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.
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
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
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.
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%)
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.