author: Blowfield Michael, Alan Murray
Title: Corporate Responsibility

Publisher: Oxford University Press
Edition: 3rd
Year: 2014
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
Recommended previous knowledge and skills

Not applicable.

Availability of lecturer(s)


Please note that there will be a case package to be purchased from the IMM Institute before the course begins. You will be notified by email beforehand when the case material is available for purchase.

 Regarding the readings above - a detailed reading list will be provided at the end ofeach lecture or seminar session.

Unit details
Unit Date Contents
1 Day 1 - AM

Framing global sustainability marketing,  - Belz and Peattie – Chapters 1 and 2

2 Day 1 - PM

Global sustainability problems and opportunities, - Belzand Peattie – Chapters 3 and 4

3 Day 2 - AM

Globalization and stakeholder relationships as drivers of responsibility, - Belz and Peattie –Chapter 6 (part),

Blowfield and Murray - Chapters 4,5 and 9

4 Day 2 - PM


Global sustainability management and marketing strategies, -  Belz and Peattie – Chapter 5


5 Day 3 - AM

Global sustainability product and pricing strategies, - Belzand Peattie – Chapters 7 and 9

6 Day 3 - PM

Global sustainability distribution strategies, - Belzand Peattie – Chapter 10

7 Day 4 - AM

Global sustainability communication strategies, - Belzand Peattie – Chapter 8

8 Day 4 - PM

The impact of global sustainability, - tobe provided

9 Day 5 - AM

Global sustainability marketing transformations, Belzand Peattie – Chapter 11

10 Day 5 - PM

Critiquing and reframing global sustainability marketing, Belzand Peattie – Chapter 12

Last edited: 2018-11-28